April Domestic Digital Camera Market Report

In April 2013, Sony products in China’s digital camcorder market remained the focus of consumer attention. JVC JY-HM85, a shoulder-shoulder high-definition memory card camcorder released by JVC in March 2013, won the product's top spot.

Report Highlights • Brand Concern: Sony maintains a focus of over 60% of its attention and stays at the top of the brand's attention list.

• Product Focus: JVC JJ-HM85, released in March 2013 by JVC, won the top spot for the product.

• Product price distribution: Among the local branded products, 1001-2000 yuan products have the highest share of attention, which is 65.1%.

• Case Study - Panasonic: In January-April, Panasonic kept the brand's attention to the second place on the rankings, with a stable share of 11%-14%.

First, the brand attention pattern

• Sony’s share of 62.4% of the company’s focus. In April 2013, the share of Sony’s attention in the Chinese digital camcorder market fell by 1.9 percentage points from the previous month. It maintained its focus on over 60% of the market and remained the top spot in the brand’s attention list. Panasonic maintained its second place with a share of 11.7%. The share of other brands on the list is below 10%.

• The highest increase in JVC’s focus on share As compared with March, the top ten brands that have attracted the most attention from users in China’s digital camera market have not changed and are concerned about slight changes in rankings. Among them, JVC watched the highest share gain, rising from 2.7% in the previous month to 8.0%, and focused on ranking from fifth to third. The share of attention of other brands is within 2%.

The increase in the share of JVC's attention is mainly due to the release of the new JVC JY-HM85. This product has received a lot of attention from consumers since its release in March. The single product has a higher proportion of attention and has greatly improved the JVC brand. Focus on the share.

Second, product attention to the pattern

(1) Hot models of the product • JVC JY-HM85 won the top spot According to the statistics of ZDC, from January to March 2013, the Sony HDR-XR260E of China's digital camera market kept the top of the product list. In April, the Sony HDR-XR260E fell to second place in the product-focused list, and the JVC JY-HM85 rose to the top of the list.

JVC JY-HM85 is a new product released by JVC in March 2013. After the launch of the new product, it has received positive attention from consumers. This product is a shoulder-mounted high-definition memory card camcorder, belonging to the business level in the JVC product line, for wedding photographers and private professional photographers. Back-illuminated CMOS image sensor, 10x optical zoom, 10,000 yuan at the end of April.

• Ten million-plus products were among the ten digital camcorders that received the most attention from users in April. There were five short-listed products under 10,000 yuan. Among them, the second-ranked Sony HDR-XR260E offers the lowest price of 3800 yuan. Sony PMW-EX280 ranked eighth, with the highest offer of 33,700 yuan.

• Sony's shortlisted products accounted for eight of the ten digital camcorder products on this month's list. Each of JVC and Panasonic has a shortlist of products, ranking first and tenth.

(II) Product price segment • Low-priced product concern share is lower In April 2013, China's digital camera market statistics sold a total of 449 products, belonging to 24 brands. The cumulative number of commercial products sold by 6 foreign brands is 164, and the share of attention is as high as 90.5%.

In foreign brands with different price segments, the number of products in the 3,000 yuan and below price segment accounted for over 30% of the total, with the lowest share of concern being 12.4%. The share of the product in the 6001-10000 yuan price segment is 32.5%, which is obviously higher than its share. The number of products in the price segment over 10,000 yuan and the share of attention are all above 35%.

• 1001-2000 yuan product focus on the share of over 60% In the local brand different price segment digital video camera products, 1001-12000 yuan products have the highest share of attention, 65.1%. The number of products over 3,000 yuan accounted for 5.3%, and the share of attention was the lowest, 3.6%.

Case Study - Panasonic

(I) Concerned about the trend • Concerned about ranking in the second place According to ZDC statistics, in the Chinese digital camera market in January-April 2013, Panasonic kept the brand's attention to the second place on the rankings, with a stable share of 11%-14%.

Panasonic HDC-MDH1GK has been the most popular product in Panasonic's commercial products. This product was released in September 2010 and is a professional video camera. It is priced at 6,800 yuan at the end of April.

(II) Price segment • More than half of the products with a share of more than RMB 10,000 are Panasonic’s digital video camera products. The number of products in the price segment of RMB 6,000 and below accounts for half, and the share of attention is lower, which is 23.3%. The share of the 6001-10000 yuan product's attention is nearly 30%, which is obviously higher than the proportion of its number. More than 10,000 yuan in the number of products and the proportion of attention are more than 40%.