我给 CHERRY 发送的邮件，建议他们进行的调整
发表于 ： 2026年 7月 28日 18:18
A Note on CHERRY's Strategic Position
在 2026-07-21 10:33 发给 info@cherry.de
Dear CHERRY Management Team,
I hope this note finds you well. I'm writing as a CHERRY lover who cares about what happens next.
To be honest, CHERRY has been hard to watch recently. The numbers are publicly known. Group revenue of EUR94.3 million in fiscal year 2025, down 15% year-on-year; Production at the Auerbach headquarters has stopped; Manufacturing has moved to partners in China and Slovakia; The company has already sold the Active Key business for up to EUR21 million, and it seems like you are now considering whether to sell either the Peripherals or the Digital Health & Solutions division to stay afloat; The MX switch patent expired in 2014, and Chinese manufacturers like Gateron and Kailh have since offered competitive switches at lower cost and faster speed... These are facts, but they are also losses, not just of your revenue, but of your identity.
I wonder if you have looked at the "Commodore" now. In July 2025, that brand was bought by a team of fans of Commodore computers, and started to make Commodores again. They goal wasn't to win back the mass market just like 40 years ago. Instead, they [went back to what people loved, re-releasing products, licensing the brand to the community, and accepting a smaller but sustainable niche].
There is one thing I hope you won't miss. The Digital Health division actually grew 26% in 2025. But the German government recently postponed the TI mandate to October 2027, which cost the division several million euros in expected revenue. Not a failure of the business itself. It would be a pity to sell a growing division because of political stuff...
Your "Blossom" strategy is clearly an urgent effort to survive. But what CHERRY still has is not factories or wealth. What remains is something rarer. It is the trust and affection that enthusiasts still hold for the name. That is not a small thing. That could be the foundation for something meaningful.
I suggest that you can consider to try producing: high-margin industrial keyboards, limited runs of classic models, maybe even a community licensing model like Commodore's.
This Email is not for complaining or for lecturing, but because I CARE. For decades, CHERRY meant precision, durability, and a distinct character that nothing else quite replicated. It has been part of so many people's working lives, their gaming memories, their quiet evenings typing. It would be a shame to let that disappear without at least trying a million different directions.
Thank you for reading this. I hope you and your team find a way through, and I wish you every success!
Yours sincerely,
Linus Lee.
在 2026-07-21 10:33 发给 info@cherry.de
Dear CHERRY Management Team,
I hope this note finds you well. I'm writing as a CHERRY lover who cares about what happens next.
To be honest, CHERRY has been hard to watch recently. The numbers are publicly known. Group revenue of EUR94.3 million in fiscal year 2025, down 15% year-on-year; Production at the Auerbach headquarters has stopped; Manufacturing has moved to partners in China and Slovakia; The company has already sold the Active Key business for up to EUR21 million, and it seems like you are now considering whether to sell either the Peripherals or the Digital Health & Solutions division to stay afloat; The MX switch patent expired in 2014, and Chinese manufacturers like Gateron and Kailh have since offered competitive switches at lower cost and faster speed... These are facts, but they are also losses, not just of your revenue, but of your identity.
I wonder if you have looked at the "Commodore" now. In July 2025, that brand was bought by a team of fans of Commodore computers, and started to make Commodores again. They goal wasn't to win back the mass market just like 40 years ago. Instead, they [went back to what people loved, re-releasing products, licensing the brand to the community, and accepting a smaller but sustainable niche].
There is one thing I hope you won't miss. The Digital Health division actually grew 26% in 2025. But the German government recently postponed the TI mandate to October 2027, which cost the division several million euros in expected revenue. Not a failure of the business itself. It would be a pity to sell a growing division because of political stuff...
Your "Blossom" strategy is clearly an urgent effort to survive. But what CHERRY still has is not factories or wealth. What remains is something rarer. It is the trust and affection that enthusiasts still hold for the name. That is not a small thing. That could be the foundation for something meaningful.
I suggest that you can consider to try producing: high-margin industrial keyboards, limited runs of classic models, maybe even a community licensing model like Commodore's.
This Email is not for complaining or for lecturing, but because I CARE. For decades, CHERRY meant precision, durability, and a distinct character that nothing else quite replicated. It has been part of so many people's working lives, their gaming memories, their quiet evenings typing. It would be a shame to let that disappear without at least trying a million different directions.
Thank you for reading this. I hope you and your team find a way through, and I wish you every success!
Yours sincerely,
Linus Lee.