Three key words in the consumer-grade drone market breakthrough

The annual CES show in the United States has been around for 50 years since its inception and has been regarded as the vane of the trend of international electronic products. Many important electronic products have chosen to start at CES, and their influence will increase the attention of the products. The drone became the focus of media attention at CES 2015 and quickly became an emerging industry.

Although the drones at CES this year are no longer the focus of attention in 2015, they still attract many domestic drone manufacturers. They have brought their latest products to try to attract more users' attention. From their participation in the exhibition, or can see the development trend of drones.

The reasons why drone manufacturers are obsessed with the consumer market

Last year, domestic manufacturer Yihang Airlines used its large drone 184 to make a big splash at CES, but this phenomenon is no longer. Almost all of the exhibitors brought more miniaturized products this year, and even professional aerial drones are rare.

Before the show, DJI began to promote the new DJI MAVIC Pro, a miniaturized aerial drone with a PTZ, mainly for the consumer market, and it is also the main force at CES. Zero-Intelligence continues to push the dobby pocket drones that have been on the market for several months, while Zero Infinity brings the hover camera to the drone that was launched at the end of last year. In the true sense of CES, it should be the UFO drone of MOLA. This new "machine" is as its name, the main body is like a flying saucer. After folding, the diameter is about 14 cm and the length of the apple 6S is similar. Nearly 300 grams is slightly heavier than the two apples 6S. The whole is equivalent to a large charging treasure, it is more convenient to carry, and the main one is also self-timer.

Judging from the participation of CES this year, it shows that major manufacturers are planning to seek breakthroughs in the consumer drone market.

For a long time, UAVs have relied on the industry market to survive. For example, Dajiang has determined its dominant position in the field of professional aerial drones. There is no precedent for success in the consumer drone market, but why are many drone manufacturers still clinging to the consumer market? The main reason may be two points:

1. Although the industry market has great potential and rich profits, the requirements for technology and capital are much higher. For example, e-commerce is a market segment that is favored by UAV applications, but in fact few UAV manufacturers directly enter, and the e-commerce giant is basically dominated. Because I understand the specific needs of e-commerce, I know how many technical problems such as short battery life, low-altitude safe flight of UAVs above 7KG, and unmanned aircraft load capacity. However, the current capital and technical strength of UAV companies are relatively Weak.

Compared with the industry market with greater potential, the threshold for entry into the consumer market is much lower. The consumer drones on the market are basically the concept of a flying camera, without having to consider more complicated mechanical controls. The main technical problem lies in the flight control system, and the technical requirements are not as high as in the industry market. There are many open source systems available for reference in the market, which further reduces the technical threshold.

2. Being in the consumer market and aiming at the industry market, this may be the real idea of ​​many UAV manufacturers. Due to the lack of strength, it is still difficult to enter the industry market. Many companies simply prefer to train in the consumer market. First, it is easy to establish a brand in the consumer market and increase market awareness. Secondly, through research and development of consumer-grade drone products, it is also possible to train teams and accumulate relevant technologies to lay a solid foundation for entering the industry market in the future.

Transformation, continuous layoffs, consumer market or overvalued

However, the consumer-grade drone market that manufacturers are entering is not a good situation. On the contrary, the news of the transformation and layoffs of many drones makes people feel a chill.

At the CES in 2016, Yihang successfully attracted the attention of the global media with 184 manned drones. Although some people expressed doubts, it did not affect it to win the CES 2016 Best Alternative Product Award and the Fast Company's 2016 Best Innovation Company Award. At that time, Yihang said that it would be commercialized in three to four months, but in fact it has been jumping. At the end of last year, it announced that its B round of financing of 42 million US dollars just three or four months of billion airlines exposed the news of a large layoffs.

Some analysts believe that the reason for the layoffs is that Yihang has not made any progress on 184, but also failed in the consumer market. According to the Xtecher report, the highest shipments of the early billion airlines have reached more than 4,000 units a month, and the performance is acceptable. However, after the product iteration could not keep up with the market rhythm, it was far behind in Xinjiang, causing the shipment to plummet. It is not surprising that the average monthly shipments in the domestic market are only over 100 units.

With the new strategy of the dobby pocket drone, Zero Intelligence has quickly become a newcomer to the drone market, and its market share has climbed to 20%. However, it was also impossible to prevent the layoffs from happening. On the last day of 2016, Zero Intelligence was exposed to the news of the layoffs, and as many as 134 people were laid off. Although the CEO Yang Jianjun explained that the number of personnel has increased beyond the management capacity, in the end, the market sales are not as expected, and the funds are tight.

The market forecast report of several research institutions believes that the domestic consumer-grade UAV market will reach 30 billion yuan in the next three years. However, from the current status quo, the consumer drone market may be overvalued. The consumer market faces three major bottlenecks, making it difficult to break the market in the short term:

First of all, the use of consumer drones is too singular, not just for most consumers. Although drone manufacturers list travel, sports, parties, etc. as usage scenarios during advertising, they are in fact limited to outdoor venues. In the daily life of domestic consumers, outdoor is a very rare scene. In addition to the special nature of drones, some large cities have implemented regulations, which has reduced the use of consumer drones. More deadly, these big cities are precisely the most promising regional markets for consumer drones.

Second, the price has not really broken through the bottom line of users' psychological expectations. At present, the consumer-grade UAV has dropped to less than 3,000 yuan, which is equivalent to the price of a mid-range mobile phone, and the surface does not look high. However, due to the limited use of the scene, the cost of single use is too high, so consumers do not think that spending 3,000 yuan to buy drones is valuable to them. At present, the market situation of consumer-grade drones is similar to that before the popularization of smartphones. Excessive prices hinder the market.

Again, the current consumer experience of consumer drones is poor. In order to make the size small, the consumer-grade drone can only sacrifice some performances such as battery life and stability, and the battery life is too short to make the user most dissatisfied. Consumer drones typically last only about 20-25 minutes, while portable products are as low as 10 minutes. For example, the dobby pocket drone has a nominal flight time of 7 minutes, but the actual flight time is only 4 or 5 minutes. According to the manufacturer's scene, can you imagine that you have to carry the drone's embarrassment when you go out for a morning run?

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