Haida

What Haida does

Haida (operating as Ningbo Haida Photo Supplies Co., Ltd.) is a Ningbo, China-based manufacturer specializing in optical glass filters and related photography accessories, founded in 2007. The company designs and produces a broad portfolio of lens filters including screw-in, magnetic, and holder-based systems; neutral density (ND), circular polarizer (CPL), and graduated ND filters; as well as smartphone filters and specialized filters for DJI drones and Insta360 action cameras. Underlying optical technology centers on multi-coating and nano-coating processes (PROII, NanoPro, Red Diamond series), with proprietary performance claims such as 0.1% ultra-low reflectivity C-POL filters and waterproof/oil-proof surface treatments. Filter holder ecosystems (M7, M10, M15, M10-II) and a magnetic attachment system round out the platform offering, complemented by accessories including thumb grips, wrist straps, bags, cases, and cleaning tools.

The company operates a product-led go-to-market model, selling direct-to-consumer through its multilingual website (English, Chinese, Japanese) and a Tmall storefront, while distributing through a global reseller network spanning 47+ countries supported by a brand ambassador program. Revenue is generated almost entirely through hardware sales of filters and accessories, with no publicly disclosed pricing or enterprise contracts. Target segments are primarily professional landscape photographers and photography enthusiasts, with secondary reach into drone and action camera users. Haida has not raised external funding, is privately held, and operates without disclosed subsidiaries, acquisitions, or executive team details in the source material.

Name

Haida

Legal name

Ningbo Haida Photo Supplies Co., Ltd.

Website

http://www.haidaphoto.com/en

Company type

Private

Operating status

Operating

Short description

Haida is a China-based optical filter manufacturer specializing in lens filters for cameras, drones, and smartphones, serving professional photographers and enthusiasts across 47+ countries through direct e-commerce and global distribution.

Ownership category

akta.pro rank

Product category

Camera Lens Filters

SIC

Photographic Equipment & Supplies (3861)

akta.pro primary industry

Lenses & Optical Accessories (Lenses, Filters, Adapters, Teleconverters) (CRACAPAF)

akta.pro secondary industries

Consumer Drones for Imaging (Camera Drones) (CRACAPAD), Camera & Lens Retail (Photo Cameras, Lenses & Optical Accessories) (CRACAHAA)

Keywords

• Camera lens filters
• Optical glass filters
• Photography filter systems
• Neutral density filters
• Photography accessories

Headquarters

HQ city

Ningbo

HQ country

China

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Photography Filters: Core revenue from lens filters including screw-in, magnetic, holder systems, ND, CPL, GND filters for cameras, smartphones, and action cameras
2. Photography Accessories: Secondary revenue from accessories including bags, cases, wrist straps, thumb grips, lens hoods, cleaning tools, and other photography gear

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Haida researches, develops, and manufactures optical glass filters for photographic lenses, including screw-in, magnetic, and holder-based filters (ND, CPL, GND) for DSLR/mirrorless cameras, smartphones, drones, and action cameras. The company also produces photography accessories such as thumb grips, wrist straps, bags, cases, and cleaning tools. Its product portfolio spans multiple branded filter series (NanoPro, PROII, Red Diamond, Bluestone, Premium Brass, Greystone, V-PRO, Magnetic) and modular filter holder systems (M7, M10, M15, M10-II).

Product overview

Haida is a photography equipment manufacturer specializing in camera filters and accessories. The company offers a comprehensive portfolio of lens filters (including screw-in, magnetic, and holder-based systems), multi-function X in 1 filters, smartphone filters, and specialized filters for DJI and Insta360 action cameras and drones. Haida's product lineup includes multiple filter series (NanoPro, PROII, Red-Diamond, Bluestone, Premium Brass, Greystone, V-PRO, and Magnetic), as well as filter holder systems (M7, M10, M15, M10-II) for professional photography workflows. Complementing the core filter offerings, the company also provides photography accessories including thumb grips, wrist straps, bags/cases, and cleaning tools.

Differentiator

Problem solved

Functional benefit

Brands

• PROII Series: Multi-coating optical glass filters with reduced reflection and glare prevention, one of Haida's most classic product lines
• Red Diamond Series
• NanoPro Series
• Magnetic Series

Products and services

• Lens Filter
• X in 1 Filter
• Phone Filter
• DJI&Insta360 Filter
• PROII Series Filter
• Red Diamond Series Filter
• NanoPro Series Filter
• M10 Filter Holder System
• M15 Filter Holder System
• M10-II Filter Holder System
• M7 Filter Holder System
• Magnetic Series Filter
• Photography Accessories (Thumb Grip, Wrist Strap, Bag & Case, Cleaning Tools)

Quantifiable outcome

• 0.1% ultra-low reflectivity for C-POL filter

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eight partnerships are on record, tiered minor.

• FotoprominorGTM or Marketing PartnerSponsor of Haida 2021 Summer Photo Contest. Fotopro is an award-winning global brand designing and marketing photographic equipment including tripods and gimbals.
• f-stopminorGTM or Marketing PartnerSponsor of Haida 2021 Summer Photo Contest. Founded in 2006, f-stop combines camera bags with outdoor performance backpacks, serving visual storytellers.
• HollylandminorGTM or Marketing PartnerSponsor of Haida 2021 Summer Photo Contest. Hollyland Technology provides wireless data, audio, video transmission, and wireless intercom solutions for filmmakers.
• YC OnionminorGTM or Marketing PartnerSponsor of Haida 2021 Summer Photo Contest. YC Onion produces intelligent motion control systems (sliders) and LED photography lighting equipment.
• Hakuba Photo IndustryminorChannel Partner/ Reseller/ DistributorJapanese camera accessories distributor. Hakuba distributes Haida filters along with their own products in the Japanese market.
• SmallRigminorGTM or Marketing PartnerSponsor of Haida 2021 Summer Photo Contest. Founded in 2009, SmallRig designs and builds premium rigs and accessories for cameras and gimbals.
• ViltroxminorGTM or Marketing PartnerSponsor of Haida 2021 Summer Photo Contest. Viltrox is an innovation-driven manufacturer of camera accessories.
• Zhiyun TechminorGTM or Marketing PartnerSponsor of Haida 2021 Summer Photo Contest. Zhiyun Tech is a world leader in gimbals and stabilizers for filmmakers and video creators.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• NiSi Optics: NiSi is a leading direct competitor specializing in professional photography filters including ND, GND, CPL, and square filter holder systems. Comparable geometry to Haida across product categories (screw-in, square, magnetic) and target market (professional and enthusiast landscape photographers).
• Lee Filters: Lee Filters is a UK-based premium manufacturer of resin and glass filters for photography and cinematography, with a dominant position in square/holder filter systems for landscape photographers. Directly comparable to Haida's PROII and M-series holder products.
• K&F Concept: K&F Concept is a Chinese competitor offering photographic filters, tripods, and accessories at aggressive price points with strong e-commerce presence on Amazon. Highly comparable to Haida in product breadth, geographic reach, and target customer (enthusiast photographers, content creators).
• Breakthrough Photography: Breakthrough Photography is a US-based direct-to-consumer filter brand specializing in ND, CPL, and UV filters with proprietary coatings. Comparable to Haida's premium positioning and online-led distribution model.
• Cokin: Cokin is a French filter manufacturer that pioneered the modern square filter holder system for landscape photography. Overlaps with Haida's M-series holder systems and graduated ND filter offerings.

Broad incumbents

• Hoya Corporation: Hoya is a large Japanese optical products manufacturer with a dominant global position in photographic lens filters (UV, CPL, ND) sold under the Hoya and B+W brands. Offers overlapping filter capabilities and competes with Haida across both amateur and professional segments.
• B+W (Schneider Kreuznach): B+W, owned by Schneider Kreuznach, is a premium German filter brand widely regarded as the gold standard in screw-in photographic filters. Comparable to Haida's premium NanoPro/Red Diamond series in target segment and optical quality positioning.
• Tiffen Company: Tiffen is a long-established US manufacturer of photographic filters, lenses, and accessories including the Tiffen, Hoya, and Domke brands. Overlaps with Haida across professional filter categories and motion-picture/photo accessories.
• Kenko Tokina: Kenko Tokina is a major Japanese optical products company producing filters, lenses, and photographic accessories under the Kenko, Tokina, and SLIK brands. Comparable to Haida in screw-in filter category and broader accessory portfolio.

Emerging players

• PolarPro: PolarPro specializes in filters for action cameras (GoPro) and drones (DJI), with a strong direct-to-consumer brand. Comparable to Haida's newer DJI and Insta360 filter lines and overlapping drone/action-cam segment focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCWQD--a2j7QpFExAvBWXTJw
• Facebookfacebook.com/pg/HaidaFilterOfficial/posts/?ref=page_internal
• Instagraminstagram.com/haidafilter
• Xx.com/Haida_Official

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Haida