KYE Systems Genius

Genius is a brand in the field of computer and mobile peripherals. Mark Genius was founded by the Taiwanese corporation KYE Systems in 1985, introducing its first mouse under it. Since then, the brand has spread to other peripheral devices used to connect people in the digital world.

Genius develops mice, keyboards, stylus, headsets, stereos, webcams and gaming devices, primarily taking care of quality, convenience and ease of use.

History

2021: Closing the office in Russia

On August 18, 2021, it became known about the closure of the Genius representative office in Russia. The company may leave the Russian market altogether due to intense competition and a collapse in sales.

Kommersant writes about the closure of Genius's office in the Russian Federation and the company's possible departure from the market. According to the source of the publication in one of the major electronics companies, Genius sales in Russia in the second quarter of 2021 decreased by 65% compared to the same period in 2020.

According to Marvel Distribution, Genius's share in the computer periphery market by August 2021 is only 2-3%, while a few years ago it was at 15%.

Mouse and web camera manufacturer Genius closes office in Russia

According to Priceoss CEO Elena Sukhovey, the demand for Genius does not grow, although in general the segment is becoming more in demand. Analysts of the company explain the situation by increasing demand for "advanced technology," and Genius refers to the "budget segment of the simple periphery."

Fintech Lab accelerator analyst Sergei Vilyanov believes that nothing will change from Genius leaving the market, since the company "has not offered a unique product for a long time."

In addition, players enter the Russian market who offer the same PC devices as Genius, cheaper, among them - Defender, Oklick. The periphery of Logitech has also become cheaper, which has further exacerbated competition, according to Fintech Lab.

According to Sergey Villanov, the rebranding and a significant update of the lineup can help the company.

In the meantime, the old lineup, to the quality of which there are questions, greatly affects the reputation of Genius, "he said.

According to M.Video-Eldorado, sales of the computer periphery for the first half of 2021 in pieces increased by 3% year on year - to 7 million, in money - by 24%, to 9.7 billion rubles. Analysts at the retailer call Logitech the market leader, Genius is among the top ten popular brands.^[1]

Notes