(Cnet Korea = Reporter Shin Dong-min) Fujifilm Electronic Imaging Korea (Fujifilm Korea) analyzed the data of valid camera registered members by year for the past 11 years from 2011 to 2022. (51%) announced on the 31st that they had overtaken the 4050 generation (44%).
The 20s and 30s accounted for 22% of all buyers in 2011, when the Korean branch of Fujifilm was established, but their share increased little by little every year, rising to 69% last year. In particular, the number of buyers in their 20s has increased significantly. It was less than 10% between 2011 and 2017, but rose to 10% in 2018, 15% in 2019, 19% in 2020, 27% in 2021, and 30% in 2022.
It is analyzed that the marketing strategy of the MZ generation worked for the increase in the purchase rate of digital cameras among the 20s and 30s who are familiar with smartphone cameras.
Hoon Lim, President of Fujifilm Korea, said, “In 2018, when the core customer base began to reverse from 4050 to 2030, it was time to open the brand’s official Instagram and start seriously communicating with the MZ generation.” The attempt to transform into a young and friendly approachable brand through cultural marketing seems to be effective.”
In addition, the classic design and unique color as a point of differentiation among competing full-frame cameras for high specifications are evaluated to have played a role in capturing the attention of the MZ generation. In fact, in a survey of more than 30,000 genuine registered members asking why they chose Fujifilm, the most common answers were because of ▲ picture quality and color, ▲ exterior design, and ▲ convenient size and weight when shooting.
Over the last 10 years, the most purchased cameras by the 20s and 30s were X100V, X100F, and X-T30 from X System. The X100F, released in 2017, and the X100V, released in 2020 as its successor, are Fujifilm’s only integrated lens cameras, featuring a classic rangefinder (RF) style design.
The X-T30 interchangeable lens mirrorless camera features an elegant design in a compact and lightweight body weighing 383g, and is considered a model that has greatly contributed to the popularity of Fujifilm cameras. In addition, the film simulation installed in every Fujifilm camera can select up to 19 types of film modes that reproduce the unique color of analog film, satisfying the needs of the MZ generation that appreciates atmosphere in photography.
Meanwhile, Fujifilm Korea uploads a variety of information content on how to use cameras and lenses through its official YouTube channel to reduce the barriers to entry and the burden of operating a digital camera regardless of age. program.
Hoon Lim, President of Fujifilm Korea said, “The act of taking pictures gives the joy of creation regardless of age and generation, and the unique role of digital cameras remains undiminished.” We intend to hold various activities to spread the joy of photography and the use of cameras as a tool for recording to future generations.”
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