大疆、影石的“上一个对手”：曾对标乔布斯，如今寻求“卖身”

21世纪经济报道05-19 12:26

GoPro再次进入公众视野。　　上一次，它因与影石创新的“337调查”相关纠纷成为焦点。而这一次，这家曾经的运动相机霸主，要“卖身”了。　　北京时间5月12日，GoPro宣布启动战略评估，可能出售公司或合并。消息公布后，其股价盘后一度大涨超27%。市场给予的积极反应，伴随着一个辛酸的注脚：在资本市场眼中，GoPro被收购的价值，已高于其独立存活的价值。　　与此同时，GoPro发布了2026年Q1...

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himself\"","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"688775":1.88,"MACW.SI":0.6,"BYDDY":1.86,"002594":1.86,"AAPD":0.6,"AAPY":0.6,"AAPW":0.6,"01211":1.86,"AAPU":0.6,"GPRO":1.97,"APLY":0.6,"AAPB":0.6,"AAPX":0.6},"content_text":"GoPro再次进入公众视野。　　上一次，它因与影石创新的“337调查”相关纠纷成为焦点。而这一次，这家曾经的运动相机霸主，要“卖身”了。　　北京时间5月12日，GoPro宣布启动战略评估，可能出售公司或合并。消息公布后，其股价盘后一度大涨超27%。市场给予的积极反应，伴随着一个辛酸的注脚：在资本市场眼中，GoPro被收购的价值，已高于其独立存活的价值。　　与此同时，GoPro发布了2026年Q1财报，情况已不容乐观：营收仅9900万美元，同比下滑26%；净亏损高达8082万美元，同比扩大超72%。公司还在上月宣布将裁员145人，裁员规模占员工总数的23%。　　一连串数字背后，是一家传奇公司的正式落幕。　　从“下一个乔布斯”到被迫出局　　GoPro的故事始于2002年。创始人尼克·伍德曼用橡皮筋将胶片相机绑在手腕上记录冲浪，由此催生了这个传奇品牌。　　真正让GoPro封神的，是对“第一视角”文化的开创。凭借小巧、坚固、防水的Hero相机，它捕捉了无数极限运动的惊险瞬间。创始人伍德曼也因此被外媒誉为“硬件界的下一个乔布斯”。　　2014年上市时，它已成为运动相机的代名词，占据全球市场超过75%的份额。2015年，GoPro股价冲上93.85美元的历史高点，市值突破130亿美元。次年，其年营收突破16亿美元，达到了荣耀的顶点。　　但登顶后的GoPro，开始迷失，盲目扩张。　　它先是试图模仿红牛押注媒体业务未果，后又在2016年仓促进军消费级无人机市场，推出的Karma上市仅16天就因安全隐患被全面召回。数亿美元被急于追寻新市场的GoPro砸进无声的黑洞。　　更致命的是，当GoPro将资源分散到不擅长的领域时，却忽视了自己赖以生存的根基——运动相机产品的持续创新。其产品迭代步伐明显放缓，陷入对Hero系列小修小补的“挤牙膏式”更新困境。　　当GoPro分心时，颠覆者从东方崛起。　　2015年，影石Insta360成立。这家“90后”创立的公司开创性地押注“全景相机”赛道，凭借强大的AI算法实现“隐形自拍杆”等炫酷效果，极大地降低了创作门槛。2019年，无人机品牌大疆推出首款运动相机Osmo Action，将无人机领域的顶尖防抖和AI算法应用到手持设备上。　　背靠广东“世界工厂”的强大供应链，影石与大疆以每年3～4款新品的速度高速迭代。当自身战略的误判恰好遇上快速成长的对手，GoPro的市场地位发生了雪崩式的坍塌。　　据久谦咨询报告，全球运动相机市场中，GoPro的市占率从2022年的84%骤降至2025年前三季度的18%。据沙利文报告，全球消费级全景相机市场中，GoPro市占率从2021年的21.5%下降至2023年的9.2%。　　市面上各统计方的数据虽存在部分差异，但趋势依然一致——GoPro在其开创的主赛道运动相机上，已被大疆和影石超越，跌至第三；而在代表未来的全景相机赛道，面对多年市占率超60%的影石，以及去年三季度强势入局的大疆，GoPro已彻底出局。　　渐渐地，手持影像战局成为了影石与大疆的“双雄对决”，GoPro则在这场对决中被遗忘。　　末路自救：芯片、太空与卖身　　2025年全年财报，更直观地展现了GoPro的困境。其全年营收仅6.52亿美元，同比下滑19%，运动相机销量约200万台，同比减少20%。全年累计亏损达9350万美元。　　这已是GoPro连续第四年业绩下滑。过去三年，其累计亏损高达5.78亿美元。股价从上市后的90多美元高位跌至约1.11美元，市值蒸发超过99%，濒临退市。 （GoPro股价表现，截至2026年5月18日）　　今年3月，GoPro还在做最后挣扎。　　公司宣布将在第二季度发售搭载新一代GP3处理器的新品。GoPro宣称，GP3的像素处理能力是上代的两倍以上，能效和散热性能预计“将显著优于竞争对手”，从而在最严苛的环境条件下实现行业领先的运行时间。　　“我们将迈入性能与创新的新时代，扩大潜在市场规模，并提升我们的财务业绩。”显然，GoPro将GP3处理器视为扭转乾坤的关键。　　但市场普遍认为，GoPro与对手的差距远非一块芯片可以弥补，本质上已是产品力、软件、生态上的全面落后。　　4月，GoPro宣布聘请奥纬咨询，试图将影像技术拓展到国防及航空航天领域。此前GoPro的产品就已经运用于相关极端场景。　　比如，经过特殊改装后的GoPro摄像设备被安装在飞船太阳能阵列翼外侧，用于记录飞船外部运行状态；而市售版的GoPro设备则直接用于飞船内部，为国家地理的纪录片提供拍摄支持。　　事实上，中国厂家也在做类似的探索延伸。2019年，影石ONE X相机随中国首个可回收火箭升空并记录发射过程。2023年，影石全景相机搭载长征二号丁运载火箭进入500公里近地轨道，成为首台在太空完全裸露条件下工作的全景相机。2025年，影石开始为浙江大学航空航天学院“探月微型探索机器人研制项目”提供相机产品及相关技术支持。　　这一领域确实迎来了新风口，但要讲好这个新故事，GoPro依然任重而道远。　　终于，在5月，GoPro宣布启动战略评估，可能出售公司或合并。目前，公司已经收到了多项“主动战略问询”。据媒体报道，GoPro的潜在买家名单包括大型科技公司、户外消费品牌、美国国防承包商。　　按照伍德曼在5月12日财报电话会上的说法，这些有意向收购GoPro或合并业务的公司，看好的是GoPro“在技术、专利、品牌、产品研发和规模化制造方面，尚未完全释放的潜力”。（文章来源：21世纪经济报道）","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"isVideo":false,"video":null,"symbols":[],"gpt_button":1,"need_auth":false,"need_login_tip":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; 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