Core Viewpoint - DJI's recent price cuts have sparked significant consumer backlash, leading to discussions about potential refunds and customer rights [1][3][5] Price Reduction Details - DJI announced substantial price reductions from October 9 to October 14, with the Osmo Pocket 3 standard version dropping from 3499 yuan to 2799 yuan (a reduction of 700 yuan), Action 4 dropping up to 1129 yuan, and Mini 4 PRO decreasing by 1478 yuan [3][6] - The price cuts affected products released within the last three months, including a recently launched vacuum cleaner and a panoramic camera [3] Consumer Reactions - Many consumers expressed frustration after being assured by sales staff that prices would not drop shortly before the significant reductions [5][7] - Some customers have successfully returned products for refunds, while others faced challenges due to activation status [8][5] Strategic Implications - The price cuts are seen as a strategic move by DJI to expand market share amid increasing competition and market pressures [6][12] - DJI's historical pricing stability has been disrupted, indicating a shift in strategy to counteract competitive threats and market dynamics [11][6] Market Challenges - DJI faces significant challenges in the North American market, where regulatory pressures and competition have intensified [12][13] - The consumer drone market is experiencing slower growth, transitioning from expansion to a more competitive landscape [14][15] Competitive Landscape - DJI's market share in the handheld imaging device sector is declining, with competitors like Insta360 gaining ground [16][21] - New entrants, including major smartphone manufacturers, are expected to increase competition in DJI's core markets [23][25] Long-term Strategy - DJI's price cuts may be part of a broader strategy to build a user base for future ecosystem development, similar to trends seen in the smartphone industry [26][28] - The company aims to leverage its supply chain advantages to maintain competitive pricing while expanding its ecosystem [25][28]