DJI Faces Consumer Backlash After Price Cuts Trigger Mass Returns

October 8, 2025 — DJI has once again become a trending topic on Chinese social media after announcing major price reductions on several popular products — just days after many customers made their purchases.

On JD.com’s official DJI store, discounts of up to 1,478 RMB were announced for a wide range of products, including outdoor power stations, cameras, stabilizers, drones, microphones, and robot vacuums. The promotion will run from October 9 to 14 as part of the Double 11 campaign.

For instance, the Pocket 3 camera is discounted by up to 900 RMB, the Action 4 sports camera drops 1,129 RMB, and the Mini 4 PRO drone sees a record 1,478 RMB reduction.

💢 Consumers Respond: “Just Bought It, Now It’s Cheaper”

Many consumers have taken to social media to express frustration — and some are taking action.
One buyer said he purchased the Pocket 3 Standard Edition for 3,499 RMB, only to see a better version now selling for 3,198 RMB. “I returned it and will repurchase at the new price,” he wrote.

Another customer, who bought the same model on September 28 for over 4,200 RMB, found that it would soon be 700 RMB cheaper. He wanted a price difference refund, but DJI’s JD store only offers 7-day price protection, meaning he had just missed the window. The store advised him to return and repurchase, but he found that inconvenient.

🛍 JD Store Policy: 7-Day Price Protection, Return Periods Vary

DJI’s JD.com flagship store confirmed to reporters that customers can apply for price adjustments within seven days of delivery if the product’s listed price drops.
Return periods differ by product: drones can be returned within 30 days, and power stations within 15 days — provided packaging remains intact and undamaged.

🏬 Offline Buyers Left Waiting — Some Compensated, Others Not

Customers who purchased from physical DJI stores are finding it harder to claim refunds.
A buyer in Guilin said he bought a Pocket 3 less than a month ago after confirming with staff that “DJI rarely discounts.” He later discovered the same model online had dropped 700 RMB. The store logged his complaint but has yet to respond.

Others were luckier: one customer said her local store offered either a refund of the price difference or free accessories. She chose the latter.

“The problem isn’t just the price drop — it’s that online and offline stores follow different rules, and DJI rarely gives advance notice before discounts,” she noted.

⚖️ Legal Perspective: Price Cuts Are Legal, But Poor Planning Hurts Trust

According to You Yunting, Senior Partner at Shanghai Debund Law Offices, DJI is fully within its legal rights to adjust prices at any time, as long as it adheres to consumer protection laws.
However, he warned that poor communication and inconsistent refund policies could damage customer trust.

“Discounts are part of normal business,” he said. “But if consumers feel misled or excluded, the brand ultimately pays the price in reputation.”