camera, forget business machine market to expand in China. Established optical companies, sensitive olfactory exploration market demand, will add WIFI function digital cameras. To the Chinese market, at the change of organizational structure to promote sales in China. Issue Ease “Finance Room” interview Canon (China) Co., Ltd. President and CEO, Hideki Ozawa, stay tuned!
Section For additional digital camera Canon WI-FI capabilities
NetEase: We know the field and professional Canon SLR camera market has maintained a priority area in the main area Canon is how to maintain growth and continue to achieve a breakthrough in performance?
Hideki Ozawa: in everyone’s support, Canon SLR cameras and compact digital cameras continue to maintain a leading market share. This is mainly due to our quality products, we are able to satisfy customers, moving customers, we vigorously promote their products to market information, improve product awareness and favorability, which is our ability to maintain market share leader in the reason. Now includes Canon, including all camera manufacturers by sales of digital cameras, both SLR cameras or compact digital cameras all included, the Chinese market holdings of about 70 million units. But with China’s 1.3 billion population, compared to only 70 million units sold this figure shows that in China is still much room for future development. Therefore, we must strive to improve our marketing strategy to improve the performance even more.
NetEase: We can see a lot of camera manufacturers are actively developing micro-cameras in this area alone. The Canon does not have plans in this area, at least no public plan, I would like to know how you consider this field?
Hideki Ozawa: for this new field of micro-single, do companies have been started in this area to develop and launch micro-single camera. But now Canon in China, our strategy is focused primarily on SLR cameras and compact digital cameras, that we in these two products as the market center. The micro-lens reflex cameras, since it has been produced in this new field, then the world’s largest camera manufacturer in the future we will explore.
NetEase: We have also seen, led to the smart phone Iphone camera has been very sound, and we can see a small number of previous consumer digital cameras, many people use smart phone users replace the camera. How do you think of this part of the market and the competition between the smart phone?
Hideki Ozawa: Since its inception in the smart phone, smart phone camera with more powerful, more and more people join the ranks of them readily take pictures. I think the smart phone camera to arouse people’s awareness of, and this is commendable, in a sense to expand the camera market, which for us is a good opportunity. The key is that if we want to compete with the smart phone, you must use a digital camera than smart phone’s strengths to attract customers. Such as digital cameras shoot a clearer picture of the beautiful, photo quality better, more vivid colors, etc., and can not cover the use of smart phones Features description, these are the advantages of the camera. The advantage of the smart phone to instantly send photos, use the WI-FI feature is the trend, Canon wishing to add this feature to digital cameras.
Section Canon (China) and focus on developing business machine
NetEase: for Canon in terms of commercial aircraft is a very important product line, and Canon’s business machine in China in recent years to enhance the market share soon, but the whole look at it sometimes so obvious as the camera market, I would like to know how your business machine market evaluation?
Hideki Ozawa: is indeed the current Canon cameras as the main products enter the Chinese market. Compared with the commercial machine, most people are more concerned about living closer to the camera. Advance party of soldiers, so the camera as is true in China. Now the camera market development in China has made certain achievements in the future, we consider the sale of commercial aircraft to invest more energy. For this reason we call 2010, “Business first year”, mainly to enhance the visibility of Canon business machines, and from now on will work hard to develop this business. So two years ago, “the first year of business” as a starting point make great efforts to develop, since then, has been developed exclusively for the Chinese copiers, and then in terms of price but also try to cater to the Chinese market, and also in advertising, to strengthen marketing system, it now appears business machine sales in China, getting better and better, next year will be better.
NetEase: We also see Canon printer manufacturer Océ acquired before, I want to know the acquisition of the Chinese market, what kind of impact?
Hideki Ozawa: as a camera maker, Canon also hopes to expand business in the field of commercial aircraft, so the acquisition of Océ. Select the Océ also because its high-speed digital copiers, printing, design, etc. have a strong advantage. The move of Canon China has a considerable impact. China’s printing industry market is very vast. In fact now selling some of the Canon digital printer in the world made the second best-selling products in the market feedback. With the Océ join the future, this part of the business machine market will be further expanded. As a result the Chinese market, placing ourselves in the future will actively enter the printing industry, to further expand the business unit’s market share.
NetEase: Many people may not know that Canon have these businesses in the medical, security, broadcasting the B2B industry, you think of these businesses in China, the development?
Hideki Ozawa: digital cameras, copiers, inkjet printers, these three is Canon’s flagship product. However, like medical equipment, surveillance cameras, broadcast equipment, and large printers, Canon is not well known of these products also have great market prospects, we intend to be active in these areas to develop. Before the department responsible for these products is relatively small, usually under other larger departments, work is done by part-time employees responsible for a large department. But I think a product should be a department. The establishment of the department in accordance with product-one correspondence, so that all products are specifically responsible for, the person in charge of each product you can put all the time on how to promote the marketing of the products. We hope that through the company’s organizational changes to achieve the full purpose of promoting sales of the product.
NetEase: just note that in March 2011 we set up a Canon broadcast equipment division, and is mainly aimed at China’s vast television and overall camera market, will now operate in this sector, how ?
Hideki Ozawa: radio equipment until the business is managed directly by the Tokyo headquarters. Starting in 2011 in China set up its own sales department, so far less than a year’s time, results in steady improvement.
NetEase: We can see that Canon has recently released a C300 film camera, and some of Hollywood’s high-end camera face, could you share with us on this field product performance? In addition, we want to know what do you think that a high-end camera market?
Hideki Ozawa: Canon is the world’s largest camera maker. Therefore, we are concerned about demand in all areas of the camera. For we have not been involved in the field wants to go try. Prior to this Canon is not able to use them in the film industry for filmmakers of the camera, so we research for the film industry professional film cameras. Research results show that this one has a big market, and the film industry to use the cameras are more expensive. The advantage is that Canon Canon 70 lenses can be used can be replaced. Based on this advantage in the current Canon EOS cameras sold on the basis of further development, reduce costs, create the ability to use all the 70 kinds of films dedicated camera lens, which is now what we call the C300. C300 in November 2011 officially released in Hollywood. For example, a high-speed motorcycle to shoot scenes of the past can only be set up in the motorcycle next to the camera to shoot, and now if our cameras can be installed on the motorcycle in front of the camera, directly driving a motorcycle shooting people. As a full sense of speed will be able to capture the scene, the audience the ground, like riding his motorcycle in the same camera that we can achieve this effect. Wan accidentally broke, because the price is not very high so it will not cause huge losses. Before the camera bulky and very expensive, can not be directly mounted on the motorcycle, even if they can set up if you do not accidentally broke his loss will be great, our camera in this case is a good choice.Section
high privilege to help Canon (China) to obtain high performance
NetEase: your Canon Asia Marketing Group as president and head of China, who can share with us the past year, Canon’s performance in the Asian situation?
Hideki Ozawa: on Asia this year, Canon’s overall performance, we all know that this year there were two major global natural disasters, the earthquake and tsunami hit eastern Japan, and Thailand flood . These two natural disasters that we in short supply, but also the world economy faces a severe test. In such a grim year, Canon Asia, we continue to deliver double-digit sales growth, to self-evaluation, then I think it is a very good result.
NetEase: from your office since 2005, Canon (China) has maintained the performance of more than 30% growth rate, but also in the five years among the international community as a whole experienced a lot of macro environment of adverse effects, such results is how to do it?
Hideki Ozawa: Each year we have 30% to sales growth target, but in 2009 due to bankruptcy of Lehman Brothers triggered the financial crisis, the growth rate did not reach 30%, but also more than 20%. Been able to do this, first attributed to Japan Corporation provided us with quality products; Secondly, we focus on the customer’s experience, committed to provide customers with high quality after-sales service, as our slogan says, “moved often , “give the customer moving through the service. This is one of our core business strategy. Again we continue to strengthen efforts in advertising, marketing strategy to strengthen. Especially after I went to China, the brand finished, as far as possible in all aspects of English and use, such as the Canon company name, product name, slogan and so Canon added a Chinese expression, which is also very important.
NetEase: You have also mentioned the special economic environment in 2009, we may note at the headquarters of the Canon Canon investment in China has reduced by 50% of such a situation. But also in that year, a lot of Canon products in China, the market share beyond the competitors, I would like to know how this behavior is achieved?
Hideki Ozawa: in the world economic downturn, sense danger and opportunity exist. On this basis, when Lehman Brothers plunged the world into financial crisis, is for us to obtain a good opportunity. Canon at this time and did not cut advertising costs and other expenses to promote sales, but actively engaged in marketing activities. We continue to carry out a range of customers moved often in the after-sales activities. While in the product, the Japanese headquarters for the Chinese to help us launch sales of products to cater to the Chinese market. The above points, in 2009, Canon tough economic situation to be successful through.
NetEase: I believe that the above decision of Canon (China), the performance impact, but also on the outside with your permission that is higher authority than the competition closely, is it so ? And you at the helm of China, during the whole of the post Canon is on the rise, how do you look at individual positions during this time of change?
Hideki Ozawa: senior officers of other companies how much authority I am not very clear. But does the Canon, the world’s largest area of sales of each company’s official permission is quite large. After all, the person in charge of each district are responsible for the best understanding of his country. I think that given the district permission to more senior staff was the right decision. And in terms of China’s area, for Japanese companies is a very complex very difficult market. Affairs for the Chinese market to determine, the headquarters can not say that Japan can not do, but let’s ambassador in China, for a more detailed understanding of the situation in China to determine who should be relatively easy. Tokyo headquarters to determine if you do not only difficult but also the risk of error. So for the district, especially China, the world is concerned, as far as possible to determine the power of working in the Canon (China), senior staff better.
NetEase: Canon whole world that you are actually a member of the management decision-making. I want to know the headquarters of the China market, Canon’s expectations on how? Headquarters for the Chinese market, performance planning in the end is how to locate?
Hideki Ozawa: is growing. Canon headquarters for China, expectations increased each year. Although in the past has been something to look forward, but in recent years as the financial crisis sweeping the globe, resulting in Japan, the United States and the European economic downturn, in such a dire economic situation, the headquarters for China, expectations are growing. With the expected gradual increase in pressure in China is also growing.
NetEase: Some analysts believe that Canon’s market in China want to further growth, China needs to shift from a consumer market for such a core headquarters functions of the change, what do you think of this a point of view?
Hideki Ozawa: Beijing will not become the core of Canon’s global headquarters. Or global headquarters in Tokyo, Beijing is now the headquarters in Asia, but not as the world headquarters.
NetEase: We see that Canon also has factories in China, but the key parts procurement, research and development as a whole or in Japan, Mr. Ozawa does Canon in China will form a complete industrial chain?
Hideki Ozawa: is now in China is also under development as part of the cause. Such as the Suzhou plant has been fully funded R & D personnel, R & D work in China. In Beijing, from Canon (China) near Canon Information Technology (Beijing) Co., Ltd., is also an important base for research and development.
NetEase: international companies in various markets for the localization team. Canon in China, we want to know the extent of the localization team is like? For example, there are a number of senior positions to serve the Chinese and the nationality of employees, what is his position?
Hideki Ozawa: is currently the highest office employees of Chinese nationality is a senior director.
NetEase: You mentioned that the employees of Chinese nationality in the Canon (China) is the highest level of Senior Director, whether this is that managers of the staff are Japanese employees? How do you see in the Canon (China) among the Chinese localization team?
Hideki Ozawa: is currently Canon (China) 70% of management staff localization has been achieved, and each year 30% of people will get promoted, so the process can be localized in year after year. Only absorbed into the management of local talents, we can achieve future goals. Therefore, the localization team in my opinion is a very important thing.Canon IV
the next five years in Asia target $ 20 billion sales
NetEase: Can you please explain to Canon in 2012, growth in China, what business do you think or what factors will affect the most? Secondly, how do you locate Canon (China) and Asia-Pacific region is probably the next five years, a development?
Hideki Ozawa: for the next five years the target region, one of Asia as a whole to achieve $ 10 billion sales by 2013 to achieve $ 10 billion to the 2016 twenty billion U.S. dollars. Second, all of the Canon of the companies in Asia have become good global business, hoping to achieve within five years. China’s goal for 2016 we hope to achieve sales of $ 10 billion, the same we also hope that all companies in China, Canon has also become good business.
NetEase: We know that you personally have in the Canon USA, Hong Kong and many other places have held management positions, I would like to know your feelings on how the Chinese market, the market and what other markets difference? Then can you tell us what you like and do not like here, because here’s what point?
Hideki Ozawa: comes with other market differences, first of all that China is a superpower of 1.3 billion people, is the world’s fastest growing economies in the country , has a very large development prospects, which the United States, Hong Kong, Singapore and other countries compared to the same. Second, China is in a dynamic, like the Chinese people are very energetic, very to have the warm, vibrant, which is different from other countries also. Speaking of the reasons I like China, first as mentioned earlier, China is a superpower, the market prospects are promising, a lot of energy, can flex its muscles at work, which I like. Second, like the Chinese, including our employees, including our business partners, we are very land-friendly, and I can be very frank communication, but also very dynamic, and such people I am working with happy. For the Chinese market does not like the place is almost none. For me personally, some not very good initial impression of China, but by now lived in China for six and a half, has been well adapted to China, but also made a lot of Chinese friends, and even become close friends, if possible, I would like to have work in China until retirement.