Continuously develop black technology camera products, and become a global brand in 5 years.
On November 4th, the “WISE2020 x Global Ecological Conference” was successfully held in Shenzhen. This summit invited Shenzhen Cross-border E-Commerce Association Executive Chairman Wang Xin, Synopsys China Chairman and Global Senior Vice President Ge Qun, Google Greater China CMO Ben Wong, Yiyan Technology founder Yuan Jun, BAI Managing Director Wang Tianfan, Founder Wei Haijun of Grand View Capital, Max Richter, Global Market Leader of Insta360 Shadowstone, Yang Yun, Head of Aftershokz Shaoyin China, Luo Zhijun, General Manager of Tuya Smart Asia Pacific, and other companies and brands that stand at the forefront of the globalization wave And industry elites, with the theme of brand globalization, service globalization, and innovation globalization, jointly discuss the changes and changes of corporate globalization strategies under the new situation.
Mr. Max Richter, head of Insta360’s global market, delivered a keynote speech “Building a global brand from Shenzhen: from Shenzhen to the world”, from the application scenarios of Insta360’s products in the industry, global partners and global Three dimensions of marketing, share with us Insta360 Shadowstone’s journey to the sea.
The following is a sharing speech by Mr. Max Richter, after sorting and editing
Max Richter, Global Market Leader, Insta360 Shadowstone
Hello everyone, and welcome to the conference site. Insta360 Shadow Stone is aA company that designs and manufactures 360° panoramic cameras and sports cameras, headquartered in Baoan, Shenzhen. We are a young and innovative company, constantly developing black technology camera products. Today I want to share with you how Insta360 Shadowstone has become a global brand in 5 years.
Currently 70% of the company’s sales revenue comes from overseas markets. It can be seen that Insta360 Shadowstone is one of the most successful Chinese brands going overseas.
Our vision is to become a world-class smart imaging brand, hoping to be known and recognized by everyone like the imaging giants in Japan, Germany and the United States. I have been in China for 5 years and worked in DJi work I have seen more and more Chinese brand trends The world, and relying on independent innovation capabilities, continue to influence the world.
Insta360 Shadow Stone was established in 2015, starting from the consumer-level 360° panoramic camera Insta360 Nano, which is a camera product that can be plugged into a mobile phone to shoot panoramic content. Soon, we expanded the product line to professional-grade products, and we invested a lot of research and development funds for this, expanded from the consumer market to the B2B market, and continued to expand the industry application scenarios. In addition, we have also entered the field of sports cameras, and now this product line has become our main revenue driver. We have observed that for consumers, when purchasing a panoramic camera, they are not buying 360° panoramic content, but capturing all the content at once, then choosing the best viewing angle and content, and sharing it on social media.
Over the years, we have continued to develop and innovate and expand the product lineup. In January this year, we released the first multi-lens anti-shake action camera ONE R. By changing the lens, it can be assembled into a 360° panoramic camera, 4K wide-angle camera or One-inch wide-angle camera. Just a few days ago, we just released Insta360 ONE X2, which is the camera in front of you.
We have also won many international awards, which also shows that we are oneAn innovative company, we insist on independent research and development, not only in hardware, we have invested a lot in AI, software engineering and other fields, from shooting, editing to sharing and other stages to improve user experience.
Back to the topic, how did we go global? At the beginning, we established an office in the local area. This started from 2015 to 2016. At the beginning, we mainly provided services locally and understood the needs of the local market, because for more complex professional-grade camera products. Said, we need to establish close contact and communication with users, and provide fast service response without time difference. After five years of development, we have ranked first in the global market. Our products are exported to more than 170 countries and regions around the world, and we have opened branches in Japan, Germany and other places. In addition to our official service center, we also work closely with global partners. We do not rely solely on our own strength, but rely on local distributors to build brand awareness, expand sales, and communicate with consumers. It is worth mentioning that we are the world’s first panoramic camera brand to enter the Apple Store. We also cooperate with global distributors such as Best Buy, Media Markt, and SoftBank.
As I just mentioned, Apple helped us accelerate development in the early stages of development. Since the early product Insta360 ONE, we have been strongly supporting us. The cooperation of Insta360 ONE in the Apple Store played an important role in the development of our brand, which was only three years old. I still remember that I went to San Francisco to discuss cooperation with Apple representatives. We were only 28 or 9 years old. It was a very special and unforgettable experience for us. I am very happy that we finally reached a cooperation. Now we maintain a good partnership. Apple is not only our distribution partner, we also cooperate in post editing, such as Final Cut Pro X plug-ins.
Next, I want to talk to you about global partnership and cooperation. It is these partners all over the world that are helping Insta360 Shadowstone go global.
In a very early stage, we started to cooperate with some technology giants. As I mentioned earlier, consumer-grade VR panoramic camera was one of the first products we made. At that time, VR live broadcast and panoramic live broadcast were very popular, like TwittePeriscope, Facebook, YouTube and other technology giants under r are paying great attention to this field, and are looking for hardware partners to combine with their software to jointly expand the VR panoramic live broadcast track. Therefore, we contacted Twitter at the 2015 CES show, and then expanded to Facebook, Oculus and other brands, and expanded from the cooperation of consumer-grade products to professional-grade products.
We and Adobe are cooperating in post editing. As you can imagine, for many content creators, the editing of panoramic content is a completely different workflow, and post-editing stitching can be described as a nightmare work content. Through the cooperation with Adobe, we have greatly improved the user experience. Post-production becomes easy and smooth.
Another partner that needs to be mentioned is Google. This cooperation is more concentrated in the field of B2B industry applications. Google uses Insta360 Shadowstone’s professional cameras to take photos all over the world. Photogu Google Street View, we have carried out in-depth Cooperation, made customized design for the Google Street View project, especially customized hardware and software products for the in-vehicle Street View and Google photographers, making it easy and convenient to shoot Google Street View.
For me personally, because I am from Germany, the cooperation between Insta360 Shadowstone and Leica Germany is particularly exciting. Leica is a world-renowned high-end imaging brand. We not only cooperate with Leica in sales, marketing, etc., Leica also cooperates with us in camera research and development to help us improve the camera’s image quality and enable the camera to achieve more creative possibilities. . Therefore, our multi-lens anti-shake action camera Insta360 ONE R is not only a panoramic camera, but also a wide-angle camera in the traditional sense. This is the first time in the company’s history. Leica’s optical experts have allowed the camera to obtain better image quality and brought brand value to the camera. Have to say germanThere are many differences between the company and the Chinese company. This is not only the difference in time difference, but also the research and development process. Therefore, both parties have made great efforts for this. In the end, this cooperation went on successfully, showing how two companies with completely different backgrounds collaborated, and ONE R has also become a huge success in action cameras.
Finally, let’s talk about global marketing. We have just heard a lot of analysis content about digital marketing and the current global market situation. WillSmith is also using our camera to shoot “bullet time” special effects gameplay, which is an innovative feature of ours The gameplay is very popular on Tik Tok and Douyin. But another point I want to express is that 2020 has largely changed the way we do market. We used to rely heavily on exhibitions and offline events, but now we have moved to online. This year is a big challenge for us. At the beginning of the year, we need to re-evaluate the market budget, market plan, and the work content of our overseas local offices. But when we focused our attention online, we still maintained growth. It can be seen that despite the epidemic, we still have achieved substantial growth in social media. This growth is not only reflected in our existing channels, but also in our new channels, such as TiK Tok and Douyin. The number of user sharing and content creation is constantly increasing.
I think this reflects our efforts in marketing. First of all, we are very active on social media, such as Facebook, YouTube, Twitter, Instagram, etc. These are our main promotion channels. We have a large in-house marketing team, which is very special. We have a dedicated team in Shenzhen responsible for investment and broadcasting, video production, design, as well as KOL relations, media relations and social media operations. Marketing team. Through this In-house marketing system and team, we can respond to the market quickly and flexibly, push products to the market quickly, and make timely adjustments. Second, UGC content is very important to us. They truly reflect the experience of users using our camera. In the end, the more content users shoot, the more special the content, more people will participate and share the content, and more people will learn about our brand. This is one of the reasons for the success of GoPro, and we take it a step further, helping users to create more special content through our software functions, and thus bring our cameras to the world. Our ultimate goal is to provide cost-effective and excellent camera products that can help people create quality content.
You can see our efforts in the market of influencers and opinion leaders. This field is very important to us. We are increasing our cooperation in this area every year. We see a high ROI in this way. Because our cameras are very dependent on the content created, we cooperate with many KOLs and media around the world. The relationship between KOL and the media can help us expand brand awareness and influence, and educate the market so that everyone understands what our cameras can do.
The KOLs we cooperate with include Peter Mckinnon, Potato Jet, etc. These are the names that are well known in the digital technology field. We basically cover all important KOLs and The media has cooperated with Forbes, Engadget, Gizmodo and other leading media from the beginning, and greatly expanded the volume of Insta360 Shadowstone’s brand through them.
This is the story I want to share with you today. I hope that Insta360 Shadowstone’s journey to the sea can inspire and help everyone, thank you!