Some observations from camera stores in Japan

This is a guest post from a reader in Japan:

I had dropped by a couple of camera stores in Japan yesterday (Yodobashi Camera and Bic Camera) to get some supplies and had some observations there that I’d like to share:

1. The DSLR corner is devoid of any entry-level models – for the APS-C range only the D7500 and D500 are on display, and for the FX range the D780, D850, D6 are on display.
2. Quite a bit of emphasis was put on the mirrorless corner – there were multiple bodies of each model (Z50 all the way to Z7ii), all the lenses were available for testing (including the 58mm f/0.95, and boy this lens is really heavy!).
3. Current campaigns in Japan: Nikon usually runs a cashback campaign in Spring and another in Fall, and this time around the campaign is only exclusively for Z5 and the Z lenses. You can have a look at the list here. Concurrently with the Nikon campaign, Yodobashi is running its own campaign with the Z50 – offering discounts for accessories (filters/memory cards/batteries) with the purchase of any Z50 body or kit.
4. An email was sent out from Nikon a few weeks back alerting us about clearance sales of older discontinued lenses, and the AF-S 16-35mm f/4G VR lens was freshly added to the list. The list of clearance sales lenses can be accessed here.

With these observations, this is my speculation:

• The Nikon Z6II and Z7II are selling pretty well, and the original Z6 and Z7 with their current reduced prices are doing fine in their own way too, so the current cashback campaign is just helping to push sales of the Z5 to lower the barrier for people to test out the Z-system.
• All the Z lenses are included in this round of cashback, which brings confidence that many new lenses are on the horizon.
• The aggressive marketing of the Z50 seems to coincide with the rumors about a new APS-C model coming out. I have no idea and have no insider information on what specs the model will be, but definitely, an entry-level model seems to be coming. The last time the Z6 and Z7 were pushed this much, a few months later the Z6II and Z7II were announced.

These are my own opinions and speculations, and not any insider information that I had gotten from Nikon employees so do take them with a pinch of salt.

An image I had taken last summer when the Noct was displayed outside and we could test it freely.

The 14-24 f2.8S

The right side of the 2nd lane shows most of the zooms, and this image is a close up of the f2.8 trinity lenses.

The Noct is behind a box now, but you can get staff to open it to try it out. It has been placed behind the box only recently; in the past, it was outside where you could test it out freely without asking the staff to unlock the box.

The 50mm 1.2S

The left side of the 2nd lane showing all the different Z bodies and prime lenses.

Bundled discount of the Z50 (if you buy the Z50 16-50mm kit, you can get a discount of JPY12,000 if you purchase the accessories set consisting of a screen protector, 128gb memory card and a filter)

Close up of the lens catalog placed beside the Z5

The 2nd lane is where all the Z cameras are, together with the D6. This image is at the start of the 2nd lane, with the new Z5 campaign.

The 1st lane’s right side – 3rd party lenses with some other DX lenses as well. Similarly for DX bodies only the D7500 and D500 are displayed.

Close up of the 1st lane’s left – the D780 and the D850 are displayed.

Close up of the 1st lane’s left – the D7500 with some DX lenses.

Close up of the 1st lane’s left – only the D500 and D7500 are displayed.

There are 2 “lanes” for Nikon’s display – this is the left side of the 1st lane with all the genuine Nikon DSLR bodies and lenses. At the front (right side of the image) are the APS-C bodies, and at the end (left side of the image) are the FX bodies and lenses.

Thanks fluffycat!

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