Nikon Z f counterattacks in the camera market, challenging smartphone dominance

News on September 21, in many people’s minds, due to the rapid development of smartphones and mobile imaging, cameras seem to have become a sunset industry and are dying. However, the reality may be beyond most people’s expectations. According to research data from CIPA (Japan Imaging Equipment Industry Association), although one-inch sensors are now becoming more common in flagship smartphones, cameras have launched a counterattack this year. Especially in the Chinese market, according to statistics, China's camera sales in July 2023 are more than 1.5 times that in July 2022, and the growth rate of total sales is even higher than the growth rate of sales, ranking first in the world.

In such an environment, on September 20, Nikon quietly released a full-frame mirrorless camera-Nikon Z f. It is said that this camera was released quietly because the official did not conduct any warm-up in advance, and the release was relatively sudden. However, everyone is still mentally prepared for the advent of this camera. In the past two years, Nikon Z f is the most popular Nikon camera, even more popular than the unreleased third-generation camera. Previously, Nikon had postponed the release of Nikon Z f at least once, and countless consumers had been waiting eagerly.

We learned that the appearance of Nikon Z f obviously continues the appearance of Nikon Z The retro style of fc, including elements such as the warship roof and the old Nikon LOGO, evokes the emotions of photography enthusiasts. However, although the plain leather and metal body of this camera feels good, some people think it still lacks refinement for a product priced at nearly 14,000 yuan. The lack of a silver body option when first released also disappointed some people.

In terms of configuration, the Nikon Z f is equipped with a CMOS sensor of approximately 24.5 million pixels, and has upgraded the processor to Expeed 7, which is similar to the Z 8 and Z 9 is the same. The camera supports eight levels of anti-shake, dual card slots (SD card and TF card), 6K 30P and 4K 60P video recording, N-Log and HDR functions, and JPG photo shooting at 30 frames per second. In addition, black and white mode, focus point VR vibration reduction, pixel shift and other functions also add a lot to the camera.

Taken together, although the configuration of Nikon Z f is good, the price/performance ratio is relatively low, especially for users who don’t like the retro appearance or are not loyal Nikon users. There are more choices on the market. However, for users who want a full-frame retro camera, Nikon Z f is still a good choice

After the release of Nikon Z 9, Nikon Z f was highly anticipated, mainly because of Nikon Z fc achieved success in the market. Although no specific sales data has been announced, the popularity of Nikon Z fc can be felt, which is why people are looking forward to the full-frame version of Nikon Z fc (ie Nikon Z f)

In 2023, the camera industry seems to be revitalizing, and Nikon, as a long-standing manufacturer in the field of optics, is still attracted by consumer emotions and nostalgia. However, with the recent quality issues with Nikon cameras, such as the Nikon Z 8's bayonet and shoulder strap buckle issues, some users began to worry about Nikon's reliability. Nikon has taken active measures to deal with these problems, but quality issues are still a focus of concern for users. For users, they not only pursue the retro appearance, but also long for the continuation of the reliable performance of Nikon cameras.

This report summarizes the characteristics and market positioning of the Nikon Z f camera, as well as the development trends and some challenges of the camera industry. At the same time, Nikon's efforts in solving quality problems were also mentioned

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