Public trademark records indicate that NIYI FOCUS was first used in commerce in the United States on 21 May 2023. Shenzhen Jiu Er Er Tech Co., Ltd. filed a US trademark application on 15 September 2023, and the mark was registered on the Principal Register on 24 September 2024 under registration number 7,512,203.[1]

The US trademark covers photographic and optical products, including camera lenses, lens filters, lens hoods, camera bags, tripods, monopods, photographic viewfinders, reflectors, light stands, and other photography equipment. Marketplace information identifies the associated company as being based in Shenzhen, Guangdong, China, a major centre for electronics, optics, and camera accessory manufacturing.

NiYi Focus maintains a broad portfolio rather than concentrating exclusively on one type of photographic equipment. Product categories include:

• Camera lenses, including manual-focus and autofocus options for mirrorless systems
• Lens filters, including ND and other photographic filters
• Lens hoods and caps
• Lens adapters and adapter rings
• Camera bags and protective accessories
• Tripods and monopods
• Photography reflectors
• Portable lighting and light-modifying equipment
• Light stands and photographic supports
• Viewfinder and eyepiece accessories
• Follow-focus and camera-rig accessories
• Cleaning and maintenance accessories

Third-party catalogues list filters, studio kits, lens caps, follow-focus systems, lens adapters, camera lenses, studio equipment, backgrounds, and photographic reflectors among the brand’s offerings.[2]

Camera lenses

Lenses are a prominent part of the NiYi Focus portfolio. Listings on Philippine and regional marketplaces include 50mm f/2 full-frame lenses, 55mm f/1.8 lenses, and 23mm f/1.4 autofocus lenses, with compatibility advertised for Sony E, Nikon Z, Canon RF, and Fujifilm mounts.[3] The brand also offers autofocus-oriented products, such as 35mm lenses with large apertures designed for mirrorless systems.[4] This range suggests an effort to cover several major mirrorless ecosystems rather than focusing on a single manufacturer.

Photography accessories

Accessories remain central to the brand’s identity. NiYi Focus sells ND filters, reflectors, lens accessories, camera protection products, and portable photographic equipment. Product listings describe NiYi Focus ND2–ND32 filters available in thread sizes ranging from 37 mm to 95 mm.[5] The brand also offers compact reflectors and light-control products designed for portrait photography, livestreaming, and mobile shooting.[3]

Based on its visible product range and marketplace pricing, NiYi Focus is characterised as an affordable-to-mid-market photography equipment brand. Rather than competing through heritage comparable to brands like Canon, Nikon, Sony, or Sigma, it competes through broad system compatibility, extensive product variety, accessible pricing, and direct-to-consumer online distribution. The brand has expanded from inexpensive accessories into photographic optics, targeting hobbyists, content creators, and photographers seeking lower-cost alternatives.

This positioning is evident in Philippine marketplace listings, where NiYi Focus products range from budget-friendly portable accessories to camera lenses priced in the thousands of pesos.[3]

NiYi Focus is associated with Shenzhen Jiu Er Er Tech Co., Ltd., with trademark records consistently listing the owner in Shenzhen, Guangdong, China. Some marketplace information also references Shenzhen Jiuerer Digital Technology Co., Ltd. in connection with NiYi Focus products. However, publicly available sources do not provide sufficient evidence to determine whether this represents a separate entity, a related company, a translated name, or a marketplace designation; these names should not be assumed identical.[6]

NiYi Focus products are distributed primarily through online retail channels. In China, the brand operates a dedicated store on JD.com, offering domestic lenses, camera bags, lens hoods, UV filters, and other accessories.[7] Internationally, products are available on marketplaces including Lazada in Southeast Asia. Current Philippine listings feature NiYi Focus lenses and portable photographic accessories.[3] Third-party data also indicates a presence on Amazon, though marketplace seller information should be distinguished from official corporate details.[8]

The brand’s apparent target audience includes amateur photographers, enthusiasts, mirrorless camera owners, portrait photographers, videographers, content creators, livestreamers, studio photographers, travellers, and buyers seeking affordable alternatives to established brands. Its combination of lenses, filters, reflectors, tripods, and small accessories allows it to address photographers at various levels of equipment ownership.

The name “NiYi Focus” is closely tied to photography and optical equipment, with trademark registration explicitly covering photographic lenses and gear.[1] A marketplace listing associates the brand with the phrase “Enjoy Life & Photography,” though this appears to be a product or marketplace slogan rather than a confirmed corporate tagline.[6]

NiYi Focus occupies a notable segment of the modern Chinese photography equipment market, having moved beyond simple accessory sales into technically demanding optical products such as autofocus and large-aperture lenses. Its strategy mirrors that of newer Chinese photography brands: leveraging China’s optical and electronics manufacturing ecosystem to develop products for multiple camera mounts and selling them internationally via online channels.

This approach expands consumer choice in the growing mirrorless market, although brand reputation, optical performance, autofocus reliability, quality control, and long-term support can vary between individual products.

The most concrete public legal record for the brand is its US trademark registration:[1]

NiYi Focus is a Shenzhen-based Chinese photography equipment brand specialising in camera lenses, optical filters, and a wide range of accessories. Its documented commercial history dates to at least 2023, with US trademark registration completed in 2024. The company pursues an online-first, multi-mount strategy, offering products for Sony, Nikon, Canon, Fujifilm, and other systems. It represents a new generation of Chinese manufacturers transitioning from low-cost accessories to increasingly sophisticated optical products, with international marketplace presence indicating ambitions beyond the domestic Chinese market.[1][3]

1. NIYI FOCUS Trademark Application of SHENZHEN JIU ER ER TECH CO., LTD – Serial Number 98182148 :: Justia Trademarks
2. Каталог NiYi Focus 2023: Светофильтры для объективов фотоаппаратов, Комплекты для фотостудий и Штативы для фотоаппаратов с АлиЭкспресс
3. NiYi Focus | Full Frame 50mm f2 Lens
4. NiYi Focus | Large Aperture Auto Focus Portrait Lens 35mm
5. Magazine Luiza | Pra você é Magalu!
6. Комплект нейтрально-сірих фільтрів niyi focus nd4 та nd8 (52 мм) — нові — цена 399 грн в каталоге Аксессуары для фото/видеотехники ✓ Купить электронику по доступной цене на Шафе | Украина #214112578
7. NiYi Focus卖场店品牌介绍 – 京东
8. NIYI FOCUS Review 2026: Seller Profile, Analysis & Rating on Amazon – Cherry Picks