DJI is also the only China enterprise that monopolizes the global market, so it is often compared to China's "Apple". In fact, this metaphor is not excessive, because even the Wall Street Journal, which rarely praises China enterprises, praised DJI as "the first China enterprise to become a pioneer in the world's major technology consumer goods field".
At present, DJI UAV has become the leader of technology, imaging and education plan in the era of space intelligence. Since the establishment of 15, DJI's innovative business has expanded from UAV system to diversified product system, and has become a global leading brand in many fields such as UAV, handheld imaging system and robot education.
DJI products reinterpret the meaning of "Made in China" to the world with first-class technology, and constantly innovate products and provide solutions in more frontier fields, which has been respected and recognized by the global market. Now, DJI has more than 65,438+04,000 employees and branches in 9 countries, and its sales and service network covers more than 65,438+000 countries and regions around the world.
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In 2006, while studying at the University of Hong Kong, Wang Tao and two other students went to Shenzhen to rent a house and start a business with the raised HK$ 2 million. At first, DJI was just a small studio, only making drone accessories. Because of the poor office environment, we can't recruit professionals. Two students who started a business with Wang Tao left the company two years later, and Wang Tao chose to stick to it.
By 20 12, with the mature technology accumulated in recent years, DJI gradually has all the elements needed to manufacture a drone, including software, propeller, bracket, balance ring and remote control. After hard work, "DJI Genie" was successfully listed in June 20 13, which started the whole Chinese drone market.
Since then, DJI has made persistent efforts to improve product quality, increase varieties and upgrade rapidly, and released a new product in one year. Elf 2 and Elf 3 came out one after another, and the series of Wu and Yu received rave reviews.
From 20 12 to 20 19, it took only seven years for DJI to become the first in the world. Its products are all over the world and are very popular in the United States, a big country in science and technology. So, how did DJI achieve such brilliant achievements? The author believes that the success of DJI today can be attributed to the following points:
First, adhere to independent research and development and be brave in scientific research and innovation.
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The main reason why DJI UAV can rise rapidly and become a market leader in a short time is that DJI has always insisted on technical independence and continuous innovation. At present, DJI has obtained 4600 patents, and DJI has14 employees engaged in R&D work.
Since the establishment of the company, DJI has been pursuing innovation, focusing on the integration of design and technology, and is committed to creating advanced and affordable high-quality products. From Phantom Elf to DJ Air 2S, DJI has demonstrated to users the great progress made in its UAV technology in a short time with its continuously upgraded excellent products.
Up to now, DJI has provided a full range of products to the market, covering consumer, professional, industrial, agricultural and system modules. Consumer application products mainly include: Royal Mavic series, Phantom series, Lingmu Osmo series, RoboMaster series and DJI FPV series.
Professional products include integrated system, camera pan/tilt, camera stabilization system and professional accessories; Industry applications cover public security, oil and gas, electric power, construction, infrastructure and other fields. Products provided include flight platforms, load series, software services and other accessories, and products serving agriculture include plant protection operations, farmland monitoring and farmland big data management.
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DJI constantly innovates the core technology of every series of products it releases, which makes the quality and safety of its drones far superior to other competitors. Every time a new product is launched, the cruising range, camera technology, film quality, cruising time and flight performance of the product are constantly improving.
With its large-scale investment in R&D and unremitting pursuit of high quality, DJI has enough ability to manufacture hardware and software of key technologies in the early stage of UAV market development. It is this that enables DJI to promote the development of UAV technology alone, far exceeding other competitors.
DJI solves the stability problem in the field of aerial photography of unmanned aerial vehicles, and can freely change the angle according to the system instructions and hover in the air. This kind of black technology has aroused great interest of the US military, which is now equipped with DJI UAV products.
Second, the product has a high cost performance.
In addition to technological innovation, another core competitiveness of DJI is that it can reduce the price of similar products, make more consumers have purchasing power, and thus activate a larger consumer market.
Users generally feel that DJI products are cost-effective, and this is indeed the case. The disassembly of the DJI UAV Mavic Air2 proves that the estimated cost of parts is 135 USD, accounting for only 20% of the product, even 30%-35% lower than that of smart phones. Therefore, the high cost performance brought by low-cost manufacturing is an important reason why DJI products are competitive in the market.
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In the process of product manufacturing, DJI innovatively transferred the applications and easy-to-obtain parts obtained in smart phones, PCs and other products to its own UAV products. Among about 230 kinds of parts, about 80% are general products.
Among them, the camera uses parts of high-end smart phones, the GPS receiver of the global positioning system uses parts of smart watches and other products, and the parts dedicated to drones only have semiconductors for controlling propellers, and the parts exceeding $ 10 only have batteries and cameras.
However, Mavic Air2 also uses many parts made in America. For example, the chip for controlling the battery is made by Texas Instruments, and the chip for amplifying wireless communication signals and denoising is made by Qorvo Company, because it is difficult to find substitutes for these components at present.
Third, successful business expansion.
After the success in the field of consumer drones, DJI immediately realized the great potential of the big cake in the enterprise market, and then quickly turned to the enterprise field. While continuing to consolidate the consumer-grade UAV market, DJI began to continuously invest in developing professional-grade UAV product lines, including Inspire series and Jingwei Matrice series.
Enlightenment series is designed to meet the professional needs of the film and television industry, and Jingwei Matrice series is designed for commercial and industrial monitoring of various industries.
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Due to the large investment in R&D, unremitting efforts in innovation and the wide application of drones in more fields, DJI has changed the world's view on UAV technology.
According to Drone Industry Insights, a German UAV research company, the global UAV market will double to 42.8 billion dollars in 2025 based on the scale of 22 billion dollars in 2020, with broad market prospects. Therefore, at present, thousands of large and small enterprises are trying to enter this field, compete with DJI, and get a share in the huge drone market.
However, in the face of future opportunities and challenges, DJI has not stopped innovating, and is ready to enter a broader market and produce more products to meet market demand. Looking into the future, DJI UAV still has considerable advantages, and its leading position in the industry is hard to shake.
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The successful course of DJI UAV has given people some enlightenment. First, Wang Tao chose the right entrepreneurial direction, and the timing of entering the drone market was just right; Second, it fully illustrates the importance of innovation; Third, if you are not satisfied with your immediate achievements, you can continue to expand the market and become the industry leader.
The reason why DJI can achieve today's achievements in a short time is that through continuous innovation, the product technology is better, the cost is lower and the application scope is wider. In fact, the pioneering spirit of continuous progress is the fundamental reason for DJI's success.