United States, 2nd Dec 2025, - Founded in 2015, Ulanzi has grown on the rising tide of the “everyone is a content creator” era, capturing a global shift toward lighter, more portable imaging tools. Its parent company, Shenzhen Vijim Technology Co., Ltd., specializes in the R&D, manufacturing and sales of mobile and camera accessories, providing compact, easy-to-use gear for solo shooters and content creators worldwide.

Over the past decade, Vijim has expanded from a small startup in Shenzhen into a global imaging ecosystem player. The company now serves more than 10 million creators, operates in 190+ countries and regions, holds 700+ patents, and has built a portfolio of over 3,400 products.

Various product collections for photography and videography, including tripods, camera accessories, lighting equipment, studio setups, backpacks, and mobile accessories.

Its development path has become increasingly defined: steady early-stage growth established the Ulanzi brand; the boom of e-commerce and video-based social platforms in 2020 fueled explosive expansion; and since 2022, Vijim has shifted from scale-driven growth to a model centered on value creation and empowering creators.

“Our mission is to let users focus on creating great content,” said William Zou, Founder and CEO of Shenzhen Vijim Technology Co., Ltd. “Through innovation and R&D, we aim to provide one-stop accessory solutions for creators.”

01 Forging a Decade: Rising to No. 1 in Global Photography Accessories

During the rise of mobile imaging, external smartphone lenses from U.S. brands revealed to William the future potential of mobile photography.

In 2015, China’s imaging equipment remained dominated by heavy, complex tools that no longer aligned with creators’ needs. Sensing the market shift, William founded the predecessor of Vijim and launched Ulanzi, aiming to build accessories centered on lightweight design and portability.

The market responded quickly. Ulanzi’s early products—mobile tripods, quick-release plates and other compact filming tools—became global bestsellers, establishing the brand’s early identity and proving the long-term viability of the “lightweight + all-scenario” strategy.

A variety of photography and videography equipment from the Ulanzi brand, including tripods, lighting, camera accessories, and other mobile accessories.

User Co-Creation (UCD) as a Core Innovation Engine

Ulanzi’s innovation is rooted in the UCD model—co-developing products with global creators. “A single user comment, a quick sketch, or a message can spark a new product,” said William. The team then evaluates whether the idea can scale. Popular items such as the Gear Tree modular stand and the TT88 overhead-shooting pole came directly from this collaborative model.

Expanding the Brand Portfolio: Launch of FALCAM

As Ulanzi’s global influence grew, Vijim started building a multi-brand strategy. In 2020, it launched FALCAM, a high-end sub-brand targeting professional creators. This created a dual-brand portfolio—Ulanzi for broad consumer markets and FALCAM for advanced production scenarios.

various camera accessories and mounting devices from the Falcam brand, including quick release plates and other camera support equipment.

Today, Vijim’s product categories span stabilization, lighting, control systems, audio-video solutions, and creator bags. It has earned major international design awards. Ulanzi was recognized as the Global No.1 Photography Accessory Brand. This certification firmly establishes Ulanzi as the global leader in its industry.

02 Born Global: High-Quality Growth Through Global Expansion

From day one, Ulanzi positioned itself as a global brand, leveraging cross-border e-commerce to deliver affordable, high-quality accessories directly to creators.

William’s background shaped this strategy. Before founding Vijim, he worked in cross-border e-commerce and earlier.. Having experienced the inefficiencies of multi-layer distribution, he recognized that e-commerce could enable hardware brands to reach global consumers directly and more competitively.

Accelerating Global Market Penetration

Early on, Ulanzi focused on China and the U.S., where livestreaming and video content were rapidly scaling. The company adopted an online–offline model: presence domestically, and a global footprint across various renowned brands and its own independent website internationally. Offline, Ulanzi now appears in major retailers across Europe and North America.

Regional strategies differ:

  • North America: Amazon, TikTok Shop, Temu
  • Latin America: Mercado Libre, Amazon
  • Southeast Asia: TikTok Shop, Shopee

Ulanzi's global expansion, with the company's products available through various online and offline channels across different regions.

Growth has been strong. By 2020, Ulanzi was shipping to 70 countries. Today, Vijim works with 570+ distributors across 80+ countries, with global coverage reaching 190+ markets.

Overseas revenue continues to rise, and projected revenue for 2025 is RMB 1.3 billion, doubling that of 2023.

2024: A Strategic Pivot to Deep Localization

William has divided the global market into seven major regions. While Europe and North America remain key revenue drivers, emerging markets such as Brazil, Indonesia and Mexico offer “structural growth opportunities” due to their fast-growing e-commerce environments.

Grid of thumbnail images from a YouTube channel with various videos and views.

In Brazil—where youth culture embraces high consumption and local manufacturing is limited—demand for high-quality, high-value Chinese products is particularly strong, enabling potential annual growth of 200%.

On social media, Ulanzi has built a full global marketing matrix, collaborating with local KOL/KOC communities. Its TikTok account has 860K+ followers, 4.4M likes, and a top-performing video with 38.3M views.

William has also launched his own personal creator account—not for traffic, but to gather product feedback and strengthen user connection. “Founders should stand with users,” he said. “The account has become a flywheel driving product iteration and brand growth.”

Social media profile of Ulanzi William with a photo and bio.

03 Looking Forward: Building One-Stop Services for the Creator Economy

Reflecting on China’s globalization journey, William believes the country has moved from supply-chain export to product export and is now entering an era of innovation-driven global expansion.

He advises emerging global entrepreneurs:

“Don’t chase easy wins or short-term trends. Focus on innovation. Build great products. That’s the real long-term advantage.”

Creator Economy: A Global Blue Ocean

William believes human civilization advances by preserving content—and its mediums. From text to multimedia to the future metaverse, every stage expands how information is recorded and experienced. With cameras, smartphones, software and AI-powered AIGC lowering creative barriers, “the trend toward universal content creation is undeniable.”

Collage of Ulanzi product usage and branding with various camera equipment.

Looking ahead, Vijim aims for higher-quality growth and deeper global expansion. The company is strengthening competitiveness in mobile and Vlog camera accessories while expanding localized teams in Southeast Asia and Latin America. It also plans to establish subsidiaries or local teams in the U.S., Europe and the Middle East.

In the longer term, William hopes to expand innovation-driven businesses while globalizing China’s supply-chain capabilities, potentially through overseas manufacturing.

Vijim invests tens of millions of RMB annually in IT and intelligent-technology R&D—driving end-to-end digitalization, strengthening internal systems, and enabling new AI-hardware innovations designed to enhance creators’ productivity.

As the global creator economy accelerates, digital imaging accessories are entering a new era of unprecedented growth. Vijim’s first decade has been both a witness to and a participant in this transformation—rooted in mature Western markets while seizing opportunities in emerging regions.

As video becomes the “new mother tongue” of human expression, Ulanzi is no longer just a tool provider, but a gateway to everyday creativity. Standing at the threshold of its next decade, the company is poised for a larger global horizon.

Media Contact

Organization: Ulanzi

Contact Person: Media Relations

Contact Number: 18098963697

Country:United States

The post Ulanzi’s Ten-Year Path to Market Leadership in Creator Accessories appeared first on Brand News 24. It is provided by a third-party content provider. Brand News 24 makes no warranties or representations in connection with it.

Information contained on this page is provided by an independent third-party content provider. XPRMedia and this Site make no warranties or representations in connection therewith. If you are affiliated with this page and would like it removed please contact [email protected]