1. The business mainly operates in the United States, with its core business focused on selling photography equipment, camera backpacks, tripods, ball heads, and other accessories. 2. In the photography equipment e-commerce sector, it is a vertically focused niche brand, with competitors including Gitzo, Manfrotto, and Peak Design. 3. The brand terms on the official website are "Leofoto USA" and "Leofoto".