Bowens Bites the Dust After Inability to Compete With Chinese Brands

Bowens Bites the Dust After Inability to Compete With Chinese Brands

Bowens has been reported as being into liquidation and will cease all operations. It seems as time goes on, technology gets better. This is normally a good thing for innovation and the end user. But if often leads to the end of things as we know it.

Another One Bites the Dust

We are at a point in time where technology is so good that it's "too easy" to make something that works really well, especially in China, and undercut the "big boys." I'm sad to hear of the passing of Bowens, just another in the growing list of major names falling.

Awhile back, Aurelius, a company that claims to specialize in "bringing back companies on the road to success" according to their website, had purchased both Bowens and Calumet. Now it seems that Bowens has gone into liquidation and will cease operations. No official statement was available at the time of this writing. As with any liquidation, this will likely leave users wondering about parts and repairs, and only time will tell in regard to how this will be handled.

The Chinese Effect

People have mixed feelings about certain gear, and I know photographers in general (including myself) are very finicky about brands, gear, and quality. As a long time Profoto user, I have never been a fan of the Chinese brands. That being said, items like the XPLOR HSS TTL are proving their worth, and it's difficult to argue how well they work. At a price point that is significantly less than Profoto, Bowens, and Broncolor, these lights are powerful, self-contained, offer TTL, and in my opinion the biggest thing, HSS. Just grab the camera and shoot at any shutter speed you want. No, you don't have Bowens or Profoto or Broncolor's quality but you can buy several of these for the cost of just one. The big brand names were playing catch up on some of these features, relying on their reputation and brand quality to carry them. Which you can only do for so long. Bowens was rumored to be developing new products to compete with Yongnuo and Godox but were just too late to the game most likely. 

To many, these new brands are wonderful news, overwhelming reports of incredible reliability with super long battery life, flash power, and not having to have a battery pack dangled from your light stand make this incredible. But like with any industry, cost of operations and such can affect the profitability and therefore price to end users. Photographers are notorious for DIY and trying to save a buck anywhere we can, because hey, gear is expensive. I admit, I own XPLOR products myself and have never had one misfire or issue, they just work, and work even better than the big brand names such as the B1 from Profoto.

So it really is a double edged sword, we are currently in a great era of new tools available to us, but we can't be surprised when a longtime staple such as Bowens falls due to it as well. It's really not that different than an old-school photographer going out of business due to new and more "modern" competition at a better price. Which we have all seen happen too many times.

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William Howell's picture

Yeah, it’s hard for a company to achieve that hundredth birthday, almost though.

Living here in America we have some solid flash makers, although a little behind tech wise, very solid in quality and price. Hats off to China though, they are improving their reputation very quickly

Adam Milton's picture

A good chunk of their success can be attributed to low prices, which are mostly possible by stealing IP. Lot cheaper to sell something when you can just take someone else's functioning design without consequence.

I can't say I dislike having cheap gear available, but it's kind of a tough spot morally.

William Howell's picture

Hey what does IP stand for?

I agree one hundred percent, the Chinese have to be ashamed, somewhat at the very least, from ripping people off! And to be honest that is why I try to avoid Chinese products, but its hard. I save up and by Chimera and Buff lights, but I do buy the cheaper Chinese egg-crate grids for the Chimera soft boxes.

Motti Bembaron's picture

And where those US companies got their tech? From the Japanese. And what was the Japanese source of inspiration? Germany, France?...Everybody copies from everybody, there is no moral problem here more than there is in the car industry.

Besides, I bet some of the "brand" name flashes are made by Godox or Yongnuo.

I also have Paul Buff Einsteins and although they are amazing lights, I can't wait to replace them with the Godox AD600. With a built in tiny battery (500 pops) , built in radio (and an excellent one at that), very accurate TTL and HSS, those lights are a dream.

One Einstein, a battery and a radio that needs to be bought separately and connected manually are a bit more expensive than one Ad600...and that's without TTL and HSS.

I have Godox for more than two years now and I love them. They work every time and they work great.

Companies have to get with the program.

Why should they be ashamed? They are doing what the US did for long time through the 19th and the 20th century, coping ideas from Europe and making them better. Not to mentioned European countries donig the same. Why is it OK for you but not the Chinese?

It seems to me it's now the Chinese that make everyone else catch up.

Adam Milton's picture

I'm all for innovation and advancement, but if you compare a Yongnuo 560 to a Canon 580...they are extremely similar. One can innovate without ripping off someone else's R&D. I'm not talking about using the same idea, I'm talking about copying someone else's design almost verbatim and undercutting them by selling it cheaper. That's not innovation, that's plain theft.

That said, there is also real innovation happening, so it's not all bad, but it's hard for me to harp on the importance of copyright protection for photographers, and also defend the right of the Chinese or anyone else to completely ignore the IP rights of equipment manufacturers that are getting ripped off.

Motti Bembaron's picture

I agree, I do not know why they would copy the interface design exactly as Canon's, it's quite childish. There was no reason for that.

Saying that, that's not the reason the flash is so popular, it's its quality that sells it. I personally do not like the Yongnuo flashes but a colleague of mine loves them and has been using them for years.

However, I also wish they stopped copying a silly thing like an interface and come up with their own. If they know how to make flashes they obviously know how to make their own interface.

William Howell's picture

Hey I just read your and let me put this bluntly, asinine comment. You can talk crap about your stinchy country, but don't talk about mine.

America is the greatest nation the earth has ever known, bar none! If you make it to this nation, you are not an untouchable, you are no longer an indentured servant, you are equal under the law and you are most certainly not royalty in this Democratic Republic!

Alex Cooke's picture

Intellectual property.

Bill Larkin's picture

Agreed, and morally I've always had an issue with the Chinese in general. The running joke is they think "copyright" means "right to copy" LOL

They do rip off people's designs all the time and produce for cheaper, and in the past it has felt like the product was way cheaper. Today, items like the XPLOR are, I hate to say it but they are very reliable, and work very well. This is what makes it tough for a company like Bowens. It may be sad to see a company like this go away, but... we must realize that change such as this is inevitable, and by boycotting the Chinese products, we aren't stopping them or changing anything, because 100% of the people will never agree and get on board with a full boycott, so we may as well take advantage of the prices and the products and leverage all the advantages they offer.

Motti Bembaron's picture

Why do you hate to say that the XPLOR (or Godox) is very good? Would you hate to say that the Profoto is very good? Why the double standard?

Godox innovate on their own merit and came up with some firsts in the industry. First Li-on battery in a speed light, first mini strobe (AD200) and more.

Of course there are design ideas stolen, it happens a lot, I know. But to just generalize 'Chinese that' and 'Chinese this' is worse than being unfair.

Over 300 billion dollars in stolen IP by China from the United States alone isn't a generalization. It's a fact. And spare me the everybody does it argument. Are we then to assume that you'd be ok with someone stealing your photographs and making a profit off your hard work? I highly doubt it.

Bill Larkin's picture

Exactly James, most generalizations come from some form of fact, and this in particular is well-documented. SO that is why I hate to say that. Now, as I said the Godox products work really well. So it is a moral catch-22. Since there's nothing that we as individuals can do, most choose to take advantage of the benefits, regardless how we personally feel about it.

Motti Bembaron's picture

Don't know who came up with those numbers but we are a bit off topic here. Bowens went under because the company that took over did not plan on making it a go, they were more interested in the Calumet line.

As for photography equipment, prices and availability, I for one am very happy I can get excellent quality gear for a price that MAKES SENSE.

For years we have been paying through our noses and frankly had no choice. Today even the brand names make their stuff in China but their prices still go up. Five years ago the SB-910 cost around $500. Today the SB-5000 is almost $600. Salaries and overall income for most of us did not increase by 20%.

If you feel that you still want to be loyal to those companies, by all means, I respect that. I, on the other hand, will always try to find the best equipment with the best value.

I don't know who do you think Godox stole from but their product line is by far better than most out there and their prices make sense.

Looking at what they do, I would say they are very much innovators.

And if we are on the subject of intellectual property theft, let's be fair, the US has its own long history of doing so.

Here is text from a great article I found with just one click of my mouse (read the last sentence)"...But the Americans had no respect for British intellectual property protections. They had fought for independence to escape the mother country’s suffocating economic restrictions. In their eyes, British technology barriers were a pseudo-colonial ploy to force the United States to serve as a ready source of raw materials and as a captive market for low-end manufactures. While the first U.S. patent act, in 1790, specified that "any person or persons" could file a patent, it was changed in 1793 to make clear that only U.S. citizens could claim U.S. patent protection.."

here is whole article:

or this:

You might believe that US citizens had moral higher ground to steal from the UK but in reality Germany and France lost a lot of their intellectual property to the young and growing US.

Motti, there is no excuse for THEFT of patents, copyright, trademarks and other forms of intellectual property by anyone, regardless of national origin. You brought it up, so it's not off topic. And you are still trying to rationalize criminal activity. Enjoy your affordable flashes.

Motti Bembaron's picture

No, I am not trying to rationalize any criminal activity,

There are billions in IP theft all over the world, including from the US, every year. It happens as we speak.

The Iranians are trying to steal from Israel, China from everyone, the US does it, Germany, France, Russia and everyone who has the capacity and the know how.

Why being high and mighty morally? Everyone is involved in industry espionage.

China is just much more aggressive at it.

But it all started when people bashed China for Bowens closing doors so, yeah, I brought it up because it is a conversation that always comes up. As if China cannot make anything without copying,


And I talk about Godox in particular, they are innovative and I give them my money and vote.

And why shouldn't I enjoy my affordable flashes?

Profoto and PocketWizard are next.

Motti Bembaron's picture

I have to agree about Pocket Wizard. I had a set of their radios and they kept misfire constantly. I finally bought the SMDV FlashWave III and they were amazing. Two sets of two receiver and one trigger cost me as much as two PW units!

I use them with my Einsteins and they worked like a charm.

Since buying the Godox system, I now also use their radio system and again, they are fantastic. A set of a trigger and three receivers cost less than $100 CDN, try that with PW.

As for Profoto, I am not sure. We can all see how they aggressively push their product through known Youtubers. How many video instructors start by stating that they use Profoto. Every shot of the umbrellas and the soft-boxes have the Profoto logo in front..coincidence? I think not.

Meanwhile the likes of Godox, Yongnuo, Phottix and LumoPro are quietly evolving to offer amazing product at even more amazing price point.

gabe s's picture

I have Phottix and LumoPro gear and it is amazing at a 1/4 of the price of other stuff. My Phottix triggers work a lot better than my PW gear did, again at a fraction of the cost.

Robert Nurse's picture

I definitely see a hard road ahead for Pocket Wizard (PW). With all these monolight offerings with HSS coming, I hardly see the need for their radios unless you're trying to hang on to older lights. I stopped bothering with them to achieve HSS, bit the bullet and got a Siros L and I love it! If I want to include speedlights, PW can help. But, again, tough road ahead for PW.

Brian Schmittgens's picture

PocketWizard, probably. Profoto, I wouldn't rule it out, but I'd be pretty shocked if it happened anytime in the near future.

A few years ago I upgraded from my cheap Chinese lights (I live in China) to better quality lights and seriously looked at either Bowens or Porfoto. I went with Profoto as I thought they had a better product and that while the Bowens had great tech they were very clunky looking and very similar to the Chinese lights. I think Profoto are doing a great job of continually innovating and do they have the edge. This is necessary today. I understand the temptation to go with cheaper lights but remember a lot of Chinese companies (not just photo related businesses) don't do RnD they just steal the designs from foreign companies.

Motti Bembaron's picture

Did you see the latest AD200 from Godox? No one has lights like that. It looks like others will steal their R&D, lol. No need to paint everyone in the same brush.

zeissiez lee's picture

The claims that the Chinese can't innovate and that their products are all imitations.... are so.... yesterday. There are so many Chinese innovators on the rise, DJI, Godox, Auralic, Hifiman, just to name a few. The next century will see Chinese companies leading in innovations. Why can they achieve that? Firstly they have the market to support. So they are not afraid to fail in 1 of their 10 products. Secondly, their cost of production is always cheaper than the West. Thirdly, they simply work much harder. The ones gone down were either charging too much, failure in meeting customers need, or simply too complacent and lazy. Don't blame the Chinese.

Motti Bembaron's picture

Well said.

William Howell's picture

They work harder, we in America work smarter, how do you think we get oil from rock?

Not sure who you're rant is aimed at as I never claimed that all Chinese companies steal and that none innovate. But it's still widespread over here that the way to get ahead is to steal RnD and copy and hits is still rife in the car trade, white goods trade etc. And it does put hard working and innnovative companies and innovation itelsef in danger. As I mentioned I live here so I see it almost everyday. I'm sure you're not even nearly exposed to the extent of it in the West.

Kurnia Lim's picture

Well, broncolor rebranded Godox X1, also Elinchrom take ttl hss from Phottix. From Company perspective this is cheaper than add more money to R&D. So I don't agree with stealing IP, not all of them. Godox, Phottix, Jinbei produces good stuff with low price. So Who's innovating now?

Always tough to see a company go under as it means lost jobs. However , I think American & European companies could be better about competing in the market place. The premium brands such as Broncolor and Profoto should be safe as long as they continue to offer excellence in performance and reliability. I personally own two Interfit S1's and I''m very happy with them.

Nick Dors's picture

Godox AD600 are just too good.. Have 3, absolutely love them. Sold all my Elinchrom heads/packs and bought adapters for my Elinchrom light modifiers, which are still amazing. Godox's built is quality good and preformance is fantastic. If Bowens could match that and a little bit more solid built quality and design for 1000 bucks, I would've bought Bowens.. RIP

Josh Leavitt's picture

Have to agree with you there Nick. The AD600 is probably the best value monolight on the market. It even gives the Profoto D1 a run for its money in every way except color temperature consistency. But if Godox can engineer a new version that maintains a consistent +/- 150 kelvin temp across the entire stop range, then the established brands are really going to have something to worry about. Broncolor, Profoto, Elinchrom and the lot should be paying attention to the downfall of Bowens.

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