Leica Camera AG has established a significant presence in Mainland China and the Greater China region. Historically, Leica first delivered cameras to China in the 1920s, and the company’s sales in the region have grown steadily, with China accounting for approximately 30% of Leica’s global revenue in recent years. The brand has expanded its retail footprint, with multiple stores in cities like Beijing, Shanghai, and Shenzhen. Leica aims to open more outlets in other wealthy Chinese cities such as Chengdu and Xi’an, reflecting its commitment to the Chinese market.
In terms of business collaborations, Leica has partnered with Chinese technology giant Xiaomi for mobile imaging. This long-term cooperation, announced in 2022, aims to push the boundaries of smartphone photography, blending Leica’s optical expertise with Xiaomi’s technological capabilities. Their partnership marks a significant step in Leica’s strategy to stay relevant in the fast-evolving mobile photography market.
However, Leica’s relationship with China has not been without controversy. In 2019, a promotional video from Leica Brazil, which referenced the iconic “Tank Man” from the 1989 Tiananmen Square protests, sparked backlash in China. The Chinese government censored Leica on social media, and the company quickly distanced itself from the video, emphasizing that it had not authorized the production. Despite the negative publicity, Leica continues to maintain a strong market presence in China, particularly through its collaborations with local tech firms like Xiaomi.
Overall, Leica’s connection with China is multifaceted, combining strong commercial interests with occasional political sensitivity. The company’s ability to navigate these complexities has been crucial for its success in this vital market.