Quarterly sales volume changes have become smaller, while sales were more evenly distributed between quarters; Market structure was further upgraded. Products with over 7 MP gradually became more important. Consumer digital cameras generated less profits; the digital SLR field became a focus of attention for vendors; Improving channel policies and strengthening channel control became a focus of digital camera vendors' channel strategies.
The fast-growing digital SLR camera market became a new industry growth point in 2007. The 2 major vendors Canon and Nikon continued to monopolize China's digital SLR camera market. However, Sony, Olympus, Samsung, Panasonic, Sigma and Pentax also stepped up their efforts to develop the digital SLR camera market. New digital SLR cameras continued to emerge in 2007.
Competition in China's digital SLR camera field has intensified in 2007. Total sales volume during the year is expected to reach 310,000 sets, up by 47.6%.
As digital camera sales enter a thin profit era, all brands will have basically the same profit ratio and channel competition will never have been more intense. In China's present digital camera market, sound channel policies will be the key for expanding market shares. Meanwhile, the market impact of strengthening channel control and management has also become apparent. It was a focus of digital camera vendors' channel strategies in 2007.
Canon has built upon its strong brand reputation and adopted a flattened channel model to get as close to consumers as much as possible. Like Canon, Sony is also pursuing a flattened channel mode. Kodak has three types of main marketing channel models: IT agent channel, department store channel and exclusive imaging instrument stores. In the future, all major vendors will strengthen their advantageous channels and penetrate into disadvantageous channel. Nikon will also adopt flattened channels, while Kodak will strengthen its channel sales model featuring over 9,000 developing and printing shops. Samsung, Huaqi and BenQ will strengthen their advantageous IT channels and penetrate into chain home appliance stores and department stores.
In 2008, China's digital camera market will continue to grow quickly. Sales volume is expected to top 10 million sets, hitting the target of 10.25 million sets. China's digital camera market will be further upgraded structurally. The family consumer segment will continue to be a new growth point in the market. It will be very difficult for SLR digital cameras to become the mainstream product in the digital camera market in the following two years.
