In recent days, the news of DJI's drone price reduction has rushed to the hot search.
Judging from the promotional activities released by DJI, there are many products with price reductions ranging from 500 yuan to 2000 yuan.
For example, the original price of the DJI FPV set was 7999 yuan, and now the promotional price is only 5999 yuan, a drop of up to 2000 yuan, and other models have also been reduced to varying degrees.
Price reduction promotion is a normal behavior of a company, but DJI's decline is still relatively rare, DJI, as the world's leading civil drone provider, has a large market share in the world, and its products are sold all over the world.
It is reasonable to say that DJI is not worried about sales, so why choose to reduce prices and promote it now? I think there may be several reasons for this.
First, the market is not good.
At present, the overall international economic situation is not too optimistic, and both the international economic situation and the domestic economic situation are facing a trend of economic slowdown.
In the context of the economic slowdown, many companies have even made a large range of layoffs, such as the recent period of many Internet has been out of the news of layoffs.
In this environment, everyone's income growth rate has also slowed down, and even at any time may face unemployment, so everyone can only cut down on food and clothing, some unnecessary expenses must be cut off, and the corresponding demand for consumer goods such as drones will certainly slow down.
After the slowdown in market demand, the most common means used by enterprises is promotion, through price reduction to stimulate consumers' enthusiasm for buying, so for DJI, price reduction promotion is also very normal.
Second, market competition has intensified.
Once upon a time, DJI drones could be the hegemon of global civilian drones, but in recent years, including the mainland and the world, more and more companies have engaged in the research and development and production of drones.
10 years ago, there were only a few companies producing civilian drones, so the competitive pressure of DJI was not very large, but as the drone market became larger and larger, more and more consumers, and more and more companies entered the industry.
Up to now, there are more than 12,000 enterprises engaged in drones in the mainland, and there are some large-scale civilian drones that can compete with DJI.
In the context of increasingly fierce market competition, consumers can choose more and more space, in addition to DJI, we can also choose other brands, and compared to DJI, there are many brands with the same configuration of drones the price may be much lower than DJI drones.
In the context of changes in the market competition environment, DJI also has to put down the posture of being on the top and participate in market competition through promotions, after all, with the continuous maturity of the drone market, the gap between enterprises is getting smaller and smaller, and consumers will definitely choose more cost-effective products from it.
If DJI is still pricing high, it will undoubtedly lose many consumers.
Third, foreign trade exports are affected.
A large part of DJI drones are exported to all parts of the world, and the market share in European and American countries is very high, for example, in 2020, the market share of DJI drones in the United States reached more than 70%, and this market share is very high.
However, in the past two years, due to the impact of the epidemic and various factors such as geopolitical conflicts, the global economy has slowed down, and the future global economy is facing many uncertainties.
Coupled with the impact of inflation factors, the price of many items in Europe and the United States has risen sharply, and the living expenses of residents in various countries have increased, at this time, everyone can only reduce some unnecessary expenses, and the demand for drones will certainly decrease.
In this environment, the export volume of DJI UAVs will definitely be affected, as for the current export volume of DJI UAVs, they have not released specific data we do not know, but in the context of the overall environment is not good, I believe that not only DJI, including other Chinese companies will be more or less affected.
Therefore, in the case of changes in the overall environment, DJI will definitely put the growth potential of performance in China, after all, China has a huge consumer, and the potential consumption potential is very large.
If you want to get more of the domestic market, it is a good way out through price reduction promotions.