Canon expands compact camera production, eyes outsourcing strategy

TOKYO, JAPAN — Canon has announced plans to ramp up production and sales of its compact cameras, responding to surging demand driven by social media trends. The company is reportedly exploring outsourcing manufacturing as part of its strategy to meet market needs while managing costs and reducing risks.
Canon targets rising demand for compact cameras
Compact cameras have experienced a resurgence, particularly among younger consumers seeking alternatives to smartphone photography.
Canon highlighted this trend in its latest financial report, stating, “Compact cameras, which can easily capture images different from those captured by smartphones, are becoming increasingly popular.”
The company aims to establish a “production expansion system” to address supply shortages, particularly for high-demand models like the PowerShot G7 X Mark III. Known for its advanced features and lightweight design, the G7 X Mark III has been consistently back-ordered and is selling at premium prices in secondary markets.
Social media fuels popularity of PowerShot G7 X Mark III
The rise of social media platforms has played a pivotal role in the renewed interest in compact cameras. These devices offer superior image quality and creative options that appeal to content creators and photography enthusiasts. Canon’s PowerShot G7 X Mark III has become a favorite among vloggers and influencers, further boosting its popularity.
Outsourcing production: Canon’s new manufacturing strategy
To meet growing demand efficiently, Canon is considering outsourcing production for its lower-end digital cameras. CEO Fujio Mitarai confirmed this shift, stating, “We want to make… low-end digital camera models that are produced in Asia fabless (by outsourcing the manufacturing).”
By outsourcing assembly processes while retaining design and development in Japan, Canon aims to reduce operational costs and mitigate risks such as geopolitical disruptions. This strategy also allows the company to avoid reopening shuttered facilities like its former Zhuhai factory in China.
Rumors of new PowerShot model spark interest
In addition to increasingthe production of existing models, Canon may be preparing to launch a new compact camera. Industry rumors suggest the upcoming PowerShot V1 could feature a Micro Four Thirds sensor, potentially replacing the G7 X series.
While Canon has not confirmed these reports, the move would align with its focus on catering to consumer demand for innovative compact cameras.
With these steps, Canon is positioning itself to capitalize on the growing market for compact cameras—a trend that shows no signs of slowing down.