Core Insights - DJI has become the global leader in the action camera market with a market share of 66%, surpassing GoPro [1] - In the panoramic camera market, DJI's Osmo 360 has captured 49% of the Chinese e-commerce market and 43% globally within three months of its launch [1] - The rapid market shift indicates DJI's successful positioning in the imaging sector, following its dominance in the drone market [1][3] Market Dynamics - Three years ago, GoPro held over 75% of the action camera market, but the landscape has shifted towards Shenzhen, where DJI is based [3] - DJI's product iteration speed, channel system, and ecosystem collaboration have allowed it to break into the imaging device market, creating a matrix of drones, action cameras, and panoramic cameras [3] - The launch of the Osmo 360, featuring 8K quality and AI algorithms, has accelerated the concentration of the panoramic camera market, setting industry growth records [3] Competitive Landscape - Insta360, another Shenzhen-based imaging company, is feeling pressure from DJI's rapid expansion and has responded with promotional strategies [4] - Insta360 has launched a consumer drone brand and plans to create the world's first panoramic drone, indicating a direct competition with DJI in aerial imaging [4] - The competition between DJI and Insta360 is evolving from product-level rivalry to ecosystem-level competition, with both companies targeting each other's core markets [6] Industry Trends - The competition in smart imaging is entering a new phase, focusing on who can better serve creators rather than just hardware specifications [6] - DJI's comprehensive product system integrates drones, handheld devices, and panoramic cameras, creating a closed loop from hardware to content [6] - The future of smart imaging will revolve around the complete chain of shooting, editing, and sharing, emphasizing the importance of stable content platforms and user ecosystems [6]

10月28日，权威管理咨询机构久谦咨询发布最新《全球全景及运动相机市场研究报告》。报告显示，大 疆（DJI）在运动相机领域的全球市场份额已攀升至66%，超越美国品牌GoPro，成为新的全球第一；而 在全景相机市场，大疆凭借今年7月底发布的首款产品Osmo 360，在不到三个月时间内便拿下中国电商 49%、全球43%的市场份额，推动行业格局重构。 这意味着，继无人机之后，大疆在运动相机和全景影像领域再度完成"卡位"。 三年前，运动相机的主导者仍是GoPro。彼时，GoPro依靠HERO系列在全球范围内保持超过75%的市场 份额，几乎定义了运动相机这一品类。但短短数年间，市场格局迅速转变，中心从加州转向深圳。大疆 凭借产品迭代速度、渠道体系与生态协同，在影像设备领域实现跨界突围，形成"无人机+运动相机+全 景相机"三线矩阵。 今年7月31日，大疆发布Osmo 360全景相机，凭借8K画质、AI算法与高性价比在全球范围内迅速走红。 久谦咨询指出，大疆的入局加速了全景相机市场的集中化，其增长速度创下行业纪录。 与此同时，大疆在"双十一"前夕提前启动促销，多款产品价格直降数百至上千元，引发消费者热议。部 分节前购入新品 ...