cover image by crossroad0201
Recently, there have been many reports about the difficulty of obtaining Fujifilm digital cameras. However, Fujifilm considers this a 'normal situation.' Why do they make this judgment? This time, we will unravel the reasons through Fujifilm's strategy.
According to Fujifilm's financial results for the fiscal year ending March 2024, the camera business achieved sales of over 400 billion yen and a profit margin of over 21%, indicating strong sales.
Managing Inventory to Preserve Brand Value
Fujifilm is trying to maintain the value of its products by properly managing inventory. In the past, they had to hold sales and sell at a discount due to excessive inventory. Therefore, they are currently striving to maintain appropriate quantities without overproduction.
This strategy is learned from the German camera manufacturer Leica, aiming to maintain high brand value like Leica, which keeps both old and new cameras highly valued. Fujifilm is trying to enhance product value by adopting a similar brand strategy.
Image by おじゃんぽん
Challenges in Parts Procurement and New Systems
Since the COVID-19 pandemic, it has become increasingly difficult to procure parts. Fujifilm has introduced a digital platform to optimize parts inventory and ensure stable supply. Some consumers have voiced dissatisfaction with the difficulty of obtaining certain camera models. In the past, orders for the 'X100V' were suspended, and production was subsequently discontinued, leaving many users unable to purchase it. The 'X100V' has seen an increase in purchases for resale purposes and high-priced sales, potentially harming the brand image.
In response, Fujifilm is also focusing on thorough quality control and enhanced after-sales service as important measures to increase reliability. They strive to maintain product value by listening to user feedback.
Let's pay attention to how the strategy of producing high-value products in small quantities will transform Fujifilm's brand power.
