Leica seeks out younger customers, focuses on China

Century-old German camera brand Leica, known for its 35-mm film camera and lenses, aims to attract younger customers by adding digital cameras into its product line.

Leica opened its fifth Chinese store in Beijing on Sept 9, unveiling its new compact digital camera Leica C with built-in Wi-Fi.

The new product is priced at the most competitive price ever of all Leica products, at about 6,000 yuan ($980), says Sunil Kaul, managing director of Leica Camera Asia Pacific. Leica M and S launched in recent years cost from tens of thousands to hundreds of thousands yuan, a common price for Leica products.