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The Drone Breaks Through The Field

  2020-11-20

introduce:When we think of drones, most of us think of the boxy, up-down guy with a head full of bamboo dragonflies. And the evil cause of such impression, it is four years ago, the "group war DJI" thousand aircraft war.In October alone, nearly 600 compan

When we think of drones, most of us think of the boxy, up-down guy with a head full of bamboo dragonflies. And the evil cause of such impression, it is four years ago, the "group war DJI" thousand aircraft war.

In October alone, nearly 600 companies took part. Sparrows, though small, can chatter on telephone poles, and drone propellers hum in unison. In line with the principle of tamping birds flying first, many people flock into the market without thinking, hoping to break the ice in the consumer market with the electronic multi-rotor drone. As far as the eye can see, the consumer drone market soon fell into a bitter battle of homogenized competition.

After the war, DJI became known, and " drone" was almost equal to "electronic multi-rotor".

But the truth is, drones aren't just what you and I know. Even though they are both "drones", their forms and functions are clearly distinguished in different scenes.

Take a widely circulated chain of contempt in drone circles: those who are military despise those who are civilian; Civilian people despise those who play model aircraft; "Model airplanes are model airplanes, not toys made by DJI"; At that point, AR Drone stands up and says, "We're the professional ones."

This "toy" refers to the consumer thousand-yuan machine and 10,000-yuan machine represented by Xinjiang "Spirit" series for amateurs to try new entertainment, while the more high-end "Wu" series and "Zen Thinking" series are classified as professional aerial photography tools, namely professional unmanned aerial vehicles.

It can be said that dJI's product strategy has always been to engage in both "civilian" and "toy" sales, taking a vertical route in the field of aerial photography. But since dJI became famous during the first world war, its identity has become more than just a vertical brand.

With the halo of a global leader in unmanned aerial vehicles, DJI has attracted more than 1.1 billion yuan in financing. Whether DJI can continue to expand its advantages and even list its IPO is highly valued by the outside world.

However, after 2017, sales of DJI drone, which accounts for more than 70% of the global market share, began to slow down significantly, which once signaled market saturation, making the public gradually step out of the consumer market and look to a broader application market.

The company, which had been forced to switch to agriculture by DJI, made a big splash again. On November 15, the company officially announced that it had completed a new round of financing worth 1.2 billion yuan. Clearly, the tip of the application-level market is already evident on the ePPO racetrack.

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