Core Viewpoint - DJI has implemented significant price reductions on several products, which has sparked discussions and controversy in the market, particularly with competitor Innosilicon's CEO apologizing for the situation, indicating heightened competition between the two companies [2][3]. Group 1: Price Reduction and Market Response - DJI's price cuts, effective from October 9 to October 14, include reductions of up to 900 yuan on popular products like the POCKET 3, now starting at 2799 yuan [2]. - The price adjustments are part of DJI's regular promotional strategy for the upcoming "Double 11" shopping festival, aimed at helping consumers make informed purchasing decisions [2]. - Innosilicon's CEO's apology for DJI's price cuts has been interpreted as a sign of escalating tensions between the two companies [2]. Group 2: Market Competition and Share Dynamics - The global smart imaging equipment industry is highly concentrated, with the top three companies expected to hold 78.9% market share by 2024 [3]. - Innosilicon's market share has increased from 28.4% in 2023 to 35.6%, making it the fastest-growing company in the sector, while DJI's share has decreased from 19.1% to 13.2% [3]. - The Chinese brands dominate the consumer-level panoramic camera market, with a localization rate exceeding 80% [3]. Group 3: Company Performance and Strategic Moves - Innosilicon's revenue for the first half of 2025 reached 3.671 billion yuan, a year-on-year increase of 51.17%, while net profit slightly rose by 0.25% to 520 million yuan [4]. - The slowdown in profit growth is attributed to increased strategic investments in innovation and market expansion [4]. - Innosilicon has announced its entry into the drone market with the launch of the Antigravity panoramic drone, aiming to compete directly with DJI's core products [3].

Core Viewpoint - DJI's recent price cuts on its products, particularly the OSMO Pocket 3, have led to significant consumer backlash, with many users feeling "betrayed" after purchasing at full price shortly before the discounts were announced [2][6]. Group 1: Price Cuts and Consumer Reaction - DJI announced substantial price reductions for several products ahead of the "Double 11" shopping festival, including a 700 yuan cut for the Pocket 3 and up to 1478 yuan for the Mini 4 PRO drone [1][2]. - Consumers who purchased products shortly before the price cuts have expressed dissatisfaction, leading to discussions about potential returns and consumer rights [2][5]. - The price cuts are seen as a necessary strategy for DJI to remain competitive in a rapidly changing market, despite the risk of alienating existing customers [2][10]. Group 2: Market Dynamics and Competition - 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 annual growth rate of 12.9% through 2027 [11][12]. - DJI faces increasing competition from both traditional rivals like Insta360, which has a dominant market share in the panoramic camera segment, and new entrants from smartphone manufacturers like OPPO and Xiaomi [7][9]. - The competitive landscape is shifting, with DJI's market share declining from 19.1% to 13.2% as competitors gain ground, highlighting the need for strategic pricing and promotional activities [12][13]. Group 3: Strategic Implications - DJI's price cuts may be a tactical response to both consumer demand and competitive pressures, as the company prepares for the potential launch of new products like the Pocket 4 [6][10]. - The company must balance short-term sales strategies with long-term brand loyalty and market positioning, as the industry undergoes significant changes in technology and consumer preferences [12][13]. - Effective communication and compensation strategies for consumers who feel "betrayed" by the price cuts are essential to mitigate negative sentiment and maintain brand reputation [5][6].