According to the data of Dajiang in recent years, the boom of drones has been reduced, and the development of drones is no longer “explosive growth”. The blue ocean of consumer drones has been in the industry, and drones in the industry are promising, but the capital market is more cautious and over-regulated. Become an industry bottleneck.

The flight turns from "consumption" to "industry", half of the flames and half of the seawater, and the drone develops into a slow vertical development period.

The drone market in the past few years is returning to calm. In January 2018, US sports camera manufacturer GoPro announced that it would lay off at least 250 people and withdraw from the drone business. The reason is that considering the future regulatory environment and fierce competition, its Karma drone launched in 2016 will be launched in less than 20 days. Announced a full recall of the product.

The drones want to fly over the regulatory environment and fierce competition, the two mountains, the same as the domestic drone companies, in addition to the global market share of the leading Xinjiang, more UAV companies in the face of consumer-grade It is difficult to open the situation in the man-machine market. The domestic Yihang and Zero have also been caught in the storm of layoffs, and then adjust the strategy and grow hard.

The domestic consumer drone market is entering a period of slow development.

No longer "outbreak growth"

When other drone companies struggled to sell fixed goods, on January 23 this year, Dajiang released the "Royal" Mavic Air drone in New York. Only the size of the mobile phone can be used to shoot panoramic photos with one button. The industrial level and user experience have increased to a height of 4,999 yuan. This is another dazzle of Dajiang, and the price is also an entry level for the industry.

"If Dajiang's products are equivalent to 'future products', then the consumer-grade drones launched by other manufacturers are still in the first-generation product stage. In 2016, Davic released Mavic Pro, which is almost defining the entire industry. Consumer-oriented drones should be made like this.” An investor who did not want to be named told reporters that the company that he worked for had invested in Xiaomi drones, and that Xiaomi solved the two problems of brand and selling, but did not expect In May 2016, when Lei Jun was broadcasting the Xiaomi drone, the drone that was full of hope suddenly appeared in a falling machine (falling).

For ordinary consumers, the drone is still an "expensive toy". Even if it is a product of 10,000 yuan, it will take only ten minutes for a flight. For up to half an hour, the battery life problem is almost the entire consumer drone industry. Common problem. In addition, when drones injure people and disrupt social order, there are times when consumers want to fly drones and where to fly drones.

If drone companies want to upgrade their drones from aircraft model standards to consumer electronics standards and even to higher standards, they need to solve a series of comprehensive problems. In response, Dajiang responded to reporters. The problems faced by consumer-class drones include battery life, not just battery technology, but also the rational allocation of power, structural design of products, and prioritization of functions. In various technologies, Dajiang is also looking for the best balance.

In fact, Dajiang, which has firmly seized the market for consumer-grade drones, is also facing a slowdown in performance growth. Relevant persons in Dajiang told reporters that as an unlisted private enterprise, Dajiang has no detailed operational data for disclosure, but in 2017, overall revenue of Dajiang increased by 80% compared with 2016.

According to data released by Dajiang in recent years, sales in 2017 increased by 22.5 times compared with 2013. From 2014 to 2015, the growth rate was 300% and 100% respectively. From 2016 to 2017, the growth rate was 65% and 80%. It seems that the consumer drone market has basically experienced an explosive growth period.

Industry drones are promising

"I didn't hold back on the day of layoffs. At that time, the zero-strategy was very simple. I hope to be able to compete against Dajiang in the consumer-grade (unmanned aerial vehicle) field, but it needs 100% energy to fight against Xinjiang. We hope too much in consumer and Dajiang. It is possible to fight against the courts, at least to rule the river. At this time, we have irrationally invested a lot of manpower, and it has not been able to grow. But on the other hand, we need to make money at the consumer level, we have made products, but we ignore them. The market acceptance.” On the last day of 2016, the zero-degree layoffs of consumer-grade drones caused a sudden drop in the industry, which caused the industry to shake. Previously, this company was considered to be one of the strongest rivals in Xinjiang, more than a year ago. In the past, Zero founder Yang Jianjun began to reflect on himself when he was interviewed by the media.

At that time, Zero hoped to sell at least 200,000 machines, but at the end of the day, the cost was not recovered, resulting in zero cash flow pressure. After the layoffs, the company began to adjust the business direction at zero, and put the vision into the direction of police security, border defense, inspection and other industries.

It is also Yifei Airlines, the drone company that received the investment from Xu Xiaoping, a real fund, once stood on the edge of the cliff and laid off more than 70 people, involving multiple departments. Insiders of Yihang told reporters that Yihang has not laid out the consumer entertainment field just like other manufacturers. It has already adjusted its business direction and focus, and paid more attention to the industry drones. For example, the application of the drone command and dispatch system in smart city management, as well as the industry drone service in the field of power line inspection, public security, traffic management and so on.

In 2014 and 2015 of the drone fire, Yihang also released two consumer-grade drones, namely ghostdrone 1.0 and ghostdrone 2.0, but it was exploding with problems such as frequent product quality problems, high repair rate and shortage of funds. . The above-mentioned people told reporters that Yihang, which has adjusted its strategic direction, has already made a profit. Half of the sales of consumer-grade UAVs are from exports, and industrial-grade UAVs are mainly for domestic use.

On January 25th, the reporter entered “Yihang UAV” on Taobao platform. There were only 2 shops with the highest monthly sales volume, and 48 shops with the highest sales volume of zero-degree drones. In the Jingdong platform where both companies have official flagship stores, they cannot see the sales volume of the products. However, from the evaluation point of view, there are only two evaluations of the Yihang UAV, and there are 1,714 zero-degree drone evaluations. The number of evaluations of the machine is 8225.

Capital market is more cautious

"Consumer drones have been in the blue sea, but the products are not doing well and the energy consumption required for the products is too much. It is a problem faced by drone companies. There are many factors to be considered in investing in the drone industry, brands, market size, Product positioning, regulatory environment, etc. If a company can make a lot of products than Dajiang cattle, it will consider investing, otherwise it will not be necessary." Panda Capital Partner Mao Shengbo told reporters.

A person in charge of a flying club in Shanghai told reporters that users have a certain degree of freshness for new products, and the new period has passed the regulatory policy, and the drone market has not been as hot as before.

The regulatory policy refers to the “Regulations on the Registration and Management of the Real-name System of Civil Unmanned Aerial Vehicles” officially implemented in June 2017, involving the Air Traffic Control Committee, the Civil Aviation Administration, the Ministry of Industry and Information Technology, the Public Security Bureau and other departments, and the sales of drones in recent years. A clear regulatory requirement has been made, and the requirement of a real name of more than 250 grams is considered to be the first step to put an end to the "black fly." Affected by the above regulations, sales in Dajiang were once affected and fell.

From December 2017, the General Aviation Branch of China Air Transport Association released the "Report on the Development of Civil UAVs in 2017-2018". After the rapid development of the previous three years, the domestic consumer-grade aerial drones were due to technological development, usage scenarios and markets. Factors such as fixed pattern have temporarily entered a period of slow development.

Li Yibo, director of the Institute of Drones at Shenyang Aerospace University, told reporters that in addition to the monopoly of the consumer-grade drone market, over-regulation is another industry bottleneck. When an industry is still in its infancy, the so-called regulation and Standards may obliterate the development of an industry. In addition, the industrial drone market has not yet been cultivated. For example, applications such as plant protection are in a state of market chaos, and many manufacturers compete in disorder. The drone industry still needs big waves.

Dajiang responded to reporters. The biggest factor restricting the development of the drone market is unbreakable technology and unborn products. The civil drone is still a fresh technology product, and it is an emerging technology platform. I believe there will be future Perfect laws and regulations make drones "have laws to follow." Yihang said that the consumer-grade drones are not "not working", but step by step, step by step.

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