DJI cameras sold 80 million yuan worth in a month and were snapped up by Xiaohongshu girls until out of stock | Focus analysis

Text by | Hu Yiting

Edited by | Yuan Silai

DJI might be one of the few consumer electronics that have gained popularity on Xiaohongshu.

Over a year after its release, the DJI Pocket 3 still requires users to wait for the right time to snap it up.

Social media platforms led by Xiaohongshu have sparked this frenzy. Ordinary users record their daily usage through videos and pictures, becoming the main force in promotion. To date, the relevant keywords of Pocket 3 on Xiaohongshu have been viewed over 1.2 billion times, with over 680,000 notes and over 8 million discussions in total.

Data from Magic Mirror Insight shows that the sales of the Pocket 3 in DJI's official Tmall flagship store in November 2024 nearly tripled compared to the previous month, approaching 80 million yuan. Before August, its monthly sales were stable between 10 million and 20 million yuan.

In fact, the DJI Pocket 3 was first launched on October 25, 2023. The official website shows that the standard version of the Pocket 3, including the camera body, protective case, and handle, is priced at 3,499 yuan. As of the end of February 2025, the official website is still in a state of out - of - stock pre - sale and limited purchase. Even the all - in - one package with a 1,000 - yuan premium is out of stock.

Despite the sharp increase in sales, the supply is still insufficient. On social platforms, there have even been individuals offering the device for rent at a fee. Excluding the deposit, the daily rent ranges from dozens of yuan, and there are already over 20,000 relevant note posts.

The Pocket 3 has struck gold. Due to the difficulty in obtaining one and its relatively high price, netizens have jokingly called it the "electronic Moutai". This seems to contradict the current perception of an economic downturn and sluggish consumption, but factors such as the product itself and changes in the main consumers of cameras have contributed to its becoming a phenomenon - level product.

Performance Upgrade and Closer to Female Users

The DJI Pocket series of cameras are typical niche products. They differ from professional cameras and action cameras in terms of operation experience, price, and target audience.

The Pocket series has always been known for its small size and portability. Both the Pocket 2 and 3 weigh less than 200 grams. Compared with professional cameras, they can be directly put into a pocket and used immediately. This means it is more inclusive of different user groups and usage scenarios, laying the foundation for improving market penetration.

DJI Pocket 3, Image source: Company

Its configuration focuses on shooting dynamic and low - light scenes. The sensor of the Pocket 3 has been upgraded from 1/1.7 inches to 1 inch. Coupled with an f/2.0 large aperture and a 20mm equivalent focal length lens, it can be used in complex lighting environments such as concerts and night scenes.

Due to its small size and handheld operation, the gimbal performance of the Pocket series has attracted much attention. The Pocket 3 has upgraded its three - axis mechanical gimbal system again, expanding the controllable rotation range. With a rotation panning effect of 180 degrees per second, it can keep the picture more stable even during intense movement.

Continuous improvement of basic performance such as image quality and shooting stability is the mainstream direction of camera product iteration. What really makes the product "stand out" is the lowering of the usage threshold, no longer only focusing on the experience of professional photographers.

To reduce the burden of use and post - processing, the Pocket 3 has iterated on its intelligent functions. Its Intelligent Tracking 6.0 system has added a pre - composition mode. Users only need to place the subject in the center of the frame to achieve automatic focus tracking and composition optimization.

In terms of operational convenience, the Pocket 3 can be quickly turned on and off by rotating the screen. Without purchasing the all - in - one handle, it can be directly connected to a mobile phone for quick material transfer, editing, and sharing.

On social media platforms such as Xiaohongshu, due to the upgrade of the beauty function, the billions of views of the Pocket 3 are mainly contributed by female users. Currently, female users' pursuit of beauty is no longer just the simple overlay of old - fashioned filters. Instead, it is more about improving the stretching distortion caused by the lens, the lack of light, and the facial state in multi - angle shooting.

Taking the demand for mobile phone beauty as an example, data from market research firm Counterpoint Research shows that in the decision - making process of mobile phone purchases, the attention of female users to mobile phones with excellent beauty functions has increased from about 40% in 2022 to nearly 60% in 2024.

Cameras are better than mobile phones in presenting the texture of portraits and providing more room for post - adjustment, which is one of the reasons for attracting female users. The Pocket 3 also targeted this demand when it was launched. Its Intelligent Beauty 2.0 provides multiple beauty options. Users can turn on the beauty mode switch on the device and download materials through the DJI Mimo app for automatic beautification. According to netizens' reviews, the beauty function of the Pocket 3 is comparable to that of cameras and mobile phones in restoring and beautifying people.

Netizen review, Image source: Xiaohongshu

While iterating on the functions of the previous generation of products, the Pocket 3 has continuously lowered the usage threshold and attracted female users with increasing spending power on digital products, resulting in higher sales than products of the same period.

Adapting to Market Choices

With the popularity of the Vlog recording form, camera products have rejuvenated under the offensive of mobile phone manufacturers, and the DJI Pocket 3 has also benefited from this trend.

Established camera manufacturers have all felt the growth momentum and its incentives and have launched corresponding products one after another.

Hideki Ozawa, the Chairman and CEO of Canon (China) Co., Ltd., once said, "In 2023, the overall sales of digital cameras increased by 25% compared with the previous year. The sales of mirrorless cameras, which played a driving role, increased by 31%. In 2024, the sales growth of mirrorless cameras is expected to reach about 35%, and the overall sales growth rate of digital cameras is also expected to exceed 30%."

According to foreign media reports, in 2023, when cameras in countries such as Europe, the United States, and Japan were gradually replaced by smartphones, China was the only major market with growth. In response, camera giants such as Canon, Sony, and Nikon have launched new products suitable for content creation such as live - streaming and Vlog short - videos and cooperated with e - commerce platforms. As a result, Vlog cameras have become a popular choice for ordinary consumers.

The DJI Pocket 3 has also entered the Vlog recording scenario. On Xiaohongshu, there are over 80,000 creative notes about the "Vlog magic weapon Pocket 3", including content such as travel, daily life, and reviews.

Daily shooting with Pocket 3, Image source: Official website

The Vlog has been around for some time. Glamorous internet celebrities or stars use it to show their lives. When manufacturers take the opportunity to lower the threshold and target ordinary users, the meaning of Vlogs in ordinary people's lives and the reflection on devices "gathering dust" have become an anti - consumerist trend.

However, camera manufacturers have no other choice. The sales and attention of Vlog cameras far exceed those of professional equipment, so they have to invest to resist the trend of being replaced by smartphones.

Facing this situation, DJI has opened up the market for handheld consumer - grade devices through the Pocket series. In terms of pricing, the Pocket 3 targets the middle price range between action cameras and digital cameras, forcing consumers to establish a new price system when making a purchase.

Currently, action camera brands on the market include DJI Osmo Action, Insta360, and GoPro. The prices of their products range from 2,000 to 3,000 yuan, and they are mostly suitable for outdoor enthusiasts such as skiers and cyclists. Digital cameras suitable for Vlog shooting, such as the Sony ZV - E10, Canon EOS R50, and Nikon Z30, have an average price of 4,000 yuan or more and have a certain learning curve.

The official price of the standard version of the Pocket 3 is 3,499 yuan. It does not reach the price range of digital cameras, and at the same time, it has a wider range of applicable scenarios than action cameras, making it a unique choice in terms of price.

As a camera product launched over a year ago, the popularity of the Pocket 3 is sufficient proof that even in a period of sluggish consumption, entertainment products still have enough room for imagination. Of course, the biggest test lies in investing without being influenced by the external environment after knowing what is the right thing to do, until crossing the threshold of becoming a blockbuster product.