DJI, Insta360 Lock Horns in Camera Pricing Standoff
00:00/00:00
Listen to this article
1x
Subscribe now
Listen to the full version
Listen to the full version
Photo: VCG
Chinese consumer electronics manufacturers SZ DJI Technology Co. Ltd. and Shenzhen Arashi Vision Co. Ltd., better known as Insta360, have entered a pricing standoff over their latest flagship gimbal cameras, withholding pricing details as they jostle for market share ahead of the midyear “618” shopping festival.
The standoff highlights an escalating rivalry between the two Chinese companies, which have expanded beyond their respective niches to compete head-to-head across multiple consumer imaging sectors.
You've accessed an article available only to subscribers
VIEW OPTIONS
Unlock exclusive discounts with a Caixin group subscription — ideal for teams and organizations.
Save an extra $50. Introductory offer for new readers. Subscribe now.
- RELATED
Share this article
Open WeChat and scan the QR code
- DIGEST HUB
Digest Hub
Back
Explore the story in 30 seconds
- DJI and Insta360 are in a pricing standoff over new gimbal cameras, withholding prices ahead of China’s midyear “618” shopping festival.
- Insta360 postponed its Luna camera launch to June; DJI declined to reveal Pocket 4P pricing. Liu hinted domestic Luna price will be much lower than US price.
- Their rivalry extends beyond cameras: Insta360 entered drones, DJI responded with a cheaper drone. Global gimbal camera shipments surged over 100% in 2025.
AI generated, for reference only
Who’s Who
- SZ DJI Technology Co. Ltd.
- SZ DJI Technology Co. Ltd. is a Chinese consumer electronics manufacturer, known for gimbal cameras (Pocket series) and drones. It leads the global gimbal camera market, using supply chain advantages to undercut rivals. DJI launched the dual-lens Pocket 4P in 2025, competing head-to-head with Insta360 in multiple imaging sectors.
AI generated, for reference only
What Happened When
- 2018：
- DJI pioneered the gimbal camera category with its first-generation Pocket.
- 2020：
- DJI released an iteration of its Pocket gimbal camera.
- 2023：
- DJI released another iteration of its Pocket gimbal camera.
- June 2025：
- Insta360 went public on Shanghai’s STAR Market.
- July 2025：
- Insta360 made its first foray into the consumer drone market.
- December 2025：
- Insta360 released its Antigravity A1 panoramic drone.
- March 2026：
- DJI launched its first panoramic drone, the Avata 360, priced at 2,788 yuan.
- April 2026：
- DJI launched its Pocket 4 gimbal camera with a starting price of 2,999 yuan.
- Mid-May 2026：
- Insta360 founder Liu Jingkang denied rumors about Luna pricing, hinting at a lower domestic price.
- Late May 2026：
- Liu Jingkang stated on social media that the Luna release was delayed from May to June 2026.
- June 2, 2026：
- DJI held a company event and declined to reveal pricing for its Pocket 4P gimbal camera.
- Mid-2026 (618 shopping festival)：
- The pricing standoff between DJI and Insta360 occurred ahead of the '618' shopping festival.
AI generated, for reference only
- MOST POPULAR
Sign in with Google
Sign in with Facebook
Sign in with 财新