价格战背后是手持影像市场突围战

Core Insights - DJI has initiated a price reduction campaign for its products, including the Osmo Pocket 3, which has seen a price drop of 900 yuan, leading to significant consumer reactions and discussions about price protection rights [1][2][3] - Despite DJI's claim that this is a routine promotional activity, the company is facing declining market share and increasing competition in the handheld imaging market [1][4] Market Reaction - The price drop has led to a surge in sales, with products like the Osmo Mobile 6 and Osmo Pocket 3 topping sales charts on platforms like JD and Tmall [2][3] - Consumers have expressed mixed feelings, with some feeling "betrayed" by the rapid price drop shortly after their purchases, while others have seized the opportunity to buy at lower prices [2][3] Sales Channels - Increased foot traffic has been reported in DJI's physical stores, although there are discrepancies in after-sales service between online and offline channels [3] - DJI's customer service has clarified that all purchases from official stores come with a 7-day price protection policy, with options for returns and re-purchases within 30 days [3] Competitive Landscape - DJI's market position is under pressure, with its share dropping from 19.1% to 13.2% as competitors like Insta360 gain ground, increasing their share from 28.4% to 35.6% [4] - The entry of smartphone manufacturers into the handheld gimbal market poses a significant threat, as they can leverage existing resources and offer seamless integration with mobile devices [5] Strategic Implications - The price reduction is seen as a dual strategy: clearing inventory ahead of the anticipated launch of the Osmo Pocket 4 and countering competition from brands like Insta360 [4] - Analysts suggest that DJI must address its ecological shortcomings, either by developing its own software ecosystem or collaborating with smartphone manufacturers to remain competitive in the evolving market [5]