Nikon's changes in new prodects launch

At 8:00 pm on Oct.14, 2020 Beijing time, Nikon launched new generation cameras of Z 6 and Z 7. 

Two years have passed away since the launch of the first generation of products to the release of the second generation of products. This new products release conference compared with the launch of the new entry-level camera Z 5, three months have passed as well. 

The first generation of Nikon Z 6 and Z 7 was very popular when them were released, both online and offline promotion, Nikon's marketing department promoted the new products in a wonderful way, which enhanced the sales of new products. However, at the press conference three months ago, although the new product Z 5 was excellent, it still received poor comments from many consumers, which made the sales volume of the product not optimistic. 

In this situation, Nikon made a series of marketing changes before the launch of Z 6ii and Z 7ii.

First, according to unofficial information, Nikon adjusted and updated marketing department before the press conference on October 14. Using a new promotion model on the media platform (it referred to the methods of Sony and Canon). The marketing department started to countdown the press conference 10 days in advance, and it released one or two photos of new products on both Weibo and Wechat, let customers to participate in the discussion and interaction before the conference, thus continuously attracting the attention of customers and audiences. Until the day of the press conference, when I watched the live-broadcast on BiliBili( a Video website, similar to YouTube ), the system showed that more than 300000 people watched at the same time, which is a good omen for the future sales of new products.

Second, within two years, Nikon has been listening to customers' needs through various social media platforms, then to upgrade Z 6 and Z 7 series products. After all, as the book Groundswell said, listening to customers is the direction of product production. Therefore, Nikon has greatly upgraded the performance of the second generation camera, such as focusing ability, battery life, and the number of memory cards, which has stimulated customers' desire to buy. Most importantly, Nikon's marketing department learned from the bad feedback from the Z 5 launch conference and spent more time introducing the powerful features and special features of the second generation camera on Oct 14 launch conference.

Third, Nikon's marketing department used blog accounts to discuss and interact with consumers, responded to the messages from customers and audiences, and encouraged users to post blogs on social media platforms about their own views on Nikon products or share photos taken with Nikon cameras. Moreover, before the press conference, the marketing department held a lucky draw, which allowed a large number of netizens to participate in, thus improving the brand's popularity.

Forth, in this conference, Nikon Marketing Department invited several Nikon signed-up photographers and famous bloggers to share their experiences in using new products. Moreover, after the launch, Nikon's marketing department established new products communities for customers on social networks and in real life. The marketing department will launch offline experience activities about new products through community platform, as well as discounts that will be offered to users who in the community in the future.In my opinion, what Nikon has done before and after this conference was definitely worth it. This series of changes, let this stubborn enterprise not pay attention to marketing on the marketing method has a new change, this was optimistic. Sometimes, no matter how good an enterprise's products are, if it doesn't establish good marketing on social media, such enterprises will close down sooner or later.

Finally, I wish Nikon's new products will have better market sales.

Reference:

Pictures from: www.nikon.com

Videoes from: YouTube