After a two-year hiatus, DJI, the leading recreational drone maker worldwide, has returned to Hong Kong with a new store in the bustling Tsim Sha Tsui shopping district. DJI had cited the need to adapt to market changes as the reason for its earlier departure.
DJI's latest venture is a joint operation with Swedish camera producer Hasselblad, a company under DJI's majority ownership.
A DJI spokeswoman stated, “At the current stage, we believe physical retailing is important for our business in Hong Kong, so that we can provide Hong Kong customers with better product experience and services. Our return indicates strong confidence in the Hong Kong market.”
DJI, established in 2006 by Frank Wang Tao, a Hong Kong University of Science and Technology graduate, had previously operated a flagship store in Causeway Bay. This store shut down in 2021 during a challenging retail period brought on by the Covid-19 pandemic.
Around the time of the store's closure, stringent drone regulations were proposed, demanding the registration of all small unmanned aircraft weighing more than 250 grams. However, DJI has refuted that these new rules caused their exit from the Hong Kong market.
Baptist University associate professor Billy Mak Sui-Choi suggested DJI's return could be a strategy to expand its local market presence.
“When it comes to expensive products like drones, people prefer a physical shopping experience where they can try out the products,” he said.
Echoing this sentiment were customers like Arda Yan, a drone photo enthusiast, who relished the convenience of the new store location. Wong Sai-on, a DJI drone owner, appreciated the faster maintenance service offered by the store compared to shipping the product to mainland China. Meanwhile, Wong Man-Yi, a student, praised the immediate availability of products, enabling her to purchase a drone lens for her daily use.
Overall, DJI's triumphant return to Hong Kong signifies its confidence in the physical retail market and its commitment to providing an enhanced product experience for its customers.
Photos courtesy of Sam Tsang / South China Morning Post
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