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On June 11, panoramic and action camera company Insta360 went public on China’s STAR (Science and Technology Innovation Board) Market, becoming the seventh company to list on the board in 2025. The IPO marks the company’s transition from a startup to a global tech firm nearly a decade after its founding, and unlocks new capital to support long-term growth.

According to the previous prospectus, Insta360’s revenues were RMB 2.041 billion ($286 million) in 2022, RMB 3.636 billion ($509 million) in 2023, and RMB 5.574 billion ($780 million) in 2024.

The company said proceeds from the IPO will primarily fund two key initiatives: building a smart imaging manufacturing facility and establishing a new R&D center in Shenzhen. These projects aim to boost the company’s production capacity, improve responsiveness to market dynamics, and strengthen its risk management capabilities.

Insta360 also plans to accelerate its global expansion strategy. The company will increase marketing investment, strengthen international sales channels, and deepen user research in key regions including the Asia-Pacific, North America, and Europe to expand brand presence and market penetration.

At this crucial juncture, Technode contacted Insta360 and conducted an online interview with Max Richter, co-founder and vice president of marketing at Insta360, to gain an in-depth understanding of their strategic thinking and future plans.

Richter said, “From day one, we’ve focused on innovation. We believe true innovation comes from deeply understanding user needs and responding quickly. This mindset has helped us maintain a strong position in the market.”

Faced with potential competition from companies such as DJI, Insta360 remains committed to its differentiation strategy by leveraging end-to-end innovation in both hardware and software, according to Richter.

Looking ahead, Insta360 is exploring expansion into new product categories and plans to increase investment in core hardware R&D, including chips and sensors. “The imaging industry is vast and full of unmet needs,” Richter noted. “We see enormous potential in pushing the boundaries of what’s possible.”

As smartphone camera technology continues to improve, Insta360 does not view this as direct competition. Instead, the company sees smartphones and dedicated imaging devices as complementary tools. “We’re not here to replace smartphones,” said Richter. “We offer purpose-built solutions for professional-grade performance, creative flexibility, and scenarios where phones fall short—such as action sports, underwater environments, and drone compatibility.”

Richter cited the company’s flagship 360-degree camera, the X5, as an example, noting its user-replaceable lenses, optimized stabilization, waterproofing, and full-sphere capture system, capabilities that are simply out of reach for smartphones in extreme or creative-use scenarios.

“Some people still see action cams or 360°cameras as niche, but we want to challenge that,” Richter said. “The shoot-first frame-later functionality of 360°cameras means users no longer need to worry about missing a moment. It’s like capturing a complete time capsule that can be reframed and relived later. Smartphones can’t do that.”

As a tech company, Insta360 is also committed to sustainable development. All of its suppliers must comply with strict ISO (International Organization for Standardization) certifications related to quality, environmental management, and occupational health, Richter explained. 

The company also encourages partners to obtain additional certifications such as RBA (Responsible Business Alliance) and BSCI (Business Social Compliance Initiative), Richter added. Furthermore, Insta360 has launched a trade-in program to help reduce electronic waste by encouraging users to recycle old devices and upgrade to newer models.

From its roots as a startup to becoming a global imaging brand, Insta360’s journey has been shaped by a user-first philosophy, according to Richter. “Going public isn’t the end,” he said. “It’s the beginning of our next chapter. We’re committed to continuing the cycle of innovation and helping people around the world better capture and share their lives.”

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