(Yicai) Oct. 9 -- After DJI Technology, the world's largest drone manufacturer, announced today to slash many of its product prices by more than 20 percent, buyers who recently bought items are rushing to return them so as to repurchase at the new lower prices, according to Chinese social media posts.

DJI’s flagship stores on major e-commerce sites will cut prices by over 20 percent -- and in some cases by more than 40 percent -- through Oct. 14 on products such as drones, robot vacuum cleaners, handheld and action cameras, portable power packs, and gimbals, the Shenzhen-based company announced recently.

Prices of the Mobile 7P phone gimbal, Mic 2 wireless microphone, and Mini 4 Pro drone are 20 percent lower, while those of the Power 1000 V2 enhanced portable power pack and Pocket 3 handheld camera are down 26 percent, or CNY900 (USD126). The Action 4 camera is 44 percent, or CNY1,129 (USD160), cheaper and the Mini 4K aerial drone now costs CNY1,499, instead of CNY2,799.

The price cut announcement sparked a backlash from recent buyers, many of whom had just paid full price. While DJI’s online stores allow 30-day returns and seven-day price protection, helping some customers reclaim the difference, others have had to return and repurchase to get the discount, and offline shoppers have in some cases been unable to claim it.

DJI has not yet responded to some disgruntled customers.

Price cuts are a company’s own decision to make, so DJI has no obligation to announce plans far in advance, according to You Yunting, a senior partner at Shanghai-based DeBund Law Offices. 

So long as merchants provide returns and exchange policies within the scope of the law, those policies are legal, You noted in regard to the possible difference in policies across sales channels. Consumers can test products at physical stores, but those merchants need to pay rent and have higher staffing costs, so it is understandable if their returns and exchange policies are not as favorable, You pointed out. 

Still, from a business perspective companies should make reasonable plans before cutting prices so as to avoid customer disappointment and disputes, You said, adding that if poor planning provokes consumer resentment, the firm should bear the consequences.

Editor: Martin Kadiev