As everybody has a camera readily available in his or her mobile phone, demand for separate cameras has crashed, but it is now booming again thanks to the popularity of life-streaming and short videos. At a bustling camera store in Shanghai, young shoppers crowded around the shelves, eager to get their hands on the latest models, the China Daily reports. “My favorite influencer uses this camera to film,” said 26-year-old Li Yun while trying out a mirrorless model. “But it’s hard to get one. You have to enter a lottery and hope you’re lucky enough.”
Across China, demand for cameras is reviving. Once sidelined by smartphones, cameras are back in style, fueled by the rise of social media, live-streaming and short videos. From January to August, China accounted for 23.3% of global camera shipments, ranking as the second-largest market after the Americas, according to the Camera and Imaging Products Association (CIPA). The surge in demand is driven by the country’s rapidly developing influencer economy, where likes and shares on social media platforms translate into sales. New economic models and changing consumer habits are transforming cameras from mere technical tools into fashionable items.
Huang Jing, an influencer with more than 500,000 followers on the lifestyle-sharing platform Xiaohongshu, emphasized the impact of quality cameras on her content. “Using a camera to make vlogs is key for showcasing details of my make-up. The clearer the image, the more vibrant my content becomes,” said Huang. Xiaohongshu now boasts over 80 million community sharers, with an impressive 90% of its content being user-generated, according to the platform’s 2024 trend report. Moreover, as the tourism industry continues to recover, new “Instagrammable” attractions are emerging across the country, attracting large crowds to capture their memorable experiences. “In this context, the demand for photographic equipment is steadily increasing,” said Wu Feiran of the Shenzhen Soft Science Development Foundation.
The growing demand is also driving the action camera market, with analysts expecting the global market for such cameras to reach CNY20.1 billion by 2028, with a compound annual growth rate of 6.1%. Chinese brands like DJI and Insta360 are stepping up to meet this demand, having significant success both domestically and internationally. Global camera giants like Sony, Canon and Nikon, which now have over 80% of the global camera market share, are intensifying their efforts to tap China’s booming market. “We see tremendous opportunities in emerging sectors like live-streaming e-commerce and the influencer-driven economy, where China leads the way,” said Takehito Soeda, Vice President of Sony (China). The influencer economy is essential for optimizing supply chains and meeting evolving consumer needs, said Lan Jianping, Deputy Director of Zhejiang Development and Planning Institute. “This shift is crucial for improving efficiency in today’s fast-paced market,” Lan added, as reported by the China Daily.
