Major Restructuring in the Sales Department? DJI Denies: Report Contains Serious Factual Errors

On August 14, reports claimed that DJI's sales department had recently undergone major internal adjustments, with department head Zheng Zhe and Latin America regional head Xiran Huang having recently left the company. Additionally, many employees in the sales department have left as their contracts expired, with most of them having joined DJI around 2019 to 2020.

According to Sina Tech, DJI responded to the above information, stating: "The report contains serious factual errors and was not verified or communicated with our company. We are already addressing this false report and reserve the right to pursue legal action against any infringements."

The company was established in November 2016, with legal representative Lu Da and a registered capital of 10 million RMB. Its business scope includes corporate strategy consulting, management consulting services, and marketing services, and it is wholly owned by Shenzhen DJI Mimo Technology Co., Ltd.

Recently, DJI unveiled its robotic vacuum cleaner project, which began development four years ago. On August 6 at 8 PM, DJI's ROMO officially launched on major e-commerce platforms, available in three versions—S (Standard), A (Advanced), and P (Flagship)—with two configurations (standard and standard + auto water refill/drain). The price range is 4,699~7,399 RMB, but after applying national subsidies and new product discounts, the effective price range is 3,740~6,034 RMB.

According to 21st Century Business Herald, this marks another cross-industry venture for DJI after autonomous driving, portable power stations, and eBikes. However, the ROMO robotic vacuum cleaner clearly reflects DJI's efforts to extend its core drone technologies into new fields. DJI stated that its accumulated expertise in perception, visual recognition, path planning, and obstacle avoidance from the drone industry can precisely address current pain points in the robotic vacuum cleaner market.

IDC data shows that in Q1 2025, China's robotic vacuum cleaner market shipped 1.188 million units, a year-on-year increase of 21.4%, with shipment growth exceeding 20% for two consecutive quarters. Market concentration among leading manufacturers is accelerating more noticeably in China than globally, indicating intensified industry consolidation.