The pace of DJI Innovation in 2016 was slightly rushed. From the end of September this year, the portable drone "Ma" to the iterative upgrade of the "Enlightenment" Inspire2 and the Elf Phantom4Pro in November, the industry insiders commented that this is "the self-style revolution after the invincible."
After all, Dajiang is still firmly occupying more than 70% of the global consumer-grade drone market share, which is beyond the latter. However, the "invincible" Dajiang is also facing a large number of users who are dissatisfied with Mavic's delayed shipments.
At the domestic media communication meeting of “Enlightenment†Inspire2 and Elf Phantom4 Pro on November 21st, Dafan’s public relations director Wang Fan and corporate strategy director Zhang Xiaonan responded to the above questions for the first time.
Dafan Public Relations Director Wang Fan (left) and Corporate Strategy Director Zhang Xiaonan (right)
Zhang Xiaonan believes that each product in Dajiang is not on the same line, and the direction of the main is not the same. Like the Mavic, it is portable and compact, suitable for travel. The newly released Inspire2 has a great improvement in camera imaging and will be more useful in the film and television industry. Therefore, it is difficult to say which product is replaced by another product.
As for Mavic's delayed delivery, Wang Fan also admitted that this problem has brought great pressure on Dajiang. Because Mavic is more portable, it also has the performance of the shoulder wizard 4, so within a week of release, the order will usher in a burst. This is beyond the expectations of the DJI team, so that the stock is insufficient.
But Dajiang has found a solution. Zhang Xiaonan said that as of November 3, all orders will be met by the end of this year. Subsequent new order users will no longer encounter similar problems.
The following is an excerpt from an interview with Dajiang:
Q: Dajiang seems to be particularly productive this year. Will you consider the extension of the product line and cause "hands and feet"?
Wang Fan: Many people said on the Internet, "Oh, I appreciate the company that I hang myself." In just two and a half months, we concentrated on six or seven large products. But in fact, if you look at it, there are a lot of products in Dajiang in 2015. Only now everyone's attention may be bigger than last year, and the impression is deeper. But we are certainly not the most developed in the entire smart hardware industry.
Zhang Xiaonan: If you don't know much about our product line, you may feel that each product line is killing yourself. But Mavic is smaller and more portable than Elf 3 and 4. The Elf 4 may be used more in the industry in the future. The Inspire2 that came out today has a great improvement in camera imaging and will be more useful in the film and television industry.
Therefore, in fact, the competition between each product, it is not on the same line, it is difficult to say which product is replaced by another product.
Q: Why did Mavic delay delivery? When can I solve it?
Wang Fan: This issue is also a big pressure for us. Because of the portability of this machine, and the lack of functionality due to portability, even better than the Wizard 4, so within a week of release, a burst point. We all had expectations, but we didn't expect it to be so big.
In the face of the order volume of the blowout, we still adjust the deployment allocation of some production capacity in time. However, the volume of orders is still climbing, which requires the ability to test the capabilities of our own factories and the raw materials of our suppliers.
Moreover, we are both wired and wired, and then cover the whole world. As a drone factory, Dajiang does not have a foundry like Foxconn to help. We are really struggling, and we are constantly apologizing to consumers and slowly digesting these orders.
Zhang Xiaonan: Including our R&D engineers and our related production departments, we have found a solution. But there is still a certain amount of time for the order before digestion.
So our last announcement has already explained to everyone, that is, as of November 3, all orders will be met by the end of this year. This problem was also the first time we met on Mavic. After solving Mavic, the same problem will not happen in the future. Like this time, the Elf 4Pro can be shipped within one to two weeks.
Q: If we launch the Elf 4Pro this time, will the production capacity encounter the same problem?
Zhang Xiaonan: I will not encounter the same problem. We are ready according to the amount estimated in advance.
Wang Fan: Unless there is a big fire at once, the special fire. However, we estimate that, according to previous experience, the Elf 4Pro target is not the same as Mavic.
Q: After the price of Elf 4 approaches the Elf 3, do you consider stopping the Elves 3 and developing a Genie 4 low-end version?
Zhang Xiaonan: In fact, from the perspective of product life cycle, this is one thing that may happen in the future. However, we will replace the old products after the new products come out, as we can't buy the products of Elf 2 on the market. But from the perspective of cost performance, Elf 3 is still more suitable for newcomers.
Wang Fan: For example, the advanced version of Elf 3, I think there are still some people who want to use it to start, so we will go from the most entry level to the most advanced, the product will be cut more and more, it is such a logic. Whether the Elf 4 low-end version is launched may depend on market demand.
Q: Wu 2 is the main film and television shooter, then will film and television be the development direction that Dajiang is more valued?
Wang Fan: At present, the entire industry of drones is relatively high. One is professional aerial photography and the other is agriculture. Therefore, like the third and fourth power group construction, water rescue and other fields, we will go back.
In addition, it is worthy of pride that Dajiang combines aeromodelling and photography, which is somewhat related to Wang Hao’s love of photography. So we will keep going on the road of photography.
Q: What is the ratio of domestic and foreign product shipments?
Zhang Xiaonan: 80% are sold outside the mainland of China. The mainland accounts for 20%. Last year, our mainland share was about 10%-12%, and that is estimated to be around 20% at the end of this year.
Q: Is there a product recycling or refurbished plan in Dajiang?
Zhang Xiaonan: Some of our trade-in may already contain the nature of product recycling. But the refurbished machine may have some difficulty. Because we are not a mature industry like smartphones, its components are more standardized. In this drone, we have very high requirements for functionality and safety.
So if the drone is blown up, if there is a problem, we can't recycle it to do the imaging of the new machine, and then send it to the customer. Another reason is that our technology update is too fast, and no one wants it after the old product is refurbished.
Q: Is there any solution to the problem of operating the display?
Wang Fan: We have always avoided doing things behind closed doors. Everyone may think that anyway, the drone will look left and see no opponents, and it will be better to move forward. But no, our 1,500 R&D team is working on solutions every day based on user feedback.
Sometimes people may feel that some problems are pain points, but it is not ripe for Dajiang to solve it. For example, if the problem of reflective is solved, the cost of the remote control may be increased by two or three times. Finally, it is passed on to the consumer, and the consumer does not pay the bill.
Unlike military research or research institutes, this matter is done, regardless of cost. In business, we are doing business after all, and Dajiang has to consider mass production. There are some things that users have a lot of needs, but there is no way for the product to be satisfied at once.
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