After a hiatus of two years, drone manufacturing giant DJI has made a strategic return to Hong Kong’s bustling shopping district of Tsim Sha Tsui. The move comes as part of the brand’s structural adjustments in response to evolving market needs.
This return signifies DJI’s robust confidence in the potential of the Hong Kong market, as well as a reaffirmation of the pivotal role of physical retail for its business operations in the region. DJI aims to leverage the physical retail space to enhance the product experience and customer service it offers, as stated by a DJI spokesperson in a conversation with the South China Morning Post.
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The new retail outlet, nestled in Park Lane, is the result of a collaboration with Hasselblad, the esteemed Swedish camera manufacturer, a company in which DJI holds a majority stake. The innovative store spans two floors. The ground floor hosts an array of DJI’s flagship offerings, such as Mavic 3 Pro, RS 3 Mini, Osmo Action 3, DJI Mic, and Hasselblad’s advanced video equipment. The first floor, on the other hand, is dedicated to product experiences and flight test sessions, along with a Hasselblad master exhibition.
Both DJI and Hasselblad are determined to transform the concept store into an engaging space where consumers can freely interact and experience the products. The goal is to encourage a win-win cooperation between the brands and their consumers. The store will facilitate sharing of aerial photography technology and culture, drone test flights, handheld video products, and host offline gatherings. This aims to deepen user engagement and bring cutting-edge technology experiences to life for consumers.
In 2021, DJI had closed its flagship store in Hong Kong due to the challenging retail environment brought on by the pandemic. A spokeswoman explained to SCMP that the closure was a necessary measure to align the company’s operations with the shifting market needs.
Around the same time, the Hong Kong authorities proposed stringent regulations on drone operations to the Legislative Council. These regulations required all small unmanned aircraft weighing over 250 grams to be registered with the Civil Aviation Department. However, DJI has refuted any correlation between the proposed regulations and its temporary withdrawal from the Hong Kong market. DJI’s return to Hong Kong’s physical retail scene signals a promising future for the drone market in the region.
This news was first reported on Marketing Interactive.
