Insta360 CEO Defends Drone Debut With RMB 30 Million Sales Figure, Targets Global Markets
Arashi Vision, operating under the Insta360 brand, publicly defended the initial market performance of its entry into the drone sector, releasing sales figures to counter speculation of weak demand. CEO Liu Jingkang disclosed that the company’s new panoramic drone, the Yingling, has seen robust uptake during its launch phase in China.
According to an internal memo sent by Liu, the device generated sales of RMB 30 million (US$4.1 million) within the first 48 hours of availability in the domestic market alone. The release of these figures serves as a direct rebuttal to recent industry discussions suggesting the product had met with a "cold" reception from consumers.
Liu emphasized that the initial Chinese sales represent only a fraction of the product's trajectory, noting that certifications for multiple overseas markets are currently arguably underway. Management expects the Yingling to launch internationally in the near future, projecting that its global market potential will rival that of mature mainstream models from competitors.
The strategic disclosure underscores the high stakes for the camera maker as it attempts to diversify beyond its core action camera business into the hardware-intensive drone market. By clarifying the initial sales velocity, the company aims to stabilize investor expectations regarding its ability to replicate its previous successes in a new, highly competitive category.
Global Potential and Verification
The internal communication highlights a strategic pivot toward international expansion as a key driver for the product's future performance. While domestic debate focused on immediate sales volume, the company argues that the 48-hour revenue figure validates its entry into the sector.
"The Yingling sold more than 30 million yuan in just 48 hours in the China region," Liu stated in the memo. He added that with overseas markets gradually opening up following regulatory approvals, the drone is positioned to become a significant engine for corporate earnings growth. The company is banking on this global release to fully demonstrate the hardware's market viability against established rivals.
Differentiation Through Immersion
To compete in a saturated market, Arashi Vision is leveraging distinct technological differentiators rather than engaging in a direct specification war with traditional drones. The Yingling combines a panoramic lens with motion-control handle mechanics, creating a user experience centered on immersion.
Liu described the control scheme as intuitive, removing the need for complex flight maneuvering. "The finger directs the flight, and the gaze sets the focus," Liu explained. When paired with VR glasses, the system is designed to simulate a bird-like flying experience, allowing users to perceive the entire space naturally. This innovation in interface and optics is pitched as the primary selling point separating the Yingling from standard aerial photography devices.
High Components Costs Drive Premium Pricing
Addressing concerns regarding the product's premium price point, Liu acknowledged that the Yingling is currently more expensive than traditional drones but attributed this to structural hardware costs. The standard package is priced at RMB 6,799, with advanced "Explorer" and long-endurance kits reaching RMB 7,999 and RMB 8,499, respectively.
The CEO explained that the cost of the VR glasses—a mandatory component for the intended experience—exceeds the cost of the drone itself. "Traditional drone remote controllers cost only one-quarter of the aircraft," Liu noted. "However, the industry average cost for VR glasses is higher than the drone, as we utilized high-end chips and dual one-inch MicroOLED screens."
Liu indicated that while current pricing reflects these high hardware specifications, future iterations may see price reductions. The company plans to rely on its research and development teams to achieve engineering cost optimizations, eventually lowering the barrier to entry for consumers.