With GoPro struggling to capture new sales they won’t be happy with the news of the Xiaomi Yi 4K action camera officially launching at a lower $249 price point.

Xiaomi launched their 4K shooting action camera in China a few months ago. The camera features a 12 mega-pixel Sony sensor with F2.8 aperture and more powerful Amberlla chipsets than the equivalent GoPro Hero 4 yet costs significantly less.

The current versions in China only feature Chinese UI, but from the 12th July the camera will officially go on sale in the U.S for just $249 (and we assume the UI will have multiple language support).

The Yi 4K camera is up for pre-order on Amazon U.S now and can be bought either as a camera, or in a bundle ($279) with a few accessories.

Hopefully we will see a Yi camera launch in the coming months in Europe and the rest of the world soon too.