AI News Feed
Market watch
NASA's Perseverance rover sets record for off-world driving distanceMI5 Chief Warns Anti-Immigration Extremists Increasingly Likely to Consider Terror AttacksEngadget Explains the Difference Between Backup Cameras and Rearview CamerasScientists Find Evidence of a Second-Generation Planet Around a White DwarfDell 27 Plus QHD monitor drops to $169.99 at AmazonPasskeys Move Toward Mainstream as NCSC Backs Shift Away From Passwords
NASA's Perseverance rover sets record for off-world driving distanceMI5 Chief Warns Anti-Immigration Extremists Increasingly Likely to Consider Terror AttacksEngadget Explains the Difference Between Backup Cameras and Rearview CamerasScientists Find Evidence of a Second-Generation Planet Around a White DwarfDell 27 Plus QHD monitor drops to $169.99 at AmazonPasskeys Move Toward Mainstream as NCSC Backs Shift Away From Passwords
Companies

DJI Takes 78.7% of China Holiday Handheld Smart Camera Sales, Pocket Series Holds 90% of Gimbal Segment

RUNTO data shows China’s handheld smart camera online sales reached 345,000 units and RMB 1.01 billion during the 2026 Mid-Autumn and National Day holiday weeks, with DJI taking 78.7% unit share and its Pocket series 90% of gimbal cameras.

AI News Feed · 2026-10-13 20:22

RUNTO said the combined Mid-Autumn and National Day holiday has moved beyond a simple promotional period, concentrating purchase motives, use scenarios and content distribution into one window. Travel demand made the question shift from whether to buy a camera to whether to carry one. The holiday window, described by RUNTO as the year’s only concentrated demand resonance, also served as a test of brand competitiveness, because high-density purchase decisions during a short period reflect users’ preferences in real use scenarios.

The competitive landscape showed a stronger head effect during the holiday, with DJI taking 78.7% of unit sales. RUNTO said DJI’s long-term lead does not come from a single hit product but from systematic capabilities across products, ecosystem and technology. The firm said DJI’s continued product and ecosystem development has lowered the creation threshold for ordinary users.

Category structure concentrated heavily around gimbal cameras. RUNTO reported that gimbal cameras made up 60% of the handheld smart camera market, becoming the largest category. Traditional action cameras accounted for 27%, wearable action cameras 10%, and panoramic cameras 3%. Within the largest category, DJI’s Pocket series held 90% unit share. RUNTO attributed the structural change to a migration of users, with growth coming mainly from ordinary consumers recording daily life rather than extreme sports players. During the holiday, RUNTO said, people could commonly be seen walking and shooting with a Pocket gimbal camera in popular scenic areas, ancient streets, airports and railway stations.

DJI’s product lineup matched different stages of user demand. The Pocket 3 moved down to the RMB 2,000 to 2,500 price segment to reach entry-level and mass users. The Pocket 4 targeted mainstream creation needs and was optimized around mid-telephoto image quality, physical button controls, magnetic fill light and built-in storage. The Pocket 4P covered higher-end content creation with dual main cameras, 17-stop dynamic range and the D-Log 2 professional color curve. In mid-September, the Pocket 4P added a Pearl White color variant and went on sale, a timing between Mid-Autumn stocking and National Day travel decisions that prompted a rush of purchases.

Another high-frequency holiday scenario was outdoor travel such as cycling, hiking, diving and self-driving. RUNTO reported that DJI also ranked first in the traditional action camera segment with a 74.8% unit share. The share of Action 5 and Action 6-generation and newer products continued to rise. RUNTO said action cameras have stricter requirements for bare-unit weather resistance, stabilization algorithms and battery life, and the rising proportion of new models indicated that users’ standards were shifting from whether a camera can shoot to whether it shoots well enough and is durable enough.

The holiday data was not an isolated result. In August, RUNTO’s summer travel season report showed DJI also held 80% of China’s online handheld smart camera market. According to IDC’s global handheld smart camera market tracking report for the second quarter of 2026, DJI’s global share reached 73%, with Pocket holding 93% of the gimbal camera category. From the summer travel period to the Mid-Autumn and National Day holiday, and from China’s online market to the global market, DJI’s share remained first by a wide margin. An industry observer said that when hundreds of thousands of users choose recording tools in the same period, they seek reliability and ease of use in real scenarios, and DJI is their common choice.