China's 618 shopping festival drives record sales for DJI and RayNeo AR glasses

During the 2026 618 shopping festival, DJI’s Osmo hand‑held camera line dominated multiple categories on China’s e‑commerce platforms. The brand topped sales rankings for sport, pocket, action and 360° cameras on JD.com, with its Pocket 4, Pocket 3 and Action 5 Pro occupying the top three slots. Overall photography‑category sales on JD jumped fourfold, and the Osmo series generated more than 16 billion total media exposures and a 210 % rise in search index activity.

Industry data from Ovi Cloud confirms the surge, reporting 1.35 million sport cameras sold during the promotion—a 65.4 % year‑on‑year increase—delivering ¥3.22 billion in revenue. Panorama cameras captured roughly 80 % of the segment’s sales, while thumb‑size and gimbal cameras also saw strong growth.

In the AR smart‑glasses segment, RayNeo (RayNeo) maintained its global lead. IDC, Counterpoint and CINNO Research all showed the company as the top‑shipped and top‑selling AR glasses brand in Q1 2026 and throughout the 618 period. Its GT Max model held the number‑one spot on three major e‑commerce platforms for 21 consecutive days, achieving a 99 % user‑approval rating.

DJI also faced an extreme shortage of its newly released Pocket 4 series. The company announced that initial stock was increased ten‑fold compared with the previous generation, yet demand outstripped supply, prompting the company to cooperate with police to detain scalper groups that used virtual numbers and IP addresses to disrupt the online purchase process.