We are keeping a close eye on YI. initially dubbed as the GoPro killer, YI has been growing. They have a gimbal out, a drone in the planning and a mirrorless camera. I thought it would be very interesting to speak with YI CEO, Mr. Sean Da, about the past, present and future of YI.

It is clear that YI is very technology focused. When we talked with, Mr. Sean Da, he was not telling a lifestyle story about mountain climbing, surfing or parachuting. He was simply saying, we have the best camera in the market. This is a really interesting approach to the market, but I think it is also one of the companies weak spots. A lot of the market is not being sold on tech, it is being sold on stories and I think that YI will have to pivot that was if they want to conquer the market.

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