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In 2014, Yang Jianjun, the founder of Zero Intelligence, found Tsinghua’s younger brother Shi Shengqing and invited him to join his own company. The latter was working for an investment institution and focused on the secondary market.
Shi Shengqing: What is your company doing? Yang Jianjun: Like Dajiang. Shi Shengqing: What is Dajiang? Yang Jianjun: . . . . .
After doing some "tuning", Shi Shengqing found that the future of the drone market is promising, so he accepted the invitation and joined the zero-intelligent control and Yang Jianjun to jointly start a business and expand the consumer-grade drone market. Two years later, this drone, which was once unknown to Dajiang, was a "outsider". When a reporter recently saw him at the World Robotics Congress, he was manipulating the DOBBY pocket drones flying in line. Matrix, the command is determined.
Founded in 2007, Zero-Intelligent Controls tested the multi-rotor drone in 2011 and began to switch to consumer-grade products last year. In May of this year, Zero-Intelligence released the DOBBY pocket drone, which was the first to apply the mobile phone chip to the drone, so that the fuselage was controlled in the same weight and size as the ordinary smart phone, and realized the autonomous flight and indoor positioning of the drone. And other intelligent features. In the first month of DOBBY's listing, the crowdfunding market was swept by a crowdfunding amount of 16.69 million. Because it is small enough to carry the imported bag of portable bags, plus the intelligent flight experience that can achieve target tracking, face tracking, etc. Less black technology powder exclaims magic.
Shi Shengqing, deputy general manager of Zero Intelligence
On September 22, Zero-Intelligence also released the ROLLCAP Pocket PTZ camera. This new concept camera combines a traditional handheld gimbal with a motion camera. In this way, people can solve common pain points such as “shooting the virtual†and “shaking hands†in daily shooting, and help ordinary users to obtain a stable picture on the move. For example, it is possible to record the scenery along the way during running, to obtain a smooth picture while driving, and to shoot moving scenes even during water activities.
At the ROLLCAP conference, Yang Jianjun, the CEO of Zero Intelligence, also announced that he has obtained RMB 150 million B-round financing from Qualcomm Venture Capital, Civil Aviation Investment and Cinda Guocui, which will be used for product development. The last round of financing for Zero Intelligence was in January 2015, and the investment institution was Leibai Technology, with an amount of RMB 50 million.
In 2007, the second year after the founder of Dajiang, Wang Hao, graduated from the Hong Kong University of Science and Technology, Yang Jianjun also left a national aerospace research institution that had been working for many years and opened his own road to entrepreneurship. In the four years of the Institute, Yang Jianjun participated in the design of the missile target machine and accumulated relevant experience in flight control.
Before 2012, the UAV industry was dominated by the professional market. With the popularization of aerial photography and other applications and the further development of the mobile Internet, the consumer market gradually surpassed the volume and scale of the professional market. Among them, the event that can be regarded as the watershed is in August 2011, the Dajiang multi-rotor drone wizard was officially put into the market. In Shi Shengqing's view, from the beginning of a baby, the first to the world to the youth, the wind and the sky, the multi-rotor drone industry has only used a few years to complete the road that other industries take decades to complete.
From 2007 to 2011, the focus of Zero-Intelligence Control was mainly on the development and productization of fixed-wing and multi-rotor technologies. The HIGHONE series of aerial drones for professional aerial photography and the “Guardian-Z10†for agricultural markets were developed. "The large-load agricultural drone, the "Watcher" 36x zoom drone and other professional machine products for the security field. In the core field of drones, Zero Intelligence has sold more than 5,000 professional-grade flight controllers in the past five years, which is at the leading level in the industry; the flight control algorithm iterates more than 1000 times; it is also the only one in China that has fixed-wing, multi-rotor, helicopter flying. Controlled company.
This year, Zero-Intelligence Control continued to make persistent efforts to switch to the blue-and-blue sky of consumer-grade drones.
As a pioneer and leader in the consumer drone market, Dajiang has become the world's largest civil drone company, establishing a full range of barriers and advantages, and later want to overtake the corner, only to win.
Different from service professional drone users, consumer users have gradually cultivated harsh aesthetic tastes, especially their own experiences, in the wake of the indiscriminate consumption of consumer electronics in recent years.
However, due to the mass production of mobile phone chipsets, the price of GPS, IMU (Inertial Measurement Unit) and magnetic compass has been greatly reduced, and the miniaturization and intelligentization of drones has become possible. The DOBBY, the main purpose of the self-portrait pocket drone, is the product launched by the zero-degree intelligent control aimed at the blank market in Dajiang, trying to take the lead.
At present, the number of zero-degree intelligent control companies is about 500, of which technical research and development personnel account for more than 80%. At the end of 2014, the team with zero intelligence control was only 30 people. The number of teams in the next year has exceeded 100. The current number of people reaches 500, and the speed of scale expansion is not unpleasant. "Maybe a startup is like this. You may always be looking for directions. When you find it, you have to go all out." Shi Shengqing said.
Power line offline salesUp to now, the business network of Zero-Intelligence has basically covered provincial-level units across the country, and has placed more than 10 Gome stores and more than 500 counters. In the third quarter of this year, sales exceeded 50,000 units. At the same time, the Flying Camp is held in more than 20 cities, giving users more opportunities to experience and learn.
Zero-Intelligence Today's online and offline sales accounted for 20% to 30% of the former, and the rest were the latter. However, in Shi Shengqing's view, the online ratio is obviously high. In the future, Zero Intelligence will hope to make more than 80% of offline sales by at least offline. The live experience is an important part of the drone product features. "Sometimes Samsung came to 11 people, and spent 10 minutes downstairs and brought back 12 sets."
Even so, the current UAV-oriented user base is relatively limited, mainly for RC enthusiasts, outdoor enthusiasts, photography enthusiasts and technology geeks, and the market does not sink to the most basic level of ordinary consumers. However, Shi Shengqing is very confident in his products. According to him, “We interviewed users of other brands of drones, 70% of them are willing to switch to DOBBY, and the conversion rate is very high. This is also the reason for the success of crowdfunding. People in this industry will soon be attracted to this product."
In the process of product marketing to the market, Shi Shengqing realized; "You can't expect anyone to educate consumers for you, you can only do it yourself."
Zero-degree intelligent control is now undergoing various attempts in marketing, and is committed to creating more excellent content materials, so that everyone can feel the charm of this category. Will focus on the characteristics of the product "mini", targeted flight demonstrations, hope to let this thing sink, let everyone think this thing is more attractive, let everyone know more about this category.
There is such a joke in the US technology circle: "As long as Silicon Valley technology is lifted, China will have independent innovation." This sentence is extremely sharp and harsh, but it also tells the lack of independent innovation capability in some areas of China. However, in Shi Shengqing's view, this inference is not established in the field of drones, because domestic enterprises have mastered the leading position and voice of the UAV industry worldwide, and the technical strength of the Chinese drone field is leading the world.
Zero-Intelligence CEO Yang Jianjun
The feedback from overseas also confirmed Shi Shengqing's point of view. The demand in overseas markets is awakened earlier than the domestic market. Especially the living environment and living conditions of developed countries are more suitable for the use of consumer drones. In addition to the advantages of domestic drone companies, domestic drone companies, including Dajiang, have a low holding capacity in overseas markets.
Welcome Xiaomi SpoilerThe multi-rotor drone that only emerged around 2010 has become the target of capital competition. The only 8 months of the establishment of the company has received GGV Capital's $10 million Series A financing, which accounts for 70% of the current market share. The latest valuation of DJI Innovation has reached 8 billion US dollars, becoming the world leader in the field of civil drones. Consumer-grade drones give the image a new wide-angle and scene, which is equivalent to putting the lens in a place that is difficult for ordinary people to go.
The UAV market is mainly divided into professional-grade market and consumer-grade market. The former mainly involves military, police, agriculture, and border defense. The latter market participants are mostly individual users, and their uses include aerial photography, photography, and entertainment. Goldman Sachs estimates that in the next five years, the professional-grade UAV market will reach $20.6 billion, and consumer-grade UAV sales will reach $14 billion.
Because it is regarded as the next vent, many companies are eager to try out consumer-grade drones, but the result is a company that can actually make products. 3DRoboTIcs became a Silicon Valley star company because of the blessing of the best-selling book "Long Tail Theory" by Chris Anderson, but because it could not solve the production problems, the cost was too high, and recently cut off its own consumer products department.
The reason is that drones have very high thresholds in terms of flight control systems, computer vision and other technologies, as well as production chain, capacity and quality control. Without professional technology, design and production capacity, it is very difficult to enter this market.
But at the same time, it will also bring problems. Unlike the professional-grade market, the consumer-grade drone market is still in the cultivation stage. There are too few participants, which is not conducive to educating consumers. “There is no way to spray the waves,†Shi Shengqing is also very helpless about this.
However, the addition of Xiaomi made this pool spring again. On the same day that Zero Intelligence released a new version of Yuntai, Lei Jun made a high-profile show of selling his own drone products. Will Xiaomi stand out based on its own high cost performance? This is the focus of the talks.
"The UAV is now in the early stage of the need for strong technology, so the so-called high cost performance is currently not feasible," Pan Nongfei, senior vice president of DJI Innovation, is unceremonious at Baidu's "New Flight Age" Singularity Conference. Take this basin of cold water.
Shi Shengqing said that he welcomes the joining of Xiaomi and other manufacturers. In his view, it is always the most important thing for the market to expand. Everyone has a high firewood. If more companies participate, it is not necessarily a bad thing. However, the "destructive" nature of the millet model is still heartbreaking. On the other hand, "the drone industry has always had such a situation, and there are still a lot of people drinking, but it is really rare in the industry."
The high technical barriers in the drone industry are a huge obstacle for entrepreneurs who want to enter the industry. Shi Shengqing seems that if the R&D team of a startup enterprise does not have considerable scale and strength, it is not a singular dream to make a difference.
According to Shi Shengqing, Zero Intelligence will also add more interesting features to the DOBBY pocket drone. In addition to the intelligent tracking, face recognition and surround shooting that have been implemented, more computer vision-based technologies will be added. Let users experience the fun of drones in an easier and more convenient way. “This market needs to be pioneered and innovated. I also hope that more users will be able to experience the convenience and fun of the core technology of drones in the future.â€
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