This paper analyses subjective and objective factors of success of the Chinese drone startup DJI, which has developed from a dormitory workshop to a top global drone manufacturer. Devotion to innovation, attention to marketing and passion of the leaders are highlighted as cornerstones to the success of the company, while structural factors including external economy of scale, rapid growth in demand and pioneering advantage are also analysed. The prospect and challenges of the firms are surveyed and suggestions are also given.