Reported by NUPIAO
On July 29, a video posted by Film Storm employee Li Siwei on social media showed that the company held a “10th Anniversary Special Incentive” event. Founder Tim (Pan Tianhong) announced that incentive bonuses would be distributed to all employees based on the formula “years of service × July salary after adjustment,” with longer service resulting in higher multipliers.
Additional rules included: employees with less than half a year of service receive half a month’s salary; those who have worked between six months and one year receive one month’s salary, and so on, applicable to all staff. All incentive payments were completed on the same day.
Here’s a quick breakdown based on a typical salary of 15,000 RMB per month: a newcomer who joined three months ago would pocket 7,500 RMB; an employee with eight months of service would get 15,000 RMB; a veteran with three years at the company would take home 45,000 RMB. And for those who have been with Film Storm since the very beginning, through all ten years, this special incentive alone could net them 150,000 RMB.
Tim said on stage, “If the company grows but doesn’t share the profits, that’s a failure to me. I hope everyone can live a better life.”
Film Storm has always been in the spotlight for its generous benefits. The company has given away free iPhones to employees for four consecutive years. Last September, after the iPhone 17 launch, Tim wrote in an internal chat group, “Same as always, one iPhone 17 Pro Max per person (you can also choose another model). Whether you’re an intern or just started today, as long as you’re on the team at this moment, you get one.”
Tim also noted that while gifts to individuals are subject to personal tax, the company would cover that tax for its employees.
The iPhone 17 Pro Max starts at 9,999 RMB. Based on Film Storm’s 2024 headcount of 117 people, that iPhone giveaway alone cost at least 1 million RMB.
Earlier this year in February, Tim appeared on stage at the Insta360 annual meeting and gave a speech. He announced that in 2026, the company would award one employee 1 million RMB and a nine-month vacation to enable an ordinary person with mountaineering experience and a passion for climbing to eventually stand on the summit of Mount Everest.
Public records show that Film Storm operates under Hangzhou Xing’ao Media Co., Ltd., officially registered in August 2016. Founder Tim, born after 1995, graduated from the Film Department of the University of Kent in the UK. Starting from personal film editing and sharing content, Film Storm has grown into a leading tech-focused media account in China, building a content ecosystem across multiple social platforms.
Its main account, “Film Storm,” boasts over 16.85 million followers on Bilibili and 14.83 million on Douyin (TikTok China), earning it the title of Bilibili’s Top 100 Creator for several years running. The sub-account “A Little Bit Different” focuses on extreme real-life filming and scenic science shorts, with over 6.4 million followers on Bilibili. Another account, “StormCrew,” is a variety show channel, with a total fan base exceeding 40 million across all platforms, while also expanding to YouTube internationally.
Beyond video content, the company has built a diversified revenue system that includes its own e-commerce brand, branded content and TVC production, and pay-for-knowledge courses in imaging.
In an interview last October, Tim revealed that Film Storm’s most profitable business is currently e-commerce. One single T-shirt design sold a staggering 200,000 units last year. Previously, TVC advertising was the biggest earner, but its revenue share has now dropped to around 10%.
Just recently, Film Storm launched a new AI practical course priced at 49 RMB. The course sold over 100,000 copies in just one day, translating to an estimated daily revenue of over 4.9 million RMB. The AI course consists of 16 lessons across five modules, priced at 99 RMB but offered with a coupon for 49 RMB. It covers basics like AI image generation, video creation, and prompt tutorials, as well as advanced techniques like simulating robotic arm camera movements, bullet-time effects, and direct storyboard output.
Despite the company’s rapid growth and generous benefits, it has faced some external criticism.
Last November, Film Storm’s own-brand jacket was questioned by a blogger over claims about its fabric material and waterproof technology, sparking considerable controversy. At the time, “Storm Store MediaStore” responded by stating that test reports showed the jacket contained no detectable carcinogenic PFOA, and tests for hydrostatic pressure and moisture permeability were all up to standard. They also pointed out that the samples submitted for testing by the critic had been damaged, the report was incomplete, and that the accusations were taken out of context. They further noted that the blogger themselves sold counterfeit products of major brands.
Then, on July 20 this year, a netizen commented that “Film Storm is just a bunch of employees acting out a relaxed ‘white people’ vibe for the boss,” implying that the easygoing work atmosphere was a staged imitation of Westerners. This comment was quickly amplified by numerous marketing accounts, accusing the company of “faking relaxation.”
In response, Film Storm said, “We’ve seen a lot of marketing accounts pushing this interpretation lately. It’s just too malicious.”
“So, paying taxes legally and fully, offering full social insurance and six funds plus one housing fund, filming programs during work hours (without taking up weekends, with separate bonuses), constantly improving employee benefits, and producing numerous shows promoting intangible cultural heritage and China—all of this somehow makes us ‘white people’ who mistreat employees and force them to put on a show? You can criticize other things, but this is just too much to take.”
This controversy hasn’t seemed to affect daily operations. Recently, the company released a review of Sony cameras and an introduction to forensic expertise. The forensic content has garnered over 6.8 million views on Bilibili, ranking among its top-performing videos.
