While Hollywood crews still struggle with cumbersome equipment setup and vloggers search for reliable mobile filming kits, one brand is rapidly transforming the imaging landscape. SmallRig has emerged not just as a billion-dollar imaging equipment company, but as an open ecosystem connecting creators, hardware manufacturers, content platforms, and investors.
Agile Manufacturing: Speed as Competitive Advantage
The fast-evolving imaging industry demands rapid response capabilities, and SmallRig has perfected its "fast manufacturing model." The company releases an average of 1.6 new products daily, with some products moving from concept to warehouse in just 21 days. This remarkable speed is powered by a supply chain built for small batches, multiple iterations, high frequency, and semi-custom production.
SmallRig's mobile imaging kits have consistently appeared at Apple and vivo product launches, serving as key accessories to demonstrate smartphone photography capabilities—a testament to the company's rapid response to market needs.
Co-Creation With Users: From Pain Points to Best-Sellers
SmallRig operates as more than a manufacturer—it's a creative partner. Before launching new products, the company collaborates with opinion leaders to develop customized solutions based on real-world usage challenges.
The revolutionary "one-touch hydraulic tripod" exemplifies this approach. Traditional tripods requiring leg-by-leg adjustment proved inadequate for news coverage, variety shows, and landscape photography where speed is critical. Developed in partnership with a prominent YouTube travel photographer, SmallRig's solution enables single-handed operation with instant leveling, becoming a global bestseller with annual sales exceeding $14 million.
DreamRig Initiative: Empowering Niche Creative Needs
Through its DreamRig program, SmallRig addresses even the most specialized creative requirements. When an American independent photographer needed a portable director's cart for location shoots, SmallRig gathered input from 300 professionals at trade shows before developing a compact solution that repeatedly sold out after launch.
RigStudio Platform: Connecting Global Creative Resources
The RigStudio platform represents SmallRig's vision for a connected creative ecosystem. This service bridges brands' filming needs with professional production teams worldwide, enabling localized content creation while providing income opportunities for creators. The platform enhances SmallRig's marketing capabilities while offering creatives a stage to showcase their talent.
Building an Open Imaging Ecosystem
"True global brands must lift the entire industry forward," explained Zhang Ning, SmallRig's Chief Marketing Officer. The company has established collaborative innovation centers and launched the "Co-Create" business platform to drive disruptive technological advancements across the imaging value chain.
Since 2024, SmallRig has hosted the Global Imaging Scenario Industry Forum, partnering with hardware giants like Sony, Nikon, and vivo alongside renowned creators and platforms including Visual China Group and Xinpianchang. This ecosystem strategy centers on user needs while ensuring all participants share in collective success.
SmallRig's rise demonstrates how agile manufacturing, user-centric design, and ecosystem thinking can propel a brand to global leadership—offering valuable lessons for companies navigating international markets.