DJI Pocket 4P sells out at launch, sparking retail rivalry with Insta360

On June 23, DJI released its new Osmo Pocket 4P handheld gimbal camera in China. The product sold out within seconds across official online stores, JD, Tmall, Douyin and physical experience outlets. Official‑priced units (CNY 3,799–4,299) were resold on secondary markets for up to CNY 5,099, a premium of more than a thousand yuan, while some retail outlets reported no stock at all.

The rapid sell‑out has intensified the ongoing competition between DJI and rival Insta360 (referred to as 影石). Both companies are expanding their brick‑and‑mortar footprints: DJI operates over 700 authorized stores nationwide, while Insta360 has grown its domestic store network from five in early 2023 to nearly 300 by the end of 2025, aiming to match DJI’s reach. The retail clash is seen as a key driver of future growth for both firms as they vie for consumer‑hardware market share.