1. The business mainly operates globally, with its core business focused on selling mechanical keyboards, keycaps, desk mats, wrist rests, and other peripheral products. 2. In e-commerce, it is a brand in a vertically segmented niche, with competitors including Keychron, Akko, and Varmilo. 3. The brand terms used on the official website are "Keysme" or "KeysMe".