DJI, Insta360 Intensify Competition in 360-Degree Drone Market
- tech360.tv
- 2 minutes ago
- 2 min read
DJI, the world leader in drone technology, plans to launch its "full-view" Avata 360 drone, entering a new genre that rival Insta360 is also developing. This move signals fierce hardware competition among China’s gadget makers for the evolving consumer drone market.
The Shenzhen-based company conducted a product preview, offering attendees a first-hand look at the new 360-degree drone. During the event, DJI shared its views on industry competition and market prospects, as reported by the Guangdong financial newspaper 21st Century Business Herald.
DJI confirmed with Chinese media that it held the "internal" event. This development emerges as a new category of drones, capable of 360-degree video and photos, is poised to revolutionise the consumer drone market.
In this rapidly growing market segment, Shanghai-listed Insta360 is establishing itself as a powerful player. The company threatens DJI’s long-held dominance in the commercial drone market.
The market closely watches the rivalry between DJI and Insta360, which historically operated in separate verticals. Their product ranges now overlap in areas, including 360-degree cameras, and drones.
Insta360 founder and chairman Liang Jingkang stated that the intense price war with DJI had "expanded the overall market". He also noted an increasing number of consumers were choosing Insta360 for its "unique strengths".
Liang confirmed in an online session with investors that, despite fierce price competition, Insta360 achieved over 90% revenue growth in the third quarter. The company, based in Shenzhen, led the global 360-degree camera market with a 67% share in 2023.
Insta360 slashed prices for its flagship X5 camera after DJI, its crosstown rival, launched an 8K panoramic video camera, the Osmo 360. The Avata 360 is anticipated to be DJI’s leading drone to compete against Insta360.
Although not officially unveiled, leaked images and videos of the Avata 360 have generated significant interest among fans. Based on these leaks, DJI’s machine adopts a first-person view drone form, similar to other models in the Avata series, which were lighter and faster than the company’s traditional camera drones.
In contrast, the Insta360-backed Antigravity A1 features a more conventional, larger drone design. This model prioritises stability over speed for its operations.
Both drones offer the option to be paired with goggles, providing an immersive piloting experience. Insta360 confirmed that the Antigravity A1, which was unveiled in August, will begin "trial sales" in certain markets by the end of the year.
DJI has been diversifying its revenue sources as growth in the consumer drone market slowed. New products from the company include a 360-degree camera, a category dominated by Insta360, and a robot vacuum cleaner.
The robot vacuum sector is already crowded with Chinese brands, including Ecovacs, Roborock, and Narwal. DJI also invested hundreds of millions of yuan in 3D printing start-up Elegoo, according to Chinese media Jiemian.
DJI plans to launch its Avata 360 drone, directly competing with Insta360's Antigravity A1 in the emerging 360-degree drone segment.
Insta360, a significant player in the 360-degree camera market, is increasingly challenging DJI's dominance, leading to overlapping product lines.
Insta360 reported over 90% revenue growth in its third quarter, despite engaging in a fierce price war, which its chairman stated expanded the overall market.
Source: SCMP