Recently, Nikon released the new digital SLR camera Z 30 and telephoto lens Nikkor Z 400mm f/4.5 VR S. The media specially interviewed Toru Matsubara, chairman and general manager of Nikon Imaging Instrument Sales (China) Co., Ltd. He said in the interview that the launch of two new products has further expanded Nikon’s product lineup to meet the needs of creators with a lightweight and easy-to-operate design and powerful optical performance. In the future, Nikon will continue to bring excellent imaging products and services to photographers and photography enthusiasts, and work with users to explore the vast world of image creation through a variety of online and offline activities.
Toru Matsubara, Chairman and General Manager of Nikon Imaging Instrument Sales (China) Co., Ltd., accepted an exclusive interview with the media
The following is the full transcript of the interview:
Media: How does Nikon view the future camera market?
Matsubara: Affected by smartphones, the digital SLR market for beginners is relatively severe. We believe that the mirrorless camera market will continue to rise in the future. Nikon will also focus on mid-to-high-end digital mirrorless models, which will continue to grow steadily.
Media: What is Nikon’s future strategy?
Matsubara: In 2018, Nikon launched the mirrorless cameras Nikon Z 7 and Z 6. In 2021, it released the Nikon Z fc and flagship model Nikon Z 9, which both feature and design. With the release of the entry-level model Z 30, Nikon's mirrorless digital camera product lineup has been further strengthened, and Nikon's influence in the mirrorless market has become stronger. The Nikkor Z mount series of lenses also cover various categories from basic to super telephoto. By 2022, we will launch nearly 40 models of Z-mount lenses and teleconverters, and plan to expand the number of NIKKOR Z lenses to more than 50 models by 2025. In addition, in order to continue to meet users' expectations after product release, Nikon will continue to provide users with a better shooting experience through services such as firmware updates and the "My Nikon" WeChat applet.
Media: What impact has the domestic COVID-19 epidemic had on Nikon China’s market and sales this year? What are Nikon's expectations for full-year business performance?
Songyuan: Previously, due to the impact of the new crown epidemic in Shanghai, our supply has also been affected to a certain extent. However, as the situation improved in June, supply gradually stabilized. Around this year's "618" sales season, Nikon's sales rebounded significantly. Among them, the sales of Z 5 were 1.4 times that of last year, occupying the second place in the JD.com best-selling list. This also reflects the users' affirmation of us.
Media: Please introduce what strategy Nikon will adopt in the camera market for the Z 30 announced this time.
Songyuan: We define Z 30 as an “entry-level” model. Conceptually, the Z 30 aims to provide an imaging experience that is different from that of smartphones. It is a Z series entry-level APS-C format camera that can give users a professional video shooting experience and has good operability. type. Nowadays, there are more and more users shooting Vlogs, and many of them are using smartphones to create. Among them, there are also young content creators who want to challenge unique video expression methods. The target users of Z 30 are exactly this group. . Not only is this camera the smallest and lightest model in the current Nikon Z series, it was also developed with the utmost ease of use in mind for video functions. Users can customize it to their liking, making it a camera that allows content creators to challenge and grow with various expression techniques.
Media: Currently there are only three APS-C lenses among the Nikkor Z lenses. Will new APS-C lenses be developed in the future?
Matsubara: A major feature of the Z series is the use of a unified Z mount caliber, so whether it is a full-frame/FX format or APS-C format/DX format lens, it can be used with all Z lenses including the Z 30 Used with series mirrorless cameras.At present, Nikon has announced 30 NIKKOR Z lenses and teleconverters, all of which can be used with Z series mirrorless cameras. In addition, by combining the mount adapter FTZ II, users can also use up to about 360 types of F mount NIKKOR lenses to experience unique tones and rendering effects.
Media: The newly released Nikon Z 30 focuses on the entry-level market and the Vlog creation crowd. In addition to launching a new body, what other actions does Nikon take to increase its share of the video creation market?
Songyuan: The Z 30 released this time is a model that focuses on pursuing video performance to meet the needs of users who switch from mobile phones to cameras for Vlog short video shooting. Specifically, the Z 30 video shooting AF mode is equipped with a video-specific AF-F (full-time AF) mode. This lens uses an LCD flip screen and is equipped with a REC indicator that makes it easy to grasp the recording status at any time. It also supports up to 125 minutes of long video capture. In addition to launching products like the Z 30 that are tailored for Vlog and video shooting, Nikon will also launch various services and activities to support video users’ creative expression. As a brand dedicated to meeting users' creative needs, Nikon's goal is to become the first choice for users in the video market.
Media: The Nikkor Z 800mm f/6.3 VR S goes on sale this month, while the Nikkor Z 400mm f/4.5 VR S is also announced today. What is Nikon’s future strategy for super telephoto lenses?
Matsubara: The Nikkor Z 800mm f/6.3 VR S lens is a highly portable ultra-telephoto lens that has received good market response since its launch in June. The NIKKOR Z 400mm f/4.5 VR S announced today was developed based on the same concept as the NIKKOR Z 800mm f/6.3 VR S. Both are ultra-long lenses that combine "a lightweight and easy-to-hold size" with "high optical performance." Focus lens. The new lens is not only easy to use, lightweight and portable, but also has high image quality and resolution in the focal plane. It has the unique soft blur effect of fixed focus lenses and achieves a clear and transparent three-dimensional effect. The NIKKOR Z 400mm f/4.5 VR S can also extend the focal length to 800mm with the teleconverter . By launching super telephoto lenses with excellent optical performance, small size, and light weight, Nikon hopes to continue to expand its product lineup to meet the creative needs of photography enthusiasts who like to shoot wild birds, wildlife, aircraft and other subjects.
Media: In the past two years, Nikon China has demonstrated a new brand image and outstanding affinity in social media, industry exhibitions, tours and other activities, and has been highly recognized and favored by the majority of users. Many old Nikon users have said "Nikon has changed." Is this related to changes in Nikon's China market strategy?
Matsubara: Since I became the general manager of Nikon China in 2019, I have been committed to "listening to the voices of Chinese customers." We will continue to capture the changing needs of users, meet user expectations, and further promote the prosperity and development of the camera market. Nikon also plans to continue to hold a variety of offline activities after this summer, and you are welcome to visit and experience Nikon's products.
Media: Not long ago, Nikon opened its second directly-operated store in Guangzhou. What are Nikon’s plans for opening a directly-operated store in China? Are you satisfied with the performance of your first Shanghai directly-operated store? In which cities will new directly-operated stores be opened in the future?
Songyuan: The China Nikon Direct Store is designed based on the concept of "Creator's Gateway". We hope it will become a creative base that Nikon fans frequent and visit on weekends. We believe that offline contact is very necessary to enhance Nikon's connection with users. In the future, Nikon hopes to continue to expand the number of stores in major cities in China.
