拆解全球化制胜密码：从影石出海突围，看“中国智造”新路径

Core Viewpoint - The article highlights the success story of Insta360, a company that has effectively globalized its operations and established itself as a leader in the panoramic camera market, emphasizing the importance of innovation, strategic positioning, and a robust supply chain in achieving this success [3][7][8]. Group 1: Company Background and Globalization Strategy - Insta360 was founded by Liu Jingkang and his team, who initially created a mobile accessory that transformed smartphones into panoramic cameras, targeting overseas markets to avoid domestic price wars [2][3]. - The company has achieved remarkable global expansion, with 67.2% market share in the panoramic camera sector, outperforming established competitors like Ricoh and Samsung [7][8]. - Insta360's revenue reached 5.574 billion RMB in 2024, with over 70% coming from international markets, showcasing its successful penetration into key regions like North America and Europe [8]. Group 2: Product Innovation and Ecosystem Integration - The company emphasizes a dual-driven model of hardware and AI for continuous product innovation, with significant investments in R&D, which accounted for 15.3% of revenue in the first half of 2025 [19]. - Insta360 has launched several groundbreaking products, including the X5 flagship camera and the Ace Pro 2 street photography kit, focusing on specific user needs and enhancing user experience [18][19]. - The integration of a global user community through the Insta360 App has fostered a strong UGC network, enhancing brand engagement and loyalty [10]. Group 3: Supply Chain and Risk Management - Insta360 has developed a highly efficient supply chain centered in the Pearl River Delta, allowing for rapid procurement and prototype development [21]. - The company employs innovative supply chain finance and risk management strategies to ensure stability and mitigate supply chain disruptions [22]. Group 4: Localization and Organizational Structure - The company has established offices in key overseas markets to facilitate localized product adaptation and enhance cross-border collaboration [23]. - Liu Jingkang emphasizes the need for a strategic shift in leadership roles to support the transition from a product-focused company to a global ecosystem-oriented enterprise [23]. Group 5: Marketing and Community Engagement - Insta360's marketing strategy leverages digital channels and influencer marketing to create a vibrant community of over 8 million users, enhancing brand visibility and engagement [25]. - The Think Bold Fund, initiated in 2022, supports creative projects and fosters a sense of community among creators and fans, further solidifying the brand's presence [25]. Group 6: Future Challenges and Opportunities - As Insta360 continues to grow, it faces challenges such as global competition, technological innovation, and compliance with international regulations [27]. - The company has partnered with SAP to enhance its organizational structure and digital management capabilities, aiming to navigate the complexities of global operations [27][28].