# DJI — From "King of Drones" to Imaging Industry Giant
If you still see DJI only as the **“King of Drones”**, that might be today’s biggest misunderstanding.
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## A Decade of Change: More Than Just Drones
For years, **DJI** has been synonymous with drones.
But this perception is outdated — DJI has evolved far beyond a single label and is now a **full-spectrum imaging powerhouse**.
- Products like the **DJI Pocket 3** have sold over **10 million units**.
- In the action camera space once ruled by GoPro, DJI now leads with **66% global market share** (Q3 2025), according to **Jiuqian** reports.
- GoPro’s share has shrunk to **18%**.
**DJI OSMO360 Panoramic Camera ｜ Source: DJI Official Website**
### The Blitz into Panoramic Cameras
- **July 31, 2025**: DJI releases its first panoramic camera — **OSMO360**.
- Within 90 days: **43% global share**, **49% in Chinese e-commerce**.
- Held **JD.com’s top spot** in “Panoramic Camera” category for **60+ consecutive days**.
**Conclusion:** DJI is redefining markets — from drones to handheld gimbals, to action and panoramic cameras — while continually **pushing technological boundaries**.
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## 01 — DJI’s “Underlying Tech Stack”
### Roots in Flight, Core in Imaging
While DJI began with **flight control**, its mission was never just “how to fly” — but **how to make a camera fly**.
The essential challenge:
- Achieving **stable aerial imaging**.
Before the **Phantom series**, aerial video involved cobbled-together rigs with **GoPro**, vibration dampeners, and multi-rotor aircraft — producing shaky, “jello” footage.
**Technologies in the Phantom series were groundbreaking ｜ Source: DJI Official Website**
### Breakthrough: Integration of Core Systems
DJI’s revolutionary step:
- Combine **aircraft + flight controller + video transmission + 3-axis brushless gimbal** into a ready-to-fly product.
- **High-precision gyroscopes** & **motors** stabilized footage thousands of times per second.
This **stability + imaging DNA** became the first layer of DJI’s **tech stack**.
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### Extending to Ground-Based Imaging
**Professional entry:**
- **Ronin series** handheld stabilizers for filmmakers.
- Professional credibility through unbeatable stability.
**Ronin development benefited from professional user feedback ｜ Source: DJI Official Website**
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## 02 — Extreme Products for Small Scenarios → Big Habits
### Pocket Series: Consumer Breakthrough
Previously:
- Stable video meant **smartphone + handheld gimbal** → bulky, complex, killed creative impulse.
- Market saw stabilized video as **too niche**.
DJI’s answer:
- **Osmo Pocket**: Integrated micro 3-axis gimbal + camera in lipstick-sized body.
- Extreme portability & instant usability → **Vlog market boom**.
**Key insight:**
Small demand can become huge if you meet it **perfectly**.
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### Iteration to Perfection — Pocket 3 Example
- **2023 Pocket 3**: 1-inch sensor, rotating screen.
- On Rednote (Xiaohongshu): 200k+ posts, persistent premium status.
- Best-selling camera in Japan 11 months straight, **24.3% share**.
**Perfecting user experience leads to wide adoption**
**User mantra:** *“If you’re traveling and can only bring one device, bring the Pocket.”*
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## 03 — One Core Skill, Multiple Market Wins
### Action Cameras: From Latecomer to Leader
GoPro → 75% share in 2022.
DJI Action series:
- Early gens tested market.
- **Action 3 & 4** fixed GoPro pain points: battery life, overheating, buggy accessories.
- Stabilization tech migrated from drones → **RockSteady**, **HorizonSteady**.
Competitive edge:
- Shared tech stack; synergy with DJI Mic; better pricing; ecosystem leverage.
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### OSMO360: Blitzkrieg in Panoramic
Rapid win thanks to:
- Mature imaging tech
- Stabilization algorithms
- Color science
- Proven product form from previous lines.
**DJI OSMO360 ｜ Source: GeekPark**
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### Tech Middle Platform Concept
Core capabilities across products:
- **Stable, Portable, High Image Quality**
- Reusable algorithms, processing, and design.
- Examples:
- Drone gimbal → Ronin → Osmo Mobile → Pocket → Action → OSMO360.
- Visual tracking from drone obstacle avoidance → Pocket/Action/360 intelligent subject tracking.
- **DJI Color**: brand-wide visual aesthetic.
Result:
- **Lower R&D costs, faster launches, built-in competitive advantage**.
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## 04 — Born of Obsession, Perfected by Aesthetics
### Culture: Engineer-Driven Excellence
DJI’s obsessive design ethos:
- Premium materials, intuitive UI, magnetic connectors with satisfying clicks.
- Usability that appeals beyond tech enthusiasts.
### Ecosystem Synergy
Example creator workflow:
- **Mavic drone** for aerial shots
- **Pocket 3** for daily video
- **Action 4** for extreme sports
- **DJI Mic** for crisp audio
All unified via **DJI Mimo app** — consistent design, controls, colors.
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From drone king to imaging giant, DJI showcases a **Chinese tech success story** and a model for shifting from **finite games** to **infinite games** driven by tech and product excellence.
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**Geek Question:**
Have you tried DJI’s products? What’s your impression?
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## Further Reading
[](https://mp.weixin.qq.com/s?__biz=MTMwNDMwODQ0MQ==&mid=2653090637&idx=1&sn=616d384956e795152aa1fd9fa99fc5b0&scene=21#wechat_redirect)
[](https://mp.weixin.qq.com/s?__biz=MTMwNDMwODQ0MQ==&mid=2653090637&idx=2&sn=af2c690fceedba81ace58411a88cc42c&scene=21#wechat_redirect)
[Read the full article](2653090677)
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*Cover image source: DJI*
