1. The business mainly operates globally, with online retail of building block toys and models as its core business, including various IP-themed, military, technology, and mini series. 2. Within e-commerce, it is in a vertical segment (toy/model retail), with competitors including the official LEGO store and other third-party building block brands. 3. The brand terms on the official website are "AFOBRICK" or "afobrick.com".