Core Viewpoint - DJI has initiated a significant price reduction across its product range, including the Osmo Pocket 3, in response to competitive pressure from Insta360, marking a strategic move to regain market attention during the "Double Eleven" shopping festival [1][12][14]. Group 1: Price Reduction Details - DJI's price cuts include a reduction of 700 yuan for the standard version of Osmo Pocket 3 and up to 1,478 yuan for the MINI 4 PRO drone, with discounts across various product categories ranging from 200 to 800 yuan [2][6]. - The price adjustments are part of a broader promotional strategy for the "Double Eleven" event, with a price protection policy allowing consumers to claim refunds for price differences within seven days of purchase [6][8]. Group 2: Competitive Landscape - The competition between DJI and Insta360 has intensified, with both companies vying for market share in the handheld imaging device sector, where DJI's market share is projected to decline from 19.1% in 2023 to 13.2% in 2024, while Insta360's share is expected to rise from 28.4% to 35.6% [8][12]. - Insta360 has gained traction in the market, recently launching its Ace series of action cameras and entering the drone market, posing a significant challenge to DJI's dominance [10][12][14]. Group 3: Market Dynamics - The market for handheld smart imaging devices is projected to grow from 36.47 billion yuan in 2023 to 59.2 billion yuan by 2027, indicating a competitive environment where both companies must adapt to changing consumer preferences and technological advancements [8][12]. - The domestic drone market is expected to reach 146.8 billion yuan in 2024, with significant growth potential for both consumer and industrial drones, highlighting the importance of strategic positioning for both DJI and Insta360 [16].

Core Viewpoint - DJI's recent price cuts on its products, including the Pocket 3 series, are seen as a necessary move in response to competitive pressures in the consumer imaging device market, rather than a simple promotional strategy [6][24][38]. Group 1: Price Cut Events - DJI launched a promotional campaign in October 2025, offering discounts of up to 900 yuan on various products, including the Pocket 3 series and action cameras [4][16]. - Consumers expressed frustration over the timing of the price cuts, with some reporting that they had just purchased products at higher prices only to see significant reductions shortly after [10][14]. - The price cuts have led to a surge in consumer complaints and discussions on social media, with many feeling misled by the company's pricing strategy [14][22]. Group 2: Market Competition - DJI's market share in the global consumer imaging device sector has declined from 19.1% in 2023 to 13.2% in 2024, while competitors like Insta360 have increased their share from 28.4% to 35.6% during the same period [25][27]. - 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 [33][34]. - DJI's price cuts are part of a broader strategy to maintain its market position against both traditional competitors and new entrants from the smartphone industry [38][39]. Group 3: Strategic Implications - The price reductions are not merely for clearing inventory but are aimed at establishing a "price moat" to deter new competitors from entering the market with higher-priced products [36][38]. - DJI's approach reflects a tactical decision to trade short-term profits for market share and customer loyalty in anticipation of future competition [38][39]. - The company is also preparing for the launch of the next-generation Pocket 4, which is expected in early 2026, making the current price cuts a strategic move to boost user adoption of the older model [35][38].

Core Viewpoint - DJI's recent price drop on multiple products, including the Pocket 3 series, has sparked significant consumer backlash and discussions about pricing policies, indicating a strategic response to competitive pressures in the consumer imaging market [2][12][21]. Group 1: Consumer Reactions - Consumers expressed frustration over the abrupt price drop shortly after purchase, with some feeling deceived by the lack of price protection for activated products [4][5][11]. - Social media has seen a surge of complaints from consumers who feel they have been unfairly treated, coining terms like "big loser" to describe their experiences [9][11]. - The price drop has led to confusion regarding return policies, with significant discrepancies between online and offline purchasing channels [11]. Group 2: Pricing Strategy - The price reduction is part of a broader promotional strategy leading up to the "Double 11" shopping festival, with discounts reaching up to 900 yuan on various products [10][21]. - DJI's decision to lower prices is not merely a promotional tactic but a strategic move to counteract declining market share, which fell from 19.1% in 2023 to 13.2% in 2024 [13][21]. - The company aims to create a "price moat" to deter new entrants, particularly smartphone manufacturers entering the imaging device market [20][21]. Group 3: Competitive Landscape - The consumer imaging market is becoming increasingly competitive, with DJI facing pressure from both professional competitors and smartphone giants like OPPO and vivo [16][21]. - DJI's recent product launches, such as the Osmo360, are direct responses to competitive threats, with aggressive pricing strategies to capture market share [15][21]. - The upcoming release of the Pocket 4 in early 2026 necessitates a price drop for the Pocket 3 to clear inventory and maintain customer loyalty [18][21]. Group 4: Market Implications - The significant price cuts signal a shift in the consumer imaging market dynamics, indicating a potential long-term battle for market share among established brands and new entrants [22]. - DJI's approach reflects a calculated risk to maintain relevance and competitiveness in a rapidly evolving market landscape [21][22].

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].

2025 年 10 月，大疆一场覆盖 Pocket 3 系列、运动相机、无人机等多款产品的限时促销，将"最高直降 900 元"标签推至公众眼前，也把 "刚买 就降价"的错愕与无奈抛给了无数消费者。 社交媒体上，"大冤种" 的自嘲与维权声浪迅速将大疆推上热搜，线上线下渠道的售后标准差异更引发热议。 只是，这场掀起波澜的降价，对大疆而言，或许本就是一步没得选的棋 。 01 刚买一天，就要降价了 2025 年 10 月 5 日的杭州山姆会员店里，孟涛手里攥着刚买的大疆 Pocket 3 相机套装，价格为 3519 元，心里还盘算着给姐姐送礼物时的惊 喜。 孟涛 没太在意这场购物的特殊流程，付款是在大疆展区旁的专用 POS 机完成，付完款后工作人员坚持要现场拆封激活，说不这样就不能带离门 店，还拿着手机拍下了拆封过程。 孟涛本不想激活新机，但想着能顺利取货也就遵从了，毕竟山姆" 7 天无忧退货"的政策让他觉得多了层保障。 来源 | 大疆官方商城 购买当天，曾有其他顾客向山姆工作人员询问 "产品是否会降价"，得到的答复是："不会降价，从未降过。" 这份保障在第二天就碎了。 10 月 6 日，孟涛看到电商平台的公告： P ...

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]

在所有感到被大疆"背刺"的用户当中，"广漂"齐越（化名）称她自己"还算心态平和"。 节后第一天，在看到大疆仍被挂在微博热搜、在小红书"大疆维权"等话题下被百万次浏览后，齐越也选 了几个相关的标签在小红书发了一条帖子："8月28日买的大疆，（维权）还有戏吗。" 比起9月底甚至"十一"期间、降价前夕为假期出游而购买大疆OSMO Pocket 3（简称"Pocket 3"）的大量 用户，齐越属于买得还算早的一批，但她向北京商报记者表示，自己也有不满的理由："我本来准备线 上买的，至少能保价。当时问了销售，说短期内都不会降价，然后就实体店原价3499元买了。" 3499元，其实就是2023年大疆发布这款产品时的原价。 国庆假期期间，大疆通过官方渠道预告"双11"线上促销活动，包括云台相机Pocket 3、运动相机Action 4、扫地机器人ROMO等多款产品均将有不同幅度的降价。其中，Pocket 3标准版直降700元，Pocket 3全 能套装直降900元；Mini 3优选迷你航拍机直降900元，Mini 4 PRO航拍无人机直降1478元；运动相机 Action 4最高降价1129元，扫地机器人ROMO最高降价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].

Core Viewpoint - DJI is launching a significant promotional campaign ahead of the "Double 11" shopping festival, with substantial price reductions on various products, including the popular Osmo Pocket 3, to attract more customers in a competitive market [6][11]. Pricing Strategy - The promotional period runs from October 9 to October 14, with the Osmo Pocket 3 standard version seeing a price drop of ¥700 and the full kit dropping by ¥900 [6][7]. - Other products, such as the Action 4 and Action 5 Pro, have also seen price reductions of up to ¥950 and ¥1050, respectively [7]. Market Position and Sales Performance - The Osmo Pocket 3 has been a standout product for DJI, generating sales of ¥124 million on platforms like Taobao and Tmall since its launch, making it the top-selling product in the digital camera category [9][10]. - Despite its popularity, the recent price drop has caused dissatisfaction among some recent buyers, prompting DJI to address customer concerns and improve communication [8]. Competitive Landscape - The smart imaging device market is highly competitive, with DJI, Insta360, and GoPro collectively holding 78.9% of the market share. However, DJI's market share is projected to decline from 19.1% in 2023 to 13.2% in 2024 [11]. - Insta360 has been gaining market share, increasing from 28.4% to 35.6%, while GoPro's share is expected to drop from 38.2% to 30.1% [11]. New Entrants and Industry Trends - New players, including smartphone manufacturers like OPPO and vivo, are entering the handheld smart imaging market, which may intensify competition [14][15]. - The global market for smart action cameras and mobile panoramic cameras is expected to exceed ¥60 billion by 2027, indicating strong growth potential in this sector [14]. DJI's Response and Future Outlook - DJI is actively responding to competitive pressures by launching new products, such as the Osmo 360 panoramic camera, and exploring new market segments like robotic vacuum cleaners [12][16]. - The company aims to maintain its market leadership despite the increasing competition from both established and new players [15][16].

融资方面，影石创新当日融资买入5290.14万元。当前融资余额8.01亿元，占流通市值的9.04%。 资料显示，影石创新科技股份有限公司位于广东省深圳市宝安区新安街道海旺社区兴业路1100号金利通 金融中心大厦2栋1101,1102,1103，成立日期2015年7月9日，上市日期2025年6月11日，公司主营业务涉 及全景相机、运动相机等智能影像设备的研发、生产和销售。主营业务收入构成为：消费级智能影像设 备86.06%，配件及其他产品12.63%，其他(补充)1.01%，专业级智能影像设备0.30%。 截至6月30日，影石创新股东户数1.70万，较上期减少27.52%；人均流通股1795股，较上期增加 37.96%。2025年1月-6月，影石创新实现营业收入36.71亿元，同比增长51.17%；归母净利润5.20亿元， 同比增长0.25%。 机构持仓方面，截止2025年6月30日，影石创新十大流通股东中，博时汇兴回报一年持有期混合 （011056）位居第一大流通股东，持股61.24万股，为新进股东。摩根新兴动力混合A类（377240）位居 第二大流通股东，持股60.67万股，为新进股东。摩根远见两年持有期混 ...