“No-Price” Marketing from DJI


DJI has proved themselves time and time again to be one of the most robust multirotor manufacturers out there, if not THE best. It’s hard to compete with the sheer quality in the manufacturing. Blowing the competition away, it’s sometimes bewildering to me that they follow a ‘no-price’ formula for their marketing. Don’t get me wrong, I’m a fan of their campaign, and I love the look and feel of their website in that it matches with their product. It’s just, I’m always wondering, why no price ? Why when I visit their product page do I have to go to a lame ‘dealers’ tab to get the amount of money it’s worth?

A non-price competition is a unique kind of marketing strategy that involves never revealing your price but by getting in an edge with special characteristics brought on by your workmanship. A good example of this is how DJI has that unique look, feel, and flight embedded into their products. With the Phantom 2 Vision, they proved with the sleek feel of it that, yes, they are the Apple of drones. This happens to work pretty well with the fact that their major competition is the AR Drone.

The AR Drone can at first be looked at with confidence, until compared to a DJI product that is. It just really feels cheaper. Although I have heard rumors of a Parrot’s (AR drone) props being very resilient too breaking, mostly all of the protection being from the foamie duct protectors around the blades. Yes, a Phantom can easily break a prop if mis-piloted, and I want to assure you now that you probably WILL break a prop. Why worry about it whenever new fail-safe protection for quads, hexes, and octos. Now let’s just try to work on it for tri!

DJI is a chinese company named after Da-Jiang, meaning “Great Territory”, Innovations. They are located just to North of Hong Kong in Shenzhen. Unless you’re flying around Samy Kamkar, then you don’t have any worries flying with DJI. Parrot, which is the French company that first launched the AR.Drone took the world by surprise when they had tablet-rich software that allowed you to control your drone with the tilt sensors on your phone, or tablet. Being significantly lower in price, it’s a very good drone and recently Parrot has even copied DJI with the whole ‘no-price’ marketing scheme.

Many of articles (and even more videos) have been written about comparing the above two drones but really they shouldn’t be analyzed against each other. The Parrot can be a novelty toy of sorts as a DJI product should be looked at as an amateur FPV device with promise to be entry level in the professional aerial photography world. What I did try to point out to you though in this article is the difference in their marketing schemes.

Who am I to critique a Chinese company on how they market? Surely they are smarter than I and they ARE doing better economy wise. Maybe it’s just I that wants to see a price on the page when I’m shopping for a product. Perhaps it’s the American way and the rest of the world doesn’t do that. Whenever I want to find the absolute cheapest price for an item, though, Ebay.com is always one of my first stops, then, ya know.. something like Hobbyking as a close second (faster shipping).

Many are used to seeing price as they shop but DJI has proved that they can be successful marketers without the use of a flashy cheap price. Non-pricing campaigns are becoming increasingly popular since Parrot decided to follow the same model as their competition.