DJI Osmo Pocket 3: The Secrets Behind a Blockbuster and the Ambition of an Imaging Giant

DJI Osmo Pocket 3: The Secrets Behind a Blockbuster and the Ambition of an Imaging GiantSince its release at the end of October last year, the DJI Osmo Pocket 3 has surged in popularity at an incredible speed. This vlogging camera, with its unique form factor and operating method, and its not-inexpensive price tag, initially led many to question its market prospects

DJI Osmo Pocket 3: The Secrets Behind a Blockbuster and the Ambition of an Imaging Giant

Since its release at the end of October last year, the DJI Osmo Pocket 3 has surged in popularity at an incredible speed. This vlogging camera, with its unique form factor and operating method, and its not-inexpensive price tag, initially led many to question its market prospects. However, actual market performance has soundly refuted these doubts: the DJI Pocket 3 quickly became a social media sensation, rivaling Fujifilm cameras in its influencer status, and has been consistently in short supply, even earning the moniker "electronic Moutai" (a reference to a highly sought-after Chinese liquor).

The Birth of "Electronic Moutai": The Reasons Behind the Shortage

The official standard version of the DJI Pocket 3 is priced at 3499 RMB (approximately $480 USD), but users can hardly purchase it at the original price through official or third-party channels. It's perpetually out of stock on e-commerce platforms, and on second-hand trading platforms, the price is hundreds of RMB higher than the official price. Even to purchase at the original price, users often need to pay an extra thousand RMB for a comprehensive kit or vlog kit containing more accessories, reminiscent of the "compulsory add-on" model in the luxury goods industry. This scarcity evokes memories of the iPhone's scalping frenzy in the early 2000s.

Some attribute this to DJI's employing hunger marketing, but this isn't the case. While some new products may experience temporary shortages initially, the DJI Pocket 3 has been on the market for over a year, and its persistent shortage stems from sales far exceeding production capacity. Consumer electronics products typically have short lifecycles, with the shipment period usually within a few months, rarely exceeding a year. Yet, in the fiercely competitive consumer electronics industry, the DJI Pocket 3 remains consistently in high demand. Why?

In-Depth Analysis of the DJI Pocket 3's Success

DJI's first pocket camera, the Osmo Pocket, launched in 2018, successfully captured a segment of female users with its compact size and became known as a "Vlog wonder." The DJI Pocket 3, however, has achieved even wider popularity thanks to its unique image processing algorithms, cementing its status as a "social media darling" camera.

Many camera manufacturers have attempted to incorporate beauty filters into their cameras in recent years, but the results have often been unsatisfactory. Smartphone beauty filters, on the other hand, often over-process images, resulting in a lack of realism. The DJI Pocket 3 cleverly finds a balance between these two extremes, achieving a natural beauty effect.

From a hardware perspective, this is related to the DJI Pocket 3's focal length. It uses a 20mm one-inch wide-angle camera, which, compared to the 23-26mm wide-angle lenses found in smartphones, achieves a more effective slimming effect, earning it the nickname "a camera that restores your true beauty" among netizens. In fact, products capable of taking flattering photos have always been favored by female consumers. For instance, CCD cameras, once highly sought after for their atmospheric photos, were once sold at prices far exceeding their cost. Instant cameras are similar; "taking good photos of people" is their biggest selling point.

The DJI Pocket 3 precisely targets this market demand. With its high-definition image quality, significant image stabilization, and excellent audio recording capabilities, it's ideal for recording birthday parties, concerts, and travels.

Furthermore, the DJI Pocket 3's user-friendly operation adds to its appeal. Switching on only requires rotating the screen; it has a single 360 joystick and recording button and comes with various video templates and effects, allowing even novice users to easily create high-quality videos and photos.

On social media platforms like Xiaohongshu (a Chinese social media platform), users spontaneously share their experiences, further fueling the DJI Pocket 3's popularity. Many bloggers use the DJI Pocket 3 to shoot videos and share their user experiences. With simple editing, they create stunning video content, further increasing product exposure.

Although the DJI Pocket 3 is not cheap, its "all-in-one" nature gives it a high price-performance ratio. Users only need to spend a couple of thousand RMB to obtain an imaging device that integrates a stand, screen, lens, and gimbal, boasting superior mechanical image stabilization compared to ordinary smartphones and cameras, without consuming phone storage, battery life, or performance. This echoes the success model of the iPhone, which integrated the functionalities of a phone, MP3 player, camera, mobile computer, and Kindle. Considering its "all-in-one" value, the DJI Pocket 3's cost-effectiveness is very prominent.

The low barrier to entry, professional-level imaging experience, and high cost-effectiveness from its all-in-one attributes are the key factors behind the DJI Pocket 3's success in the camera market.

Why Doesn't DJI Make Professional Cameras?

As a leader in the drone industry, DJI has expanded its business into areas like action cameras, pocket cameras, wireless microphones, handheld gimbals, and professional gimbals, showcasing its potential to become an "imaging giant delayed by drones." In 2017, DJI acquired a 75% stake in Hasselblad, enhancing its competitiveness in professional imaging and laying the foundation for subsequent professional products like the Ronin 4D.

So why doesn't DJI further develop more professional mirrorless or interchangeable-lens cameras? The main reasons can be summarized as follows:

First, the conditions are not in place. Producing high-quality professional cameras and lenses requires strong R&D and production capabilities, as well as a complete supply chain system. Xiaomi's sub-brand, XiaoYi, previously attempted to enter the entry-level mirrorless camera market, but ultimately failed due to image quality and a limited number of lenses.

Second, insufficient market appeal. The camera market has been shrinking in recent years, with the rapid development of smartphone imaging and portable imaging technologies squeezing the survival space of professional cameras. Although professional cameras and lenses are expensive, the number of users willing to purchase them is limited, resulting in low shipment volumes, making it difficult to amortize R&D, management, and marketing costs.

Third, inability to leverage its strengths. DJI's technical accumulation in the drone field, such as stabilization, transmission, optics, and image algorithms, can be effectively transferred to action cameras, pocket cameras, and gimbals. However, the application value of these technologies in DSLRs and compact cameras is limited.

In summary, DJI chose to focus on the portable imaging market, gradually growing into an imaging giant. DJI's ambition extends far beyond becoming "China's Fujifilm"; it is using its technological advantages and market insights to continuously explore the possibilities within the imaging field.