Youlanzi Completes Acquisition of US Brand JOBY to Expand Market Share in Photography Accessories Niche | Exclusive by 36Kr

Author | Zhang Ziyi

Editor | Peng Xiaoqiu

36Kr learned that Shenzhen Weiji Technology Co., Ltd. has completed the acquisition of the American photography accessory brand JOBY, with the acquisition amount reaching tens of millions of yuan. Weiji Technology already owns two major brands, Ulanzi and Falcam. The main purpose of Weiji Technology's acquisition of JOBY is to further improve the VIJIM Group's layout for different user groups and the European and American markets.

With the rise of content creation forms such as short videos, live broadcasts, and Vlogs, the global photography accessory market is experiencing rapid growth. Different from professional film and television content creators in the past, today's video content creation, from shooting to editing, is mostly done by individuals. Therefore, users' demand for portable, professional, and scene - specific shooting tools is increasing day by day. From basic support equipment to professional lighting and audio accessories, the market's segmented demand is becoming more and more refined.

The acquirer in this round, Weiji Technology, was established in 2015 and specializes in the R & D, production, and sales of mobile phone and camera photography and videography equipment accessories. It can provide content creators with lighter, more portable accessories suitable for single - person shooting. Its product line is rich, covering core fields such as support and stabilization, lighting and control, audio - video, and luggage. It has launched more than 3,400 products. Its core products include tripods, camera mounts, photography fill lights, lenses, microphones, quick - release plates, and live - streaming room and studio kits.

Weiji Technology's channel layout targets the global market. It has settled on online platforms such as Tmall, Amazon, and AliExpress, and has developed more than 570 distributors in more than 80 countries offline. In addition, the company interacts deeply with users through mechanisms such as the "user co - creation model" and the "blogger cultivation plan" to achieve continuous upgrading of products and services.

Weiji Technology introduced that in 2022, the company launched carbon fiber tripods and mobile phone ecosystem series, with sales reaching 400 million yuan, and completed the Series A+ financing. In 2023, the company launched a lightweight shooting solution, which received good market feedback, and expanded its product lines in audio and luggage. Currently, the sales amount is about 1 billion yuan.

The acquired company, JOBY, was established in 2005 and is headquartered in San Francisco, California, USA. It is famous for its innovative GorillaPod flexible tripod, which can be fixed on various objects such as branches and rocks thanks to its wrap - around multi - directional joint design.

After years of development, JOBY has grown from a single tripod brand to a comprehensive content creation equipment provider covering support systems, lighting equipment, and audio accessories. Its products are widely used in various scenarios such as travel photography, outdoor creation, mobile phone Vlogs, and live broadcasts. It occupies 67% of the retail share in the US flexible tripod market, and its global business covers 65 countries and regions.

After the completion of this acquisition, Weiji Technology will have three brands, Ulanzi, Falcam, and JOBY, which will accumulate users in different segmented markets. With the diversified development of the global creation ecosystem, users' demand for professional equipment is becoming more and more segmented. Acquiring JOBY will help Weiji Technology quickly fill the gaps in its layout in specific scenarios and markets. The three brands will achieve resource sharing and synergistic effects in terms of technology R & D, supply chain management, and global channels, jointly enrich the product line, and enhance product competitiveness.