社情说 | 解放双手，他带领GoPro中国制胜小众市场 Meet Eddie from GoPro

“GoPro的核心价值观是诚信、极速行动、交朋友。这正也是我的个人价值观。”

“The GoPro core values are integrity, to haul ass and to make friends. Those are exactly my own personal values too.”

Eddie Chu满面笑容地走了过来，手早已伸出准备好握手。这位台湾裔美国人，头上戴着GoPro的帽子，脸上挂着随时可见的笑容，还有常年运动而形成的结实健壮的体格，风格造型完全符合GoPro中国营销负责人这个位置。

Eddie Chu walks over with a big smile on his face and his hand outstretched ready for a handshake. The Taiwanese American, with his GoPro cap, ready smile and wiry, athletic frame from years of sports certainly looks the perfect part for Head of Marketing for GoPro in China.

他对GoPro这样的小众品牌在中国市场所面临的挑战直言不讳，讲到GoPro如何改变策略同时保持初心时眉飞色舞。他和团队是怎么做到的？下面我们一起看看。

He’s pretty frank about the challenges a niche brand like GoPro faces in the Chinese market and is animated when describing how GoPro is changing tack whilst staying true to its original legacy. Here, he tells us how he and his team do it.

“GoPro就是讲故事这个行为的一部分。因为GoPro相机可以绑在我的身上，这样我就可以捕捉精彩瞬间并解放双手。和家人在一起时尤其完美，因为我也可以参与到故事中，还可以保护我的孩子。”

“GoPro is about being part of the storytelling process; because GoPro cameras can be attached to my body, I can capture the moment and keep my hands free. So it’s perfect for when I’m with my family because it means I can get involved in the story as well as protecting my kids at the same time. "

“我们有相当多的配件，包括专门为冲浪者设计的嘴柄（mouth grip）。所以，GoPro的各种相机与手机不存在竞争关系，它们实际上是手机的补充，我们称之为手机的额外镜头。”

"We have tons of accessories for the camera, including a mouth grip which we made specifically for surfers. So, GoPros don’t compete with phones, they actually complement them, we call them a tether lens of a phone.”

“中国市场与西方不同，首先，中国的旅游通常是一家人都的，其次，中国的极限运动也不是非常流行。所以我们一直在探寻我们设备的新用途，来打响我们的品牌，比如旅游和家庭，同时我们也在积极地推动国内的极限运动。”

“The China market is different to the West for two reasons, firstly Chinese travel is very family oriented, and secondly extreme sports aren’t that big in China yet. So we look for different use cases to brand the brand, like travel and family, whilst also actively promoting extreme sports in the country.”

“我们很喜欢协作。和志同道合的个体、公司合作最棒了。所以我们与一些内容创作者建立了合作伙伴关系，我们称之为“Advocate”。同时我们也与捷豹路虎和裸心社等品牌合作。我们还和另一位在Bon App工作的裸心社社员Rita Qi合作，她当时正在参加在Brawl On The Bund，我们拍摄了她的过程和战斗。很棒的一个人，合作很愉快。”

“We’re big on collaborations. We love to work with people and companies that think like us, so we have partnerships with content creators we call Advocates who we help and guide, whilst also working with brands like Jaguar-Land Rover and naked Hub. We also collaborated with another naked Hubber, Rita Qi, who works at Bon App, she was taking part in Brawl On The Bund and we filmed her process and fight. She was great to work with.”

“一个非常棒的视频要有持续不断的代入感，所以一定要包括不同的拍摄角度，好的音乐以及，必不可少的——好的内容。我曾经见过的一个用GoPro拍摄的最奇怪的视频是，一个滑板穿梭城市的人，手里抱着一个鱼缸，鱼缸里放着我们的一个摄像机，还有一条金鱼。这种无限的内容正是GoPro的伟大之处，没有限制，可以尽情发挥你的想象力。我不是视频编辑专家，但自动视频制作软件是相当不错的，成品也很好。”

“A great video has got to be consistently engaging, so make sure to include different camera angles, great music and of course, great content. The weirdest video I’ve ever seen with a GoPro is of one of our cameras in a fishbowl with a goldfish inside, being carried by a guy skateboarding through the city; that kind of limitless content is what’s so great about GoPro, there’s no limit but your imagination. I’m no expert at video editing, but the automatic video software is pretty good and brings out great results”

“这个决定很简单——划算，方便，社区好。我们的团队非常年轻，充满活力，我们不是一个企业风格的公司，我们的目标之一是在工作中交朋友，这些都特别适合裸心社。我们也有很多与裸心社其他会员合作的机会，实际上我们刚开始和邻居一起搞事情呢。”

“The decision was easy; it’s cost effective, convenient and has a great community. Our team is pretty young and energetic, we’re not a corporate style company, and one of our aims is to make friends at work, which is easy at naked Hub. There’s also so much opportunity to collaborate with other Hubbers, we actually just started working together with our neighbours who sit next to us.”

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