Many people ask why we don't stock some DJI gear

Since we started in FPV in 2016 I've had my fair few run-ins with DJI, DJI distributors, and their products.

To give you a bit of background. DJI is rumored to take Distributors on in the following way. Hand over a truckload of CASH. Let's say 200k. This gives you a distributor "license fee" of their products and initiates you as a Country Distributor. This also gives you great margins (some say 50-60%?) and possibly your first shipment of goods.

Now currently in Australia, this is EEHOBBIES, Rise above and possibly others.

So if you want to resell DJI in Australia, you have to go to these companies to get stock.

Now let's get to the points of why I have loathed selling DJI products in the past.


Back when the Mavic 2 was first launched, Rise above, myself, and many others opened preorders, just like DJI themselves. We had LOTS. DJI and distributors were promising stock arrivals in December/January. Yet month after month, no stock came. The stock finally came in APRIL. However during this time, JANUARY, FEBRUARY, MARCH - DJI was selling DIRECT. Yes, direct. In stock and shipping SAME day from DJIs website. Now of course customers aren't stupid. They canceled all their local preorders, and bought direct.

Ethically, just on this point, I can't ever trust DJI again. Screwing over your dealers and selling direct after you've promised stock to them? No thanks. We will only buy limited qtys on a very niche range from now on.

2. The Profit Margin does not exist after the HYPE.

When DJI release a product, the hype is real. Customers will also pay the RRP and preorder and stock is hard to source. Now let's assume you can get stock (see point 1) If you can sell this stock within the hype period you will make your profit. If you don't and you have that stock 4-8 weeks later when EVERYONE has stock, say goodbye to any profit. The profit margin is only 15-20% anyway.

Background: There is a "Chinese" local discount. If you are family or Chinese, generally you will get a 10-15% discount on top of what Westerns can buy for. 

After this hype period, Grey imports are RIFE. You can buy at prices on eBay from people selling from China at the Australia reseller cost price.

3. DJI plays Australian Resellers again with the DJI Avata launch

DJI Planned the Avata launch months out, setting the date of the 25th 11pm AEDT. When did they give the AU Distributor stock for this 'launch'? After that date. When will resellers such as ourselves get stock? Weeks after the launch. Were DJI 'in stock' and shipping straight from their website from the 25th. You betcha. 

On top of that they completely misread the market and only offered motion controller combos for the au launch. No Cinewhoop pilot wants a motion controller. They want goggles, drone and remote.