About Ulanzi
Ulanzi is a Chinese brand specialising in accessories for photography, videography, and content creation. Established in 2015 in Shenzhen, China, the company designs and manufactures equipment tailored for photographers, filmmakers, vloggers, livestreamers, and mobile content creators. Ulanzi has gained recognition for producing affordable yet feature-rich accessories compatible with cameras, smartphones, action cameras, and drones.1
Overview
| Attribute | Information |
|---|---|
| Brand Name | Ulanzi |
| Founded | 2015 |
| Headquarters | Shenzhen, Guangdong, China |
| Industry | Photography & Videography Accessories |
| Products | Tripods, camera cages, lights, microphones, bags, quick-release systems, smartphone accessories |
| Target Users | Photographers, filmmakers, vloggers, YouTubers, livestreamers, content creators |
| Parent Company | Shenzhen Ulanzi Technology Co., Ltd. |
| Sub-brands | FALCAM |
History
Ulanzi was established in 2015 amidst the rapid expansion of digital content creation and social media platforms. Rather than competing directly with premium camera manufacturers, the company focused on solving practical problems for creators by designing lightweight, portable, and affordable accessories.
The brand initially gained popularity through online marketplaces such as AliExpress, later expanding to Amazon and its own global online store. Between 2015 and 2018, Ulanzi became one of the leading brands in the Camera & Photo category on AliExpress.2
As demand for creator equipment grew, Ulanzi expanded internationally and introduced hundreds of products covering nearly every stage of photo and video production.
Growth
According to the company, Ulanzi has experienced rapid international growth:
- Products sold in 190+ countries and regions
- More than 10 million users worldwide
- Portfolio of 3,400+ products
- Holder of 600+ patents
- Expanded into professional filmmaking accessories
- Completed Series A+ funding in 2022
- Continued global expansion from 2025 onward
Mission
Ulanzi’s stated mission is:
Create for Creators
The company emphasises making creative tools that are practical, innovative, and accessible for everyone, from beginners to professionals. Its philosophy centres on user-driven product design and improving creators’ workflows.3
Product Categories
Ulanzi manufactures accessories across numerous categories, including:
Camera Accessories
- Tripods
- Ball heads
- Camera cages
- L-brackets
- Extension arms
- Mounting systems
- Quick-release plates
Lighting
- RGB LED lights
- COB video lights
- Pocket lights
- Tube lights
- Mini studio lights
- On-camera lights
Audio
- Wireless microphones
- Shotgun microphones
- Lavalier microphones
- Audio accessories
Smartphone Accessories
- Phone tripods
- Smartphone cages
- Selfie sticks
- MagSafe accessories
- Mobile video rigs
Action Camera Accessories
- GoPro mounts
- Helmet mounts
- Chest mounts
- Bike mounts
- Underwater accessories
Travel Equipment
- Camera backpacks
- Camera slings
- Hard cases
- Organiser bags
Signature Product Lines
F38 Quick Release System
One of Ulanzi’s best-known innovations, the F38 system enables rapid switching between tripods, gimbals, backpacks, and other supports without repeatedly screwing and unscrewing camera plates.
F22 Quick Release
A smaller, lighter modular quick-release ecosystem intended for compact cameras and lightweight accessories.4
UKA Quick Release
Designed with a top-loading mechanism for easier camera attachment and removal, particularly for newer users.5
CKA Quick Release
Built primarily for action cameras, allowing quick transitions between different mounts and shooting setups.6
FALCAM
Ulanzi also owns FALCAM, a premium sub-brand aimed at professional filmmakers and photographers.
FALCAM products focus on:
- Carbon fibre tripods
- Professional quick-release systems
- Camera cages
- Backpack mounting systems
- High-end camera support equipment
The sub-brand competes more directly with established professional accessory manufacturers.
Design Philosophy
Ulanzi emphasises:
- Lightweight construction
- Portability
- Modular ecosystems
- Affordable pricing
- Fast setup
- User feedback–driven product development
Many products are designed to integrate across multiple devices, allowing creators to move seamlessly between cameras, smartphones, gimbals, and tripods.
Market Position
Ulanzi occupies the mid-range creator accessory market, balancing cost and functionality. Its products are commonly compared with brands such as:
- SmallRig
- Neewer
- Peak Design (selected accessories)
- Manfrotto (tripods)
- Joby (mobile supports)
Rather than competing on premium pricing, Ulanzi focuses on delivering broad compatibility and practical features at accessible prices.
Popular Products
Some of Ulanzi’s widely recognised products include:
- Zero Carbon Fibre Travel Tripod
- MT-44 Extendable Tripod
- VL series LED lights
- LT series Tube Lights
- F38 Quick Release ecosystem
- Camera slings and backpacks
- Smartphone video rigs
- Wireless microphone kits
Distribution
Ulanzi products are available through:
- Official online store
- Amazon
- AliExpress
- Regional distributors
- Photography retailers
- Creator equipment stores worldwide
Recognition
According to Ulanzi, the brand has:
- Served over 10 million users globally
- Built a catalogue exceeding 3,400 products
- Obtained more than 600 patents
- Expanded sales to 190+ countries and regions
Brand Identity
Slogan: Create for Creators
Core Values:
- Innovation
- Accessibility
- Practicality
- Creator-focused design
- Modular ecosystems
- Global community
Summary
Ulanzi has grown from a small startup in Shenzhen into a globally recognised brand for photography and videography accessories. Since its founding in 2015, it has built a reputation for affordable, creator-focused gear spanning tripods, lighting, audio equipment, camera supports, and modular quick-release systems. With its expansion into the professional market through FALCAM and continued emphasis on innovation, Ulanzi has become a prominent name among photographers, filmmakers, vloggers, and content creators worldwide.
