Sihai network

Reasons for Casio's exit from card machine Market

Reasons for Casio's exit from card machine Market

4hw.com.cn: I'm sure many friends know that Casio is a brand. The self portrait artifact once produced by Casio was once the most popular card camera in the world. However, in recent years, the rapid development of smart phones and the maturity of camera technology on smart phones have led the ancestor of the self portrait artifact to withdraw from the market. Let's see what's going on.

Today, Japan's Nikkei news release reported that Casio officially withdrew from the consumer card machine market on the 24th, and will focus on the production of high value-added camera products in the future, but Casio did not point out where the high value-added products are concentrated, because Casio did not involve in such professional fields as SLR.

As for the reason of exit, of course, it is because of the shrinking market. According to the statistics of CIPA Association of Japan, the annual shipment volume of Casio digital cameras was 1.9 million in 2013, while it dropped to 670000 in 2016. The market as a whole is also in a sharp contraction, from 8 million in 2013 to 3.52 million in 2016. As a major competitor, Nikon's digital camera sales have also declined significantly.

After announcing the withdrawal from the consumer camera market, Casio also adjusted its performance forecast for fiscal 2017 (Casio's fiscal year ended in March 2018), with sales expected to fall to 314 billion yen, a total of 36 billion yen, and net profit also reduced by 3 billion yen to 19.5 billion yen. In addition to the digital camera business, Casio has also integrated musical instruments and other departments, integrating key technologies of each department to develop new products.

Finally, it has to be emphasized that according to the previous data, Casio's market share in 2013 is close to 25%, obviously due to the TR series. The digital camera, which initially went on sale for less than 2000 yuan, soared to more than 6000 yuan because of its feminine design and excellent self portrait effect. Even on the follow-up products, Casio also increased the official price and made a lot of money. It's a pity that under the siege of all kinds of selfie phones, even tr series finally failed.