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Core Viewpoint - DJI is launching a significant promotional campaign ahead of the "Double 11" shopping festival, with substantial price reductions on various products, including the popular Osmo Pocket 3, to attract more customers in a competitive market [6][11]. Pricing Strategy - The promotional period runs from October 9 to October 14, with the Osmo Pocket 3 standard version seeing a price drop of ¥700 and the full kit dropping by ¥900 [6][7]. - Other products, such as the Action 4 and Action 5 Pro, have also seen price reductions of up to ¥950 and ¥1050, respectively [7]. Market Position and Sales Performance - The Osmo Pocket 3 has been a standout product for DJI, generating sales of ¥124 million on platforms like Taobao and Tmall since its launch, making it the top-selling product in the digital camera category [9][10]. - Despite its popularity, the recent price drop has caused dissatisfaction among some recent buyers, prompting DJI to address customer concerns and improve communication [8]. Competitive Landscape - The smart imaging device market is highly competitive, with DJI, Insta360, and GoPro collectively holding 78.9% of the market share. However, DJI's market share is projected to decline from 19.1% in 2023 to 13.2% in 2024 [11]. - Insta360 has been gaining market share, increasing from 28.4% to 35.6%, while GoPro's share is expected to drop from 38.2% to 30.1% [11]. New Entrants and Industry Trends - New players, including smartphone manufacturers like OPPO and vivo, are entering the handheld smart imaging market, which may intensify competition [14][15]. - The global market for smart action cameras and mobile panoramic cameras is expected to exceed ¥60 billion by 2027, indicating strong growth potential in this sector [14]. DJI's Response and Future Outlook - DJI is actively responding to competitive pressures by launching new products, such as the Osmo 360 panoramic camera, and exploring new market segments like robotic vacuum cleaners [12][16]. - The company aims to maintain its market leadership despite the increasing competition from both established and new players [15][16].