图片来源：TOPBRAND

品牌名称：大疆创新

chuanglishijian：2006nian

创始人：汪滔

总部地点：深圳

pinpailinian：the future of possible（weilaiwusuobuneng）

公司情况：

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2018niankaishi，dajiangyizaixiaofeijiwurenjilingyubaochichaoyue90%deshichangzhanyouliang。2013nianzhi2017nian，4nianshijianli，yingshoucong8.2yiyilubiaodao175.7yi，2020nianshixianyingshou260yi，dongshihuiyuce，dao2022nian，dajiangdeyingshoukeda1700yi。

市场环境：

2021nianquanqiuminyongwurenjishichangguimodadao1605.48yirenminbi。tongbiqunianzengjia612yiyuan，zengzhang61.61％，suizhexiayouyingyonglingyudebuduankuoda，weilaijiangbaochijixuzengzhang，juzhuanjiayuji2024nianquanqiuminyongwurenjishichangguimojiangdadao4000duoyiyuan。

品牌故事：

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hangzhourenwangtao（frank wang）congxiaojiuxihuanmoxingfeiji。zaikanleyibenguanyuhongsezhishengjimaoxiangushidemanhuashuhou，takaishixiangxiangtiankong，dabufenshijiandouzaiyueduguanyumoxingfeijideshu——zheigeaihaobitapingyongdexuexichengjidaijitagengduoanwei。

1999niangaozhongbiyehou，wangtaokaoruhuadongshifandaxue，xuanzeledianzixixuexi。2003nian，weileshixianzijidemengxiang，wangtaodasandeshihoujiuconghuadongshifandaxuetuixue，jinruxianggangkejidaxuedianziyujisuanjigongchengxi。2005nian，wangtaozhengzaixianggangkejidaxuezhunbeibiyesheji。henshaoyoubenkeshengzijijuedingbiyeshejidefangxiang，dantajuedingyanjiuyaokongzhishengjidefeixingkongzhixitong，tahaizhaolelianggetongxueshuofulaoshitongyitamendeyanjiufangxiang。wangtaoyaojiejuedehexinwenti，zhengshitaxiaoshihouzuiqipande——“nengxuankongbudong，xiangtingjiuting”dezidongxuanting。banniannulihou，tamendedemoshibaile。

bufuqidewangtaojixumeirimeiyediyanjiu，zhongyuzai2006nian1yuezuochulediyigeyangpin。zhihou，wangtaojixuzaixianggangkejidaxuegongduyanjiushengkecheng。tongshi，tahepengyoujizi200wanyuanhegangbizaishenzhenchengliledajiangchuangxingongsi。

2006niandajianggangchenglishi，zaishenzhenlianhuacundeyidongminfangligongzuo。tuandui4mingchengyuanzhong，zhiyouwangtaoyouwurenjijishubeijing。gongsiyanfajinduhenman，shenzhihaizaiceshizhongxianxiezhuangdaoren，zheiranghenduogaocengdouduizheijiagongsishiqulexinxin，ciwai，gezhongyuanyindaozhiyuangongfenfenlizhi，gongsixianrujidadekunjing，jihujieti。zuikunnandeshiqi，wangtaoshoulizhisheng2wankuaiqian。

houlai，suizhewangtaodaoshilizexiangdejiameng，bujindailailezijin，haibatadehenduoxueshengjieshaodaodajiang。bujiu，dajiangshoukuanxiangduichengshudezhishengjifeikongxitongxp3.1shangshi，yinglailefazhanshuguang。

2010nian，dajiangcongyiweixinxilandailishangneilidedaoyigexinxi：tayigeyuemaichu200geyuntai，dan95%dekehudoubayuntaianzhuangzaileduoxuanyishang。ertayigeyuezhinengmaichujishigezhishengjifeikongxitong。wangtaominruidiyishidao，dajianghuoxuyinggaishidiyijiatigongshangyongchengpinfeikongdechangshang。

cihou，wangtaojiangzaizhishengjifeixingkongzhixitongshangjileidejishuyingyongdaoduoxuanyifeixingqishang。2011nianqi，lianxutuichuduoxuanyikongzhixitonghedimianzhanxitong。2012，dajiangkaifachuquanqiudiyikuanwurenji——“dajiangjingling phantom 1”，2012niandi，dajiangyongyouzhizaowanzhengwurenjisuoxudeyiqie：ruanjian、luoxuanjiang、zhijia、wanxiangjieheyaokongqi。2013nian1yue，dajiangfabu“dji phantom”。youyuqijiandanyiyong，xunsuqiaodonglefeizhuanyewurenjishichang，zhanling70%deshichangfene。2013niandajiangjinrumeiguo，duanduanliangnianzhanlingmeiguoshichang50%fene，2018nianda80%，yizhilvcibeimeiguolieru“heimingdan” 。 muqian，quanqiuxiaofeijiwurenjishichangyijingbeidajianglongduan。

核心优势：

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1、自主研发

dajiangchuangxinyikaoziyouchanpindejishuyanfachuangxin，weichanpindailaichayihuademaidian，yikaoshijueshibiejishuduihuamianjinxingshibie，genjusuodingmubiaokeyizidonggensuipaishe，bingwanchengzishenbizhanganquanfeixing。

chucizhiwai，dajiangjiyuwurenjineibudejisuanxitongyuchengxu，jieshengzhuanyeruanjiandehouqishiyongchengben，keyizidongwanchengquanjingpaishe，fenjingzhuanyi，huamiansuodingdengzhuanyegongneng。dajiangwurenjidehexinjishudoushizizhuduliyanfade，shengchandemeiyigelingbujiandoushizaizhongguoshengchande，buyongdanxinjishufengsuodengwenti。

2、亲民创意

guowangdewurenjihuozhezhuanyepaisheshebeizaicaozuonandushangdoubushipingminwanjiahuozhexiaobaikeyiqingyishangshou。dajiangdechanpinwuyixiandegengjiaqinminyutitie。zaigongyeshejishangdajiangtongyangzhuyiwaizaidechanpinzhengtizaoxingsheji，yongwaiqiaoyangailewailudedaoxianyushebei。tongshizaifangdaishejishangdajiangyewuyizuodaolejiduyouhao，wulunshizhuangbeideanzhuangyupenqiyansedapei，dourangxiaobaiwanjiakeyikuaisurushouqiebimiananzhuangcuowudailaisunshi。

wulunshiwurenjichanpinhaishiyuntaichanpin，dajiangdouzainulixiangbianxieshishejikaolong，zai2016nian，dajiangjiufabuleshoukuanzhedieshidewurenji“yu”。zheigeqiaomiaodezhediebeisheji，keyibayitaiwurenjishounadaoshangyikoudaili。congcidajiangdegeleixinpindouzaiyanyongzhediesheji，tigaochanpindexiedaibianxiedu。

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pinpaidingwei：wurenjikongzhiyuhangpaiyingxiangxitongchuangxinkejichanpinyanfagongsi

yonghudingwei：kejifen、zhiyesheyingshi、zhuanyejigoudeng

jiagecelve：wurenji：18000-60000yuan

yuntaijiage：2500yuanzuoyou

qudaocelve：xianxiaxianxiamendianbianbuyi、erxianchengshi，mendianzongshu700+；

xianshangbujuguanwangshangcheng、dajiangtianmaoguanfangqijiandian、dajiangjingdongguanfangqijiandian、ziyingdian

chanpincelve：wurenjihangpaichanpin、yuntaixiangjipaishechanpin

chanpinxilie：yu mavic xilie、 dji fpv xilie 、spark xilie、phantom xilielingmou osmo xilie、wu inspire xilie、shansi zenmusexilie、xingyeyingyong、jiqirenchanpin

品牌策略：

1、全民参与竞争感

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goumaitongyizhongshangpindeyonghubicizhijianhuiyourentonggan，tongshihaihuichanshengxiangyaozaitongyigeshequzhongtuoyingerchudejingzhenggan，huituidongyonghudegoumaihezhanshixingwei。

dajiangzaiinstagramshangshezhilemingweidjicreator（dajiangchuangyishi）debiaoqian，gulilaiziquanqiudewurenjifensishangchuanzijitongguojiqipaishedejiazuo。ruguozuopinzhilianggao，jiuhuibeidajiangdeguanfangzhanghaozhongxinfabu、zhanshijiquanqiugengduodedajiangyonghuhewurenjiaihaozheguankan。zheizhong“jingsai”shiwuxingde，yonghubingfeiweilededaomouzhongjiangli，ershiweilehuodetongkuanyonghuderentong。yinci，pinpaikeyizaishejiaomeitishangjijidishouji、zhanshihejiliyonghuchuangzuougcneirong，tongguorangqitayonghu“toupiao”laijinyibudiaodongyonghudechuangzuoreqing，fanbupinpaizaishejiaomeitishangdepuguang。

2、分级精准推广

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dajianggenjupingtaishuju、shichangdiaochayuchanpinshiyongfankui，jiangquanqiudemubiaoshichangfenweisandadengji，diyicengjibeimeishichang，shichangxiangduichengshu，chanpinxuqiulianggao，tuiguangmubiaozhuyaoweishijichengjiaozhuanhua，tongshiyuapple storekuajiehezuo，huodegengduoxiaoshouqudao。

cijishichangweiouzhoushichang，zaicijishichangzhong，jingpinbentupinpaiyitiqianqiangzhanshichanglanhai，dajianggengzhuzhongpinpaituiguangyurenqunmianguangfanfugai，yitigaopinpaizhimingduyuwangzhanliuliangweituiguangmubiaozhidingyingxiaojihua。disanjishichangweiyazhouyuaozhoushichang。

3、出海

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dajiangzaiguoneiyibilibilikejibankuai、douyinweizhuyaoyingxiaojuzhenhexin，zaiguowaiyiyoutubeheinstagramweiyingxiaojuzhenhexinxuanzelekeji、sheyingdengxiangguanlingyudekoljinxingneirongshuchu。tongguokoldeliuliangyuchuanboshengliangchanchuugcyupgcdeneirongshuchu，shixianduipinpaijinxingcongchanpindaopinpaidequanfangweixuanchuanyingxiao，zaihaineiwaizengqiangqianzaixiaofeizheduipinpaidepinpairenzhiduyuzhuanyexingdechanpingongnenglejiechengdu。qizhongyongyou1200wanfensiliangjidedianyingzhizuorencasey neistatduidajiangchanpindecepingyuhangpaishipinfenxiangneirongzaiyoutubeshangxiyinleyizhongzhuanyeaihaozhedezhumu，zaihaiwaishixianlehenhaodepinpaibeishuyushijigoumaizhuanhuaxiaoguo。

zaishangyonglingyu，dajiangnongjizaiquanqiuxiaoshoushichangzhong，haiwaishichangzhanbidadao1/3，hangjiyibianbuliudazhou，fugaichaoguo100geguojiahediqu，zai30duogeguojiashixianguimohuayingyong，tupo 30 yimucidequanqiuleijizuoyemianji。zaimeigequyudounulijianliliangxingdexiaoshou、shouhou、peixunsanweiyitishangyemoshi。

对标品牌：

哈博森：

habosenshiyijiawurenjiyanfashang,zhiliyutigonghangmo、feixingqi、wurenjidengchanpindeyanfayushengchan。gongsishengchandequanxiliefeijihangmojidaofei、tejifeixing、hangxianfeixing、hangpaidengjishuweiyiti。

Parrot派诺特：

parrotpainuoteyu1994nianchuangbanyufaguo，tigongqichezhizaohechengshiwurenjilingyudegaokejijiejuefangan，zhuanzhuyuchuangzao、yanfabingxiaoshoumianxiangxiaofeizhejizhuanyerenshidegaokejiwuxianchanpin。

 

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