- DJI is expanding into home robotics with its robot vacuum cleaner.
- The product targets tech-savvy consumers looking for advanced cleaning solutions.
- Initial market reception and user feedback will shape future developments in DJI's robotic lineup.
Before the Launch: Drones and Cleaning Robots
Previously, I posted two videos about DJI's products, and many friends asked me why they haven't been launched yet for 6.18. What’s going on?
A friend shared some images of a DJI robot vacuum with a transparent shell. Several people who have seen the real machine told me it looks very similar to Roborock P20, both in functionality and design.
If this is true, it could be quite awkward—was one company inspired by the other?
Here are some unverified supply chain details:
- The first order placed by DJI was for 200,000 units. At a cost of $2,000 per unit, that would amount to approximately $400 million. If sales don’t go well, it could be a significant loss. My friend suggested we underestimated DJI; they are not short on funds.
- The current product still has some issues and doesn't meet the standards for DJI's launch criteria, so 618 was skipped. I wonder what will happen to the first batch of products? Should they be reworked or scrapped? We small companies often lack experience...
If it’s for the Double Eleven event, pre-launch promotions should start in July or August. So theoretically, we might see them soon. If they don’t launch by then, their design and features could fall behind market trends, making a 2023 launch unnecessary.
- It is rumored that DJI has upgraded its robot vacuum project to a dedicated business unit, with Wang Tao personally overseeing it. Currently, there are about 200 people directly working on the project, with an additional 8-900 collaborating, and annual salaries amounting to several hundred million dollars.
- At this stage, whether DJI launches or not won’t significantly impact the industry. DJI cannot expect their current product alone to outcompete Roborock, Ecovacs, Dreame, Narwal, Aiper Intelligent, Beatbot Innovation, WYBOT Technology, Ninebot, Wildland, Husqvarna, Positec, Mammotion, LD Robot, Kingclean, Mojie, Deerma, Uwant, Puppy, iLife, Smartmi, Picea, 3i, Laifen, and DJI itself. A more practical approach would be to release the first version, then iterate two or three generations based on market feedback, giving them a chance to surpass current market leaders. Without large-scale market validation, it is very difficult for any product to become an instant hit.
- The cleaning appliance industry is truly a black hole for giants. Whether it's Midea, Haier, Anker, or DJI, none of these companies can gain much advantage in this sector. Traditional methods and frameworks seem to be ineffective. Only the market can validate products.
- Cleaning appliances are not a profitable industry. Every time an industry giant claims cleaning appliances as a strategic direction and commits significant resources, I feel anxious. The giants may not make money themselves but will certainly ensure that the entire industry doesn’t profit...
I’ll keep my fingers crossed for DJI’s product in July.