Have you ever wondered why getting your hands on a Fujifilm camera seems almost impossible? It’s like trying to find a rare Pokémon! Well, there’s more to the story than just high demand.
Imagine this: you finally saved up enough money to buy the Fujifilm X100VI camera you’ve been dreaming of. Excited, you rush to the store or hop online, only to find out it’s sold out everywhere. Frustrated, you put your name on a waiting list, hoping for a stroke of luck. But what if I told you Fujifilm is making you wait on purpose?
Yes, you read that right. Fujifilm’s President and CEO, Teiichi Goto, recently revealed that the company is deliberately keeping products on back-order. During the announcement of their full-year financial results in Japan, Goto said this stock situation is ‘normal.’
So, why is Fujifilm doing this? It turns out they believe it’s better to produce fewer cameras than to make too many and then have to sell them at a discount. ‘It would be a waste if Fujifilm produced too many products and lowered the price,’ Goto explained. Instead of flooding the market, they prefer to keep the supply low, even if it means customers have to wait.
To give you an idea of how extreme this strategy is, the Fujifilm X100VI was sold by lottery in some countries. And it’s not just this model. Various X, GFX, and Instax products have been unavailable for months in places like Japan.
This scarcity isn’t just a byproduct of high demand; it’s a calculated move by Fujifilm to change the way they sell cameras. ‘What Fujifilm has been trying to do for a long time is now finally becoming a reality,’ Goto added. ‘Our goal with mirrorless cameras is to fundamentally change the way Fujifilm sells cameras.’
While other camera manufacturers produce enough stock to meet demand and sometimes even have to offer discounts on excess inventory, Fujifilm is taking a completely different approach. They’d rather underproduce and create a sense of scarcity.
For many photographers and camera enthusiasts, this is frustrating. Imagine being stuck on a back-order list for months, just waiting for your turn. Fujifilm’s strategy might make their cameras feel more exclusive, but it also means many people can’t get their hands on one when they want to.
James Artaius from Digital Camera World sums it up well: ‘Call me old-fashioned, but I prefer the way buying a camera used to be.’
So, next time you’re hunting for a Fujifilm camera and can’t find it anywhere, remember: it’s not just bad luck. Fujifilm is doing this on purpose, aiming to make their products feel exclusive and avoid discounting. It’s a bold move that leaves many would-be customers waiting, but it’s all part of Fujifilm’s grand plan.
