When it comes to drones, the first brand we usually think of is DJI.
As a unicorn in the field of drones, DJI is top-notch even in the world.
Only consumer drones (drones used for consumption and entertainment) account for 70% of the global share.
Such high achievements are partly related to its professional intelligent technology, and more importantly, its commercial expansion.
At present, DJI’s business is mainly divided into consumer drones and industrial drones. Consumer drones account for the majority and are increasing year by year.
In a course at Chaos University, teacher Li Zhifei mentioned that the key to commercial expansion is to have controllable application scenarios, and there are four necessary conditions for this. Next, combined with DJI’s commercial expansion Analyze it.
1. Have a set of core technologies of its own, and maintain a sustainable leadership in this field
DJI is a technology company with an engineer culture that values ??and continues to The development of scientific research has 8,000 employees, 25 of whom are engaged in R&D and engineering.
From 2014 to 2017, the number of patent disclosures as of mid-April in 2018 also reached 288, which demonstrates DJI’s strong research and development capabilities and high-level innovation capabilities in drone technology.
Second, quickly create end-to-end 2C products or 2B solutions around this technology
DJI’s current main business is mainly 2C products, and drones are mostly used for Aerial photography, travel, parties, etc. After developing relevant scenarios and combining with strong strength, a new product is launched every year and quickly dominates the market.
On the 2b side, DJI is committed to the research and development of industrial and military drones for police use, urban management, geological exploration, aerial photography and rescue, etc.
3. The scale of users and revenue must be sufficient to support self-research and development iterations and resist external competition, forming barriers to competition
DJI’s ability to attract money has increased year by year, and it has experienced early accumulation and After determining the development direction of consumer-grade products, it has ushered in great development in the past two years.
Its good ability to attract money ensures that it invests a lot of money in new research and development, which is why it can guarantee so many patent applications every year.
4. Establish a closed loop of technology, products, and business as soon as possible. On this basis, continuously optimize and expand business, and achieve iteration on a larger scale
DJI’s technology and products , the business closed loop has been very clear, and high-quality products are continuously introduced to the market through core technologies.
While continuing to optimize and iterate existing products, DJI has become very large and it is difficult to maintain a high growth rate.
Therefore, to achieve greater development in the future, it is crucial to develop incremental users on the one hand, and continue to develop the value of existing users on the other, and actively expand into new scenarios.
For example, the agricultural plant protection market has been vigorously developed. Thanks to this, it has become possible to expand the civilian use of drone seeding and aerial spraying on a large scale.
This time, I used DJI as a case study and used teacher Li Zhifei’s theory to analyze it, which can be regarded as a backward deduction.
Of course, there are many reasons for DJI’s success. Based on core technology, innovative product development and controllable application scenarios are indeed a key part of achieving successful commercialization.