The 2026 Government Work Report upgraded the low-altitude economy to an emerging pillar industry. Supported by policies, scenarios, and ecological collaboration, the market's prospects and strategic significance have become increasingly prominent. E-commerce channels have become the primary platform for consumer drone sales. The price transparency and multi-brand comparison features on e-commerce platforms lower consumer decision-making barriers, while short videos and live-stream shopping precisely stimulate purchasing desire through immersive flight visuals.

I. Industry Scale: Transitioning from 'Scale Expansion' to 'Value Discovery'

According to AVC's online drone retail monitoring data, the online drone market achieved a retail value of RMB 750 million and sold 424,000 units in Q1 2026. Monthly trends showed a clear V-shaped recovery: January retail value reached RMB 310 million, February declined by 29.8% MoM to RMB 220 million due to the Spring Festival holiday, and March rebounded by 7.0% to RMB 230 million. Notably, March unit sales continued to decline by 9.6% MoM, but retail value increased against the trend, indicating a rise in average selling price (ASP).

According to AVC's research, Q1 market fluctuations were driven by both seasonal factors and changing consumer behavior. The superficial cause was delayed consumption demand due to Spring Festival holiday logistics suspensions, while the deeper structural reason was a shift from impulsive to rational purchasing decisions. Consumers now demand higher product performance and brand services, driving up ASPs. From a channel perspective, content e-commerce dominated with RMB 380 million in retail value (50.5% share), becoming the top channel. Platform e-commerce contributed RMB 200 million (25.9% share), and professional e-commerce RMB 180 million (23.6% share). Content e-commerce, leveraging live-stream shopping and visual displays, became the primary sales channel for drones, though slowing growth suggests diminishing channel dividends. Professional e-commerce maintained competitiveness among high-end consumers through service quality and after-sales support, with its March rebound driven by increased self-operated channel investments from leading brands like DJI. Platform e-commerce faced the greatest impact from content e-commerce and needs to develop differentiated strategies.

II. Brand Analysis: DJI Dominates Absolutely, New Brands Continue to Enter

In terms of brand activity, the number of active brands increased from 124 in January to 132 in March, indicating growing market participation and competitive vitality. However, market concentration also rose, with TOP 10 brands capturing 89.2% of the market share, reflecting strengthened head effect (head brand effect).

According to AVC's online drone retail monitoring data, Q1 saw a highly concentrated competitive landscape, with DJI dominating at RMB 560 million in retail value and 74.1% market share. By channel, content e-commerce contributed RMB 230 million (40.7% share), professional e-commerce RMB 170 million (29.8% share), and platform e-commerce RMB 160 million (29.5% share). DJI was the only brand achieving balanced development across all three channels, demonstrating strong channel risk resistance and a virtuous cycle between brand strength and product competitiveness.

Shou brand achieved RMB 21.71 million in sales (2.9% share) but faced pressure, with 72.3% of its sales coming from platform e-commerce. Affected by the overall decline of this channel, its March sales dropped by 32.2% MoM.

Manghuanghuang ranked third with RMB 16.92 million in sales (2.2% share), all from content e-commerce. Its February sales surged by 90.2% MoM, showcasing the explosive power of live-stream shopping, but March sales fell by 20.7%, reflecting channel volatility.

Yingling achieved RMB 16.04 million in Q1 sales (2.1% share), with March sales rebounding by 277.4% MoM from a February low. Content e-commerce accounted for 65.3% of its sales, targeting the high-end market with an ASP of RMB 7,281.

Feiyan recorded RMB 13.10 million in Q1 sales (1.7% share) but had an ASP of only RMB 529, with March sales declining by 53.0% MoM.

According to AVC's research, leading brands consolidated their positions through technological accumulation and brand recognition, while emerging brands gained traction through market segmentation and differentiation. Brands lacking core competitiveness or with flawed channel strategies faced accelerated exits.

III. Store Analysis: High Concentration of Stores, Official Flagship Stores Dominate the Market

According to AVC's online drone retail monitoring data, 424 stores competed in Q1, with TOP 10 stores capturing 91.3% of the market share. Official flagship stores dominated, with 14 out of the TOP 20 stores being brand official/flagship stores, collectively accounting for 87.5% of the market sales. This reflects higher consumer trust in brand official stores.

DJI's store matrix covered all three channels. The DJI Official Flagship Store alone contributed 47.1% of the market share, while DJI Innovation's self-operated professional e-commerce flagship store saw March sales surge by 451.6% MoM, indicating the brand's strengthened self-operated channel strategy. Emerging brand stores like Chuanyunzhe 911S Factory Sales and Yingling Antigravity Official Flagship Store entered the TOP 10, demonstrating the incubating effect of content e-commerce ecosystems on new brands.

IV. Product Analysis: Lightweight Designs and Scenario-Based Differentiation Become Core Trends

According to AVC's online drone retail monitoring data, 3,222 products were available in Q1, with TOP 10 products contributing 44.7% of the sales. Product concentration was moderate. DJI had a complete product matrix, occupying 25 out of the TOP 30 products and covering all price ranges from RMB 2,000 entry-level to RMB 20,000 professional-grade models.

The DJI Mini 4K, priced at an average of RMB 2,022, became the Q1 bestseller with RMB 63.19 million in sales. The Mini series (Mini 3/4K/4 Pro/5 Pro) collectively generated ~RMB 180 million in sales, accounting for 32% of DJI's brand sales and serving as its main volume-driving product line. The Mini series' lightweight design, cost-effectiveness, and portability met the needs of both entry-level and advanced users, earning high market recognition.

The Neo series performed impressively. As a new product, the DJI Neo 2 achieved over RMB 50 million in Q1 sales, targeting outdoor sports enthusiasts as a 'flying follow photographer.' This highlights DJI's breakthrough in niche scenarios. The DJI Neo 2 (Follow Version) contributed RMB 24.99 million, with the two Neo products collectively capturing ~10% of the market share and becoming a new growth engine.

Among non-DJI products, the Yingling Antigravity A1 panoramic drone, priced at RMB 7,281, achieved RMB 9.41 million in sales, targeting the high-end panoramic aerial photography market. The Chuanyunzhe 911S, priced at RMB 1,964, generated RMB 7.06 million in sales, focusing on the cost-effective market. The Feiyan touchscreen aerial photography drone, priced at RMB 658, achieved RMB 5.63 million in sales, but the brand's overall decline highlighted the risks of a low-price strategy.

According to AVC's research, Q1 product trends featured three characteristics: First, lightweight and portable designs became mainstream, with the Mini series' popularity reflecting strong consumer demand for outdoor portable scenarios. Second, functional differentiation emerged as a breakthrough point, with the Neo series focusing on follow photography, the Avata series on FPV racing drones, and Yingling on panoramic aerial photography, indicating intensified competition in niche scenarios. Third, price bands shifted upward, with the RMB 2,000+ segment contributing 76.5% of sales, reflecting a clear trend of consumption upgrade and shrinking market share for low-priced products.

From a quarterly perspective, the drone industry is transitioning from 'flying vehicles' to 'smart imaging devices.' DJI solidified its mass-market position with the Mini series, expanded into outdoor sports with the Neo series, and served professional users with the Air and Mavic series, forming a complete product lineup. Emerging brands sought differentiation in professional niches like panoramic aerial photography and FPV racing. Future competition will revolve around core technologies such as intelligent obstacle avoidance, battery life, and imaging quality, with product competitiveness becoming the key factor determining market share.

Original article by AVC. Unauthorized reproduction or scraping of this content for AI training or other purposes is strictly prohibited.