Canon hopes small markets will make big impact in China

An executive from Canon Inc, the Japanese camera maker said the growing demands from small cities in China will boost the sales of cameras in the world's largest buyer of high-end cameras.

"Chinese consumers in four-tier and five-tier cities are showing greater interests in cameras, despite the slowing economy," said Shunichi Morinaga, vice president of Canon China.

"The higher-end the cameras, the more popular they are," Shunichi said, adding consumers in small cities are more willing to shop online.

"E-commerce is becoming an increasingly important retailing channel, accounting for 30 percent of sales here," Shunichi said.

Last year, the company saw a decline of 10 percent to 20 percent in cameras sales in the country due to weaker demands in compact cameras and the zeal for smartphones equipped with high-definition cameras.

"We are working hard to differentiate our products from smartphones by offering better image qualities and shooting experience," Shunichi said.

As more Chinese people travel around the globe, the company is also working swiftly to tap into the tourism boom.

Canon launched an initiative, allowing Chinese buyers to enjoy warranty services when traveling in foreign countries including Australia, Hong Kong, Singapore and other popular destinations.

More than 120 million Chinese traveled abroad last year, up 12 percent year on year, according to China National Tourism Administration.