The fall of Nikon empire…

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By Dr Koh, founder of www.shashinki.com and 20 years Nikon user…

The Fall of Nikon Empire…it is sad…but true…from world’s leader in camera innovation to now struggling to survive…(Nikon loss more than USD700mil in 2020)

From my 20 years of experience of owning and selling Nikon cameras… (as a Nikon fan / user and a Retailer), it is sad to see the downfall of Nikon empire. Below are the key reasons why I think Nikon failed…

a) They are too stingy in sharing their technologies and update with users. Nikon D3, D3s, D4, D4s…all are just minor upgrade. Nikon could have just updated the firmware to give the extra features functions to users, but they chose not to. They could have improved AF, high ISO noise, auto shutter speed selection in auto ISO mode…etc. in their firmware update.

b) They mis-defined mirrorless as beginner / family camera, while DSLR for professional. Nikon 1 failed, and they are too late to go into full frame mirrorless. Even after entering full frame mirrorless, they still do not give their best in mirrorless, still pushing users into DSLR if they want professional camera. Nikon Z6, Z7 are failed products. Nothing special, and only one memory card slot.

c) Pricing. They still think they are the king, same level as Canon. Putting their cameras at much higher price than Sony, thinking Sony as Pentax, Olympus, Fujifilm level. Big mistake. Sony introduces professional mirrorless cameras at mid-range price, equivalent model at 20-30% discount from Nikon and Canon pricing.

d) Less exposure, not enough connections with influencers. Nikon is ego, only link with TOP photographers, spent lots of money on them but get little return. Sony is smart by giving out their cameras and products to many internet influencers, get as many people to talk about their cameras and lenses, and create much more INTEREST in the market. Many people first jump into Sony because of curiosity, because many said Sony good…so they wanted to try out as well.

One final thing that I really HATE about Nikon new mirrorless…which as an user you might not notice…but for me as an online seller…it is crazy…the numbering and naming…you know the correct exact writing of these models?

Wrong: Z6, Z6 II, Z7, Z7 II
Exact: Z 6, Z 6II, Z 7, Z 7II

notice the space and no space. This is a big problem for those who want to key in the product name into their reviews, internet, product page search…etc.

Will Nikon rise again? Yes, it is possible. Nikon has a very strong history of camera system, with very strong branding and big supporters out there (most might have switched or retired from photography)…there is still high possibility that Nikon can regain the crown again. They cannot be as ego as they were before, but must humbly accept the fact that they are now a newbie in mirrorless system…and re-plan their strategy of how to reconcur the small photography market again. Just look at Sony footage and history, learn from them.