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DJI draws controversy as 11.11 shopping festival discounts cut prices by over1,000 yuan
DJI faced backlash during China’s 11.11 shopping festival after announcing significant price cuts on products, exceeding RMB 1,000. Discounts included RMB 700 off the Osmo Pocket 3, RMB 1,478 off the Mini 4 Pro drone, and RMB 1,129 off the Action 4 camera, disappointing customers who had recently made purchases. DJI offers a price protection policy for online buyers to address complaints.
Key points
- DJI launched discounts during China's 11.11 shopping festival.
- Prices slashed over RMB 1,000 on several products, e.g., Osmo Pocket 3 - RMB 700, Mini 4 Pro - RMB 1,478, Action 4 - RMB 1,129.
- Customer dissatisfaction arose from recent buyers feeling cheated by sudden price drops.
- DJI stated a '7-day price protection + 30-day no-reason return' policy for online purchases.
- Offline price protection varies; some stores are in talks for compensation.
Why it matters
- The incident reflects ongoing consumer sensitivity to pricing and brand loyalty, which is a significant trend in 2025 IT.
- Price fluctuations during peak shopping events have become a critical focus for consumer electronics, influencing purchasing decisions.
- DJI's approach highlights the importance of customer service and return policies in maintaining brand reputation.
DJI's significant price cuts during a major shopping event have stirred customer dissatisfaction but demonstrate the company's attempt to attract business while navigating the complexities of consumer sentiment and product pricing.