DJI has cracked the formula for viral traction on Xiaohongshu, a feat few consumer electronics brands have achieved. More than a year after its release, the Pocket 3 still struggles to keep up with demand, with supply requiring careful planning due to frequent stock shortages.
The social media frenzy surrounding the Pocket 3 has been particularly strong on Xiaohongshu, where users eagerly document their experiences through videos and posts. As of March 5, content related to Pocket 3 has accumulated over 1.2 billion views, with more than 680,000 posts and over 8 million discussions.
Sales figures mirror the hype. According to Moojing Market Intelligence, sales of the Pocket 3 on DJI’s official Tmall store nearly tripled in November 2024 compared to the previous month, reaching RMB 80 million (USD 11.2 million). Before August 2024, monthly sales had remained stable between RMB 10–20 million (USD 1.4–2.8 million).
DJI first launched the Pocket 3 on October 25, 2023. The standard package—which includes the camera body, a protective case, and a handle—is priced at RMB 3,499 (USD 489.9). As of late February, the product still requires a preorder, with limited stock listed on DJI’s website. Even the all-in-one bundle, which costs RMB 1,000 (USD 140) more, is unavailable.
With demand outstripping supply, a secondary rental market has emerged. On social platforms, users are offering personal rental services, charging tens of RMB per day plus a deposit. Related posts on Xiaohongshu have already surpassed 20,000.
The Pocket 3 has even earned a nickname: the “Moutai of electronics,” a nod to the luxury Chinese liquor prized for its scarcity and high price. Its success contradicts the prevailing economic narrative of weakened consumer spending, suggesting that strong product appeal, shifting buyer demographics, and social media momentum can turn a niche product into a phenomenon.
Performance upgrades, growing female user base
DJI’s Pocket series occupies a unique space between professional cameras and action cams in terms of usability, price, and target audience.
Portability has always been a defining feature of the series. Both the Pocket 2 and Pocket 3 weigh under 200 grams, making them easy to slip into a pocket for on-the-go shooting. This convenience has helped DJI carve out a loyal user base.
The Pocket 3 is optimized for dynamic and low-light environments. Its sensor has been upgraded from 1/1.7 inches to 1 inch, paired with an f/2.0 aperture and a 20-millimeter-equivalent lens, making it ideal for concerts, nightscapes, and other challenging lighting conditions.
Gimbal stabilization is another major focus. The Pocket 3 features an enhanced three-axis mechanical gimbal with an expanded rotational range, enabling smooth 180-degree-per-second tracking shots. This ensures steady footage even in motion-heavy scenarios.
While iterative improvements in image quality and stabilization are expected in camera development, the Pocket 3’s standout feature is its accessibility. Unlike its predecessors, it’s no longer designed solely for photography enthusiasts.
To reduce the learning curve for new users, DJI has introduced ActiveTrack 6.0, which includes a pre-framing mode that automatically keeps the subject centered and optimizes composition. The Pocket 3 also offers quick power-on via screen rotation and connects directly to smartphones without requiring an additional all-in-one handle, streamlining footage transfer and editing.
Social platforms, particularly Xiaohongshu, have played a significant role in expanding the Pocket 3’s appeal among female users. Enhanced beauty filters have been a key draw. Today’s beauty-conscious consumers demand more than traditional filter overlays—they look for improvements in lens distortion correction, lighting enhancement, and multi-angle facial optimization.
A shift in consumer preferences backs this trend. According to Counterpoint Research, the percentage of female buyers prioritizing advanced beauty features when purchasing a smartphone rose from about 40% in 2022 to nearly 60% in 2024.
Cameras, with their superior portrait rendering and post-processing capabilities, have become a compelling alternative to smartphones for beauty-conscious users. In response, DJI introduced Glamour Effects 2.0 on the Pocket 3, allowing users to apply beauty enhancements in-camera and fine-tune them via the DJI Mimo app. User reviews suggest the Pocket 3’s beauty filters rival those of high-end smartphones and cameras.
Beyond hardware and software improvements, the Pocket 3’s intuitive design and the increasing influence of female consumers in the tech space have helped it outperform competing products in sales.
Riding the market wave
Despite the dominance of smartphones, video blogging has breathed new life into camera sales. The Pocket 3 has been one of the biggest beneficiaries of this shift.
Legacy camera brands have taken notice. Hideki Ozawa, Canon’s China CEO, stated that global digital camera sales grew 25% year-on-year in 2023, with mirrorless cameras seeing a 31% increase. He projected mirrorless camera sales to grow by 35% in 2024, with overall digital camera sales surpassing 30% growth.
China is bucking the global trend. While cameras have been largely replaced by smartphones in Western and Japanese markets, China remains the only major market where camera sales continue to grow. As a result, brands like Canon, Sony, and Nikon have released new models catering to live streaming and vlogging, often partnering with e-commerce platforms to reach younger consumers.
This shift has made vlogging cameras mainstream. On Xiaohongshu alone, over 80,000 posts have tagged the Pocket 3 as a “vlogging essential,” spanning travel videos, daily life recordings, product reviews, and more.
Vlogging itself isn’t new, but it was once limited to influencers and celebrities. Now, as brands lower the entry barrier, it has become an everyday activity. This surge in consumer interest has also sparked anti-consumerist debates, with some questioning whether high-end cameras are truly necessary for casual content creation.
For camera makers, there’s little choice but to adapt. As vlogging cameras gain traction over professional models, investing in consumer-friendly designs has become critical to competing with smartphones.
DJI, through its Pocket series, has secured a strong position in handheld consumer cameras. The Pocket 3 is strategically priced between action cameras and digital cameras, forcing buyers to reconsider their price expectations.
Action cameras like the DJI Osmo Action series, Insta360, and GoPro range from RMB 2,000–3,000 (USD 280–420), targeting outdoor sports enthusiasts. Meanwhile, vlogging-friendly digital cameras—such as the Sony ZV-E10, Canon EOS R50, and Nikon Z30—start at RMB 4,000 (USD 560) and come with a steeper learning curve.
At RMB 3,499 (USD 489.9), the Pocket 3 sits in a unique pricing category—more versatile than an action cam, yet more accessible than a digital camera.
For a product launched over a year ago, its sustained popularity is telling. Even in a sluggish economy, entertainment tech finds room to thrive. The real challenge lies in knowing when to invest in a winning product and sticking to that conviction long enough to push past the threshold of mass adoption.
KrASIA Connection features translated and adapted content that was originally published by 36Kr. This article was written by Hu Yiting for 36Kr.