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Drone giant DJI opens flagship store in Hong Kong

Chinese drone maker Da-Jiang Innovations Science & Technology Co. (DJI) has already opened physical stores in China and South Korea since last year, and it is going to mark its third foray into retail. Announced yesterday, DJI said it will open a flagship store in Hong Kong by the end of September 2016.

The Shenzhen-based company said it will occupy more than 10,000 square feet over three floors at TOWER 535, a busy centre of Hong Kong’s shopping district in Causeway Bay, where a three-storey Apple retail store is just a few blocks away at Hysan Place.

The company said the store is “more than just a retail outlet”, as it will provide a location where users can connect to share their experience of flight and explore it latest products and aerial cameras.

“Discovery is an important part of the learning process and when people understand how easy it is to use the technology, they will find ways to incorporate it into their lives or for their businesses,” said Frank Wang, DJI founder and CEO.

The store will feature flight cages, experience zones, an aerial photo gallery, technical support centre and a display of DJI’s full range of consumer and professional products.

Comsumer products will also be for sale, including the Phantom series of drones, the Osmo stabilized 4K handheld camera, and professional products like Inspire 1 and Matrice series, the Zenmuse Z3, X5R, XT cameras, and the Ronin handheld three-axis camera gimbal line.

Hong Kong is an important market for DJI in Asia, said DJI Hong Kong regional manager Sarah Chuang. “We want to provide a truly unique DJI experience for anyone who walks into our store.”

Early this year in January, upon the opening of South Korea’s physical store, spokesperson of the company addressed that there were no further plans for retail expansion: “For us, getting the retail experience right is far more important than the rapid opening of retail stores.”

Then in May, the company expanded its ‘experience zone’ inside Terminal 1 of the Hong Kong International Airport to show travellers the latest aerial photographs and videos taken with the company’s drones around the world.

The coming Hong Kong flagship launch may suggest some changes in DJI’s strategy to expand its consumer outreach.

In June, the drone maker named Blue 449, part of Publicis Media, to drive its media-planning, strategy and buying across key markets around the world.

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