In the context of Double Eleven, what immediately comes to mind is the nationwide shopping frenzy. The overflowing shopping carts, red envelope coupons raining down from the sky, and the dizzying marketing tactics have left many people as restless as ants on a hot pot. In the overwhelming atmosphere of “don’t buy it, you’ll lose money,†consumers rush to place orders frantically, only to end up with a pile of “useless†items that are ultimately discarded.
When people work hard every day, they expect to enjoy a refined lifestyle, but instead, they often find themselves overwhelmed by unnecessary purchases. This kind of subpar shopping experience becomes the final straw that dampens consumer enthusiasm. Recognizing this, Sharp has reevaluated the quality of life for its customers, abandoned impulsive strategies, and engaged in sincere dialogue with the middle-class consumer base. They launched the Ideal Life Upgrade Plan, rejecting misleading promotions and redefining their marketing strategy to lead a new trend in Double Eleven through ideal living scenarios.
The rise of the internet has created massive market potential, but it has also brought exaggerated concepts and bubbles. The TV industry, which desperately needs growth momentum, has been affected by impatience. Unlike other traditional home appliance brands that rely on flashy gimmicks, Sharp promotes a simple lifestyle, inspiring people to rediscover the essence of life. It aims to create a harmonious space where consumers can reconnect with their homes and living environments.
To express its brand philosophy, Sharp launched the “Ideal Life, Within Reach†campaign, which reignited its original vision and sparked a new wave of brand marketing. This campaign successfully captured attention during Double Eleven.
In August, Sharp introduced the first consumer-grade 8K TV and chose Wu Yanzu as the spokesperson for its smart home series. Wu’s low-key and high-quality image aligns perfectly with Sharp’s long-standing brand identity. His image as a rare, international, and refined male star reflects Sharp’s commitment to maintaining high standards in brand representation.
During this year’s Sharp Tmall Super Product Day, Wu Yanzu recorded a special ID and participated in the world’s first 8K live broadcast on Tmall. According to statistics, the Weibo topic #8K大开眼界# reached 22 million views, while Sharp's star videos and viral ads were viewed over 6 million times. The influence of high-quality stars, combined with Tmall's platform advantage, significantly boosted the Sharp brand. On the same day, sales from Sharp’s Tmall flagship store exceeded tens of millions within minutes, setting new records for 60-inch and 70-inch TVs, and winning the title of "Double Crown" on large screens.
Sharp has also made significant strides in entertainment marketing. By engaging with popular variety shows like “Singer,†“Running Man,†and “72-story Strange House,†Sharp has impressed audiences with its superior audio-visual quality, helping to restore brand recognition among younger generations. Beyond just visuals, Sharp aims to integrate its vision of using smart technology to bring cleaner air, food, and water into society. Therefore, it partnered with the variety show “Beautiful House†to showcase upgraded daily life scenes and promote the concept of a simple, smart home life, aiming to inspire consumers to pursue an ideal lifestyle.
After the noise of the digital age, people now long for a simpler, more peaceful environment. Sharp advocates returning to the basics, bringing a calming rhythm into fast-paced lives. The seamless integration of technology and life has been widely appreciated, leading to strong pre-sale performance during the Double Eleven event. Sharp achieved both high volume and high reservation numbers, securing a successful market position.
Under the wave of consumption upgrades, Sharp continues to introduce premium yet affordable products, offering stylish yet approachable options for all aspects of life. As the Double Eleven Carnival approaches, Sharp is collaborating with Tmall, JD.com, Suning, Gome, and other omni-channel partners to provide an ideal “shortcut.†From the newly upgraded 6-series black appliances to “clean ion†air purifiers, these flagship white goods make the ideal home life clearly visible. Don’t miss out—visit the official Tmall and JD.com stores of Sharp to make your ideal life within reach!
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