New product sold 1 million US dollars in a single month, and the niche product gave birth to two big sellers

We often see videos of various extreme sports on TikTok, and when it comes to filming equipment, the first thing that comes to most people’s minds is GoPro .

" GoPro is the king of sports cameras ." Perhaps this was true many years ago, but now, with the continuous output of dividends in this field, more and more brands are beginning to attract public attention. Among them, AKASO and Insta360 are undoubtedly the most low-key TOP players.

Often tops the BS list, and the monthly sales of niche products in Shenzhen exceed 7,000

On Amazon, when searching for the keyword "action camera", you will find that there are not many listings for this type of product on the platform, only 941.

Among these, most are products from AKASO , GoPro , and Insta360. We have all heard of the latter two, but the former is slightly unfamiliar.

However, it can be found that AKASO performs very well on Amazon.

Take an underwater sports camera as an example. In the past month, this listing has sold more than 7,000 products. Since it was listed on Amazon, this sports camera under AKASO has accumulated more than 34,000 reviews .

At the same time, this listing ranked first in the BS of the “Underwater Photography Cameras” category ; in the TOP15 of the list , AKASO had 5 listings on the list, ranking first, second, sixth, thirteenth and fifteenth respectively.

The AKASO underwater camera mentioned above still ranks first in the BS list of the " Sports & Action Video Cameras " category ; in the TOP50 list of this subcategory, AKASO has a total of 8 listings on the list, and 5 of them are in the TOP15.

Take another product of AKASO on the BS list in the “ Sports & Action Video Cameras ” category as an example. It ranks seventh on the list, with nearly 16,700 reviews left since its launch, and monthly sales exceeding 2,000 units last month. At the same time, the product also ranks first on the BS list in the “ Underwater Photography Camcorders ” category .

In fact, AKASO has dominated the Amazon rankings for quite a long time, and not just on a certain list, nor just on the list, but has been firmly sitting at the top of multiple sub-category lists, surpassing GoPro, Insta360 and others to become the "king" of sports camera products on Amazon.

Judging from the listing above , the price of this action camera is only $52.99, and the monthly sales in May exceeded 7,000 units. In other words, this product alone brought AKASO more than $370,000 in sales in a single month on Amazon . Other data shows that in July 2020, in just one month , AKASO's sales on Amazon reached 150,000 units.

Taking a closer look at this low-key sports camera brand, it turns out that it is made by a seller in Shenzhen.

According to Qichacha data, AKASO is a brand of Shenzhen Saina Electronic Technology Co., Ltd. ( hereinafter referred to as " Saina Electronic " ) , which was established in 2014.

But in fact, Sina Electronics was launched in Seattle , USA as early as 2010. Two years later ( 2012 ) , Sina Electronics moved its headquarters back to China and settled in Shenzhen , the cross-border overseas capital .

Since then, it has grown faster overseas by leveraging Shenzhen's cost advantages in logistics and product exports.

In a very short period of time, AKASO quickly entered the low- end and mid-end markets abroad with its high-quality and low-price strategy, and its brand recognition soared rapidly around the world. From Google Trend data, we can see that after 2010, the search popularity of AKASO has continued to rise, and in 2017, it began to usher in the first wave of search peaks. Since then, the popularity has remained high, even reaching its peak in August last year .

According to the data of independent websites, the number of visits to AKASO 's independent website akasotech.com has also been increasing. According to Similarweb data, in May, the number of visits to akasotech.com was 159,200, and the average monthly number of visits in the past three months reached 171,700.

Many sports cameras have consistently ranked No. 1 on Amazon's BS list. Amazon is AKASO 's main sales channel, but it is not the only one. It has presence in e- Bay , AliExpress, Walmart, S hopee, Lazada and other channels , with markets throughout Europe, America, Oceania and Asia .

With such channel layout, with extremely simple SKU and extremely high cost-effectiveness, AKASO 's global sales volume exceeded 500,000 units in 2019, and the company's annual revenue exceeded 600 million yuan .

New product monthly sales of $1 million

Although AKASO outperforms a number of established sports camera brands on Amazon, Insta360 performs better in many dimensions.

Not long ago, an exclusive report by Jiemian News mentioned that in 2023 , the revenue of Insta360's parent company , Insta360 Innovation Technology Co., Ltd. ( hereinafter referred to as "Insta360" ) , doubled to nearly 4 billion yuan .

In addition, over the past year, Insta360 has continued to expand overseas markets, with its overseas revenue share increasing from nearly 70% in the first half of 2021 to nearly 80% in 2023. In terms of specific markets, Europe, the United States, Japan and South Korea are the main markets, and the South Korean market is growing rapidly . In 2023 , Insta360's shipments in the South Korean market will double.

Some people say that 2015 is the first year of sports cameras . Innovision was established in Shenzhen in that year. The new product Nano , launched the following year, earned 20 million yuan per month as soon as it went online .

Insta360 is running faster than AKASO , and this is not an empty statement. Just three years after its establishment ( 2018), Insta360 has become the world's number one brand in terms of panoramic camera shipments .

In addition to panoramic cameras, Insta360 is also focusing on the field of sports cameras. Data shows that in 2022, Insta360's sports camera market share has risen to second in the world , only behind the old giant GoPro .

On Amazon, Insta360 products are priced higher than AKASO , but some listings can achieve monthly sales of over 1,000 units, and many are marked as "Amazon Choice " and " Overall Pick " products by Amazon.

Taking one of its new sports cameras as an example, it only received 461 reviews after it was launched, but sales in May exceeded 2,000 units and the price was US$499.99. Based on this calculation, the new product brought Insta360 nearly US$1 million in revenue in a single month .

The above new products ranked first in the "Sports & Action Video Cameras" sub-category New Release List and sixth in the BS List. It is worth noting that Insta360 alone occupied 7 places in the TOP10 of the sub-category new product list ; Insta360 had 23 listings on the TOP50 list, accounting for nearly half .

If you search for "action camera" as the keyword on Amazon, you will see only 4 related results, of which only the Insta360 brand appears in the entry. The results show that in recent times, the search popularity of "insta360 action camera" has increased by nearly 50,000 .

In addition to Amazon, Insta360's independent website should not be underestimated.

Similarweb statistics show that in May, the monthly visits to store.insta360.com reached 3.8 million. In the past three months, its average monthly visits reached 3.73 million, far exceeding the independent sites of the same category and more than 20 times that of the above-mentioned AKASO 's independent site .

Unlike AKASO , store.insta360.com brought Insta360 extremely considerable revenue. From 2018 to June 2021, it contributed 33.81 million yuan, 89.28 million yuan, 198 million yuan and 172 million yuan respectively.

Offline, Insta360 products are sold in Apple Store retail stores, Leica flagship stores, Canon Gold Stores, Best Buy, B&H, Suning and other brand stores.

In the first quarter of this year, Insta360 ranked third in the consumer electronics field in the 2024 list of the world's most innovative companies released by the authoritative American business magazine " Fast Company", followed by Apple in fourth place.

In addition, Insta360 has been on the list many times in the "BrandOS Overseas Brand Social Media Influence List" released by OneSight; it ranked ninth in the "China Cross-border E-commerce Brand Influence Top 100 List ( 2024Q1)" jointly released by the National Business Daily and Shenzhen Yishi .

According to the Frost & Sullivan report, Insta360 's market share in panoramic cameras has been ranked first in the world for six consecutive years , and its market share in sports cameras has been ranked second in the world , which is literally "skyrocketing".

AKASO has taken over the low-end sports camera market, while Insta360 is targeting the mid-to-high-end market. These two camera brands from Shenzhen are now galloping around the world...

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