But for some entrepreneurs, God seems to have forgotten him, the door is locked, and the window is forgotten. For example, drone rookie manufacturers unlimited.
We do not know how many ordinary consumers have heard of this start-up company, but for the drone industry, Zero-Unlimited launched the self-portrait drone Hover Camera in April this year for its compact and controversial body design. Emphasizing the concept of safe self-portraits really attracted the attention of many drone players and people in the industry. Coupled with the high face value of the founder Wang Mengqiu, Stanford's gorgeous background, daily upward help, and consumer-grade self-portrait market's vast expectations ... immediately detonated public opinion and circle of friends.
The media always hopes to find the small people who can overcome the giants. In the drone industry, giants only have one innovation. As a result, the words “Dangjiu myths shattered, subversion of big Xinjiang, self-portrait drones overtaking, rolling over Xinjiang†continued to appear in various reports. After the small people picked up by the media one by one fell down, or the giants still stood there, the Hover Camera that appeared at that time might have satisfied this demand.
After half a year, the Hover Camera was officially released. Here, we no longer like other technology products, through the product parameters to marvel or despise, just like the founder Wang Mengqi did not mention any product parameters at the conference site. We only need to see the bitterness of the infinite pricing strategy of Hover Camera to understand that this will be the last back-to-back battle for this startup team.
The conference announced the sale price of 3999, the night announced a reduction of 1,000, double 11 promotional price of 2999 yuan. We all know that there is a price reduction of 25% on that day, which means what this means for new products.
Even the brand new title “With the drone†symbolizes the distinction between “self-driving drones and aerial dronesâ€. When the Hover Camera was first released, the concept of “self-timer drone†was used. Consumers are finicky and stubborn. At the time of sale, they temporarily abandon the concept of products that consumers already know and accept, and launch a brand-new habit of use, which has to be described as a tragic feat.
The problem with Hover Camera is that its founding team's level of success is outstanding, and its advertising creatives and copywriting are also first-class in the industry. The choice of TV media for product preheating is far better than its peers, but it is only necessary at the press conference. When he took out products and set out the parameters to gain applause, founder Wang Mengqiu chose silence.
If the silence of the press conference is attributed to the release of the Mavic Pro, then after winning 160 million VCs, it will take nearly half a year to release a track that can only be used to “safely†overview all performance. Man-machine, it is difficult to explain with external factors.
Such a pricing strategy, with only a safe selling point, can Hover Camera's back-to-back fight usher in the dawn of dawn?
1, the market
This year was an extremely lively year in the drone field. It was released in May by Dobby. In September, Yuneec released Breeze, Gopro released a folding machine Karma, and Dajiang released a folding machine Mavic. In early October, Tencent started booking.
From the perspective of the product's pricing strategy and the main selling point, Hover Camera did not comply with the media's call for any of Dajiang's drone products. Instead, they chose to compete with the giant's like-zero Dobby.
According to the sales statistics of Tmall, the drone market of more than 2,000 yuan can be sold to more than 100 units a month, and only one in Xinjiang. In addition to Dobby, a self-driving drone that can be put into a pocket. Dobby landed on Tmall in July of this year. After it was listed, it obtained a monthly sales of over 100, and cast off subjective biases. From the perspective of sales figures, it is indeed worthy of respect and respect.
In the self-portrait drone market, Hover Camera can grab the torch of the Dobby predecessors and open up an emerging market on the borders of Dajiang. Presumably, the traditional flight control factory zero will not be a happy handover.
2, timing
In any market competition, a company cannot rely solely on a good product in a concept to be successful. In addition to good products, market competition also includes comprehensive factors such as speed, timing, marketing capabilities, channel status, and manufacturing capabilities. In such a highly competitive drone market, Hover Camera's potential is very thin and single-minded.
Faced with the only low-altitude self-driving drone market that was not completely occupied by Dajiang, Hover Camera, which was later than the zero Dobby, was difficult to win. Moreover, under the premise of not losing aerial performance, Royal Mavic Pro successfully harvested this market.
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