The present status and future trends of China digital image market
2008-08-22

The present status and future trends of China digital image market

Present Status Japan and South Korea-brands dominate the market In 2007, Canon, Nikon, Sony, Samsung maintained the leadships. Sony and Nikon had a great progress in improving the degree of concern. The domestic brands BenQ and AIGO only gain a small share of attention. GE General Electric entered the high-profile consumer digital camera market, but has not yet shown critical momentum. Although the rapid development in digital camera market provide a developing space for other brands, the strong competition of NIKON, CANON and other leading brands make the enhancing of other brands more difficult. Megapixels race continues, product designs into hot competition In 2007, 800 megapixels consumer digital camera market is the mainstream. As the promotion of manufactures and the enhancing demands of users, 1000 megapixels and 1200 megapixels gain more and more attention in the second half of 2007. In addition, the fashion design and beautiful surface of the cameras become an important factor in the products sales of digital camera. According to a recently report released by CCID consulting, the main stream products were 7-7.99 megapixels with a market share of 38.3% in 2007. And in the second half of 2007, 8 megapixels products gradually picked up more attention. In the field of SLRs, ten megapixels products became increasingly popular. SLR products polarized SLR products are developing into opposite directions -- entry level and professional level, with more manufacturers cultivating entry level SLR market. Adjustments in price has also driven up consumer demand in SLR entry-level products, which are increasingly becoming a competition ground for major enterprises Rise of HDD Videos HDD Videos are becoming increasingly popular and played an important role in digital image market in 2007. The market enters into HDD Video era, with DV market transfering from standard definition to high-definition. Regional differences In terms of regional distribution, North China, East China and South China account for a large proportion of China's digital image market. However, with the growing popularity of DCs, demands are moving towards a more balanced trend. Future trends The products below 800 megapixels will lose the competition in market, and tens megapixels become the mainstream. The total digital camera price is on the road to decline. Under the rapid decrease trend in prices, it is foreseeable that the tens megapixels products will become the mainstream in the market. As for the promotion of manufactures and the acceptable prices, 10 megapixels and 12 megapixels products will become the mainstream in the digital camera market. In 2007, the SLR digital camera pixels indicators is in the mainstream of 10 million, but with 21 megapixels of the products listed, it is foreseeable that in 2008 more than 20 million-pixel digital camera will continue to emerge. Japan and South Korea brands continue to dominate the Chinese market In 2007, although the domestic brands like AIGO, BENQ had a little development, limited strength can not compete with the leading brands. So, in 2008, CANON, SONY, NIKON and other Japan and South Korea leading brands will continue dominating the market. Optical Anti-Shake, facial recognition technology become a standard configuration The raising requirement of photo qualities promote the rapid development in the application of technology. In 2007, a lot of manufactures began to take the application of the technology of optical Anti-Shake and facial recognition. Because of low application threshold of the technology, some low-end card cameras are also equipped with optical Anti-Shake technology. So, in 2008, the two technologies will become the standard equipment of consumer digital cameras, High speed CMOS picture processors will possibly surpass CCD. Advancements in technology, including stronger picture processors, faster ADCs and image transmission's wireless connection NAND flash memory and image sensor with high resolution have driven product standards up. SONY and CANON are both investing heavily to strengthen their COMS product lines, targeting at an increase in production capability by millions each year. Not only DSLRs, but also minitype domestic camera will be equipped with CMOS in the near future. The increasing combination of CMOS and digital videos will drive development of digital video market. The convergence of DC and DV. With the development of technologies and the market, the products with high resolution photograph and high resolution video recording functions will become the mainstream of the digital image market. Digital videos are becoming increasingly common as prices become more affordable, while offering more functions and with better performances. It is likely that digital products vendors will continuously perform the low-price strategy, offering products that are more easily reached by ordinary consumers. Here are some figures released by CCID consulting in January 2008

Figure 1: Forecast on sales volume and growth rate of China's digital camera market, 2008-2012

Figure 2: Forecast on sales volume and growth rate of China's digital video market, 2008-2012