The United States has repeatedly sanctioned DJI drones, how did DJI break through against the trend? The progress of China's science and technology, the United States has always been wary and suppressed, DJI this enterprise is no exception, but also by the United States wave after wave of sanctions, March 12 there is news that the United States a figma software design company will ban all DJI accounts, to prevent or postpone the pace of DJI's continuous progress, which is also to bring a little trouble to DJI, fortunately the domestic software in this area has risen, basically can replace the design software of figma company. Sanctioned by the United States for six years, DJI's share in the United States has not decreased but has risen, and the reason for this is that the United States is a headache.
In the past few years, the domestic drone market was very deserted, and in the United States, there are a large number of drone players, such as aviation clubs, photography enthusiasts association, DJI founder Wang Tao is engaged in technology, the development prospects of consumer drones are surprisingly accurate. There are three major technical difficulties must be broken through ", flight control, gimbal, and picture transmission", and develop product research and development direction, the priority of resources to this aspect of technology research and development, soon DJI on the basis of the original wookong to improve their own multi-rotor flight control system, the launch of genie 1 detonation of the North American market, excellent flight control system, easy to operate performance than the united States three major local UAV companies Tiny, whoop Ebee, only 3D Robotics is a threat to DJI, The same performance DJI has a price advantage in the North American market. At that time, DJI's annual sales reached 10 million units, and the output value was tens of millions of yuan, entering the time when it was not bad money.
In 2011, at the Radio Remote Control Helicopter Conference held in the United States, Wang Tao met the American Colin. Quinn, who was running an aerial photography club at the time, wanted to find a drone that could shoot stable videos, and Wang Tao keenly captured this information, indicating that this technology was still a blank in the U.S. drone market, and this is the direction of DJI's key research and development. DJI launched the Genie 2 series of drones in the United States sales explosive growth, thanks to partner Quinn, Quinn is a marketing wizard, played the "future omnipotent" advertising words, did his homework in the major media, and used his "Extreme Challenge" variety show accumulated star resources in the Facebook social platform to hype the DJI drone series products, since then let the American people remember the excellent quality of DJI drones, excellent performance, low price, easy to operate function, Let DJI's reputation in North America rise, in disaster prevention, rescue, poisoning, border patrol have DJI figure, it can be said that DJI is flying in the sky, even the US military has used cheap, easy to use DJI. This laid a hidden danger for DJI in the United States, which is a later story.
DJI will invest 15% of the marketing amount into research and development every year, there are more than 10,000 R & D personnel, every six months to update the development of new products, 2015 DJI Genie 3 UAV used a self-developed digital gallery, completely solved the problem of unstable aerial shooting screen, the transmission of data chain is stable, smooth, the video clarity displayed in the terminal is as high as professional-level 4K, at this time DJI will be "flight control, gimbal, and image transmission" three major technical difficulties all overcome, and integration, not only innovation, DJI in North America like a bamboo, Can't stop it. And beat the local 3D Robotics directly to bankruptcy.
3D Robotics is the U.S. military has high hopes of civilian drones, because Quinn and DJI interest distribution issues finally negotiated fruitless and DJI parted ways, after a share of $1.5 billion, Quinn quickly joined the 3DRobotics drone company, threatening to let the whole world know 3DR, but the reality is very cruel, shortly after joining the 3DR launched the first product llrls, but this product did not achieve the expected effect, users in use, frequent GPS connection can not be, flight is not stable, Like a drunkard stumbling, crashes often occur, losing in the battle with DJI Genie 3, collapsing, expected to sell 150,000 units, only selling 30,000 units, resulting in 3DRobotics market quota ceded to DJI.
BYD unmanned autonomous driving technology has created the advent of the intelligent era, DJI UAV automatic obstacle avoidance function is actually in the same vein as car driverless technology, are the use of azimuth radar microwave to detect the surrounding environment (obstacles), the collected data for algorithmic operations, to determine whether to circumvent or circumvent, if you have DJI Genie 4 can demonstrate it. The genie 4 hit the automatic function (obstacle avoidance function) the drone at a height of about one meter horizontal flight, with the hand to block the front of the drone, the drone will stop flying, manual it moves, hand stop it stops, now DJI in the global market share of 70%, North American market share of 85% dominate the world, provoking the old Beauty hate.
If Huawei makes the United States feel afraid in the field of communications, then DJI is making the United States tremble in the field of drones. On January 26, 2015, the U.S. Secret Service found a crashed four-rotor drone on the South Lawn of the White House, the U.S. Federal Security Agency suddenly tensed up, as if facing a great enemy, hurriedly launched an investigation, it turned out to be a U.S. intelligence officer drunk on a whim, blind play, chaotic operation, where things flew to know where they went, this dude went back to sleep, the drone that broke into the White House came from DJI, this oolong was rendered by the media who loved to do things, no matter where U.S. President Barack Obama went at the time, there were reporters who ridiculed this matter.
In 2017, the United States proposed to restrict DJI on the grounds of network data security, officially launched an investigation into DJI, directly increased tariffs to restrict DJI, DJI did not instigate, shot counteracts, increased prices to keep profits unchanged, let the American people pay from it, thus a rush to buy, which made the US government feel quite embarrassed, which year DJI sales in the United States did not fall but rose.
In October 2019, the U.S. government not only increased sanctions on DJI, the military ordered the suspension of all purchases from DJI, and two months later, DJI put forward a list of procurements from the U.S. Department of Commerce. DJI's advantages in the consumer market cannot be stopped by the US government.
In 2020, the front foot of the US Department of Defense announced that the military banned DJI, and the US military 'disobeyed' spent hundreds of thousands of dollars to buy the DJI Genie 4 Deluxe Edition, this demonstration role also led the ally British military to follow the trend, the US Department of Defense and the military made a little unpleasant trouble, and finally took a compromise plan: give priority to the procurement of local products, but the most powerful 3DRobotics in the local area have long been beaten by DJI.
The US Federal Trade Commission decided to investigate the DJI UAV supply chain to combat DJI's industrial supply chain, and it turned out that the United States did not have a UAV supply chain at all, and DJI's supply chain all came from Chinese mainland, including UAV batteries, fuselages, cameras, flight controllers, and gimbals.
From the beginning of the sanctions against DJI in 2017 to this year, six years have passed, DJI is still that DJI, still alive and well, but the bones are stronger than in previous years.