Chinese drone giant SZ DJI Technology Co Ltd has been making sweeping cuts to its global sales and marketing teams as it faces coronavirus headwinds and mounting political pressure in key markets, current and former staff told Reuters.
A man wearing a face mask following the coronavirus disease outbreak is seen at a counter displaying drones and other products, at DJI's flagship store in Shenzhen, Guangdong province, China August 8, 2020. REUTERS/David Kirton u000d
In response to Reuters questions, a DJI spokesman said the company realized in 2019 its structure “was becoming unwieldy to manage” after years of strong growth. “We’ll see what’s left at the end, but at least we’ll be closer, more tight-knit,” the source was told.DJI controls more than 70% of a consumer and industrial drone market that market research company Frost & Sullivan estimates will be worth $8.4 billion this year.
But DJI faces mounting political pressure in the United States, where the Trump Administration has pursued an aggressive campaign against Chinese companies that it contends pose a security risk. The U.S. Department of the Interior grounded its fleet of DJI drones in January over security issues that DJI says are unfounded.
The lay-offs began in March, insiders say, when Wang ordered the incoming Vice President of Marketing, Mia Chen, to cut two-thirds of marketing and sales staff.
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