In response to the reduction in excise taxes, Unicorn International has announced price cuts across the entire DJI product line, with the Osmo Pocket 3 seeing the largest reduction of up to 14%.

The Legislative Yuan recently passed the amendment to Article 11 of the “Excise Tax Act” in its third reading, and some conscientious manufacturers have also adjusted their prices. Among them, Synnex was the first to respond to the government’s policy, officially announcing today (the 15th) that it is immediately lowering the prices of several best-selling products from the well-known imaging brand DJI (DJI Innovation), which it distributes. Both parties announced that they would absorb the price difference on their existing inventory themselves, ensuring that the benefits of the policy are passed on to consumers “without delay.” Among these, the Osmo Pocket 3—which has garnered significant attention from content creators—saw a price reduction of up to 14%, significantly lowering the barrier to entry.

In response to the reduction in excise taxes, Unicorn International has announced price cuts across the entire DJI product line.

The passage of the amendment to Section 11 of the Excise Tax Act has included audiovisual and multimedia products—such as plasma displays and projectors—as well as certain home appliances within the scope of the excise tax exemption, effective as of January of this year. The original intent of this amendment was to reduce the financial burden on consumers when purchasing digital hardware products and to stimulate the consumer electronics industry. However, under the operational logic of general retail channels, there is often a “time lag” in how prices reflect regulatory changes after the law takes effect. This is because the inventory currently held in distributors’ warehouses was mostly purchased and taxed prior to the regulatory amendment, so the cost structure has not yet changed. Typically, consumers must wait until the old inventory is cleared and a new batch of tax-exempt goods enters the market before they see a reduction in retail prices.

According to official information released by Unicom, in order to allow consumers to enjoy the benefits of the tax reduction as soon as possible, Unicom has reached an agreement with DJI, the manufacturer, and both parties have decided to jointly bear and absorb the tax differential on existing inventory. This means that, starting January 15, although the tax was still included in the purchase price of in-stock items when they were originally procured, the retail prices will already reflect the post-tax-exemption market rates.

Addressing Pain Points in Cross-Border Shopping: Osmo Pocket 3 Now Significantly More Competitive in Price

In terms of specific product adjustments, Unicorn International has set its sights on handheld video cameras, which are currently generating a great deal of buzz in the market. Among them, the Osmo Pocket 3 handheld camera has attracted the most attention. Under the new pricing strategy, the price of the Osmo Pocket 3 has been reduced by up to 14%, with the suggested retail price starting at NT$12,390. This pricing strategy has clearly been carefully calculated based on market conditions. For some time now, due to differences in exchange rates and tax rates, many cost-conscious Taiwanese consumers have chosen to “pick up” these products while traveling to Japan or to purchase them through cross-border e-commerce platforms.

In its statement, Unicorn International clearly stated that following this price reduction, consumers “will no longer need to purchase products overseas due to price differences.” This move is intended to narrow the price gap between officially imported products in Taiwan and parallel imports from overseas. Combined with Unicorn’s existing warranty service advantages, it is expected to effectively retain consumer spending within the local Taiwanese market.

Comprehensive Product Lineup: Action Cameras and Panoramic Cameras See Simultaneous Price Cuts

In addition to the flagship Pocket series—a product line designed for outdoor sports and panoramic photography—Unicomp has also launched a highly competitive price promotion:

• Osmo Action 4 Action Camera: As a flagship model for extreme sports and outdoor vlogging, this model’s price has been lowered to under 7,000 New Taiwan dollars following this adjustment. For entry-level creators on a tight budget who want high-quality video recording capabilities, this represents an extremely attractive price point.

• Osmo 360 360-Degree Camera: To meet the demand for panoramic photography, Synnex is offering a 17% discount, bringing the price down to 10,990 yuan.

It is worth noting that Unicom International specifically emphasized that this “suggested retail price reduction,” implemented in accordance with the new excise tax system, will not replace existing market promotional activities. In other words, the original promotional offers will continue to run concurrently, providing consumers with the dual benefit of “price cuts plus promotions.”

Upgrading the Retail Experience: Shifting from “Buying Products” to “Buying Experiences”

Beyond price wars, Unicom International is also focusing on enhancing the in-store shopping experience. Given the increasingly complex features and user interfaces of imaging equipment, simply comparing prices online often fails to meet consumers’ need to experience the product firsthand and verify its actual imaging performance.

To that end, Synnex has announced that it has established “DJI Authorized Experience Stores” in numerous department stores across Taiwan. These physical locations will offer three core benefits:

1. Hands-On Operation: Allow consumers to try out the equipment themselves before purchasing to experience its stability and image quality.

2. Guided Tour: Explanations provided by professionals help lower the learning curve for users.

3. After-Sales Service: We provide comprehensive original equipment manufacturer (OEM) technical support.

With the implementation of the amendments to the Excise Tax Ordinance, the swift response from Unicom International and DJI has set the tone for the technology distribution market. By absorbing the costs themselves to eliminate the time lag in price adjustments, they have not only demonstrated the distributors’ keen awareness of policy changes but also directly addressed consumers’ price sensitivity. For consumers looking to purchase video production equipment in the near future, this is undoubtedly an optimal time to make a purchase.

Source: KOCPC Chinese