FiiO DT11 Sells Out, but Sales Fall Short of Expectations

The first batch of FiiO DT11 units sold out in early October. Today (October 6), in its announcement regarding the first batch selling out, FiiO thanked users for their trust. The Chinese manufacturer also announced when the second batch of the FiiO DT11 will arrive and provided details about the release of a magnetic case for the product. Read on for all the details and the company’s assessment of its sales performance.

FiiO Announces That the First Batch of DT11 Units Has Sold Out

FiiO announced today (October 6) on the social media platform Weibo that the first batch of DT11 units has sold out.

“Thanks to your recognition, the first batch has now sold out. We thank every user for their trust and support.”

Since its launch in September, the DT11 portable Android digital transport “has attracted considerable attention and earned the appreciation of the public,” FiiO stated.

FiiO Used Preorders to Gauge Public Interest

Concerned that interest in purchasing the DT11 might be limited, FiiO opened preorders for its portable Android digital transport. International preorders began on August 26, while preorders in mainland China opened on September 24.

Orders began shipping on September 28, which was considered the official launch date of the FiiO DT11. The remaining DT11 units were sold over the following days, with stock lasting until October 2, according to Linconleandro.

FiiO’s CEO Is Uncertain Whether Mass Production of the DT11 Will Continue

Shortly after the announcement that the first batch of DT11 units had sold out, James Chung indicated that he remained uncertain about the product’s future.

FiiO’s CEO stated:

“Considering the sales of the first batch, our position remains cautious. We are not certain whether we will keep it in regular production over the long term.”

James added:

“In the words of one internet user, the DT11 is a product that those who need it will buy without you having to promote or introduce it; those who do not need it will not buy it, regardless of how much you promote or introduce it.”

On October 2, in response to a comment on the Head-Fi forum, James expressed his disappointment with DT11 sales. He stated:

“To be frank, sales results fell short of expectations. Since we sell directly in both mainland China and international markets, the fact that it has taken us so long to sell just a few hundred units actually represents poor performance within our product lineup.”

When Will the Second Batch of the FiiO DT11 Go on Sale?

According to FiiO, the second batch of the FiiO DT11 is expected in December 2026.

Will a Magnetic Case Be Released for the FiiO DT11?

Yes, a magnetic leather case will be available for the FiiO DT11. The accessory will be released in late October.

The DT11 Is a Product That Divides Opinion

FiiO’s founder and CEO stated on Weibo on September 24 that the DT11 divides opinion both within and outside the company.

“The DT11 is a product that divides opinion both within and outside the company. Those who need it keenly feel the absence of something like it; those who do not need it see no potential in the product.”

James Chung added that online popularity does not necessarily translate into sales success.

“Online interest does not necessarily translate into sales. Major companies have released products that attracted enormous attention but sold very few units. For this reason, we are not certain what to expect.”

The statement above refers to James’s comments shortly after FiiO’s product launch conference, which took place on September 12. The CEO began his post by stating:

“We conducted a small survey about the new products FiiO launched in Beijing the day before yesterday. Internally, we believed that the portable DT11 digital transport would be the most niche product, but, surprisingly, it received the most attention.
When speaking with audio enthusiasts in China and abroad, we encounter the same situation: many people encourage us, or even pressure us, to launch the product. The most common comment among enthusiasts is: ‘If you make this product, it will certainly be a success. Release it soon; I will support it.’”

After discussing the poll conducted by his company and the opinions of those interested in the product, James expressed concern about the DT11’s sales prospects:

“This reminded me of various past cases in which a product received considerable attention but failed commercially. This does not necessarily mean that the problem lay with the product itself; it simply shows that, for a brand or product to achieve real success, it must win over the silent majority.
The same applies to Xiaomi and Huawei: although they are two of the brands with the largest user bases and the highest levels of loyalty, actual sales of many of their products do not fully reflect the attention and discussion they generate online. Xiaomi’s market share, including Redmi, remains far behind Huawei’s.”