The GoPro that sells cameras is a good medium?

GoPro is no longer exclusive to extreme sports enthusiasts, and ordinary consumers are fascinated by it, and its ambitions are much more than that. Wen |cbn reporter Tooth Hanxiang Li Yonghui wil Tidman lives in California, the first snowfall in 2014 was a snow experience for his newborn child Quincy. In the past, parents tended to carry a small DV camera and run around behind a child's butt to record the child's growth. Now Tidman don't have to do that. He opened a ski road on the slope of his home, put the Quincy on a snowboard, and mounted a GoPro camera in front of the snowboard-it would take pictures of a child who had never seen or slipped snow before laughing. Nick Woodman a GoPro on his chest when his baby was born to record his time as a father. Woodman is the CEO of the company that sells sports cameras. In short, GoPro is a slightly larger square camera than a matchbox, which can be installed in various parts of the body through various auxiliary tools such as handles, helmets and wrists to record what you find interesting from different perspectives. Surface。 The birth of GoPro is somewhat related to the Woodman of surfing enthusiasts. After two unsuccessful ventures, he spent 5 months in Indonesia in 2002 to surf the world. Woodman his Kodak disposable camera on his wrist so he could photograph it when the waves hit. The shabby device has been a long awaited one--taking a picture of himself surfing and showing off to his friends. "Enthusiastic amateur surfers want to be shot like a pro, but who's going to shoot them?" Bradford Schmidt, a photography and surfing enthusiast, "No one wants to shoot another person with a clunky telephoto lens, we all want to go in the water." Schmidt is now GoPro's creative director. Schmidt and Woodman met on the Indonesian beaches. When Woodman told him about his wrist, they thought it would be an opportunity. "Wrist camera for surfers," Woodman said, "That's it, a nice, simple little business." Two years later, the first generation of GoPro products appeared at a sporting goods fair. The 39-year-old Nick Woodman invented GoPro is now the most popular outfit for young people, and it is no longer exclusive to surfers. The 200-to-400-dollar camera is fixed to surfboard, Jeep roof, or entertainment star, whether it's a famous mountain ski resort in the United States, a hiking expedition on the South African Prairie, or a reality show in South Korea and China. While smartphones steal the limelight from traditional camcorders, people still need a camera device that can be fixed anywhere.Record the moments that you think are great. It's best to be waterproof, small enough, and cheap. GoPro meet these conditions. In particular, the fourth generation of the September 2014 Hero 4 on sale, it weighs only one iphone 2/3, super Wide angle lens fixed on the front of the camera, the fuselage sealed in the waterproof housing, recording only to press a button, but also to shoot Professional level 4K content, the price is only 400 U.S. dollars. When it comes to the growing mainstream of the product, social media is still a big help. "We are building one of the world's most exciting consumer brands, and that depends to a large extent on what our consumers use GoPro to create." Woodman said. What he said, you can now find on YouTube's GoPro channel. Tina Marchman is an employee of GoPro who collects all the GoPro footage on social networks, gets the author's permission to edit the soundtrack, adds a GoPro logo to the title and tail, and eventually uploads the GoPro channel to YouTube. The whole process is like making an ad with low input costs. Woodman will also spend millions of of dollars to sponsor some extreme athletes and GoPro them, so that GoPro's name is linked to those Center moments. If you remember 2012, Austrian athlete Felix Baumgartner jumped from the 39-kilometer high Stratosphere and successfully released a parachute safely to the bold attempt, then you should know that in the jump when he loaded with 5 GoPro. Now in the company of 700 employees, a 20-person GoPro original production team (GoPro Original Productions) is doing a job similar to that of a choreographer. They publish GoPro from around the world every day on social media such as YouTube and Facebook. The company sold 3.85 million GoPro in 2013, while sales reached 4.75 million in the first half of 2014. Under such a good sales performance, the San Mateo hardware Company in California, Calif., successfully listed on June 27, 2014, its first-day share price rose 31%, becoming one of the best performers in the U.S. technology sector in recent years. "Yes, the video content is a great way to promote GoPro products and strengthen the brand image," James McQuivey told Caijing Weekly, who is vice president and chief analyst of Forrester[Weibo, a market research firm, "but not too many people pay for it, At least it can't make the company much more profitable as a hardware product. "Woodman is not satisfied with the status quo, and he wants more people to see it, even if they end upNot going to buy a GoPro. He even wanted to turn GoPro into a media company. GoPro first moved YouTube content to the Xbox One of Microsoft [Weibo], as well as the cabin TV of Virgin America. At this year's International Consumer Electronics Show Woodman also announced cooperation with LG, GoPro Channel will appear on LG's 4K Smart TV. In November 2014 Woodman also dug up senior executive Zander Lurie from digital media company Guggenheim, who currently serves as senior vice president for media operations in GoPro. You can also find such sentences in GoPro's prospectus, "We believe that what GoPro produces will make us the first media company to attract GoPro enthusiasts." GoPro's vice-president, Jeff Brown, felt like he was working on MTV in the 1980 's. But the way GoPro by advertising is not easy to try. "We will continue to try out different patterns of income generation and ensure that action is taken after careful consideration." Lurie said after taking office. With aggressive marketing, the sport camera has grown from a professional to a popular one, but there are questions about whether it is enough to support the company's future. GoPro want to go a little faster. Every quarter, about 12% per cent of the revenue will be used by Woodman for innovative research and development, while Apple, which is significantly larger in size, accounts for only 3% of its revenue in a quarter. But GoPro has not yet established a mature ecosystem, as it did early in Apple. Its current applications on iOS and Android are relatively rudimentary, and the software for editing video has not yet reached the requirements of professional users. "This is really a radical research and development budget compared to similar technology companies, and the reason for this is to maintain competitiveness," GoPro. "Creative Strategies, president of the US technology consultancy, Tim Bajarin, said to the first financial weekly." This may explain what happened just last January 13. GoPro shares fell as much as 12% per cent on the same day, according to patently Apple, a technology blogger, because an Apple patent for a remote-control camera system was passed by the U.S. Patent and Trademark Office. Its performance and use of the scene are very similar to the GoPro, although the end will not necessarily have products appear in the market, but also enough to make the capital market worries. "When Apple, Google, or other technology giants come into the field and provide easy video editing services, and the hardware is sold only as a commodity, we are less optimistic about the future of GoPro." "Paul Coster, JPMorgan analyst, replied in the Mail," First financial week? Magazine. Woodman also hesitated about this point. In addition to the vision of media companies, drones and the Chinese market areIn his plans for the future. "There are some signs that we have a good chance of success in China and that our market strategy should work there," he said. Woodman said at CES. At the end of 2014, China's YouTube-like video site Youku appeared on the GoPro Channel, with only a few followers and viewers. While GoPro may not be able to use YouTube-style promotional tactics quickly--those content are actually from users--but many Chinese consumers are not unfamiliar with GoPro, which makes Woodman unexpected. GoPro's natural growth in Chinese awareness comes from reality TV shows on the domestic television. Since the summer of 2014, a team of famous visitors from around the globe has seen a film crew carrying a camera and running around with a few Chinese stars. See Peng also in which he is an independent photography guide. Several of his projects in 2014 were reality shows, and the 30 GoPro were standard when he worked for the team. "GoPro is the equivalent of a special tool to us. It is waterproof, small in size and easy to install on a variety of things. "See Peng said," in all special circumstances or the photographer is easy to get out of the mirror we will use it. However, you often encounter a crash. "Since 2013, the crew has been using GoPro, and Chinese consumers have more opportunities to feel it," he said. However, GoPro has no official sales channels in the Chinese market, and has just set up a Chinese official page to introduce its own products. GoPro PR Commissioner Rick Loughery at CES to the "First financial weekly" to clarify the importance of the Chinese market. Perhaps he was not prepared enough to disclose his plans. But China is clearly in its keywords. In addition to China, GoPro is also looking for opportunities in other markets. Loughery met many GoPro enthusiasts in other countries at the show. Mohammad Yousef is one of them, he comes from the Arab region. "I've only heard of GoPro," Yousef said, "I've just bought hero 4 and some other gear that I'll wear when diving." He also installed a GoPro app on his iphone to share videos and photos with friends. GoPro currently has half of its sales coming from the US market, while the global consumer electronics market is expected to grow by only 1% in 2015. It has to do something as quickly as possible, whether more like the media or more aggressively finding more advocates like Yousef overseas.