2017Year4Month21Day-24at the Beijing National Convention Center, the20th China International Photographic Machinery, Imaging Equipment & Technology Expo (China P&E 2017) was grandly held. The full-frame Sony mirrorless!"A9will be available for its first global public experience.
Sony’s mirrorless!"digital cameras, single-lens translucent digital cameras, Cyber-shot compact cameras, and!"Action Cam action cameras, as well asGMaster, Zeiss, andGseries lenses, will all be on display, bringing a richer imaging experience to attendees. During the event, multiple photography lectures will be held at the Sony booth, where users can hear about the creative experiences of9renowned photographers using Sony digital imaging products. In addition, to thank users who have consistently supported Sony, Sony will hold a“China P&E 2017”trade-in“event at the”exhibition, allowing more users to experience the joy of shooting with the latest digital imaging products as soon as possible.
New products gather together 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!"million pixels and is outfitted with an improved2420image processor and front-endBIONZ X.LSIIt supports blackout-free continuous shooting at up toA9frames per second and can sustain continuous shooting of up to20frames at241frames per second.RAWFormat photos or362sheetsJPEGformat 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), 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 the center to the edges. Dual linear motors and a 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 and2pieces ofEDglass, significantly reducing chromatic aberration and featuring a Nano AR 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 full-frame mirrorless!"A9Master lensFE 100-400mm F4.5-5.6 GM OSS
A9+ FE 100-400mm GM, 1/2000 sec., F8, ISO 100
The SonyGMaster lens-led lens lineup will occupy a prominent position in the exhibition area,with the series currently consisting of5models, namely those equipped withF2.8Standard zoom lenses with a constant apertureFE 24-70mm F2.8 GMand telephoto zoom lensesFE 70-200mm F2.8 GM OSS, portrait lensesFE 85 mm F1.4 GM, defocus control lensesFE 100mm F2.8 STF GM OSSas well as newly releasedFE 100-400mm F4.5-5.6 GM OSS.
Andmirrorless!"digital cameras, single-lens translucent digital cameras, Cyber-shot compact cameras,!"digital cameras, and Action Cam sports cameras, among other new products, will also be making their appearances.For example:Adoptingapproximately4240effective megapixels,the Sony full-frame mirrorless!"A7RIIcan capture high-quality images with outstanding resolution and clarity, supporting5axis image stabilization and4Kvideo recording, combining high pixel count, high sensitivity, and high-speed processing in a compact full-frame Sony mirrorless!"product, delivering an exceptional user experience; the Sony full-frame single-lens translucentA99IIis also one of the products that users are paying close attention to, featuring approximately4240effective megapixelsExmor R CMOSback-illuminated image sensor, equipped with5axis image stabilization,79hybrid phase-detection points and399phase-detection autofocus points on the focal plane,12frames per/second high-speed continuous shooting;it is equipped with a newly developed1inchExmor RS CMOSstacked sensor and a front-endLSISony’s Cyber-shot DSC-RX100 series!"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 SteadyShot optical steady shot, the Action CamFDR-X3000R, offers4Kvideo recording capability. This product brings the SteadyShot Optical SteadyShot technology, previously only used inHandycam�?/span>high-end series, to the Action Cam series, directly addressing various shake challenges during outdoor shooting, resulting in smoother footage and superior image quality, setting a new industry benchmark for stabilization performance in action cameras.
Sony full-frame mirrorlessA99IISony Cyber-shot!"RX100V
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 exciting lecture themed “Achieving Greatness with Small Cameras,” discussing the advantages of Sony’s full-frame mirrorless!"A7RIIand Cyber-shot cameras in humanities and documentary photography!”RX1RIIVeteran photojournalists Yin Gang and Xing Guangli will respectively explain the convenience that Sony cameras bring to professional journalists, with topics “A Brief Discussion on News Photography Techniques” and “Sony Cameras and News Documentary Photography.” Wei Zheng, an award-winning photographer of the World Press Photo (POYi), will lecture on “Mirrorless Cameras – A New Force in Sports Photography Competitions,” where attendees can learn about the significant changes the new Sony full-frame mirrorless!"-brings to sports photography. Lin Mingshu, a member of the Art Committee of the China Photographers Association, will share his insights on landscape creation using the Sony full-frame mirrorless, under the theme “Decoding the ‘Four’ Wholes of Landscape Photography.” Sui Xiaolong, a member of the Commercial Photography Committee of the China Photographers Association, will talk about commercial creation experiences in his lecture themed “The Brilliant ‘Visual’ World of Master Lenses.” Renowned video imaging expert Lü Shangwei will mainly focus on the topic “Mirrorless Cameras – A New Choice for Video Shooting,” explaining how Sony mirrorless camerasThe tremendous changes it has brought to sports photography. Lin Mingshu, a member of the Art Committee of the China Photographers Association, will deliver a speech on the theme of "Decoding the 'Four' Wholes of Landscape Photography," explaining to attendees how to use Sony's full-frame mirrorless cameras.!"A7RIImakeGvideo shooting incredibly simple. National senior photographer Cui Chaoliang will give a speech titled “Photography Squared – Decoding Sony Camera Applications,” where attendees can learn how Sony!"camera applications bring more fun to photography.4K Trade-in!"Don’t miss out4KVideo shooting has become incredibly easy. Cui Chaoliang, a nationally certified senior photographer, will present "Photography Squared."——Unveiling the Sony Camera App" as the theme, where attendees can learn about the additional fun that SonyPlayMemories Camera Appscamera applications bring to photography.
“Trade-in Program”Don’t Miss Out”
Trade-in program”The service will be availableChina P&E 2017during the exhibition4in21[month not specified]4days.During this period, users who wish to trade in or purchaseSony’slatest imaging products can visit theSonybooth. Attendees may bring their own digital imaging products they wish to exchange to the Sony booth,digitalimaging products to the Sony booth,whereBirdman Network (Fengniao.com) will provide a professional on-site evaluation to determine the trade-in price. Once both parties reach an agreement and confirm the transaction,Birdman Networkwill pay the customer the agreed 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 Cameras:AMirrorless!"Rise”.
Additionally,,Sony has also prepared a range of promotional offers for attendees,,including on-site purchases of Sony mirrorless cameras,!",Cyber-shot RX (Black Series) cameras,!",Cool-shootingproducts such as lenses and morecanreceivegifts of varying value,including genuine Sony batteries,memory cards, carrying cases, and more.
Join us at P&E – the excitement continues
Through years of continuous innovation and dedication in the imaging field, Sony’s imaging systems now cover multiple product lines including mirrorless cameras, Cyber-shot, α (Alpha) series, and Cool-shooting, 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 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 electronic information industry, product marketing, customer service liaison, and provides macro-management and extensive business support to Sony’s various subsidiaries in China, driving the continuous development of Sony’s business in the Chinese market. Sony (China) Limited hopes to contribute to China’s economic growth 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 and television, computer entertainment, and online businesses have also made it a leading global electronics and entertainment company. The company achieved consolidated sales of2016year3month31.2015billion U.S. dollars717in the fiscal year ended