Phototrend published a lengthy interview in French with Fujifilm France’s director of the photography division, Franck Bernard. You can read the full interview in French here or check out the summary below:
- Fujifilm Sales in France
- Fujifilm holds about 12% of the APS-C market
- Overall, Fujifilm holds 13-14% of the market when you include GFX and compacts
- Momentum is excellent
- Fujifilm is growing in every segment
- Fujifilm wants to push Nikon out of third place to be behind Sony and Canon
- Fujifilm’s Biggest Successes over the past twelve months
- The Fujifilm X-E5 has been big for Fujifilm
- Fujifilm X-E5 was a substitute for the X100VI for some
- X-E5 has its own audience, too
- Economic Climate
- Fujifilm hasn’t been impacted by the economy, and the Electronic Imaging Division is doing quite well.
- The brand remains strong across multiple sectors
- Smartphones
- Fujifilm’s cameras have been increasingly user-friendly, which has helped them get cellphone photographers
- Fujifilm has a range of cameras for them from the X-S to X-H line of cameras
- GFX100RF
- The GFX100RF has performed well beyond expectations, with interest comparable to the X100VI
- Sales stabilized after launch, but they remain strong
- Competitors like the Leica Q3 and Sony RX1R III haven’t impacted sales since the GFX100RF has its own spot
- X100VI
- Fujifilm is still having stock shortages, but some retailers not have units on shelves
- Backorders remain significant
- Shortages will remain through Christmas, and Fujifilm understands your frustration
- X-Half
- The X-Half was designed for a new generation of customers who create for social media
- X-Half isn’t intended to be a mass-market product
- It exists in a niche that requires education
- GFX Eterna 55
- Fujifilm has been in broadcasting for a long time
- The Fujifilm GFX Eterna 55 was developed for people with cinematic ambitions
- Cinematographers and small production groups want more affordable high-end cameras from companies like ARRI, RED, and Sony
- Fujifilm is targeting directors of photography on short films who want that cinema quality
- Fujifilm is shaking up the market while revitalizing medium format
- Video
- Fujifilm started with the photography-centric camera, the X-Pro1, and has grown into hybrid cameras like the X-H2S that are more video-oriented for sports and documentary work
- The market priced between €1500–€2500 is oversaturated, so moving up market to Eterna or down market to the X-M5 is a solid strategy to stand out
- Fujifilm isnt going to sell as many cameras for video as they do the X100VI, but they aim to stay active in every part of the market
- Instax
- Instax users are aged 7 to 77
- The Mini 12 remains its top seller
- The Mini Evo sells well, too
- The Mini Evo is the X100VI or Instax
- Instax demand was so strong last year that Fujifilm couldn’t keep up
- The Wide Evo is selling very well
- Some people shoot three packs of film, while others shoot dozens, so it is hard to tell how many packs most people use
- Instax usage remains strong
- The Evo line has not impacted the number of prints people make, even though it lets people be more picky about what to print
- Printing only your best shot also lets you share multiple prints with others
- Inexpensive Cameras
- Prices are higher today, and Fujifilm didn’t intend to release another camera below $1k until the X-M5
- Fujifilm does not have plans to go lower than the X-M5
- The second-hand market is a good place to save money
- The Used Market
- Fujifilm doesn’t have figures on it, but they know it is an important gateway for photographers
- Fujifilm cameras are built to last, so they will perform well for years to come
- The Fujinon XF23mm f/2.8 R WR
- The XF23mm isn’t intended to be sold as a kit lens, even though some retailers are offering it that way
- Fujifilm just doesn’t want to see official kits sold by retailers with third-party lenses
FUJIFILM GFX ETERNA 55:
B&H Photo / Amazon / Adorama
FUJIFILM GF 32-90mm T3.5 PZ OIS WR:
B&H Photo / Amazon / Adorama
Fujifilm X-E5:
B&H Photo / Amazon (Black : Silver) / Moment / Adorama
Fujinon XF23mm f/2.8 R WR:
B&H Photo / Amazon / Moment / Adorama
Fujifilm X-M5
B&H Photo / Amazon Silver : Black / Moment / Adorama
Fujifilm X-H2:
B&H Photo / Amazon / Moment / Adorama
Fujifilm X-H2S:
B&H Photo / Amazon / Moment / Adorama
Fujifilm X100VI Silver and Black:
B&H Photo / Amazon (Silver : Black) / Moment / Adorama
Fujifilm GFX100RF:
B&H Photo / Amazon / Moment / Adorama
Sony RX1R III:
B&H Photo / Amazon / Adorama
Instax Mini Evo:
B&H Photo / Amazon / Moment / Adorama
Fujifilm X-Half Frame:
B&H Photo / Amazon (Silver / Charcoal / Black) / ShopMoment / Adorama
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