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Dji

The meaning of «dji»

SZ DJI Technology Co., Ltd.[3] or Shenzhen DJI Sciences and Technologies Ltd. (Chinese: 深圳大疆创新科技有限公司) in full,[4] more popularly known as its trade name DJI which stands for Dà-Jiāng Innovations (Chinese: 大疆创新, "great frontier innovation"), is a Chinese technology company headquartered in Shenzhen, Guangdong with factories throughout the world. DJI is a world-leading manufacturer of commercial unmanned aerial vehicles (commonly known as "drones") for aerial photography and videography. It also designs and manufactures camera gimbals, action cameras, camera stabilizers, flight platforms and propulsion systems and flight control systems.

DJI is the dominant market leader in the civilian drone industry, accounting for over 70 percent of the world's drone market.[5] Its camera drone technology has been used widely for the music, television and film industries. The company's products have also been used by militaries and police forces,[6] as well as terrorist groups, with the company taking steps to limit access to the latter.[7] US government institutions have issued statements discouraging their internal use of DJI products,[8] but as of 2020 various agencies at the local and federal level continue to use DJI products.[9]

The company was founded in 2006 by Frank Wang (Wāng Tāo, 汪滔).[10] Wang, who went to Hong Kong in 2003 after enrolling for a degree course in Hong Kong University of Science and Technology (HKUST), was part of the HKUST team participating in ABU Robocon and won third prize.[11]

Wang built the first prototypes of DJI's projects in his dorm room, selling the flight control components to universities and Chinese electric companies. He used the proceeds to move to the industrial hub of Shenzhen and hired a small staff in 2006. The company struggled at first, with a high degree of churn among employees that has been attributed to Wang's abrasive personality and perfectionist expectations of his employees. The company sold a modest amount of components during this period, relying as well on financial support from Wang's family friend, Lu Di, who provided USD $90,000 and managed the company's finances.[12] In 2009, DJI's components allowed a team to successfully pilot a drone around the peak of Mt. Everest.[9]

In 2010, Wang hired a high school friend, Swift Xie Jia, to run the company's marketing. DJI began to cater more to drone hobbyists in markets outside of China. In 2011, Wang met Colin Guinn at a trade show, and the two of them would found DJI North America, a subsidiary company focusing on mass market drone sales. In 2013, DJI released the first model of the Phantom drone, an entry-level drone which was significantly more user-friendly than any other drone on the market at the time. The Phantom was a worldwide commercial success, but this success led to conflict between Guinn and Wang. Midway through the year, Wang made an offer to buy Guinn out, which Guinn refused. By the end of the year, DJI had locked all employees of the North American subsidiary out of their email accounts and was well on its way to shutting down the subsidiary's operations. Guinn sued DJI, and the case was settled out of court.[12]

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