Beginning in 2012, consumer-grade drone products represented by the Dhan Phantom generation machine have entered people's field of vision, and this has brought about a multi-wheeled drone product development and investment boom. From Silicon Valley to New York, many VCs have invested money into drone companies such as the well-known KPCB, Lightspeed Venture Partners, and ff Venture Capital. Not only that, but many giants have joined in and started investing in the drone industry, such as Google, Intel, General Electric, and Qualcomm. Driven by such fiery investment, in 2015, Zano and Lily's cool concept demonstration attracted the global TOP media to report and reprint, but in the end they all ended with the failure of the project.
At the beginning of 2016, the open source-led 3DR announced a large number of layoffs and stopped the consumer drone business. Manager Kalanithi admitted in the internal communication email that "the reason we were defeated is too simple. We have produced too many Solos (3DR The first consumer-grade drone, the competitor quickly adjusted the price, making the drone market quickly become the Red Sea market." So has the consumer drone market really turned into the Red Sea market? The following authors can easily understand the real market structure of consumer drones through 7 pictures.
Consumer drones release timeline (without concept machine)
In December 2012, Dajiang released the world's first truly consumer-grade UAV Phantom 1 generation, which kicked off the development of consumer-grade UAVs, followed by 3DR\Parrot\Zero\Yihang\Yuneec Various manufacturers have invested in R&D and released their own products. Most of the products are still in the second generation, and the Phantom series in Dajiang has been updated to the fourth generation. What is the current market share and sales volume of each brand?
Let us first look at the statistics of the number of unmanned aircraft that the authoritative US FAA applies for quasi-flying. Although this is not the number of terminal sales, it has always been a barometer of the market share of drones recognized by the industry. Market share is highly credible.
FAA application for quasi-flying drone statistics
Source: DRONEII.COM
As of the fourth quarter of 2015, 12 of the top 20 popular models in the US Federal Space Administration (FAA) have passed the application for commercial drones.
According to the statistics in the above figure, among the UAV models that US companies apply to the FAA for quasi-flying, the number of DJIs that have been approved for approval is 90.17% of the total number, which is a big one. Sensefly and 3DR are ranked second and third, but the shares are single digits and are almost negligible.
After reading the authoritative FAA organization statistics, compare the statistics of the UAS registration information of the third-party statistical platform sUAS, the registration of TOP 5, and the professional user registration data at the beginning of January (as of January 19, 2016), Dajiang 1373 ranked first, accounting for 78.8% of the total registered TOP5. 3DR ranked second, accounting for 8.7% of the total TOP5 registration. Although this statistical data is not as authoritative as the FAA official data, it is enough to reflect the market share of mainstream consumer-grade UAVs. Consumer-grade drones are still the largest in DJI. Other drone manufacturers have made up to zero for the first place.
sUAS drone registration information statistics table
Source: sUAS News
After reading the authoritative data from abroad, and then analyzing the most representative sales platform in China - Taobao.com, the following data comes from third-party research institutions (if you are interested, you can open each link statistics yourself, but the workload is quite large) . Figure 4 shows the cumulative sales of various mainstream consumer drones for the 12-week period from March to June 2016. It is not difficult to see from the statistics table that the entry price of 1500-3499 yuan, the sales of Dajiang in the last four weeks accounted for 93%, Manta and zero ranked second and third, the share is in the single digit of 3% and 2%. 3500-6499 yuan price, Dajiang sales accounted for 87%, Parrot accounted for 6%, Yuneec accounted for 5%, the share is single digit. The price of 6500-9000 yuan, the sales of Xinjiang in the last four weeks accounted for 96%, and the price of more than 9,000 yuan was occupied by the Insprie series of Dajiang.
Statistics of mainstream consumer-grade UAV sales in the 12-week period from March to June 2016
Here we give an example of the smartphone market. Apple sells less than Samsung, but profits account for more than 90% of the entire smartphone market, so the sales volume is not enough to directly feedback the market, according to the price of each model. And estimated costs, based on supply chain analysis data provided by industry insiders and the profit margin analysis of the UAV industry in the investment community, the following figure estimates the share relationship between brand sales and gross profit. The result was shocking. The entry price of 1500-3499 yuan, the profit margin of Dajiang in March-June 2016 reached a staggering 92.4%, 3.08% at zero, 1.4% at Manta, and all other brands added up only 2.4%. Compared with the sales share, Dali's gross profit share has increased by a few points, which is related to the marginal effect of cost caused by the large sales volume. The price of 3500-6499 yuan, from March to June 2016, the gross profit ratio of Dajiang was 90.7%, Parrot 4.1%, Yuneec 4%, and the remaining total manufacturers were less than 2%. From 6500 yuan to 9000 yuan, Dajiang's gross profit share is 99%. The price above 9000 yuan is 100%.
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