The market share far exceeds that of Apple, and its performance stands out. Why is DJI not as arrogant as Apple?

It depends on how to understand "arrogance". If "arrogance" refers to the crushing of industry rivals by DJI, in fact, DJI is worse than Apple, and it is not as gentle, humble and frugal as expected. After all, shopping malls are like battlefields.

In 20 15, the market share of DJI in the United States reached 70%, and its global competitors PARROT, 3DR and GoPro became well-deserved "others".

Don't think that these three companies have a 30% market share in the United States. You know, there are still several China-branded UAVs competing for food, and they are not docile species, such as Yihang and Zero Intelligence Control.

In fact, due to the pressure from DJI, three global competitors changed their careers and continued to struggle:

GoPro's KARMA project is related to its misjudgment of the strength of DJI and the fierce competition in the consumer drone market.

Old birds who play drones know that GoPro and DJI cooperated very closely in phantom2 era, and even phantom2 has a pan/tilt specially adapted to GoPro. However, when preparing for further cooperation in launching the Yuntai sports camera, GoPro thinks that it is the leader in the sports camera market, and naively thinks that DJI and Foxconn are the same company, so it hopes to take most of the profits of the cooperation project. As for DJI, it is better to earn some processing fees like Foxconn.

As a result, the two sides broke up in discord, and DJI began to make his own Yuntai motion camera.

GoPro also started to make its own drones, so the KARMA project started.

In the end, DJI succeeded, but GoPro was devastated, and the company's stock plummeted and it had to lay off employees on a large scale.

The consumer drone market has a remarkable feature. Users pay special attention to the safety and stability of drones, and companies with strong brands are more popular. Therefore, compared with the mobile phone market, the phenomenon of "winner takes all" in the drone market is more obvious.

I feel that the iPhone is expensive, and you can have many Android machines to choose from. Therefore, although Apple captured 70% of the profits of the industry, it left 30% of the profits to Samsung and domestic mobile phones. The result is the mobile phone market. Apple not only has Samsung as an opponent, but also domestic mobile phones such as Huawei and OPPO are eager to try. The scene is quite lively.

On the contrary, the consumer drone market is dominated by DJI, and even an opponent like Samsung cannot be found. The second child and the third child have a hard time.

In this case, who is more "arrogant", Apple or DJI? The answer is self-evident.

I don't know what DJI is like without contact and understanding. First of all, DJI is a company whose full name is Shenzhen DJI Technology Co., Ltd. ... DJI is the world's leading manufacturer of UAV control systems and UAV solutions.

At the same time, DJI is also the independent research and development and manufacturer of the world's top UAV flight platform and imaging system. It is one of the few companies that can go abroad and rank in the world.

Apple is a high-tech company in the United States, specializing in computer consumer electronics products. Now Apple is a benchmark company in the smart phone industry.

DJI and Apple are both outstanding in their respective fields, so there is no comparability. Just like one selling seafood and one selling building materials, how to compare them?

DJI innovation is the absolute industry leader in the drone market, accounting for more than 80% of the industry share, but why is DJI innovation not as arrogant as Apple?

The main reason is that the market size is different. The positioning of the two products is different. Mobile phones and computers can be said to be necessities for everyone, but drones are not. Drones are mainly used in professional fields or a few digital and geeks, and ordinary users don't need them.

However, innovation is still the pride of national brands in DJI! Moreover, DJI's innovation in this company can be described as bullish, and it is not an exaggeration to say that it is a "little apple"!

The founding team of DJI Innovation headed by Wang Tao graduated from Hong Kong University of Science and Technology, a young world-famous institution. It can be said that the founder's education is also outstanding in the big environment.

Since its establishment, it has made remarkable achievements, constantly creating miracles in technology and business, and is also the top in the industry in patent accumulation.

Since the innovation of DJI for so many years, the management team headed by Wang Tao has been very low-key, basically never accepting media interviews, never actively seeking large-scale exposure, and rarely doing commercial advertisements, just concentrating on making products.

I have to say that this team is really great. I think a great enterprise should be so comfortable in making products and technologies. If one day it becomes famous, it must be because it is strong enough, not how well the founder speaks, how well the company does public relations and how well the team marketing does. Never in the center of public opinion, but let every user remember.

The first point is team strength. Wang Tao attached great importance to technology from the day he founded this team. Now DJI Innovation has a global team of 6,000 people and nearly 2,000 technical engineers specializing in research and development. Technology investment at no cost is one of the reasons for success.

The second point is profitability. In the annual report of DJI Innovation last year, the annual revenue of DJI Innovation reached 654.38+073 billion yuan, and the net profit reached 4.3 billion yuan, which was not strong.

The third point is brand strength. DJI Innovation, together with Apple, Google, Microsoft and other enterprises, has been selected as one of the top global 100 super brands, and it is the only China brand selected.

The fourth point is the financing strength. Some enterprises eventually closed down because of financing difficulties, and some founders knocked on the door of almost every investor and investment institution because of lack of money. Of course, Wang Tao and his DJI innovation don't need it! When DJI needs innovative financing, let people know that we want to raise $654.38 billion. You come to bid, and we will find someone who meets our requirements for financing, so that the capital will be seized. This is essentially a strength that everyone is optimistic about.

DJI's market share is not low, but drones are not ordinary consumer goods, so the market space in the field of drones is not as big as that of Apple, and it is difficult for DJI to obtain monopoly rights in the industrial chain.

How powerful is DJI in Shenzhen? DJI has a share of 85% in the domestic market and 65% in foreign markets. It can be said that the market share is almost as important as Apple.

Then why didn't DJI get the same sound as Apple?

The mobile phone market is a national consumer goods market, and most people will use it, while drones are playthings of a small number of people, so the consumption field is destined to be different, with a difference of more than one order of magnitude.

Apple's 20 17 revenue was as high as $200 billion, its net profit exceeded 40 billion, and it sold/kloc-0.5 billion products, accounting for 80% of the industry's profits.

DJI UAV is a small field. In 20 17 years, DJI's operating income175.7 billion yuan, and only a few users who need drones will have demand. The bigger the market, the more players who occupy a monopoly position have the right to speak.

Apple is hardware, but it is software. With its own ios system, Apple has built a complete ecosystem. Not only in the hardware field, but also in the software field. Only in this way can Apple firmly control the upstream and downstream of the industry.

DJI is still a hardware industry, because the industry is small, so the software system has just started, and it is difficult to form an ecology. Of course, there is no right to speak in software.

DJI has a strong voice, especially in the field of investment. DJI set a very high entry threshold, which caused a huge rebound of investors.

2065438+April 2008, DJI hopes to raise funds easily through equity 1 100 million USD. This time, DJI adopted an unusual financing method-bidding, and had to bid twice.

DJI also gives harsh conditions, investors must subscribe for a certain proportion of non-profit class D common stock to obtain the investment qualification of class B common stock. Class D shares are essentially a kind of "interest-free debt". This is also the embodiment of the right to speak.

Usually I tell the team that if the media comes to ask such questions, they need to be clarified. DJI has done a lot of things in R&D, but it has nothing to do with such status words as "arrogance" and "despair of failure".

Imagine a scene where you are solving a very difficult math problem, sweating profusely, thinking a little, and grasping fleeting inspiration. Then a microphone came from the front: "Talk about how you became a little genius in mathematics?" You may also be speechless.

Is the civil drone industry difficult? Very difficult. With the development of DJI, the foundation of establishing the coordinate, data network and edge calculation carrier based on three-dimensional space has just been laid (yes, aerial photography does not mean that the coordinate and edge calculation are also correct). Run artificial intelligence on this network? Well, there are many good attempts, but it is still far from large-scale promotion. Performing dangerous tasks on a large scale instead of manual work? There are many good attempts, but training and integration with traditional workflow are still needed.

Looking back at the computer industry in the 1980s, how long did it take for computers to complete a large-scale paperless, and how long did it take them to become skills that everyone here will know? The future of the drone industry is not shorter than this.

A huge misunderstanding is that many people don't realize that flying and precise positioning hovering are actually the most basic but least important technical points in the future UAV industry. At present, only DJI has realized the real popularization and low-cost coverage of this technical point.

Just like when discussing computers and the Internet, someone jumped out and said, "Power failure is a bubble." Can the Internet develop with electricity? That's not true, is it? This may be a joke in the internet age, but for the drone industry, it is really laying the foundation for land reclamation. Only by ensuring the reliability of the "hovering in the air" infrastructure can there be a future of three-dimensional data space.

As an important representative of the domestic unicorn camp, DJI has made commendable achievements since its establishment in 2006 and has rapidly grown into the world's leading consumer drone leader. After all, compared with many domestic economic unicorns in recent years, the gold content of DJI is still very high, with operating income exceeding 65.438+0.7 billion, net profit of 4 billion and R&D team as high as 654.38+0.500, which is enough to kill most domestic listed companies in science and technology, and it is also qualitatively different from many domestic companies that rely on model innovation and subsidies to burn money.

Recently, DJI's original bidding "share+debt" financing also witnessed the recognition of its strength by domestic and foreign capital. It was originally planned to raise $654.38+0.5 billion according to the valuation of $654.38+0.5 billion. As a result, the subscription amount of major employers exceeds 30 times, and as a result, they can only compete for competition share through similar interest-free loans.

After dealing with many powerful rivals at home and abroad, DJI has been desperate to fail in the field of consumer drones. According to statistics, the market share of DJI UAV in foreign countries exceeds 65%, while the domestic share is as high as 85%. If so, where is the gap between DJI and Apple? First of all, industry reasons make it difficult to obtain a consumer market like Apple. Comparatively speaking, the global market for mobile phones and computers is huge. Take the mobile phone as an example. In 20 17, the global annual sales volume was nearly1500 million units, with a value of more than 500 billion dollars. Apple's 20 17 revenue is as high as $200 billion, and its net profit is more than 40 billion, accounting for more than 80% of the profits of global mobile phone manufacturers. DJI's consumer drones are mainly demanded by photographers and sports enthusiasts at home and abroad, and it is difficult for a large number of ordinary people to buy them.

Secondly, Apple has built an ecosystem based on IOS system, and a large number of application developers are subject to and attached to Apple from the source, so this powerful ecological platform has laid its core competitiveness as an ally. Comparatively speaking, the creation of drone ecology is still in its infancy, and efforts are still needed. Finally, the difference of competition in different industries leads to the absolute strength of DJI, and the lack of competitors is even more terrible. Even though Apple occupies the upper reaches of the industrial chain, Samsung, Huawei, OV, Xiaomi and other domestic representative manufacturers are still alive and well. Consumer drones, the top four in the case of limited market capacity, either change careers or sell themselves.

Compared with the consumer level, the market potential of military and industrial drones is greater. At present, DJI is still in the early stage of layout, and we need more time and patience for this dynamic enterprise.

Apple's market value is about 35 times that of DJI. (As of 2019,65438+10, US stocks and Apple were 700 billion US dollars), how can Apple not be arrogant? It is full of confidence!

We interpret DJI and Apple from a non-professional perspective. As an ordinary consumer, DJI gives the impression to mass consumers that it is a drone, which once reached more than 70% in the field of consumer-grade drones; 20 18 in the third quarter, apple's share was 13.2%, much lower than DJI.

In 2006, less than 13 years after its establishment, DJI has achieved the first position in the consumer drone market. Its valuation once reached $22 billion, and its operating income was 2017.57 billion yuan, up 80% year-on-year. The net profit was 4.3 billion yuan, a year-on-year increase of 65,438+0.23%. In fiscal year 20 17, the net profit of iPhone reached $48.35438+0 billion. DJI and Apple are still very different!

In the mobile phone market, although Apple has been influenced by Huawei and Samsung, the superiority of iOS system and the operating mechanism of Android system have brought great advantages to iPhone, so it is paranoid and arrogant!

Although DJI is outstanding in the drone market, this field is relatively simple and different from Apple's ecological chain. Of course, it has always been humble, and this humility will bring a better future for DJI's future.

And the iPhone is suffering from its paranoia and arrogance. The blow brought by the German sales ban will be comprehensive, and the recent decline in sales has also caused great problems for the iPhone. How long the iPhone can go is still unknown.

DJI's market share far exceeds Apple's. I don't know where the data came from. DJI and Apple belong to two industries respectively, and they are unicorns in their respective industries.

Apple was founded by Steve Jobs, stephen wozniak and Ron Wayne on April 1976, 2006. It was named Apple Computer Company, and was renamed Apple Company on October 9, 2007/KLOC-0, with its headquarters in Cupertino, California. It mainly produces consumer electronic products, including iPhone, Mac computer, iPod touch, Apple watch and so on.

DJI is a drone brand, which was founded in 2006 by Wang Tao, a graduate student of HKUST. DJI accounts for about 70% of the global market share of civil small UAVs, and the main markets are concentrated in Europe and America.

Judging from the recent frequency reduction gate, it is indeed a bit arrogant.

But why should DJI be arrogant? It is difficult to understand the logic of the questioner.

Apple's net profit is high (a group of businessmen), its influence and history are deeper than DJI's, and its capital is abundant. Moreover, Apple produces electronic products, which are closely related to people's lives, so it will be arrogant. On the other hand, DJI came from behind, but its fame and influence are not great, because the life of drones is still far away (the future is very near). But I believe that not only DJI will become the global hegemon, but Huawei will also squeeze Apple out of the office!

1: Not in the same field, not competing in the same market.

2. At present, the difference between the two is not one or two grades in terms of cultural heritage and overall strength.

Apple belongs to the industrial chain of technology companies, and it also belongs to the top spot of technology companies now! Its market share is the first in the global technology market, while DJI's market is only a small branch of technology companies, and its customer base is not as extensive as Apple's collection or other mobile devices. In a word, DJI can only be regarded as the leader of sheep herding in Xinjiang. Sheep are not what people eat every day, but apples are the leader of selling rice in China.