Summary of Key Points
Shenzhen-based companies DJI and Yi Shi were initially competing in the smart imaging sector in separate areas (DJI focusing on drones and handheld gimbal systems, while Yi Shi specialized in panoramic cameras). However, starting from 2025, they have begun to cross over into each other’s markets, with their products becoming increasingly similar in terms of specifications, pricing, and target audience. They have also engaged in patent disputes. Despite these similarities, the two companies have stark differences in their fundamental DNA: DJI has a “technology-driven” approach, while Yi Shi emphasizes a “user-centric” philosophy. In the short term, competition may revolve around product prices; in the long run, success could depend on which company’s corporate culture is more unique and harder to replicate. This battle not only highlights the competitive landscape within the hardware industry but also serves as a reminder: when products become similar, true competitiveness lies in the culture.
I. Why Are the Products Becoming More Similar? – From Divergent Development to Converging Paths
In the early stages, DJI and Yi Shi did not compete directly. DJI established itself with drones (holding 70% of the global market share) and handheld gimbal systems (with over ten million Osmo Pocket units sold), while Yi Shi dominated the niche outdoor photography market with its panoramic cameras (accounting for 60% of the global share). But in 2025, both companies began to mimic each other’s strategies: Yi Shi launched a panoramic drone (Ying Ling A1) to challenge DJI’s core business, and DJI responded by introducing a 360-degree panoramic camera. This led to a series of price wars, talent poaching, and patent litigation.
Why has this happened? The smart imaging sector has entered a period of technological convergence. Similarities in components such as chips and sensors have reduced the ability to differentiate products through sheer specifications or design. For example, gimbal stabilization technology, once a DJI exclusive, is now also available from Yi Shi; Yi Shi’s advancements in panoramic stitching algorithms have been matched by DJI. As a result, both companies are forced to compete for the same markets, leading to more similar products.
II. Founders with 11 Years in Age Difference, Dramatic Corporate Cultures
The fundamental differences between the two companies stem from their founders’ personalities:
- Wang Tao (DJI): A Tech Enthusiast with a Focused Approach
Wang Tao comes from a technical background and dedicated all his resources to research and development since founding DJI, investing 15% of annual revenue in R&D (similar to Huawei’s approach). He holds over 38,000 patents and is known for being reclusive, focusing on cutting-edge technology. His management style emphasizes excellence in every detail—e.g., creating dedicated chip-related positions and refining algorithms across various fields.
- Liu Jingkang (Yi Shi): A Tech Geek with a Flexible Approach
Born in the 1990s, Liu Jingkang has an internet-oriented mindset and focuses on understanding user needs. He solved outdoor photography challenges with dual-lens panoramic cameras and now uses AI to enhance the shooting experience. His management style is more public, with frequent social media appearances and generous rewards (such as cash and gifts) to encourage experimentation within the team. However, his company has faced setbacks recently, including a 50% drop in first-quarter net profit due to issues with newly launched products labeled incorrectly under government subsidies, causing its stock price to plummet from 377 yuan to 150 yuan.
In summary, DJI represents a traditional, meticulous approach, while Yi Shi embodies a more innovative and adaptable spirit.
III. The Power of Corporate Culture Over Product Specifications
Ren Zhengfei of Huawei once said, “Resources will eventually deplete, but culture endures.” The cultural differences between DJI and Yi Shi determine their long-term competitiveness:
- DJI’s Culture: Aggressive and Technology-Driven
DJI’s culture emphasizes integrity and aggressive innovation, which has helped it pioneer new markets (e.g., drones) through comprehensive in-house development. However, this approach also brings challenges, such as balancing efficiency. Wang Tao is working to improve management effectiveness from 65% to 70%.
- Yi Shi’s Culture: Bold Thinking and User-Focused
Yi Shi focuses on bold innovation and understanding user needs, targeting niche markets (e.g., panoramic photography for video creators). While this strategy has been successful, it also exposes weaknesses, such as weaker underlying technology and supply chain management.
In the long run, the company that can maintain its cultural strengths while addressing its shortcomings will have a competitive advantage. For example, DJI needs to become more flexible, while Yi Shi must strengthen its technical capabilities and supply chain management.
IV. Lessons for the Hardware Industry
The smartphone industry has shown that when hardware specifications are similar, competition hinges on ecosystem (e.g., Apple’s iOS) and organizational strength (e.g., Huawei’s R&D). The battle between DJI and Yi Shi highlights the importance of unique corporate cultures:
- Avoid Focusing Only on Specifications
These can be easily replicated.
- Cultural Strengths Matter
DJI’s technical prowess and Yi Shi’s user-centric approach are key differentiators.
- Find Your Unique Value
Companies should identify what sets them apart—whether through deep technical expertise or a deep understanding of user needs.
In conclusion, the competition between DJI and Yi Shi reflects two distinct entrepreneurial philosophies: technology-driven vs. user-centered. The winner will be the one that can maximize its cultural advantages and overcome its weaknesses. This is a lesson for all hardware companies in an era of homogenization.