Core Insights - The competition in the smart hardware industry is becoming increasingly complex, and price reductions alone are insufficient to satisfy consumers [1][3][19] - DJI's recent price cuts on multiple products did not lead to the expected surge in sales, instead causing dissatisfaction among consumers due to inconsistent price protection policies across different sales channels [1][5] - DJI's core business, particularly in consumer drones and handheld imaging devices, is facing new challenges from various competitors [1][14][19] Group 1: DJI's Market Position and Challenges - DJI has maintained a dominant position in the global drone market with over 70% market share, although this has decreased from a peak of 85% [2][15] - The consumer drone market is approximately $10 billion, with increasing competition from brands like XAG and Xiaomi, which are targeting entry-level segments [2][15] - The handheld imaging device market is smaller, with DJI's market share declining from 19.1% to 13.2% as competitors like Insta360 gain ground [2][16] Group 2: Price Reduction Strategy and Market Reactions - DJI's recent price cuts included significant reductions, such as a drop of 1,478 yuan for the Mini 4 PRO drone and 1,129 yuan for the Osmo Action 4 camera, indicating a more aggressive promotional strategy [4][5] - The price reduction led to a backlash from consumers, particularly regarding inconsistent price protection policies between online and offline channels, prompting some retailers to offer special subsidies to affected customers [5][6] Group 3: Competitive Landscape and Industry Dynamics - The smart hardware industry is witnessing blurred boundaries as companies like Insta360 and GoPro respond to DJI's price cuts with their own promotions, indicating a price war [6][20] - New entrants, including smartphone manufacturers like Vivo and OPPO, are entering the handheld imaging market, intensifying competition [17][20] - The industry is shifting from single-product competition to ecosystem battles, where companies leverage their technological strengths across different product categories [22]

Core Viewpoint - DJI has announced price reductions on several products, leading to consumer dissatisfaction among those who purchased items shortly before the price drop, prompting calls for price protection and refunds [1][4]. Group 1: Price Reduction Announcement - DJI's official stores on platforms like Taobao and JD.com have announced significant price cuts on various products, including the Osmo Pocket 3, which saw a reduction of up to 900 yuan [1][2]. - The price reduction event is scheduled from October 9 to October 14, with products including outdoor power supplies, gimbals, action cameras, and drones [1]. Group 2: Consumer Reactions - Many consumers expressed frustration over the timing of the price cuts, particularly those who purchased items just before the announcement, as they feel they overpaid [3][4]. - A consumer reported that she was unable to claim a price difference refund due to the expiration of the 7-day price protection policy, highlighting discrepancies between online and offline purchasing experiences [3]. Group 3: Company Response and Legal Context - As of the report, DJI has not provided a unified response to the consumer complaints regarding the price drops [1][4]. - Legal experts indicate that companies have the right to adjust prices without prior notice, and consumer rights vary between online and offline purchases, with online consumers having more protections [4].