大疆降价风暴背后，藏着一场生死攻防战

Core Viewpoint - DJI's recent price drop on multiple products, including the Pocket 3 series, has sparked significant consumer backlash and raised questions about pricing strategies in a competitive market [1][3][22]. Group 1: Price Drop Impact - The price reduction of up to 900 yuan on products like the Pocket 3 series has led to consumer frustration, particularly for those who purchased items shortly before the announcement [1][15]. - Consumers reported being misled about price stability, with some receiving conflicting information regarding price protection policies from different sales channels [7][10][20]. - The promotional event, labeled as a "pre-sale" for Double 11, has been criticized for its lack of clear communication and consistency across online and offline channels [22][23]. Group 2: Competitive Landscape - DJI's market share in the global smart imaging device sector has declined from 19.1% in 2023 to 13.2% in 2024, while competitors like Innosilicon have increased their share from 28.4% to 35.6% during the same period [25][26]. - The entry of smartphone manufacturers into the imaging device market poses a significant threat to DJI, as these companies leverage their existing technology and supply chains to offer competitive products [29][30]. - DJI's aggressive pricing strategy is seen as a defensive move to maintain market share against both traditional competitors and new entrants from the smartphone industry [30][34]. Group 3: Strategic Pricing Decisions - The price cuts are part of a broader strategy to clear inventory ahead of the anticipated launch of the new Pocket 4 model in early 2026, which is a common practice in the industry [31][32]. - DJI aims to create a "price moat" to deter new entrants from pricing their products competitively, thereby slowing their market penetration [33][34]. - The decision to implement significant price reductions reflects a calculated risk to trade short-term profits for long-term market positioning and customer retention [34].