影石们找到了“活人感”

Core Insights - The article discusses the competitive landscape of the panoramic camera market, highlighting how the company YingShi maintains a dominant position despite strong competitors like DJI, with a global market share of approximately 81.7% as of the end of 2024 [1] - YingShi's revenue exceeded 6.6 billion yuan in the first three quarters of the year, surpassing its total revenue from the previous year [1] - The company effectively targets Generation Z consumers, leveraging innovative marketing strategies to engage with this demographic [1][3] Group 1: Market Position and Financial Performance - YingShi holds a significant market share of 81.7% in the global panoramic camera market as of the end of 2024 [1] - The company's revenue for the first three quarters of the year has already surpassed 6.6 billion yuan, exceeding its total revenue for the previous year [1] Group 2: Marketing Strategy and Brand Engagement - YingShi employs a unique brand marketing strategy characterized by a "human touch," which resonates well with younger audiences [3] - The company's Bilibili account has gained over 630,000 followers and accumulated more than 340 million video views, showcasing its effective engagement with users [3] - YingShi's marketing approach includes creating imaginative content and collaborating with popular creators to enhance brand visibility and relatability [5][7] Group 3: User-Centric Content Creation - The company invests heavily in user-generated content (PUGC) and collaborates with various creators to produce engaging videos that showcase innovative uses of its products [5] - Many of YingShi's video concepts originate from user feedback, enhancing the brand's connection with its audience and reinforcing its "human touch" [7] - The brand's strategy emphasizes creating high-quality content that subtly promotes its products without overtly pushing sales [7] Group 4: Broader Industry Trends - The concept of "human touch" in marketing is gaining traction among various brands, with examples like Duolingo successfully personifying its brand through a relatable mascot [4] - Other brands, such as Zhuangzhuang, are also exploring similar strategies by creating engaging personas to connect with consumers [10][12] - The shift towards more relatable and authentic brand representations reflects changing consumer preferences, particularly among younger generations [12][14]