2009年一季度中国数码相机市场分析 9页

'2009年一季度中国数码相机市场分析Inthefirstquarterof2009,ChinadigitalcameramarketanalysisbodycatalogueFirst,themarketsummaryandmainpoints1,themarketoverviewAfterspentaperiodofsilenceattheendof2008,inthefirstquarterof2009digitalcameramarketisgraduallyshowingprosperity,itsbiggestnewreleaseandlistedisspring,forthisyear，sdigitalcameramarketwithaloudgun.Ofcourse,thecontinuingfinancialcrisisandtheyen，sriseearlierthisyearhaveaddeduncertaintytothedigitalcameramarket,leavingconsumersunsureoftheirideas・Whataresomeofthehighlightsofthemarket?2,themainpointofviewIntheoverallmarket,Canon，sfocushasclimbedfurther,approaching40percent,farawayfromSONYandnikon・Intheconsumercameramarket,Fujiovertooknikontobecomethethirdmajorfocusbrand.InthemarketforSLRcameras,SONYdefendedthetriplestatusandkepta10percentredline.Canon,SONY,nikonandFujiabsorbmorethan80%ofthepopularityofalloverthecountry.Themarketsentimentofthelongcokemachinehaswarmedup,andthe cardandthewide-anglemachinehavemaintainedstability・Asaresult,thepriceindexandaveragepriceofconsumerandSLRcamerasbothrose・Inmarch,thefocusonconsumercamerassoared・Second,marketstructureresearch(1)brandstructure1,theoverallIn2009,thefirstthreemonths,theCanondigitalcameramarketfocusonthewho1eproportionofclosetofortypercent,39.1%andSONY"ssecondadvantagereached21.1%,thethirdnikonattention15.2%,SONYandthesumoftheproportionofattentionnikonandCanonstillhave5.9%ofthegap,Canonhugeadvantage・Thefourthtothetenth,Fuji,Panasonic,Samsung,Olympus,patriot,kodak,ricoh,Fujihassteadyonthelocationofthesecondgroupleader,thePanasonic,Samsung,Olympus,barelyamonthoftenexchangerankings,whileinthebackofthepatriotbeyondthekodak,ricoh,rankedeighthinthefirstquarter,happy.Thetop10brandshaveatotalof97.2%,whilemanyothersshareonly2.8%.2,consumercameraInconsumerdigitalcameramarket,CanonandSONYstilloccupythetop two,paycloseattentiontoproportionwere38.3%and19.4%respectively,andthebiggestattractionistheFujibeyondnikon,becomeafocusonlistofbronze,nikontofalltothefourth,theattentionofbothproportionwere10.4%and8.0%respectively,adifferenceof2.4%.Speakingofwhy,Fujitelephotocameraissetisresponsibleforit,inmorethanonemonthlonglist,Fujihavefirmlytopspot・Fivetotenisthesameastheoveralldigitalcameramarket,withthetop10consumerdigitalcamerabrandsaccountingfor97.3%ofInternetusers.1,SLRcamerasTheperformanceofthesingleanti-marketnikonisundeniable,withCanonaccountingfor38.3percentand42.2percentofthecompany，sattention.SONY"sfocuswas13.5%.InrecentmonthsSONYproblemsinthefieldofSLR,onceevenmonthlydecline,untilmarchappeared,butnow,itisstilltogobeyondthestrengthof10%interestintight,afterthenikon.Amongotherbrands,Olympus,pentax,Samsungandfitaareamongtheleastfocused,butalsoregularusersofthemonthlyrankings,withaspecificconsumergroup・Thehigh-endcompany,leica,madeitswayintotheInternetinMarch,witha3-inchCCDand37.5megapixels,whichalsowon0.1%inthefirstquarter・(1)regionalstructures1,the7regionalattentiondistribution Insevenareasofthecountry"smaincamerabrandfocusondistributionofCanoninthedistrictdomainhave40%proportion,especiallyinnorthChinaregion,at42.1%.SONYhas20%oftheattention,andeasternChinaistheleader・At20.3%,thenorthChinaareaisasoftspot・ComparedwithSONY,nikonandSONYarebetteroffinnorthandsouthwest,withafocusof16.8percent,whilecentralChinaneedstobestrengthened・Inaddition,theFujihasbecomethemostdevelopmentpotentialofthedigitalcameramarketbrand,ranksfourthintheregion,andinthenikonshortfeetincentralChinatoformthedevelopmentadvantage,itsambitions・Thefourbrandshavemorethan80percentofthemarket,whichisthedominantforce,withCanonaccountingforhalf・Theremainingsixbrandsarelessthan20percentofthemarket,andthegapissmallineachregion,withlessmarketorientationinashortperiodoftime.ThesevenmainbrandsofmainstreambrandsarethemostpopularNorthChinaisthemostvariableinthelistofsevenmajorregionalbrands・Comparedwithotherregions,thecompanywasaheadofSONYbeforethecompanywasinlinewithSamsung・Inaddition,kodakrankedeighthinthesouthChinaregionaheadofthepatriots.Therestofthefivemajordigitalcamerabrandsineastern,southwest,central,northeastandnorthwestareexactlythesame・(1)productstructure1,thecardmachine Theattentionofthefirstthreemonthsofthisyear,thecardmachineratiorising,butstillremaininarelativelystablelevel,aboutone-thirdofthemonthlynetfriendoftenpaycloseattentiontotheinformationonthecardmachine・1,longmachineTelephotomachinechangetomoreclearly,becausethelawoftimecardmachinelistedisnotobvious,theattentionoftheirmonthlyproportionisrelativelyclose,andlesstelephotomachinenotonlymachine,andreleasetimeisrelativelyconcentrated,soitsfocusonproportionofmovementsaremoreobvious・Afterthetroughoflatelastyear,thepopularityofthelongcokemarketispickingupastheyearoftheyearisreleased・Itsfocusincreasedfrom20.1%inthefirstquarterto23.5%.2,wideAnglemachineAndwideAnglemachineisattheendoflastyearhavewideAnglefunctionmodelstheoutbreakandformthespecificproductcategory,afteraperiodofrapidlyrisingconcern,afteritscurrentratiostableataround35%,slightlyhigherthanthecardmachine,ifthisyearwiththedevelopmentoftechnologyandthereducingofthecost,morenewproductstohavewideAnglefunction,thisproportionwillcontinuetobreakthrough・Marketpriceresearch(1)priceindexresearchInthefirstthreemonthsofthisyear,bothconsumerandSLRcameras haveseenvaryinglevelsofpriceincreases,drivenbytheappreciationoftheyenandtheemergenceofnewproducts・Onthepriceindex,consumercameraseventuallyroseslightlymorethanSLRS,witha6.73percentriseinthefirstquarter・SLRcameras,andalthoughtherewillbea6.62%riseinFebruary,higherthantheconsumercameraduringthemonth,butinMarchthepriceindexfellback,thefinalquarterofthepriceriseof6.24%AveragepriceresearchThesameistrueofthepriceindex,wheretheaveragepriceofaconsumerandSLRisrising・Theaveragepriceofaconsumercamerahasrisenfrom1,641yuaninJanuaryto1,751yuaninMarch,withamonthlyriseof63yuanand47yuanrespectively.AndSLRcamerasinJanuaryreachednearlytenthousandyuanintegerafterthe10148yuanmark,Februaryandmarchupagain,theriseinFebruaryof672yuan,thanFebruarydropped39yuaninMarch,thefinalaveragepriceof10781yuan.(3)breakdownpriceresearchAfterseeingthepriceindexandaveragepricemovementsoftheconsumerandSLRcameras,lookatthechangeintheproportionofcamerasinthefirstquarter・1,consumercameraCameracameraintheconsumermarket,thepriceinthefirsttwomonthsofattentionproportionisnottoobigchange,inMarch,withlargeNumbersofnewcameramarket,1500-2000yuanpricesurgeonproportion,reached35.8%,insteadof1000-1500yuanpricebecomethebiggestconcerninterval,similarlythereare2000-3000yuanrange,because morefocusedonthetwonewpricesrange・Thereisalsoagrowinginterestinthepriceoflessthan1,000yuan・Asaresult,Thelevelofinterestinthe1000-1500yuanpricedecreasedrapidlyto19.2percent,whiletheothertworangedfrom3,000to4,000yuanto4,000yuan.1,SLRcamerasChangeoftheSLRcameraisnotsoobvious,butstillcanbeseenthatthecamerafocusonratioof6000-10000yuanpriceisrising,hasrisenfrom20.8%to22.9%,whileotherprice,includingthemostpopular3000-6000yuanprice,focusonproportionisrelativelystable,floatingarewithin2%.Fourth,themarketdevelopmenttrendforecast(1)predictionofbrandstructuretrendAsyoucansee,nomatterwhichmarket,Canonarevigorouslypavesthewayforthebrand,thereforeisexpectedinthenextquarter,Canonintheattentionofthewholemarketscalewillcontinuetoriseslightly.Asaresult,theproportionofSONYandnikon，smainrivalswillbesidelined,whileotherbrandswillbelessaffected・Intheconsumercameramarket,thethirdandfourthbattlesbetweenFujiandnikonwillbeinteresting・DuetothenikonFujiformoreattentiontothedevelopmentofconsumercameramarket,thereforeisexpectednextmonthFujiwillstilloccupythethirdposition,theconsumptionofthe nikoncameraproductlineinthefuture,especiallythelonglineenriched,thirdisexpectedtoregainthetitle・InSLRmarket,thegrowingpopularityofCanonandnikonisrelativelystable,thefieldcurrentisthatSONY，stopreputationofthestoriesofbattle,whileotherbrandshaveyettobeclosetothegrowingpopularityofSONY,buttheperformanceofthedeclineinpopularityhasseveralveryworthvigilant,SONYSONY’Spopularityisexpectednextmonthwillhoveraround13%・ProductdevelopmenttrendforecastAsitentersthesecondquarter,thesegmentswillprosperafterthespringbreak・Consumercameramarket,theproportionofcardmachinewithwideattentionriseco.,LTD・，andlongtheopportunitytocontinuetomaintainasteadyrisetrend,untilthesummeraftertheadventofmoretelephotoforceratiowillculminateitsattention.WillacceleratetheupdatefrequencyoftheSLRcamerasmarket,althoughinthesecondquartermaynothavemorenewproductrelease,butonalongerscale,thisyeartherewillbemoreoldandnewSLRoccuralternately.(3)thepricechangetrendforecastAffectedbytheforegoingreasons,consumptionandSLRcameraisexpectedearlyinthesecondquarteraveragepriceisstillhigher,untillateinthesecondquarter,willgraduallyinastablelevel,andislikelytodecline・AsnewconcentratedreleaseperiodendconsumptionisexpectedtoconcernaboutRMB1500-3000intervalproportioninthecamerawillslowdown,andintheSLRcamerasmarket, pricerangechangeswillstillberelativelyminor・(3)forecastingofchanneldevelopmentThroughaperiodoftimebeforethestoresvisit,CanonandSONYinchargeinthestores,theboothhasthreestepsahillock,twostepawhistle,andthechannelcapacityofnikonsecond,otherbrandsarerare・Althoughatthecounterofthethreemajorbrandscanalsobuyotherbrandsinthecamera,butthevisualimpactofconsumersandsalesofnettingmustmakeotherbrandsaredifficulttorollover・Itisexpectedthatthechanneldevelopmentcapacityofbrandswillremaininthefirstplaceforaperiodoftime・'