Editor's note: The popularity of the drone market has shown a downward trend in December last year. Except for Dajiang, many companies have experienced layoffs. Zero-intelligent control confirmed that the company's personnel have been adjusted. The actual number of employees is 134, accounting for about 134 people. 25% of the total number of employees. The development of the consumer drone market is close to the ceiling. The industrial and military drone market is a market segment of future potential. The analysis of the drone market in this paper deserves everyone's attention.
February 20th news, in recent months, the news of the continuous layoffs of drone manufacturers, people can not help but start to question the development direction and development prospects of the drone industry. After a brief outbreak of the industry, it ushered in a reshuffle and scale reduction.
Layoffs are sweeping
The news of the layoffs of several drone manufacturers at home and abroad has been repeated one after another, and the capital market's investment in drones is also slowing down.
From December last year to January this year, news of layoffs by several drone manufacturers at home and abroad poured cold water on the drone market. In December 2016, the intelligent drone company Yihang was exposed to layoffs. Xiong Yifang, co-founder and chief marketing officer of Yihang Airlines, said that the number of employees leaving the company was about 70, accounting for 20% of the total number of employees.
The second-largest drone manufacturer in China is followed by zero-degree intelligence control. Zero-Intelligent Controls, which started with professional-grade drones, has entered the consumer-grade UAV field since 2015. Its first pocket drone DOBBY is considered by the industry to be one of the most watched drones in 2016. In September 2016, Zero Intelligence announced that it had received RMB 150 million B round of financing. However, on the first day of 2017, Zero Intelligence confirmed that the company's personnel had been adjusted, and the actual number of employees was 134, accounting for about 25% of the total number of employees.
Under the premise of limited market size, almost all the flashlights in the domestic drone market are focused on the Dajiang family. After several years of development, whether it is technological innovation, product design, supply channels, market reputation, or product line types, including consumer-grade, quasi-professional, and industry-level drones, they are at the forefront of the industry. In this case, the space left for other drone companies is very limited.
As a unicorn in the drone market, Dajiang seems to be beautiful, but its performance is not satisfactory, and the prospects are not optimistic. The drone market's third quarter 2016 tracking report pointed out that the market share of Dajiang declined for the first time. According to reports, although the sales of Dajiang last year have increased, profits have declined.
In foreign countries, unfavorable news has also come one after another. British media reported that GoPro plans to lay off 200 people, accounting for 15% of the total number of employees. According to reports, GoPro has been losing money in 2016.
On January 11, 2017, French technology company Parrot released its quarterly results forecast, revealing that its drone business generated lower than expected revenue in the quarter, announced that it had negotiated with employee representatives and will abolish drone business unit 290 The number of employees is about 34% of the total number of employees. On January 12th, American drone manufacturing company Lily RoboTIcs announced that it had closed down.
In 2015, it was called the first year of drones. At that time, drones were hailed as the most promising terminal market after smart phones. Many well-known manufacturers around the world, such as Intel, Qualcomm, Xiaomi, Tencent, Jingdong, etc. Human machine field. The rapid development of the industry has also attracted the pursuit of capital. But by 2016, this trend has begun to slow down, and by 2017 it has not seen signs of improvement.
Under the prevailing crisis
The consumer drone market is limited in size and has formed a monopoly. Security issues have also become an important constraint.
When it comes to drones, it can't get around the company of Dajiang. Its appearance reduces the cost and use threshold of drones, and really pushes drones into the huge personal consumer market, so that "everyone can fly" That is, flying has become a reality, and Dajiang has also developed into a dominant hegemon in the field of drones.
However, drones are not mobile phones after all, and the market size is limited. Ji Zheng, the founder of Longmai drone, learned the model from the age of 6. At the age of 20, he won the National Model Open RC helicopter group and was a professional athlete of the Chinese National Model Team. He told reporters that the first batch of drones were the first hobbyists and belonged to professionals. Most of them are now employed in aerial photography companies, agriculture and forestry plant protection, or in R&D work. About 10,000 people, plus consumers who have been trained in the market, range in size from 200,000 to 300,000. UAVs are not a necessity in daily life, and their functions are relatively simple, which undoubtedly limits the expansion of the consumer drone market.
The governmentâ€™s â€œno-flying orderâ€ is a shackle for the development of the drone industry. Recently, UAVs have invaded the airport and incidents affecting flight safety have occurred. Due to safety considerations, many places have set limits on the flying height and range of the drone. For example, Beijing explicitly prohibits drones from taking off within the Sixth Ring. Some netizens even said that the drone will eventually "born in aerial photography and die in a disaster."
Under the premise of limited market size, almost all the flashlights in the domestic drone market are focused on the Dajiang family. Ji Zheng said that whether it is technological innovation, product design, supply channels and even market reputation, Dajiang has actually formed an absolute monopoly on the consumer-grade UAV market. â€œAfter several years of development, Dajiang has a wide range of product lines. The consumer, quasi-professional and industrial-grade UAVs are complete and unparalleled in the industry. In this case, left to other drones. The space for enterprises to play is very limited." Ji Zheng said.
Insufficient quality training for consumers also poses hidden dangers for the development of the drone industry. Zhao Yunchao, the chief designer of the multi-rotor drones of the Third Research Institute of China Aerospace Science and Industry Corporation, told reporters that drones belong to the aircraft and were used in the 1990s as cruise missiles, rockets, satellites and other aircraft. Military equipment. Nowadays, drones with smaller and smaller sizes are gradually becoming civilian. So many consumer customers regard it as a toy. They dare to take off without knowing the flight skills and do not understand the working principle, and sometimes even in the crowd. Flying in dense or sensitive areas, resulting in an accident.
At the same time, there is a huge talent gap in the professional operation field. "The market does not lack the low-end flying hand that can only push the throttle to take off the drone. What is lacking is the ability to operate the drone, save the aircraft in case of emergency, and repair it when the aircraft fails or is damaged. The comprehensive talent of the aircraft." Zhao Yunchao said.
The rapid development of the industry in the past two years has brought about capital chasing, and many drone companies have blindly expanded their scale. But it turns out that expanding the number of employees does not bring enough influential products, but it increases the burden on drone manufacturers. Yang Jianjun, the CEO of Zero Intelligence, said that the reason for the layoffs is that the number of employees has increased sharply in the past year, the management radius has exceeded the scope of capabilities, and layoffs are also due to the company's operating costs.
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