GoPro to build content-enabling platform in China

GoPro HERO4 Session is displayed on a helmet. [Liu Zheng/chinadaily.com.cn]

The boom of Chinese sports lovers and social media enthusiasts has lured GoPro to fly over and capture the market.

The US sports camera maker entered the Chinese market in January and since then it's been an "exciting journey" for the company to establish subsidiary offices, distribution channels in a competitive market, according to Nick Woodman, founder and CEO of GoPro Inc,during the 2015 Tencent Media Summit held in Beijing.

Nick Woodman, founder and CEO of GoPro Inc [Photo provided to chinadaily.com.cn]

China has been recognized as one of the top 10 markets for GoPro's fastest-growing business.

GoPro is a content-enabling company, and by sharing video and picture content online, the company quickly developed as a global company, Woodman said. "Thanks to the content, Chinese consumers have awareness of the brand long before the products were officially shipped in the early this year."

Woodman pointed out that to establish a new product category in a new market, the competition between GoPro and the other home-grown brands, such as Xiaomi, is very helpful to drive development of the company's brand awareness. He also said the sales volume of GoPro during this year's Singles' Day, the world's biggest online shopping carnival held annually on Nov 11 in the nation, exceeded his expectations.

GoPro Inc launched its HERO4 Session in China on July 27 and nominated Chinese rock climber Liu Yongbang as the brand's ambassador.

Liu holds several records in China and globally, and is a big fan of GoPro products, using them to capture his great feats on both rock and wall.

Priced at 2,998 yuan ($470), the gear, described by the company as the smallest, lightest, most convenient GoPro product yet, is available online and at authorized stores nationwide.

Last month, a two-minute video captured with a flying device was released online. It was reported to have been shot by the prototype of GoPro's next product.

Woodman confirmed that the first robotic GoPro will be launched in the first half of next year.

The company has not secured any domestic business partners, but it will draw attention to the country's sports camera industry development to seek future expansion in the market, according to a GoPro representative.

In the first half of 2016, a certain number of cash rewards will be invested to encourage Chinese to share on social media valuable content captured by GoPro.