BCN: Fujifilm Number One in Japan Thanks to Instax Mini EVO

Instax Mini Evo: B&H Photo / Amazon / Adorama

In January, Fujifilm moved into 2nd place behind Sony thanks to the Instax Mini Evo. Now BCN is reporting that Fujifilm is number one in Japan due to the camera selling significantly better than expected. It just goes to show that Fujifilm’s unique design philosophy moves cameras and they should stop trying to be like other companies.

Translated Press Release:
A big hit product for a long time was born in a compact digital camera. It’s Fujifilm ‘s “instax mini Evo”. Immediately after its release on December 3, last year, its popularity has boiled. “It is selling more than twice as much as originally planned” (Fujifilm’s President and CEO, Sadaichi Goto). For this reason, in December, Fujifilm’s maker share was boosted to 26.8% with compact digital cameras, and it jumped to the top at once. The market share by model is also 14.9%, which is by far the best. In January of the following year, although the manufacturer’s share was handed over to Sony , it maintained the top share at 13.8% by model.

The instax mini Evo is a hybrid camera that combines an instant camera and a digital camera. The company has combined the goodness of digital cameras with the instant camera “Cheki,” which has been sold continuously since 1998. In addition to its function as a digital camera, we pursued the fun and ease of printing on the spot. One of the features of the series is the system that exposes and prints the film with organic EL . The conventional analog check film can be used as it is.

The instax mini Evo has an eye-catching retro design reminiscent of a classic camera. Regarding the reason for the big hit, Ryuichiro Takai, general manager of Fujifilm ‘s Imaging Solutions Division, said, “I dared to create an analog feeling. I increased the steps of turning the lens, turning the dial, and turning the lever when printing. “I put in the fun of using it,” he said. He added, “I was very particular about creating images among the checks I’ve done so far. I also received 100 built-in effects that are conscious of smartphone (smartphone) users, which I have never seen before.”

However, due to the popularity and the shortage of semiconductors from time to time, production could not catch up, and sales slowed down after February. The shortage continues. Michiharu Kono, Deputy General Manager of Imaging Solutions Division of FUJIFILM, said, “Currently, we are strengthening our production increase system and the situation has improved considerably. By this time, I think we can somehow resolve the shortage situation. ” With the recent return of sales of instax mini Evo, the market share of compact digital cameras is gradually recovering. In June, it gained a 19.7% share and regained the top spot. However, it is in a close battle with 2nd place Sony by only 0.3 points.

Ryuichiro Takai, General Manager, Imaging Solutions Division, Fujifilm, says that he aimed to create a unique product that is neither a smartphone nor a digital camera.

Speaking of equipment that is usually used for photography, smartphones are the first device in modern times. Not only can everyone carry it around and take beautiful pictures, but it also covers video recording without any problems. Thanks to this, the camera market is shrinking. To compete with smartphones, we need decisive features that smartphones do not have. The instax mini Evo is troublesome to operate and has a large body size, which is an obstacle. But after all, paper prints come out on the spot. You can also enjoy using it. Because of its large presence, you can enjoy the act of taking and taking pictures with the subject. “The product planning to create a unique product that can’t be done with a smartphone or a digital camera was stabbed as intended,” said Takai, general manager. This word has a hint for the camera to survive. ( BCN , Ichiro Michikoshi)

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via BCN

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