DJI Won the Drone Wars, and Now It’s Paying the Price
China’s flashiest global brand has a 77% share of America’s consumer drone sales. It also has to deal with coronavirus, the trade war, a $150 million fraud scandal, and skeptics in the U.S. and Chinese governments.
Every summer, DJI, the world’s largest drone maker, puts on a competition in Shenzhen called RoboMaster. If amateur robotics warfare isn’t your hobby of choice, you should know that at the event hundreds of university students from China, Japan, the U.S., and elsewhere build robotic vehicles the size of lawn mowers, arm them with plastic bullets, and pit the machines against one another in front of thousands of screaming fans.
The competition was Frank Wang’s idea. For several years, the founder and chief executive officer of DJI (full name: SZ DJI Technology Co.) has attempted to turn RoboMaster into something like a cult that celebrates engineering—and, not incidentally, stokes demand for his company’s products. Along with the event, there’s a TV cartoon, a reality show, a documentary, and a comic book series. Starting last year, DJI began selling a smaller version of a battlebot to consumers as a DIY kit called the RoboMaster S1.