FUJIFILM instax weiter auf Wachstumskurs
Konstante Beliebtheit und wachsende Nachfrage nach der Sofortbild-Kamera instax verlangen nach Produktionsausbau.
Das neue Jahr startet für FUJIFILM Imaging Systems mit einer Erfolgsnachricht: trotz globaler Pande-mie und damit einhergehenden Lieferengpässen, bleibt der Hype um die Marke instax ungebrochen. Um der hohen Nachfrage gerecht zu werden, plant FUJIFILM die Sofortbildproduktion für das neue Ge-schäftsjahr 2022 weiter auszubauen.
Seit der Wiedereinführung auf dem deutschen Markt 2009 befindet sich das Unternehmen mit der Marke instax auf Erfolgskurs. Zuletzt war die Nachfrage nach instax Sofortbildkameras im Weihnachtsgeschäft so hoch, dass sie deutlich über der Produktionskapazität des Herstellers lag. Infolgedessen gibt FUJIFILM nun seine Pläne bekannt, die Produktion für das Sofortbildgeschäft in 2022 auszubauen.
„Unser anhaltender Erfolg, der sich in der weiter steigenden Nachfrage nach unseren instax-Produkten zeigt, ist gerade in bewegten Zeiten wie diesen ein wichtiges Signal für all diejenigen, die ihn erst möglich gemacht haben“, so Bernd Gansohr, Geschäftsführer bei FUJIFILM Imaging Sys-tems GmbH und General Manager FUJIFILM Electronic Imaging Europe GmbH. „Die Nachfrage ist weiterhin sehr hoch und wir freuen uns, unser Geschäft künftig ausbauen zu können.“
Stetiges Wachstum und nachhaltige Markenbekanntheit innerhalb der Zielgruppe führten in den vergangenen Jahren zu einer Etablierung der Warengruppe Sofortbildfotografie. So begeistern die angesagten Sofort-bildkameras und Printer auch in Deutschland sowohl Profis, Hobbyfoto-grafierende als auch Sofortbildfans: Mehr als 200 Millionen Sofortbilder der Marke FUJIFILM instax wurden seit dem Marktrelaunch in Deutsch-land abgesetzt. Im vergangenen Jahr konnte das Unternehmen zudem den Verkauf der zweimillionsten instax Sofortbildkamera in Deutschland verkünden.
Dass der Trend ungebrochen und das Interesse an der Marke instax wei-terhin stark ist, belegen auch interne Marktforschungsanalysen auf den Social Media-Plattformen. Der Überbegriff Sofortbildkamera sowie die Marke instax selbst sind in der Onlinekommunikation präsente Themen, die ihr Gesprächsvolumen in den vergangenen Jahren sichtlich steiger-ten. So zeigt sich insbesondere seit 2019 ein starker Aufwärtstrend; zwi-schen 2020 und 2021 verdoppelte sich das Gesprächsvolumen sogar – unabhängig von pandemiebedingten Lieferengpässen.
Ebenso erfreulich sind die Verbrauchszahlen der Consumables, die bele-gen, dass instax-Kunden mit 90 bis 100 Aufnahmen pro Jahr und Kamera ein langfristiges Interesse an der Nutzung der Sofortbildkameras haben.
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