Canon: R8 customizes micro single/anti single handedly for the Chinese market

Recently, Canon released two new microenterprises camera EOS R50 and EOS R8 。 Once the two products were released, they were welcomed by young people and photography lovers. So what are the R&D processes of these two micro orders? Will the R1 and R5 Mark II, which have been rumored all the time, come as scheduled? Where will the DSLR go against the background that the micro SLR has become the mainstream model? In response to the questions of interest to these photographers, the domestic video media recently interviewed Canon (China) Co., Ltd., Executive Vice President Junxing Ishii, and Canon (China) Co., Ltd., Deputy General Manager of the project Li Kaiyu.

Junxing Ishii, Executive Vice President of Canon (China) Co., Ltd

EOS R8 is Canon's first camera product with a single digital name of "8". Mr. Ishii patiently explained why it was named "8": "30 years ago, in 1994, Canon launched an EOS 888 product. At that time, it was also aimed at Asia, including China, because" 8 "is a very auspicious number, So Canon chose this name to express its interest in Asia.

In 1998, it also launched a product called EOS 88, which is also aimed at the Chinese market, to make Chinese consumers feel Canon's heart. It should be noted that the reason why all the products with "8" characters can be launched is that Canon employees in Asia, including me, put forward requirements to the headquarters. It is worth noting that the product logo of EOS 88 is not two ordinary numbers "8". It is more dynamic in the design of "8", which makes people fascinated.

Canon launched EOS R in 2018 and EOS RP in 2019. In fact, we have been making a request to Canon headquarters, hoping that there will be an entry-level product in the EOS R series products, which will shoulder the responsibility of seizing the image market. This product is known as EOS R8. The reason why it is named is that "8" is indeed a lucky number in China. At the same time, we think this is a very good time. It is just the time when China's economy will take off again when the epidemic prevention and control policies are optimized and adjusted. I sincerely hope that this R8 product can bring more good luck to consumers and get their favor. “

Mr. Li Kaiyu added: "It is the first time that the number of" 8 "is among our EOS R micro series models. The EOS R8 is fully worthy of this Geely number. It is hoped that more Chinese market users will have more favorable feelings towards Canon cameras. “

In addition to the R8, the R50 released together has also attracted much attention. Some media asked whether Canon would launch the R50 fuselage in other fashionable colors in addition to the white fuselage of the EOS R50? Or is there any plan for fashion accessories?

In response to this problem, Mr. Toshiko Ishii affirmed that more colors can enliven the market. "At present, there are two colors of the EOS R50, black and white. We also see that other companies have made great efforts in the color of the body, and we are very satisfied. Not only are there many colors of the body, but also there are matching decorations and accessories. They This approach is very helpful to invigorate the market and enrich the industrial ecology, so Canon is also willing to make efforts in this direction, including making efforts in the selection of body color and name, as well as various accessories and accessories. Let's invigorate the camera market together. "

Mr. Li Kaiyu also expected that R50 could bring more choices to the market: "EOS R50 has just started to go public, and from the market feedback, everyone has a particularly high opinion of R50. Therefore, we also want to continue to listen to the feedback of users in the market, we will pay attention to everyone's voice, and further consider providing more perfect and diverse options, so you can also look forward to more."

Next, the question turned to Canon's image market share. On this issue, Mr. Ishii shared some data: "Canon Group's image business development last year was smooth. The image business we defined includes two categories: one is inkjet printer series, and the other is camera series. Under the epidemic, many people turned to online office, so the sales of inkjet printers were very good. As for the camera product line, the phenomenon of logistics chaos and insufficient parts has been alleviated since the second half of last year, so the camera business has also rebounded strongly.

As for the market share, according to the data provided by the market consulting and research company, Canon has the highest market share of 55% in the whole camera category. It can be said that Canon cameras have won the choice of a large number of consumers who are willing to use Canon products. We sincerely thank consumers for their love. We also feel that we have a great responsibility to provide consumers with products of excellent quality and service.

In addition, let's take a look at the camera market, The proportion of SLR is 30% and that of WeChat is 70%. We have a conjecture that if the supply of SLR is increased, the share of SLR should be higher than now. Canon's share in the whole SLR market has reached 80%. So we We have always implemented the policy of "single handed anti Japanese and micro single handed".

I will cite several popular models, including 5D Mark IV, 6D Mark II, EOS 90D and APS-C frame SLR. These products are very popular. Take a look at WeChat, Our market share in the whole WeChat order is about 45% , also occupying the first place in the market. You also know that we have a friend in the micro single market, and we are in a friendly competitive relationship with them. The reason why Canon can achieve such good results in the micro single market is that we have made great progress in the whole picture micro single market. By the way, about half of the micro single market is full frame models.

On the other hand, our performance is very healthy, because we did not use the "618" and "Double 11" opportunities to promote related products at low prices, so these figures are solid and can stand the test. We have always adhered to the strategy of launching high-quality products, so that the products can really impress users. “

The growth of market share is closely related to Canon's new initiatives in the domestic image business, Mr. Ishii said: "For consumers who buy cameras, some people really like cameras because they buy them for hobbies, but more people buy cameras because they want to leave a beautiful memory and take pictures of the beautiful scenery in front of them. The number of photography lovers in China is the first in the world. We hope that more friends can travel, use their cameras to take pictures of romance, beauty, food and good times for themselves, friends and family. We will do more promotion, popularization and publicity in this regard. “

In addition, Mr. Ishii also mentioned the new measures on VR technology and application. He said: "We have already sold VR lenses in China, and we will also increase our efforts in this regard. In addition to the use of VR only for conventional VR purposes, it is also very useful in live broadcast. We hope to strengthen efforts in these two aspects, so that VR products can be used more.

For example, our frequent participation in various VR related activities is a measure. In fact, for VR promotion, it is not enough to shoot with VR lens, and there must be an exit. That is to say, the photos can be uploaded and shared for more people to see. Therefore, it is not enough to just make efforts to promote the camera. We need to carry out better cooperation with other cross-border manufacturers. Because of this, we are working with Tencent IQIYI And other relevant enterprises to negotiate and hope that everyone will work together to expand the VR market. We all know that PE exhibition will be held in Beijing in May this year, and we will continue to promote VR at the exhibition. “

Mr. Li Kaiyu also shared more information about Canon VR: "This year Canon will vigorously display and promote Canon VR lens and EOS VR system. At the end of February, Canon just participated in a very influential domestic VR industry exhibition held in Shenzhen. Through the exhibition, more people will know about Canon VR system. In fact, in the field of VR, users' awareness of Canon VR is not very high, so we hope that more people will know that Canon has VR devices, and Canon also has great expectations for VR systems. Let's work together to promote the development of VR system in China.

In addition to VR, the topic of ultra-high pixel camera is also of great concern to the market. At present, Canon may seem to lack an ultra-high pixel model. Mr. Ishii replied to this question: "Under Canon Group, there is a department called Component Development Department, which is responsible for research, development and production of various sizes and various pixel sensors. If we talk about our company's highest pixel sensor products, there are up to 250 million pixels on the market. This kind of sensor is used in factory product quality inspection or artificial satellite detection.

We can also see that many other friends have 50 million pixel sensors, and our R5 is also 45 million pixel. But if we want to say that at this stage, does Canon plan to put 100 million pixels or 250 million pixels of sensors on the camera? My answer is no, no. because When designing and producing cameras, Canon adheres to the basic principle of not blindly pursuing pixel size, but pursuing clear image quality. How to provide clearer and more beautiful picture quality is our goal.

As we all know, the higher the pixel, the finer the internal structure, and the higher the resolution. But if it is too small, the light sensitivity must be limited, which will cause a series of problems such as noise or contrast in the picture. Of course, Canon also adopts the method of internal illumination. In R&D, we always consider the balance between pixels, noise, contrast and resolution. There may be a view that the higher the pixel, the better the picture quality. Some manufacturers also promote this, but Canon does not think so. If we want to carry a higher pixel sensor, there is no problem, because we have it now, but first of all, we should consider what kind of shooting purpose this ultra-high pixel camera is used for. Before launching, we should think about this problem. “

Mr. Li Kaiyu also stressed again For Canon, high pixels are not equal to high image quality The picture quality is something Canon attaches great importance to. In addition to the image quality, it should be noted that the shooting speed is also closely related to the pixels. High pixel camera data processing pressure will be great, and the continuous shooting speed is naturally limited.

On the other hand, Canon is paying more and more attention to video functions. At present, the most commonly used video specification is 4K. Users who want higher resolution will use 8K. What kind of pixels can meet 8K? The 40 million pixel level can basically meet 8K shooting. No matter how high the pixel is, it is not good for the video effect. That is to say, Canon needs to balance the image quality, speed and video effect and consider them together.

Regarding the news that Canon will release R1, Mr. Ishii confirmed the news. He said: "Since you have seen R3, you will eventually see R1, which I firmly believe. Canon is conducting research, and I don't know whether it will be released this year, but the work of R1 research has been done. Now that you have seen R5 and R3, it is impossible to avoid R1. " After saying that, he picked up the 1DX Mark III at hand and said, "If you are anxious, you can take a look at the 1DX Mark III, which is very popular among users and sells well. We also think that the 1DX Mark III is a very good product. I really don't know when R1 will be available, so please look forward to it."

Mr. Toshiko Ishii shows Canon EOS 3 camera

As well as R1, there is also a rumor that Canon will release EOS R5 Mark II. Mr. Ishii clarified this rumor. "It is estimated that this rumor is such a reasoning process. Since we have released the EOS R6 Mark II, the EOS R5 Mark II must also be logical.

First of all, I would like to clarify some questions about EOS R6 Mark II, saying that in the future, only EOS R6 Mark II will be sold (not EOS R6), However, both EOS R6 and EOS R6 Mark II are popular in the market, and they will be sold at the same time. You can see that two years after the launch of EOS R6, we launched the EOS R6 Mark II. This is also a choice made after carefully listening to the voice of the market.

I remember when we launched EOS R5, everyone said Canon finally stopped squeezing toothpaste. No matter what you think, Canon has squeezed out all the toothpaste it can squeeze on EOS R5. Because EOS R5 has been highly praised and strongly supported by consumers. therefore I can't see the rumored release of EOS R5 Mark II and other products at present, but I also thank friends for giving us a good suggestion. It is true that EOS R5 Mark II can be a good idea for the future. “

When it comes to EOS R5, some media asked about R5C and wondered if Canon would have some new R series products in the professional video field in the future? Is R5C still the key product to be promoted next?

Mr. Ishii replied: "In terms of video production, we have professional products like R5C and C70. Of course, we have always listened to the market and users' voices, and fed them back to the research and development work.

From the current situation, EOS R5C has been unanimously recognized by the market and users, so it will continue to promote EOS R5C in the future. Of course, we also recognize that some users really want to further improve the battery life of video series products. We will take these voices seriously and seriously consider and solve them in the future product development process. “

Mr. Li Kaiyu also said that Canon attaches great importance to R5C: "You can also expect that in this part, we attach great importance to R5C, and Canon headquarters has been considering the improvement of product performance. We will also improve different functions and performance in corresponding time periods, so you can keep your attention.

In addition, there will also be a CCBN exhibition (China International Radio and Television Information Network Exhibition) in Beijing in April, Canon related products will also be displayed on CCBN, and solutions will use this opportunity to meet more professional users and professional media. “

We talked a lot about the fuselage, and the content also shifted from the camera to the lens. Mr. Ishii shared his plan on RF-S lens.

"Canon's R system will soon usher in its fifth anniversary. Canon came in later than other friends in the field of full frame micro single products. Now we are going all out to make our full frame micro single product line more abundant, including RF lenses. The number of RF lenses has finally reached 35, but compared with the 70 lineups of EF lenses, it is still slightly thin. In this case, We will further increase our efforts to expand the lineup of RF lenses. ”

Mr. Li Kaiyu further added: "As for RF-S lens, we all know that we have RF-S18-45mm F4.5-6.3 IS STM RF-S18-150mm F3.5-6.3 IS STM， The newly released RF-S55-210mm F5-7.1 IS STM lens is very suitable for entry-level users. In addition, there are many small and light lenses in our full frame RF lens system, such as RF 24-50mm F4.5-6.3 IS STM, RF16mm F2.8 STM、RF24mm F1.8 MACRO IS STM、RF35mm F1.8 MACRO IS STM、RF50mm F1.8 STM， As well as the lightweight long focus zoom lens RF100-400mm F5.6-8 IS USM, these lenses also give APS-C frame camera users more choices. As Mr. Ishii said just now, we will continue to develop more products, but we think that the current product line has many choices for ordinary small white users. "

Referring to the recent rumor about Canon opening the third-party bayonet, Mr. Ishii clarified: "In the process of our research and development of the EF system, considering that the EF bayonet lens plays a central role in the system, we have done a lot of work, including opening the EF lens bayonet protocol to the third party. However, the RF bayonet has not been opened up so far. In view of this situation, we are also conducting various communications with Canon headquarters, and there is no result for the time being. If we open the camera bayonet and use the power of a third party to expand the lens product group with us, it is no problem. but Canon's current idea is to do its best to build its own system, so it does not open the RF interface at present.

This time, we saw that the third-party products are manually focused. Although they can match the body, they do not match the body as well as Canon's own lens. We think Canon has a long way to go to open the camera bayonet agreement. If Canon one day lets go of the bayonet agreement, it must be because it has already done what it should do. At present, there is no idea of opening the bayonet agreement, but I also look forward to opening it in the future. “

At the end of the interview, Mr. Ishii expressed his confidence in the launch of the EOS R8 and EOS R50: "We really feel that the time to launch this new product is very good, and Canon is lucky to launch two new models at the best time for China to open up the optimization and adjustment of epidemic policies. The online press conferences of these two products have reached 16 million visits, which is also a matter of pride for us.

As you can see, for a large number of photography enthusiasts in China, the launch of these two models means full picture, and APS-C frame camera has exciting products. We hope that these two models can play a catalytic role and continue to ignite the Chinese photography market. We have great expectations for these two models. “

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