DJI Ventures Beyond Drones as Rivals Counter-Attack in Cross-Industry Battle
DJI Technology is expanding beyond its drone dominance into panoramic cameras and robotic vacuums, triggering a multi-front battle as rivals Insta360 Technology and Dreame Technology retaliate by entering the unmanned aerial vehicle market.
The Shenzhen-based drone giant quietly launched its first 360-degree camera Osmo 360 in July at 2,999 yuan ($415), undercutting Insta360's comparable models by nearly 300 yuan. In August, DJI released the ROMO robotic vacuum, directly challenging established players in the competitive smart cleaning sector.
DJI's aggressive pricing and stealth product launches have prompted swift counter-moves from competitors. Insta360 founder Liu Jingkang announced his company's drone development project, while Dreame revealed plans to enter the UAV market, attempting to invade DJI's core territory.
The cross-industry warfare reflects mounting pressure on DJI to diversify as drone market growth slows despite annual revenue exceeding 50 billion yuan ($6.9 billion) in 2024. While DJI maintains over 70% of the global consumer drone market, the departure of several key technical executives in recent months signals the need for new growth engines beyond its aviation comfort zone.
Revenue Growth Pressures Drive Expansion
DJI founder Wang Tao predicted in 2016 that the drone market would approach saturation with company revenue potentially capping at 20 billion yuan ($2.8 billion). That forecast proved conservative as 2024 revenue surpassed 50 billion yuan, yet slowing growth rates validate his concerns about market limitations.
The company's recent personnel changes underscore the challenge. Key departures include Li Haonan from flight systems, Cao Bo from chip imaging systems, and Qiu Hualiang, one of DJI's "big four product managers" who led the Phantom series development. Industry observers suggest these exits reflect limited advancement opportunities as drone products enter incremental innovation cycles.
DJI's expansion strategy leverages core technologies developed for aerial platforms - environmental perception, intelligent navigation, precise control systems, and obstacle avoidance - applying them to ground-based consumer electronics. The approach mirrors successful diversification into handheld cameras, with the Osmo Pocket 3 generating nearly 20 billion yuan revenue from 5 million units sold in 2024.
Four-Year Development Cycle for Robotic Vacuum
Internal sources reveal DJI's robotic vacuum project began in 2021 with a six-person team drawn from related technical modules. The development involved internal competition, with each member presenting complete product proposals to Wang Tao before teams were restructured and refined through elimination rounds.
The ROMO team initially chose a roller-brush cleaning system for superior dirt removal but switched to dual-mop design after discovering maintenance complexity conflicted with DJI's "zero user intervention" philosophy. Hair entanglement and frequent manual cleaning requirements led engineers to prioritize automation over raw cleaning power.
Technical challenges emerged in adapting aerial technologies to indoor environments. While outdoor 3D scenes offer rich texture information for navigation, home environments present color uniformity and repetitive patterns that complicate positioning systems. Unlike drones that avoid obstacles, vacuum robots must approach surfaces for cleaning while detecting hazards like pet waste.
The four-year development cycle allowed competitors to establish market dominance. IDC data shows China's robotic vacuum market shipped 1.188 million units in Q1 2025, growing 21.4% year-over-year, with top five brands controlling over 90% market share. DJI's ROMO has sold over 10,000 units across platforms since launch, with some variants experiencing stock shortages.
Rivals Strike Back with Counter-Invasions
Insta360's Liu Jingkang anticipated DJI's camera market entry five years ago, comparing the competition to marathon racing where "top-tier opponents make you run faster." His company leads global panoramic camera market share since 2018, surpassing Samsung and Ricoh, while ranking second globally in action cameras behind GoPro with average gross margins exceeding 50%.
The Nanjing University graduate views imaging as an open gaming market where users prioritize creative output over technical specifications. Insta360's drone project leverages accumulated expertise in imaging algorithms, stabilization technology, mechanical structures, and AI processing - technologies complementary to DJI's aviation platforms.
Dreame founder Yu Hao brings aerospace engineering background from Tsinghua University, where he developed early quadcopter technology and invented three-rotor aircraft. His transition to cleaning appliances through high-speed digital motor technology mirrors DJI's cross-industry logic, with both companies building platform capabilities that naturally extend market boundaries.
Yu positions Dreame as a "generalized robotics company" rather than purely cleaning appliance manufacturer, making UAV development a natural evolution of existing robotic control and motor technologies. The company's product portfolio spanning vacuum robots, cordless vacuums, floor washers, and hair dryers demonstrates platform-based expansion similar to DJI's strategy.
Technology Convergence Blurs Industry Lines
The multi-directional competition reflects technological convergence across consumer electronics categories. Core capabilities in sensors, algorithms, motor control, and intelligent navigation now enable companies to cross traditional industry boundaries with reduced development costs and accelerated time-to-market.
DJI's diversification extends beyond cameras and vacuums to automotive components through DJI Automotive (spun off in 2023), power stations for outdoor users, and electric bicycle systems through the premium Amflow PL brand. Allied Market Research projects global e-bike market reaching $118.6 billion by 2030 with 10% annual compound growth, far exceeding Wang Tao's previous 20 billion yuan drone market ceiling.
The cross-industry battle positions consumer drones as DJI's cash cow supporting expansion into adjacent markets, while industrial UAVs and handheld imaging provide mature growth pillars. New categories like robotic vacuums and e-bike systems represent long-term market expansion beyond aviation limitations.
As technology platforms mature across companies, the competitive landscape increasingly rewards execution, user experience, and market positioning over pure technical specifications. The resulting innovation cycle benefits consumers through improved products and competitive pricing, while challenging established market hierarchies across multiple consumer electronics categories.