--- title: "DJI significantly reduces prices, is there a major shift in the handheld imaging market?" type: "News" locale: "en" url: "https://longbridge.com/en/news/260458192.md" description: "Market competition is becoming increasingly intense" datetime: "2025-10-09T12:35:25.000Z" locales: - [zh-CN](https://longbridge.com/zh-CN/news/260458192.md) - [en](https://longbridge.com/en/news/260458192.md) - [zh-HK](https://longbridge.com/zh-HK/news/260458192.md) generator: "portal-rs" --- # DJI significantly reduces prices, is there a major shift in the handheld imaging market? Author | Huang Yu Editor | Wang Xiaojun As a major player in the global drone and smart imaging equipment market, DJI's sudden large-scale promotion is stimulating the nerves of many consumers, especially the DJI Osmo Pocket 3, which was once referred to as "electronic Moutai," also joins the price reduction campaign. According to Wall Street Insights, DJI's price cuts are mainly to welcome "Double 11," with the promotion starting from October 9 and lasting from 0:00 on October 9 to 24:00 on October 14. The standard version of the DJI Osmo Pocket 3 has been reduced by 700 yuan, and the Pocket 3 all-around kit has been reduced by 900 yuan. In addition, the Action 4 sports camera has been reduced by up to 950 yuan, and the Action 5 Pro standard kit has been reduced by up to 1,050 yuan; the Mini 4K aerial drone has been reduced by up to 700 yuan, and the Mini 3 has been reduced by up to 500 yuan, among others. DJI stated to Wall Street Insights that this price adjustment is a routine promotional arrangement for "Double 11." However, according to Wall Street Insights, this price reduction covers several categories of star products, including handheld gimbal cameras, drones, sports cameras, and panoramic cameras. For DJI, the promotional intensity is "unprecedented," which has also led to it trending on social media. The price cuts have caused dissatisfaction among some recent purchasers. In response, DJI stated that it has noticed the attention and discussions arising from this and highly values every user's feedback. "We are currently actively communicating through various channels to provide users with clear guidance and necessary support. We fully understand users' feelings and will continue to listen to all voices, constantly optimizing related services and communication mechanisms, committed to providing users with a better experience." Additionally, industry insiders revealed to Wall Street Insights that the differences in return policies between online and offline channels stem from objective differences in operational models and cost structures. It is realistically challenging for brands to implement a completely unified return and price protection policy. This issue is also common in the consumer electronics and other retail industries. The handheld gimbal camera product Pocket 3 has become the most 关注 ed product in DJI's price reduction promotion. Handheld smart imaging devices include handheld gimbal cameras, sports cameras, and panoramic cameras. DJI can be said to be the pioneer of handheld gimbal camera products, discovering the middle ground between smartphone photography and professional cameras, integrating gimbals with cameras, and capturing a growing group of non-professional photographers with imaging recording needs, suitable for Vlogs, travel records, and more. The Pocket 3 is undoubtedly DJI's star product and is regarded as one of DJI's most successful and best-selling products in recent years. According to statistics from Magic Mirror Insight, from its launch in November 2023 to October 2024, the DJI Pocket 3 sold 124 million yuan on Taobao and Tmall platforms, ranking first in the ordinary digital camera category on the platform, far exceeding the combined total of the second-ranked Insta360 GO 3s and the third-ranked Sony ZV-1 at that time Not only are the sales high, but the Pocket 3 has also experienced a phenomenon of being hard to find, which gives DJI absolute say in the handheld smart imaging device market. The significant price drop of such a hot-selling product has surprised many consumers, but many also believe that the price reduction of the Pocket 3 was expected, as this product has been on the market for nearly two years, and there were reports earlier this year that DJI would launch the Pocket 4. At the same time, taking advantage of the "Double 11" shopping festival to significantly reduce prices undoubtedly helps DJI attract more new customers in an increasingly competitive market. The smart imaging sector is now highly concentrated in competition. According to a report from the Leopard Research Institute, in terms of global smart imaging device market share (mainly including sports, panoramic, and aerial photography categories), in 2024, Insta360, DJI, and the American GoPro together will occupy 78.9% of the market share. Among them, Insta360's market share is expected to grow from 28.4% in 2023 to 35.6% in 2024. During the same period, GoPro, as a traditional international giant, will see its market share decline from 38.2% to 30.1%. DJI's share will drop from 19.1% in 2023 to 13.2% in 2024. The competition between DJI and Insta360 in the smart imaging sector has been ongoing for many years, but it only began to intensify last year when Insta360 launched the Insta 360 Flow Pro, directly competing with DJI's handheld gimbal camera Osmo Pocket 3. Insta360's rapid development in recent years has put significant pressure on DJI. Currently, Insta360's main product lines cover panoramic cameras, action cameras, thumb cameras, and smartphone gimbals, all of which directly compete with DJI. Moreover, Insta360 has announced plans to launch a panoramic drone in January next year, directly challenging DJI's aerial photography advantage. DJI has also made several counterattacks. By the end of July, DJI entered Insta360's core territory and released the panoramic camera Osmo 360, which not only matches the parameters of the Insta360 X5 but is also priced 800 yuan lower, at 2999 yuan. Of course, the fierce competition in the market not only comes from the frequent moves of old players but also from many new players who are eyeing the market, especially major smartphone manufacturers. After news broke that Vivo was entering the handheld smart imaging device market, OPPO also confirmed that it would initiate projects in this category. A relevant person from OPPO revealed to Wall Street Insight that the new series is planned to be released within 2026. Meanwhile, Wall Street Insight has also learned that Vivo initiated a project for handheld gimbal cameras at the end of last year, and its first product has completed the mold opening, expected to be released next year. Clearly, the handheld smart imaging sector is being increasingly favored by more companies. According to consulting firm Frost & Sullivan, it is predicted that by 2027, global shipments of smart action cameras and mobile panoramic cameras will reach 69.07 million units and 3.16 million units, respectively, with a combined market size exceeding 60 billion yuan. For smartphone manufacturers like OPPO and Vivo, entering the handheld smart imaging device market has a natural resource reuse advantage, but DJI's technological barriers, ecological accumulation, and brand value remain unshakable In this major upheaval in the handheld smart imaging device industry, new players find it challenging to seize market share from established players, as it inevitably requires significant investment in time and research and development costs, while also striving to win over consumer minds. Of course, DJI has not been idle. While actively competing in its core arena, in recent years, DJI's determination to explore a second growth curve through cross-industry ventures has become increasingly strong. In addition to entering the panoramic camera sector, it has also joined the battlefield of robotic vacuum cleaners. 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