2017Year4Month21Day-24At the Beijing National Convention Center, the20th China International Photographic, Optical, Imaging & Equipment Exhibition (China P&E 2017) was grandly held. The full-frame mirrorless?A9will be available for its global first public experience.
Sony’s lineup of mirrorless?digital cameras, SLT digital cameras, Cyber-shot?digital cameras, Action Cam sports cameras, andGMaster, Zeiss, andGseries lenses will also be on display together, bringing a richer imaging experience to attendees. During the event, multiple photography lectures will be held at the Sony booth, where users can hear the creative insights of9renowned photographers using Sony digital imaging products. In addition, to thank users who have long supported Sony, the company will launch an“China P&E 2017”exhibition trade-in“event at the”show, allowing more users to experience the latest digital imaging products sooner.
New products gather Charm to be appreciated together
The newly released Sony full-frame mirrorless?A9, as Sony’s first full-frame mirrorless camera equipped with a stackedCMOSimage sensor, has approximately?camera, with a resolution of approximately2420megapixels and is outfitted with an improvedBIONZ Ximage processor and front-endLSI.A9It supports blackout-free shooting at up to20frames per second high-speed continuous shooting, and can sustain shooting for up to241frames.RAWformat photos or362photos,JPEGformat photos with60autofocus and auto-exposure calculation detections per second, silent shutter, and1/32,000second high-speed shutter functions. In addition,693phase-detection autofocus points cover93%of the frame area, featuring a built-in5axis image stabilization system. The battery capacity has been increased to approximately2.2times that of previous models, and it includes dualSDcard slots (supportingUHS-IIspecifications), as well as support for a wiredLANinterface, ushering in the mirrorless?era of professional photography.
The new SonyGMaster lensFE 100-400mm F4.5-5.6 GM OSSis an ultra-telephoto zoom lens that delivers sharp image quality from center to edge. Dual linear motors and a direct-drive ultrasonic motor ensure fast, precise, and quiet autofocus.FE
100-400mm F4.5-5.6 GM OSSIt features a complex optical design with16elements in22groups, including1SuperEDlens elements and2pieceEDlens elements, significantly reducing chromatic aberration, along with a Nano AR Coating. Paired with Sony’s full-frame mirrorless?A9cameras, this lens offers a fresh approach to wildlife and sports photography, providing users with more professional options.
Sony’s full-frame mirrorless?A9SonyGMaster lensFE 100-400mm F4.5-5.6 GM OSS
A9+ FE 100-400mm GM
SonyGMaster lens-led lens lineup will occupy a prominent position in the exhibition area,and the series has now reached5models, includingF2.8standard zoom lenses with a constant aperture,FE 24-70mm F2.8 GMand telephoto zoom lenses,FE 70-200mm F2.8 GM OSSportrait lenses,FE 85 mm F1.4 GMdefocus control lenses,FE 100mm F2.8 STF GM OSSas well as newly released ones,FE 100-400mm F4.5-5.6 GM OSS.
Meanwhile,mirrorless?digital cameras, mirrorless interchangeable-lens cameras, Cyber-shot compact cameras, Action Cam action cameras, and other new products will also make their full debut,?New products such as digital cameras and action cameras will also be on full display,such as:theapproximately4240-effective-megapixelSony full-frame mirrorless camera,?A7RIIcapable of capturing high-quality images with superior resolution and clarity, featuring5-axis image stabilization and4Kvideo recording capabilities, integrating high pixel count, high sensitivity, and fast processing in a compact full-frame Sony mirrorless?product, delivering an exceptional user experience; the Sony full-frame mirrorless single-lens translucentA99IIis also one of the more highly anticipated products, equipped with an approximately4240-effective-megapixelExmor R CMOSback-illuminated image sensor, offering5-axis image stabilization,79hybrid phase-detection autofocus points and399phase-detection autofocus points on the focal plane,12frames per/second high-speed continuous shooting; it also features a newly developed1-inchExmor RS CMOSstacked sensor and front-endLSISony’s Cyber-shot RX100?RX100V, equipped with a fast hybrid autofocus system, achieves high-speed autofocus as quick as0.05seconds, and can perform24shots per second high-speed continuous shooting; Sony’s first action camera with steady optical stabilization, the Action CamFDR-X3000R, offers4Kvideo recording capabilities. This product brings the steady optical stabilization technology, previously only used inHandycam?high-end series, to the Action Cam series, directly addressing various shaking challenges in outdoor shooting, resulting in steadier footage and superior image quality, setting a new industry benchmark for image stabilization performance in action cameras.
Sony full-frame mirrorlessA99IISony Cyber-shot?RX100V
SonyAction CamFDR-X3000R
MastersShare Interpret photography
Sony also arranged fascinating lectures by renowned photographers at its booth. Li Fan, an award-winning photographer of the China Golden Image Awards, will deliver an engaging talk themed “Achieving Greatness with a Small Camera,” discussing the advantages of Sony’s full-frame mirrorless?A7RIIand Cyber-shotRX1RIIin capturing humanistic and documentary subjects. Senior photojournalists Yin Gang and Xing Guangli will respectively present on “A Brief Discussion on News Photography Techniques” and “Sony Cameras and News Documentary Photography,” explaining the convenience Sony cameras bring to professional journalists. Wei Zheng, an award-winning photographer of the World Press Photo (WPP) competition, will lecture on “Mirrorless Cameras – A New Force in Sports Photography Competitions.” Attendees can hear about the significant changes Sony’s new full-frame mirrorless?-New Forces in Sports Photography Competitions," where attendees can listen to insights on commercial creation themed around? productsbring to sports photography. Lin Mingshu, a member of the Art Committee of the China Photographers Association, will speak on “Decoding the ‘Four’ Essentials of Landscape Photography,” sharing insights on landscape creation using Sony’s full-frame mirrorless?A7RII. Sui Xiaolong, a member of the Commercial Photography Committee of the China Photographers Association, will share his commercial creative experiences in a talk themed “The Master Lens’s Brilliant ‘Visual’ World.” Renowned video imaging expert Lü Shangwei will mainly focus on “Mirrorless Cameras – A New Choice for Video Shooting,” explaining how Sony mirrorless camerasG"The Marvelous 'Visual' World of Master Lenses," featuring renowned video imaging expert Lü Shangwei, who will mainly discuss?"Shooting4K Video: A New Choice" as the theme, elaborating on Sony mirrorless cameras?make4Kvideo shooting incredibly simple. National senior photographer Cui Chaoliang will present a speech titled “Photography Squared – Decoding Sony Camera Applications,” where attendees can learn about the additional fun Sony——"Demystifying the Sony Camera App," where attendees can learn about Sony'sPlayMemories Camera Appscamera applications bring to photography.
“Trade-in program”Don’t miss out”
Trade-in”The service will be availableChina P&E 2017during the exhibition4in21[month]4officially begins and lasts fordays.At that time, users who wish to exchange or purchaseSony’slatest imaging products can visit theSonybooth. Users may bring their owndigitalimaging products they want to exchange to the Sony booth.Birdsong Network (Fengniao.com)will provide an on-site professional evaluation to determine the trade-in value. Once both parties agree and confirm the transaction,Birdsong Network (Fengniao.com)will pay the customer the trade-in amount. All users who participate in theChina P&E 2017trade-in“event will receive a copy of the book ”: The Rise of Mirrorless CamerasA: Mirrorless?Rising.
In addition,,Sony has also prepared a rich variety of promotional activities for users,,including on-site purchases of Sony mirrorless cameras,?,Cyber-shot compact cameras,?,Coolpixand lens products can allreceivebonusgifts of varying value,,including genuine Sony batteries,,memory cards,compact bags, and more..
Meet at P&E – The Fun Continues
Through years of continuous innovation and dedication in the imaging field, Sony’s imaging system now covers multiple product lines including mirrorless cameras?, Cyber-shot?, α (Alpha) series, and Coolpix, meeting the needs of diverse niche markets. In 2017, Sony will continue to focus on delivering outstanding image quality as its core strength, and offer a variety of portable and user-friendly features to meet consumers' pursuit of high-quality image recording and sharing.
Sony (China) Limited was established in Beijing in October 1996 by Sony Corporation as a wholly-owned subsidiary aimed at unifying and coordinating Sony’s business activities in China. As the regional headquarters in China, it engages in investments in the electronics information industry, product marketing, customer service liaison, and provides macro-management and extensive business support to Sony’s affiliated companies in China, promoting the continuous development of Sony’s business in the Chinese market. Sony (China) Limited hopes to contribute to China’s economic development through its various business activities.
Sony Corporation is one of the world’s leaders in consumer and professional audio-visual products, gaming products, communications products, core devices, and information technology. Its achievements in music, film, computer entertainment, and online businesses have also made it a global leading electronics and entertainment company. The company achieved a consolidated sales figure of2016fiscal year3ended31that ends in a day2015with consolidated sales of717.