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On May 15, 2019, the United States announced an "export" ban on Huawei; four days later, it issued a ban warning, increased tariffs on DJI, restricted imports, and forced DJI to withdraw from the North American market. DJI went against the wind and directly raised prices by 13%, repelling the tariffs imposed on DJI by the United States. Before the ban, DJI’s market share in the United States was 72%; after the ban, it accounted for up to 85%, and its market value soared by 160 billion. In the eyes of Westerners, the Chinese have always tried to make peace with others, compromise and seek peace. DJI didn't even bend down to reflect on whether it had done something wrong, but just picked up a kitchen knife and started to use it. Not only were Westerners shocked, but even the public intellectuals were also shocked.
The United States bans Huawei on the front foot and warns DJI on the back, which indeed means adding weight. In fact, DJI is warned basically every year. As early as 2017, the U.S. Navy, Army and Air Force jointly banned the use of DJI drones. Embarrassingly, the U.S. Air Force Special Forces quietly purchased 35 DJI drones for a simple reason: these drones may become equipment for the U.S. Air Force Special Operations Forces. And US allies are also happily using DJI drones, including the Iraqi special forces, the Israeli army...
In 2009, when Anderson founded 3D Robotics, it became the largest civilian drone in North America. Manufacturer. At that time, DJI on the other side of the world had been established for three years. Anderson did not know that a young man in the forum would become the strongest opponent in his life. In 2011, Indiana is hosting a remote control helicopter conference in full swing. A man named Colin Quinn met Wang Tao and asked if DJI could provide a way to use drones to shoot stable videos from the air. The two hit it off, and Quinn became DJI's general manager of operations in North America and obtained 48% of the shares of the North American branch.
Wang Tao worked day and night and developed three versions of the prototype product in a few months. At the end of 2012, DJI released its first complete drone, the Phantom. Wang Tao, who is good at technology, and Quinn, who is good at marketing, pushed DJI's market share to the first place in North America in one fell swoop. However, during negotiations with GoPro, Quinn agreed to GoPro's "unequal demand to take 2/3 of the profits" without Wang Tao's consent. After Wang Tao learned about it, he immediately terminated his cooperation with GoPro. Quinn had been claiming on Linkin that he was the CEO of DJI, which finally led Wang Tao to decide to take back the North American branch in exchange for shares. Quinn hopes to get 16% of the shares of DJI Corporation (Lu Di, who saved DJI from crisis, owns 16% of the shares, worth more than 80 billion). But Wang Tao believes that even if you are an excellent salesperson, you can only give you 0.3% at most. In 2014, Quinn launched a lawsuit, and DJI finally settled with only $10 million.
Reconciliation is only on the surface, but in my heart I wish I could eat flesh and sleep with skin. Quinn joined 3D Drones, the local drone leader in North America, and threatened to "make DJI pay a heavy price." But before Quinn could carry out his revenge plan, 3D Robotics itself couldn't hold on. In order to check DJI's development in the United States, 3D Robotics not only transferred most of its production capacity from Mexico to Shenzhen, but also made a lot of money from industrial drone manufacturing and launched the Solo consumer drone. The Solo, which has a gimbal and GoPro camera, is priced at $1,700 and is manufactured by PCH International; while DJI has its own factory, the Phantom 3 Professional Edition is priced at only $1,300. By 2016, it was equipped with a gimbal and The camera genie is down another $300.
What annoys 3D Robotics the most is that the 100,000 Solo order was issued and burned almost 100 million US dollars. Not only were production delayed, but there were many component problems, and sales did not even reach half of expectations. Anderson finally decided to close the drone manufacturing business, pay all the goods in the warehouse, and turn all his efforts to enterprise-level software services in the future. DJI has won the US market in one fell swoop. If there had been public knowledge in the United States back then, they would have scolded Anderson as to why he couldn't even make such a low-tech drone.
Japanese research experts dismantled DJI Mavic Air 2 and estimated that the cost of parts only accounts for 20%. Among the 230 types of parts, 80% are general-purpose products such as computers and mobile phones. Compared with UAVs produced in the United States priced at US$20,000, a DJI drone of the same level only costs about US$2,000. Wang Tao and DJI have brought drones to every ordinary person. DJI’s cost control has left its competitors at a loss, while its speed in developing and launching new products is despairing. The market window period is accurate to days. In the field of consumer drones, DJI dares to claim second place, but no one dares to claim first place.
According to data, DJI drones account for 80% of the global market share and have the largest number of drone patents. More importantly, DJI also has a completely independent industrial chain and firmly grasps the industry discourse. Quan,