From Thom Hogan:
"This, of course, disturbs the fan boys, who expect that their maker's flagship—XT-2, EM-1II, GH5, A7rII, etc.—should be mopping up. That's not the way it works. Most of the camera buying action is at a much lower level. It's really the
entry-consumer up to the mid-consumer levels that tend to speak to market share."
-
http://www.sansmirror.com/newsviews/japanese-market-shares.html
"Canon's now outselling Nikon 2:1 in their home market. Is the Japanese management at HQ not hearing the customers that surround them every day and speak their own language? Quite obviously,
Nikon is failing to connect to customers, and not just in the US, but at home, too. Whether that's due to price, product, or promotion I can't say for sure, but something isn't working, and it's not working right in front of Nikon management's eyes...
Meanwhile, Nikon doesn't show up in the top three for mirrorless cameras according to BCN, which means that Nikon's ILC market share is going down in the home market, too. Somehow Nikon has managed to retain the number two market share in compact cameras—though remember that market is getting much, much smaller every year.
But let's look at lenses: oops, Sigma now has moved into second place and pushed Nikon to third in the Japan market. Again we see strong erosion. Nikon had 23.2% of the interchangeable lens market in 2009. Let's look at the yearly numbers since: 20.4, 19.7, 19.6, 18.9, 15.2, 15.2, and last year 12.5%. That look like a strong showing to you?
...The bigger problem, of course, is that the camera market itself is shrinking. Thus, when you perform poorly, even if you are able to eventually fix those problems, you might not grow overall. The market shrinkage might eat up the volume growth. But what's happening to Nikon is far worse: they're losing market share in a shrinking market. While I don't have retail numbers for the US and Europe for 2016 to look at yet, you can verify that this is a worldwide trend for Nikon just by
looking at the CIPA shipment numbers coupled with Nikon's own detailed financials: Nikon is losing market share in ILC cameras and lenses."
-
http://www.dslrbodies.com/newsviews/nikons-slow-failure-in.html