"沒有GoPro，你還拍什麼Vlog"，這是網路上曾經盛行的一種說法。作為世界上最出名的運動相機品牌之一，GoPro一度成了「運動相機」的代名詞，從雙板滑雪到越野單車，從極限衝浪到其他戶外運動，我們幾乎能在所有運動項目中看到它的身影。
不過，在2024年的運動相機市場中，影石、大疆已成為和GoPro並列的三巨頭，並且GoPro的市場份額仍在持續下滑。如果另外兩家國產廠商能維持穩定上升的勢頭，GoPro在運動相機市場的領先地位能維持多久還是個未知數。
GoPro顯然意識到了這一點，不過它並沒有專注提升運動相機的產品力，而是分兵作戰，跨界到智能頭盔這樣的新品類。 8月30日，GoPro宣布已正式完成智慧頭盔品牌Forcite Helmet Systems的收購。 GoPro表示，後續將助力Forcite實現將尖端科技融入頭盔的願景，為騎乘者帶來更安全、更動態的騎乘體驗。
Forcite於2013年成立，是澳洲品牌，總部設在雪梨。 2019年發表了首款智慧頭盔產品Forcite MK1，具備行車記錄、藍牙通訊、HUD顯示器、環境感知等功能。
目前最新產品是MK1S智慧頭盔，下巴整合了視訊攝影機、LED指示系統和Harman Kardon音訊。其中LED指示靈感來自F1賽車技術，在不分散騎士注意力的前提下提供道路警報或導航指令。
圖片來源：Forcite Helmet Systems
由於採用🎜>由於採用全碳頭盔外殼，即便整合了多項科技，整個頭盔的重量僅為1500克±50克，控制得相當不錯。作為對比，正常摩托車頭盔的重量一般在1500克左右，1800克幾乎就是上限了。
頭盔廣泛應用於交通行駛、運動、工作、軍事中，大夥再熟悉不過了，那麼智慧頭盔又是什麼呢？
智慧頭盔源自於消費者頭盔需求的升級，從早期追求基礎的安全防護，到如今越來越傾向於頭盔智能化，市場需求引領企業創新。在2015年的IFA上，國產品牌LIVALL展出了全球第一款智慧安全騎乘頭盔，受到了海內外媒體的廣泛關注，成為當年IFA極具代表性的產品之一。
後來，越來越多的頭盔界一線品牌也開始在自己的產品上裝上尾燈、音響、藍牙等功能。把互動式娛樂、多種類型的主動防護、事故處理、資訊化管理集於一身，是智慧安全頭盔區別於傳統安全頭盔的重要標誌。
早在今年1月，GoPro就已傳出收購Forcite的消息，同時還計劃開發自己的GoPro品牌頭盔系列，目標是「透過科技化的摩托車頭盔來提升各種類型頭盔的性能和安全性」。
因此，Forcite被收購後的走向相信大家心裡有數，雖然GoPro表示會幫助Forcite更好實現願景，但或許也難逃暫停專案的結局，就像是被Google收購的智慧手環先驅Fitbit。當自有品牌和收購品牌定位重疊，最先放棄的往往是收購品牌，畢竟自有品牌是「親兒子」。
所以我們接下來討論的對象，精確來說應該是未來的GoPro智慧頭盔。
頭盔和相機的組合十分常見，除了充當行車記錄器外，還能為各種錄影素材。由於普通摩托車安全帽幾乎不會單獨設置相機卡槽，騎士往往需要另外購買加裝，加裝位置也是五花八門，有頭頂、有側面，還有下巴，其中下巴應該是最常見的位置了。
圖片來源：微博
In addition, GoPro will also cooperate with other helmet brands to help them realize the intelligence of their helmets. In other words, we have the opportunity to see GoPro on more smart helmet products in the future, which may include top brands of traditional helmets.
Of course, I personally think that smart helmets can do much more than that. In addition to the camera, the visor of the smart helmet can also serve as a display panel to better carry smart technology. There is already a HUD display function, which displays important information such as navigation guidance, incoming call reminders, etc. within the helmet's line of sight, so that riders do not have to look down at their phones.
Image source: Made by Lei Technology
We might as well boldly predict the shading of smart helmets in the future Boards may become like AR glasses, enhancing rider perception by overlaying digital information and allowing real and digital content to interact, presenting richer content. For example, the rider can call up the shooting image of the sports camera on the visor through voice during riding, and then directly adjust the sports camera through voice. Just like Jarvis in Iron Man, it provides a more comfortable riding experience without affecting the rider's safe driving.
After thinking about it and returning to reality, the key to whether GoPro can become a catalyst for the smart helmet industry lies in the true purpose of this acquisition. If this so-called crossover is essentially an "investment" activity to expand its reputation in the racing field, then GoPro will obviously not invest too much energy. But if GoPro wants to find new business growth points besides action cameras, then the combination of action cameras + smart helmets is still very interesting.
If smart helmets want to break out of the industry, the product is the facade, and the market potential is the fuel. The latest research report from Fortune Business Insights shows that the global smart helmet market size will be US$672 million in 2023. The market value is expected to be US$779 million in 2024 and reach US$2.642 billion by 2032, with a compound annual growth rate of 16.5% during the forecast period (2024).
The biggest support given by the agency for this prediction is the huge global helmet market, of which China and North America are the main markets, accounting for approximately 55% of the global market. Therefore, changes in the domestic market can largely reflect the potential of smart helmets.
In recent years, the production and sales of China's helmet industry have grown steadily, especially since the implementation of the "Motorcycle and Electric Bicycle Occupant Helmets" policy on July 1, 2023. Industry demand is growing rapidly. The market size of China's helmet industry will increase from 1.276 billion yuan in 2015 to 5.537 billion yuan in 2023, with annual growth rates of both output and demand exceeding 20%.
Image source: Forcite Helmet Systems
Policy support for the helmet industry The growth has removed obstacles, and the scale of the helmet market is expected to maintain steady growth, and even smart helmets have also benefited from this wave of dividends.
Currently, nearly 70% of helmet industry-related companies are small and medium-sized enterprises, with low brand concentration. The smart helmet can almost be said to be blank and has a very low sense of existence.
I still remember that in 2022, Ele.me announced a new smart helmet at the World Internet Conference. Riders can use voice to complete orders, confirm arrival at the store, report abnormalities, Navigate to order location and more. Related products were used on a pilot basis in Shanghai, Jiangsu, Zhejiang and other places, but no further information was revealed later.
Xiao Lei searched for "smart helmet" on the e-commerce platform. Most of the brands were not well-known, and the recommended products were also varied. The scope of application is roughly divided into two types: electric vehicles and motorcycles. The price gap is also quite large. There is a Bluetooth helmet of 68 yuan and a LIVALL smart helmet of 4,399 yuan. Of course, the most expensive one is the MK1S smart helmet, which costs as much as $1,399.
Image source: Taobao
The main reason for this phenomenon Yes, the product functions of the smart helmet are not clearly defined. At present, domestic e-commerce platforms can be called smart helmets as long as they are equipped with Bluetooth. It can be said that neither users nor the platform have a clear understanding of this category.
Therefore, if smart helmets want to move from the niche to the public, the first thing to solve is not the price, functionality, etc., but to let the public know what a smart helmet is. What it can bring, I think this may be the key to the success of GoPro smart helmets. However, even if GoPro can really make smart helmets popular, it is likely to have another domestic impact on the action camera market.
GoPro has experienced failures in the content field and drone business before, and it is still suffering the consequences of the original failure. This time GoPro decided to cross the border again, which was essentially a big gamble. It became a new business with great growth potential. If it failed, it would once again accelerate the decline of its action camera market share. We'll have to wait and see what the outcome will be.
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