Core Viewpoint - DJI's recent price drop on multiple products, including the Pocket 3 series, is seen as a necessary move in response to competitive pressures rather than a simple promotional strategy [24][44]. Group 1: Price Drop Incident - On October 5, 2025, a customer purchased the DJI Pocket 3 for 3519 yuan, only to find out the next day that the price would drop by up to 900 yuan starting October 9 [4][12]. - Customers expressed frustration over the lack of price protection for activated products, leading to a wave of complaints on social media [2][12]. - The price drop affected various products, including the Osmo Pocket 3 and Action 4, with significant reductions announced as part of a promotional event [15][13]. Group 2: Consumer Reactions - Many consumers felt deceived, with some humorously labeling themselves as "big losers" after experiencing immediate price drops post-purchase [12][22]. - The disparity in return and price protection policies between online and offline channels led to confusion and dissatisfaction among customers [20][17]. - DJI's customer service responses varied, with some customers being told that offline purchases did not qualify for price protection [9][22]. Group 3: Competitive Landscape - DJI's market share in the global smart imaging device market 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% [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 [32][33]. - DJI's aggressive pricing strategy is seen as a defensive move to maintain market share against both traditional competitors and new entrants [24][44]. Group 4: Strategic Implications - The price cuts are part of a broader strategy to clear inventory ahead of the anticipated launch of the Pocket 4 in early 2026 [36][41]. - DJI aims to create a "price moat" to deter new entrants from pricing their products competitively, thereby slowing their market penetration [39][40]. - While this strategy carries risks, including potential damage to brand perception, it is viewed as a necessary step to retain customers and adapt to a rapidly changing market [42][43].