On the evening of May 25, Xiaomi officially released its first drone product through Xiaomi Live APP. From the configuration and price of the drone released by Xiaomi (2499 yuan to 2999 yuan), this is a challenge to Xinjiang. The products of the consumer-grade UAV market that are firmly occupied.
As a leader of the drone, Dajiang Innovation did not worry too much about the spoiler of the new entrant. Instead, he believed that the addition of Xiaomi was a good thing for the drone industry. Wang Fan, director of innovation public relations in DJI, said: "Millet has a very strong user base. Its participation is conducive to making big industry cakes, which is good for improving industry awareness. For Dajiang, the benefits outweigh the disadvantages."
In fact, the development of drones has always had several hurdles. Even Dajiang cannot make rapid progress in the short term. Now the joining of Xiaomi is bound to divide some of the markets in Xinjiang, based on the original resistance. Adding new pressure on it, Dajiang needs to wait and see.
New pressure
In the consumer drone market, Dajiang leads the industry with absolute advantage. According to the data report of China Aviation Aerials Tracking in the Third Quarter of 2015 released by IDC, Dajiang continued to lead the drone market with a market share of 68.5% in a single quarter. From the perspective of overseas markets, especially in the North American market, Dajiang also holds the number one position in market share. Even so, Dajiang can't sit back and relax.
Yuneec's soaring drones are also very eye-catching in consumer drones. The company's TyphoonH drones have been well received in the industry, and Yuneec Soar has already received Intel's capital injection, although its market share is in DJI. There is still a big gap, but we cannot ignore that it is fully chasing Dajiang.
IDC predicts that entry-level aerial drones priced below RMB 5,000 will experience even more intense competition. Not long ago, Dajiang lowered the price of drones except the Elf series by 1,000 yuan. The industry generally believes that this is a prelude to the price war in the drone market.
A few days ago, Xiaomi Technology released the drones that caused concern in the industry. Xiaomi, who is good at Internet thinking, likes to use the price method to stir the industry. This time, it is also the same as the method, which directly sets the price within 3,000 yuan. Although Xiaomi does not have the legendary thousand-dollar drones, the price is still lower than that of Dajiang. It can be seen that the price of Dajiang's downward adjustment is not unrelated to Xiaomi's entry into the drone industry.
Although the main user groups of consumer drones are photography enthusiasts, they have certain consumption power, and such people may not be attracted by low prices. However, Xiaomi's brand awareness and user base cannot be ignored. Xiao Guanlin, intelligent hardware analyst of Analysys think tank, believes that Xiaomi has certain advantages in price. It faces a large user base. Xiaomi is also very good at marketing and will open the market in this consumer group.
In the face of Xiaomi's participation, Wang Fan said: "It will affect the product positioning of some manufacturers in the industry, but the impact on Dajiang will not be great. And the drone will eventually have to look at the product. The millet drone has not yet Consumers get the actual experience on hand, and it is not convenient to comment for the time being."
Inherent "disease"
After the rapid development of the previous two years, the UAV technology has matured and the industry has gradually entered a benign competition, and the market structure is relatively stable. According to the "China Civil UAV Market Special Research Report 2015" released by Analysys Analyst, the sales volume of China's civil drone products reached 2.33 billion yuan in 2015, with a growth rate of 55%. It is expected that the market size will reach 2018. 11.09 billion yuan. Even if the market scale increases rapidly, it still cannot avoid the “stubborn diseases†inherent in drones.
After the upgrade of various products, DJI has a strong performance in UAV technology, but the whole industry faces the same difficulty, that is, battery life, and Xinjiang is no exception. An intelligent hardware enthusiast who did not want to be named said: "Dalian's drone technology has always been strong, and the Elf 4 has various black technologies, but the experience of getting started is not very good." In fact, the experience is not good, but the battery life is short. Caused.
In response to battery life issues, Wang Fan did not say that the battery is indeed a key factor affecting the operating experience of the drone and limiting product design. "Dajiang is doing multi-rotor drones. The advantage is that it is easy to operate and easy to maintain. The disadvantage is the battery life of lithium batteries." Wang Fan said. In order to reduce the incidence of "explosive machine" accidents, DJI has done a lot of research, adding obstacle sensing function to the latest Elf 4, and the machine can better recognize surrounding objects for avoidance. Wang Fan revealed that because this kind of alarm function requires a lot of calculations to consume more power, it is only possible to do front-end alarms due to battery life problems.
In addition, unclear policies have become an invisible hand to limit the development of drones. Li Yuheng, a senior researcher at China Investment Consulting, said: "The lack of regulations has a certain impact on the UAV industry and will become a potential constraint." Although there are no regulations related to drones in China, the companies themselves are based on ICAO. And the regulations of air traffic control agencies in various countries strictly limit the use of drones.
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