DJI responds to sweeping cuts in ‘Long March’ reforms article

DJI just issued an official response to the Reuters article that reported on the sweeping cuts as part of the ‘Long March' reforms that are taking place within the global DJI organization. See below.

DJI responds to sweeping cuts in ‘Long March' reforms article

DJI just emailed us their official response to the Reuters article that appeared in the NY Times earlier this morning about the sweeping cuts and the ‘Long March' reforms that are currently taking place within the dronemaker's organization.

Here it is:

A story from the Reuters agency has created some inaccurate impressions of how DJI has faced this year's challenging business environment. It includes false claims about staffing changes and employee assignments in several departments. In truth, DJI has made some important structural changes and our business is thriving, as both personal and professional customers around the world are embracing drones in an era of social distancing.

DJI has grown rapidly since our founding as a parts supplier for remote-controlled aircraft hobbyists in 2006. Today we employ 14,000 people around the world with full product lines in consumer, enterprise and agricultural drones, as well as handheld products, educational robots and other advanced technology.

Our structure grew organically, and in 2019, we realized it had become unwieldy and inefficient. We understood we had to implement a more strategic approach to reset our expectations, reorganize ourselves and make sure we matched required tasks and demand from the market with the skill sets of our workforce. We looked closely at how to make our operations more efficient and effective while sharpening our focus on innovation.

Dji Responds To Sweeping Cuts In 'Long March' Reforms Article 1

When the pandemic struck our operations at the start of 2020, we put this strategy into effect and made difficult decisions to realign talent so we could continue to achieve our business goals during challenging times. We also reorganized our distribution network so we could add new partners who can help us reach new customers, ensuring the entire market continues to grow.

Reforming procedures, rethinking our teams and rebuilding our operations took a toll on our people, but set us on a successful path forward. While the pandemic took a huge hit on businesses and economies around the globe, DJI was able to manage the changes and become a resource for people, businesses and governments to respond to the pandemic. Drones were used to ensure people follow public health directives, deliver medical supplies while avoiding close contact, plan temporary hospitals and testing sites, and perform critical work remotely.

At the same time, as the world has been forced to isolate and distance itself, we have seen people embrace the creative and world-opening possibilities of all our products – not just our drones, but our handheld systems that turn everyone into a creator. The highly anticipated Mavic Air 2 drone has also been an enormous success since it launched this April.

As a matter of policy, DJI does not discuss its financial performance or personnel decisions, so we are unable to respond to some details in the story. DJI continues to hire for new positions and remains a highly regarded employer for the dynamic talent pool in Shenzhen, . DJI has always moved colleagues from China to other and vice versa in order to strengthen our global knowledge, improve collaboration and help our employees achieve their full potential. This means we have German, French, American and other non-Chinese colleagues leading teams at our headquarters, as well as Chinese colleagues working in our regional offices around the world.

Our efforts to streamline and realign operations this year have not been easy, but they have positioned DJI to stay focused on our core strength of technical innovation. As the global leader in , we remain committed to developing new and powerful tools for the world.

Let us know what you think about DJI's response to the sweeping cuts in ‘Long March' reforms article from Reuters in the comments below.

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Haye Kesteloo
Haye Kesteloo

Haye Kesteloo is the Editor in Chief and Founder of, where he covers all drone-related news, DJI rumors and writes drone reviews, and, for all news related to electric vehicles. He is also a co-host of the PiXL Drone Show on YouTube and other podcast platforms. Haye can be reached at haye @ or @hayekesteloo.

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