How far are consumer-grade drones from being “consumed”?
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In the field of smart hardware, drones can be considered an outlier. There is no prototype in the consumer market, and it is not based on any rigid demand. However, the emergence of small drones has created a consumer market of astonishing scale. However, compared with other electronic consumer products, the acceptance and popularity of drones are still not optimistic. Although they have become the focus of the Internet due to incidents such as accidental trespassing and marriage proposals, most netizens' understanding of drones is still at the conceptual level. This does not seem to be consistent with the positioning of "consumer-grade" products promoted by manufacturers and the media. So, what is missing from it to be truly mass-consumable? What can I do? When talking about drones, the first reaction of many people who don't know much about them is "What can it do?" In fact, drones did not consider this issue too much when they first entered the consumer market. This may be one of the reasons that restrict the development of the drone market. Currently, aerial photography is the main use of consumer drones. Of course, since successfully helping Wang Feng to make headlines, marriage proposal has also become a new function of drones. It is reported that some manufacturers have begun to develop drones specifically for marriage proposals. Whether it is aerial photography or marriage proposal, it is not considered as a daily demand of consumers. Of course, in addition to this, drones have many other uses such as surveying, cruising, and plant protection, but these cannot be classified as "consumer field". Although it is difficult to find a clear definition of "consumer-grade products" at present, this is usually contrasted with "enterprise-grade" and "professional-grade". Obviously, its application in agriculture, petroleum, electricity and other industries belongs to the latter. The previously estimated market space of hundreds of billions of civil drones includes this part. It should be pointed out that "consumer-grade" and "civilian" cannot be simply equated. In other words, the drones currently on the consumer market lack an application that can hit users' pain points. How much? Even without considering the actual use, the cool technology is enough to attract some fans for drones, and price may be the first issue that these potential users consider when they "become regular users". At present, the price of toy aircrafts under the name of drones ranges from tens of yuan to hundreds of yuan. However, this is probably not within the range of choice for drone enthusiasts. The price of drones with professional aerial photography functions ranges from thousands to tens of thousands. This price range is somewhat similar to that of SLR cameras, but the difference is that SLR cameras have never classified themselves as consumer cameras. But the photography function is much more practical than aerial photography. Therefore, considering its functions and prices, drones are still far from being “consumer grade”. How to play? Although drones are often viewed as toys, it seems that it is not easy to play with such toys. Since 2013, the Civil Aviation Administration of China has issued relevant regulations, defining the definition of drones, what licenses different drones should have, and what procedures are required to obtain licenses. Just last month, the Shanghai Aviation Vehicle Model Association took the lead in formulating the "Shanghai Remote Control Aircraft Model Flight Management Measures". According to the new regulations, all remote control aircraft models flying in public areas must be licensed; illegal driving may also result in administrative detention for 5-10 days. From this management model, drones have already left the category of "toys". In addition, many cities, including Beijing, have also designated their own drone no-fly zones. Therefore, if you want to play with drones, it is far from enough to have money and technology, you also need a license and a place to fly. This is undoubtedly a threshold for drones to continue to expand into the consumer market. On the one hand, the aerial photography function is not a pain point for users; on the other hand, the price is higher than most electronic consumer products; coupled with increasingly stringent regulations, consumer drones may only play the role of "high-end toys." But this does not mean that drones will be limited to hobbies or entertainment purposes, but the broader market may not be in the consumer field. As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity. |
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