"Although there is still one month to go, I am certain we will reach our target for this year and double our shipments to the Chinese market," said Masashi Koizumi, deputy general manager of Fuji Film (China) Investment Co Ltd.

He said in an interview on Friday that his company would sell about 100,000 units of digital cameras to China this year.

According to his prediction, total sales of digital cameras in the world's most populous country would be around 400,000 to 500,000 units this year - more than doubling shipments of last year.

"Last year, the market was mainly driven by business users, but this year the enthusiasm from ordinary consumers boosted sales," Koizumi said.

Statistics showed Fuji Film's sales amounted to more than 100 million yuan (US$12 million) in the first eight months.

However, the development of the Japanese venture has not been plain sailing.

Koizumi admitted the undersupply of key components had led to the supply shortage of its Finepix 401 cameras earlier in the year as well as complaints from distributors.

The Development Research Center under the State Council and the Ministry of Information Industry carried out a survey in 60 Chinese cities from April to July on consumer choices in the camera market.

Their report stated that although Fuji Film was the best known digital camera brand, they were not on the list of the top five players.

Fuji Film will also adjust its strategies for the Chinese market next year, according to Koizumi.

The digital camera maker will establish three subsidiaries in Beijing, Guangzhou and Chengdu to serve regional customers.

The Japanese-invested firm will integrate its sales with Fuji Film's digital print studios and digital picture printers next year to support the sales of cameras.

(China Daily December 9, 2002)