背刺打工人 大疆也无奈？

Core Insights - DJI is facing backlash from consumers due to price cuts on popular products like the Pocket 3 and Action 4 during the "Double Eleven" promotional period, leading to feelings of being "betrayed" by recent buyers [1][3] - The price reduction of the Pocket 3 by 700 yuan, while relatively low, highlights its sustained popularity two years post-launch, indicating strong market demand [1][4] - The competitive landscape is intensifying, with rivals like Insta360 and smartphone manufacturers encroaching on DJI's market share, prompting DJI to adopt a defensive pricing strategy [6][7] Company Strategy - DJI's recent price cuts are seen as a necessary move to clear inventory in anticipation of the upcoming Pocket 4 release, which is rumored to launch by the end of the year [5][6] - The company has not adjusted its promotional strategy despite consumer dissatisfaction, suggesting a focus on maintaining sales momentum for its successful product lines [5][11] - DJI's sales performance has exceeded initial expectations, with total sales of the Pocket 3 surpassing 10 million units and revenue approaching 20 billion yuan [5] Industry Dynamics - The handheld smart imaging device market is projected to grow significantly, with a market size of 364.7 billion yuan in 2023 and an expected compound annual growth rate of 12.9% from 2023 to 2027 [9][10] - The competitive landscape is characterized by high concentration, with the top three companies holding 78.9% of the market share, and DJI's market share declining from 19.1% to 13.2% [10] - The entry of cross-industry players like OPPO and vivo poses a significant threat to DJI, as these companies leverage their existing ecosystems to introduce competitive imaging products [7][10]