2017Year4Month21Day-24On [a specific] day at the Beijing National Convention Center, the20th China International Camera, Photographic Equipment and Technology Expo (China P&E 2017) was grandly held. The full-frame mirrorless?A9will be available for the world's first public experience.
Sony's lineup of mirrorless?digital cameras, single-lens translucent digital cameras, Cyber-shot?digital cameras, Action Cam sports cameras, andGMaster, Zeiss, andGseries lenses will also be on display together, offering attendees an even richer imaging experience. 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 consistently supported Sony, the company will hold a“China P&E 2017”trade-in“event at the”expo, allowing more users to enjoy the shooting fun of the latest digital imaging products as soon as possible.
New products gather to showcase their charm
The newly released Sony full-frame mirrorless?A9, as Sony's first full-frame mirrorless camera equipped with a stackedCMOSimage sensor, has approximately?a camera with a pixel count of approximately2420megapixels and features an improvedBIONZ Ximage processor and front-endLSI.A9It supports blackout-free shooting at up to20frames per second high-speed continuous shooting and can sustain continuous shooting of241framesRAWFormat photos or362shotsJPEGFormat 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, 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), along with 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. Its dual linear motors and direct-drive ultrasonic motor ensure fast, precise, and quiet autofocus.FE
100-400mm F4.5-5.6 GM OSSIt adopts a complex design of16elements in22groups, including1SuperEDlens elements,2pieces ofEDglass, significantly reducing chromatic aberration and featuring a nano anti-reflective coating. Paired with Sony’s full-frame mirrorless?A9, this lens opens up new possibilities for wildlife and sports photography, offering users 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, with the series now reaching5models, includingF2.8standard zoom lenses with constant aperturesFE 24-70mm F2.8 GMand telephoto zoom lenses,FE 70-200mm F2.8 GM OSSportrait lenses,FE 85 mm F1.4 GMbokeh lenses,FE 100mm F2.8 STF GM OSSas well as newly releasedFE 100-400mm F4.5-5.6 GM OSS.
Meanwhile,mirrorless?digital cameras, mirrorless interchangeable-lens cameras, Cyber-shot digital cameras, Action Cam action cameras, and other new products will also make their appearances,?New products such as digital cameras and action cameras will also be on full display,such as:the Sony full-frame mirrorlesswith approximately4240effective megapixels,which can capture high-quality images with superior resolution and clarity. It supports?A7RIIaxis image stabilization and5video recording, integrating features such as high pixel count, high sensitivity, and high-speed processing into a compact full-frame Sony mirrorless4Kproduct, delivering an outstandingly unique user experience. The Sony full-frame single-lens translucent?is also one of the products that users are particularly interested in, featuring a flagship model equipped with an approximatelyA99IIeffective megapixel4240back-illuminated image sensor,Exmor R CMOSwith5axis image stabilization,79hybrid phase-detection points, and399phase-detection autofocus points on the focal plane,12high-speed continuous shooting at/frames per second. It is equipped with a newly developed1inchExmor RS CMOSstacked sensor and a front-endLSISony Cyber-shot RX100?RX100V, equipped with a fast hybrid autofocus system and high-speed autofocus capable of reaching0.05seconds, can perform24frames per second high-speed continuous shooting; Sony's first action camera with SteadyShot optical stabilization, the Action CamFDR-X3000R, offers4Kvideo recording capabilities. This product brings the SteadyShot optical stabilization technology—previously only found inHandycam?high-end series—into the Action Cam lineup, directly addressing various shake challenges in outdoor shooting, resulting in steadier footage and superior image quality, setting a new industry benchmark for image stabilization in action cameras.
Sony full-frame mirrorlessA99IISony Cyber-shot?RX100V
SonyAction CamFDR-X3000R
MastersSharing Interpreting Photography
Sony also arranged engaging lectures by renowned photographers at its booth. Li Fan, winner of the China Golden Image Award, delivered an insightful talk titled "Achieving Greatness with a Small Camera," showcasing the strengths of the Sony full-frame mirrorless?A7RIIand Cyber-shotRX1RIIin capturing humanistic and documentary subjects. Senior photojournalists Yin Gang and Xing Guangli respectively presented on "An Introduction to News Photography Techniques" and "Sony Cameras and News Documentary Photography," explaining how Sony cameras benefit professional journalists. Wei Zheng, winner of the World Press Photo (WPP) competition, spoke on "Mirrorless Cameras: A New Force in Sports Photography Competition Fields." Attendees could learn about the significant impact Sony’s new full-frame mirrorless?-"New Forces in Sports Photography Competitions," where attendees can listen to insights on commercial creation themed around Sony's new full-frame mirrorless cameras.? productsbring to sports photography. Lin Mingshu, a member of the Art Committee of the China Photographers Association, shared insights on landscape creation using the Sony full-frame mirrorless?A7RIIin his lecture "Decoding the 'Four' Essentials of Landscape Photography." Sui Xiaolong, a member of the Commercial Photography Committee of the China Photographers Association, presented his commercial creation experiences in "The Brilliant 'Vision' of Master Lenses." Renowned video imaging expert Lü Shangwei focused on "Mirrorless Cameras: A New Choice for Video Shooting," illustrating how Sony mirrorless camerasG"The Amazing 'Visual' World of Master Lenses," focusing on the creative experience. Renowned video imaging expert Lü Shangwei will mainly discuss the theme "Mirrorless Cameras: A New Choice for Shooting Video."?Shooting4K Video: A New Choice,"?make4Kvideo shooting incredibly simple. National senior photographer Cui Chaoliang gave a speech titled "Photography Squared: Decoding Sony Camera Apps," where attendees learned how Sony——"Demystifying the Sony Camera App," where attendees can learn about Sony'sPlayMemories Camera Appscamera applications add more fun to photography.
“Trade-in Program”Don’t Miss Out”
Trade-in program”The service will be available alongsideChina P&E 2017the exhibition starting on4[Month]21[Day]4and lasting fordays.During this period, users interested in exchanging or purchasingSony’s latest imaging products can visit theSonybooth. Visitors may bring their owndigitalimaging products they wish to trade in to the Sony booth, whereFengniao.comwill provide an on-site professional evaluation and offer a trade-in price. Once both parties agree, the transaction will be confirmed, andFengniao.comwill pay the customer the agreed trade-in amount. All participants in theChina P&E 2017““Trade-In”” event will receive a copy of the book A: The Rise of Mirrorless Cameras?.
Additionally,,Sony has also prepared a range of promotional offers for attendees,,including special deals on site for purchasing Sony mirrorless cameras,?,Cyber-shot compact cameras,?,Cool-Shotand other products such as lenses canallreceivegifts of varying value,,including genuine Sony batteries,,memory cards,and portable cases,among others.
Join us at P&E — the excitement 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 Cool-Shot, meeting the needs of a diverse and segmented market. In 2017, Sony will continue to focus on delivering outstanding image quality as its core strength, and through diverse, portable, and user-friendly features, meet consumers’ pursuit of high-quality imaging recording and sharing.
Sony (China) Limited was established in October 1996 in Beijing 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 investment in the electronic information industry, product marketing, customer after-sales service liaison within China, and provides macro-management and extensive business support to Sony’s various affiliated companies in China, driving 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 audiovisual products, gaming products, communication products, core components, 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 consolidated sales of2016and3held31.2015billion U.S. dollars717in the fiscal year ended