Following the previous launchPanoramic Camera,Sweeping and mopping robotFollowing its product launches, DJI, the dominant player in the consumer drone market, seems to be extending its reach further. Tao Ye, founder of Bambu Lab, a "3D printing unicorn," recently posted an article pointing out that DJI has invested in another 3D printing company, and the agreement even includes clauses targeting Bambu, suggesting that this may be a "siege" from its former employer.
Sources familiar with the matter revealed that DJI's investment target is Shenzhen Elegoo Technology Co., Ltd., founded in 2015. DJI responded that the investment reflects its confidence in consumer-grade 3D printing technology and its industry growth potential, aligning with its forward-looking strategy.
Topzhu's founding team originated from DJI, becoming a major threat to the market.
Founded in 2020, Topzhu Technology's core founding team includes founder Tao Ye and Chief Technology Officer Gao Xiufeng, most of whom previously held key positions at DJI, such as Mavic Product Manager and Head of Systems Engineering. This group of "DJI system" talents has enabled Topzhu to become the world's number one in the desktop 3D printing market in just 5 years.
Tao Ye revealed that Topzhu was included in DJI's "non-compete list" from the very beginning of its registration. He quoted DJI founder and chairman Wang Tao's famous saying: "The biggest problem is not being able to let competitors find a loophole and make money." He believes that DJI's move this time is not only for business considerations, but also to curb the continuous flow of internal talent to external entrepreneurial projects.
From panoramic cameras to robot vacuums, DJI is actively expanding into new fields.
This is not the first time DJI has ventured into markets beyond drones. In recent years, it has been actively trying to replicate its advantages in motor control, visual perception, and imaging technology in other hardware sectors, including:
• Panoramic Cameras: In July of this year, DJI launched its first panoramic camera, the Osmo 360, directly challenging the panoramic camera market dominated by another Shenzhen-based hardware upstart, Insta360. Interestingly, Insta360 also launched its panoramic drone brand, "Yingling," around the same time, with both companies vying for dominance in each other's territory, resulting in fierce competition.
• Robotic vacuum cleaners: Although not as high-profile as drones, DJI has been reported to be quietly developing its robotic vacuum cleaner business, attempting to apply its expertise in SLAM (Simultaneous Localization and Mapping) technology to home cleaning.
• E-Bike electric auxiliary vehicle: The previously launched Avinox motor system also marked DJI's official entry into the high-end electric bicycle market.
Shenzhen's hardware industry is moving towards "multi-point competition".
From Insta360 to the current Topzhu Technology, the competitive landscape in Shenzhen's hardware industry is clearly shifting towards "multi-point competition."
Emerging companies are breaking through by cultivating niche markets, while DJI continues to expand its product categories through capital investment and technological spillover advantages. In this fierce competition involving 3D printing, imaging equipment, and even drones, the key to future success will likely be not only product specifications, but also the efficiency of each company's supply chain and its global distribution capabilities.
