When it comes to drones, DJI Innovation (DJI, hereinafter referred to as “Dajiangâ€) is a negligible existence. To a certain extent, it has become synonymous with consumer drones. The latest research report continues to help Dajiang to consolidate this position.
According to statistics from market research firm Skylogic Research, DJI's drones accounted for 50% of the US drone market in the past year, leaving the second place far behind; 3D RoboTIcs was 7% The market share is ranked second; Yuneec, another Chinese drone manufacturer that was invested by Intel last year at $60 million, ranked third with a 4% market share. Intel showed Yuneec Typhoon H (Typhoon H) at CES this year. ) Drone.
However, from the response of Dajiang to the tiger sniffing, it is not without feeling so happy. Wang Fan, the head of public relations in Dajiang, told Tiger Sniff that it is difficult to see the relatively accurate statistics of the consumer-grade UAV market. “Some countries count all non-military uses together, which is very complicated and not very accurate.â€
According to Wang Fan, in the global sales map of Dajiang, the US market accounts for 35%-40% of global sales, the European market accounts for about 30%, and China and other markets share the remaining 30-35%. This also proves that the domestic market is relatively small for Dajiang. Perhaps, the domestic market demand for drones is at a relatively preliminary stage, and it is also affected by the uncertainty of regulatory policies.
In addition, according to statistics from third parties, in 2015, the global market share of Dajiang UAVs was about 70%, almost in the monopoly position of drones. In the drone market, the pattern may be like this: Dajiang’s return to Xinjiang and others to others.
In China, we often hear manufacturers self-proclaimed: In a certain market, there will be only two situations in the future, XX and others (XX often represents their own brand).
If we follow this logic, then Dajiang can almost show off in the drone market: "In the drone market, only Dajiang and others." But, gratified, Dajiang has never been so self-conscious in public. Praise. In my dealings with Dajiang several times, it is obvious that this company pays more attention to products and technology itself, rather than relying on Shantou to win.
With the influence of the brand export of Dajiang Export to the domestic market, the drones have successfully attracted the attention of Chinese consumers. More and more brands and new products have joined the vertical field of the Blue Ocean, no matter the Yuneec at the beginning of the year. The machine, or the Hover Camera camera drone that appeared shortly before, and the Xiaomi drone that was just released on May 25. After the first batch of drone manufacturers such as Dajiang developed the drone into an industry, the people who wanted to go gold rushed quickly entered and tried to enjoy the success, get a piece of cake, and even cut a large piece of cake.
Especially worthy of attention here is the millet drone. On March 29 this year, Xiaomi launched the new brand of “Mijia†for its ecological chain, and claimed that the products launched by its eco-chain brand will adopt this brand in the future. However, this millet drone developed by Xiaomi Eco-chain Enterprise Feimi Technology still uses the "Millet" brand, which shows Xiaomi's attention and ambition to the drone market.
Although Dajiang is still the leader of the global drone market, it has reason to worry that its gap in the low-end and mid-range UAV market is about to be "air strike" from Xiaomi UAV.
In terms of price, Dhan's officially sold Phantom series of drone models include the latest release of Elf 4, as well as the Elf 3 Standard, Premium and Professional versions released last year, with a price range of 2,999 yuan - 8999 yuan. The lowest configuration of the Elf 3 standard version is priced at 2,999 yuan, this price just coincides with the price of the millet drone 4K version of the "collision machine", but the various configurations of the millet drone 4K version of the benchmark is the Dajiang Elf 3 Professional version (4K version), the latter price is 6499 yuan, the price difference between the two is 3500 yuan, even compared with the 4999 yuan Elf 3 advanced version, the price difference between the two is as high as 2,000 yuan. This price is attractive enough for many entry-level consumers or novices. To a certain extent, the nature of Xiaomi's "price butcher" has not changed.
But the 2,499 yuan millet drone 1080P version and the 2,999 yuan Dajiang Elf 3 standard version, the price does not have an advantage. The biggest advantage of the millet drone is the price of the 4K version. It tries to steal a part of the users in Dajiang with the 4K as a selling point in the market of 3,000 yuan.
In addition, from the pricing of Xiaomi UAV 1080P version 2499 yuan and Xiaomi 4K version 2999 yuan, it is obvious that spending 500 yuan to buy the latter will be the best choice when choosing Xiaomi UAV, 1080P version is more to act as The role of cannon fodder. The only question is whether the 4K version of the production capacity can keep up. If it is as difficult to produce as the Xiaomi 5 enjoyment version, then the Xiaomi drone is likely to miss the opportunity to "sneak attack" on Xinjiang like the Xiaomi 5 enjoyment version.
In fact, the competitive relationship between Dajiang and Xiaomi is also subtle. At the press conference on May 25, Lei Jun thanked the friends and merchants for making the drone market bigger, while Dajiang commented that the millet drone joined the market is a good thing, but the words hidden knife, hinted Xiaomi and Dajiang Compared with the lack of technology accumulation, "the market cake is getting bigger and bigger, and it is definitely not a bad thing for companies with technology accumulation."
The matter dates back to April 30, 2015, when Dalai’s vice president Andy Pan (Pan Nongfei) once shouted at Xiaomi’s strategic briefing in Beijing:
“A few years have passed, Xiaomi has become a 45 billion dollar elephant. Recently, a new product released by it is a 49 yuan patch panel. Is China really missing a multi-billion dollar company to make a patch panel? I was entrusted by the company (DJI Dajiang Innovation) at the highest level, and also took the opportunity to make a cry: reject the cottage, do high-brand premium products, and do value-added innovation. This road, if the older generation of entrepreneurs, the older generation The company has no ability, no will, no courage to take this step, let a new generation of entrepreneurs and a new generation of enterprises to accomplish this mission."
Who is stopping the drone from taking off?After discussing the problems of the competitors, let us look at the biggest dilemma for the entire industry of drones. In fact, this issue has been discussed in the past, and it is nothing but a matter of supervision. But I think there are three factors that hinder the development of drones: government regulation, consumers themselves and the public opinion environment.
Government regulation
The government’s embarrassing or ambiguous attitude on regulatory issues has caused the drone market to delay the lack of uniform industry standards. What kind of drones can fly, how to fly, where can fly, and how to use drones after crimes Conviction... The relevant regulatory authorities are aphasia. Of course, this may be complicated. Because airspace is involved, it may involve the military, and whether the military and the regulatory authorities will hold different positions is still a mystery.
2. The consumer itself
Technology is not guilty, but the people who use it can't control it. For example, we have repeatedly mentioned the various types of drones in the world, including the problem of bombers caused by improper operation of novices, which will be blamed on the drone manufacturers, not the consumers themselves. After the accidents occurred frequently, the supervision was tightened, which further restricted the drones from flying into the sky, or even more restricted the flight range of the drones. This is a vicious circle.
Recently, a report in the Wall Street Journal said that American consumers are very worried that the ghost of the drone will invade their privacy, and even set a 500-foot-high (about 150-meter) private airspace right. Humans have never been discussed before they came out. "The drones have not and should not have legitimate rights and interests, ignoring the owners' wishes and flying over private land. This poses a serious threat to people's privacy and personal safety and violates the Fourth Amendment to the US Constitution."
The problems given by the opponents are also commonplace. The core idea is that they should not be compromised due to the needs of scientific and technological progress. For example, the drone can carry the camera completely, and it can be operated remotely or automatically. The drone can shoot, record and even monitor via Wi-Fi or other signals. There is no fence or fence to resist it; for example, unlimited limit Low-altitude flight means you can monitor anyone for a few hundred dollars; the police can fly the drone with surveillance equipment to any place they want to monitor without a search warrant. Currently, the government has to have a search warrant. In order to invade private territories; let people receive express delivery through TacoCopter drones or Amazon drones or other reasons, can not be our reason to condone drones flying over private territory without permission...
3. The lack of a relatively tolerant public opinion environment in the country
In China, the "credit" of the tightening of the public opinion environment is largely thanks to the domestic media's active enthusiasm in reporting a series of negative events and the operation of always wanting to make a big news. In China, it is always easier to sing a company or industry than to be optimistic. Of course, the poisons contributed by many "experts" and "industry people" in China cannot be ignored.
As I said in the article "Liu Qiangdong said that the Jingdong delivery drone should carry 30 kilograms and fly 30 kilometers, want to please the farmer's friend's wallet": "I hope China is delivering drones." There is more adventurism in the field. If there is no adventurous spirit, there will be no birth and civil use of airplanes, cars, etc. Similarly, if there is no adventurous spirit, there will be no spring for delivery drones.†Here is the “delivery†The removal of the word is equally applicable to the entire drone industry.
Applying the tiger to sniff the author of the year, in an article in "Some Views: About the Fall of Post Bars":
An NGO in a city pulled a sum of money from the company and funded 10 college students who were unable to afford school fees due to poverty. At the request of the company, these students participated in a streamlined aid ceremony - you know, let the boss come to the stage, and send money to the poor students surrounded by the spotlight - later there was a media fryer, roaring Regardless of human dignity, the company made a big public opinion crisis in the local area, and the company was also sprayed with blood. The following year, when NGO went to the company to raise funds, it was politely rejected, and a new group of students on the list did not go to college to work in the South.
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