In the context of Double Eleven, what immediately comes to mind is the nationwide shopping frenzy. The crowded shopping carts, the rain of red envelope coupons, and the dizzying marketing strategies have left many feeling as restless as ants on a hot pot. In an atmosphere where people are driven by the fear of missing out ("don't buy it, you lose money"), consumers rush to place orders, only to end up with a pile of "useless" products that eventually get discarded.
When people work hard every day and still can't enjoy a refined lifestyle due to the stress of purchasing, this kind of shopping experience becomes the final straw that erodes consumer enthusiasm. Recognizing this, Sharp reevaluated the quality of life for its consumers, moved away from impatience, and engaged in sincere dialogue with the middle-class market. It launched the Ideal Life Upgrade Plan, rejecting misleading sales tactics and redefining its quality marketing strategy. The goal is to lead a new trend in Double Eleven through ideal family life scenarios.
The rise of the internet has opened up massive market potential, but it has also brought exaggerated concepts and bubbles. This impulsiveness has even affected the TV industry, which desperately needs growth momentum. Unlike other traditional home appliance brands that rely on flashy gimmicks to attract crowds, Sharp promotes a simple lifestyle, inspiring people to rediscover the original intention of life. It creates a harmonious space for dialogue between consumers, their homes, and their living environments.
To express its brand philosophy, Sharp launched the "Ideal Life, Within Reach" campaign, which reignited its original vision. This campaign sparked a new wave of brand marketing after the previous "True to the Horizon" initiative, successfully capturing attention during Double Eleven.
In August, Sharp released its first consumer-grade 8K TV and appointed Wu Yanzu as the spokesperson for the smart home series. The choice was clear—Wu Yanzu is low-key, rarely involved in ads, and maintains a high-quality image that aligns with Sharp’s long-standing brand identity. This reflects Sharp's commitment to selecting spokespersons with high standards.
During this year's Sharp Tmall Super Product Day, Wu Yanzu recorded a star ID and participated in the world's first 8K live broadcast on Tmall. According to statistics, the Weibo topic #8K 大 开眼界# received over 22 million views. Sharp's star videos, viral ads, and “super brain drivers†were viewed more than 6 million times. The influence of high-quality stars, combined with channel advantages, significantly boosted the Sharp brand. On the same day, the sales of Sharp’s Tmall flagship store exceeded tens of millions within minutes, setting new records for 60-inch and 70-inch TVs, earning the title of "Double Crown" and demonstrating Sharp’s keen insight into consumer trends.
Sharp has also made significant strides in the entertainment market, developing a deep understanding of consumer preferences and adapting its brand strategy accordingly. From "Singer" to "Running Man" and "72-story Strange House," Sharp’s superior audio-visual technology has provided audiences with an immersive experience. More importantly, Sharp aims to integrate its vision of using smart technology to bring cleaner air, food, and water to society into its brand communication. Thus, it chose to feature in the popular variety show "Beautiful House" to showcase upgraded daily life scenes and create a simple, smart home lifestyle, aiming to raise consumer awareness and expectations for an ideal life.
After the noisy internet era, people now crave a simpler, more harmonious environment. Sharp advocates returning to the essence of life, bringing a refreshing and calming rhythm to the fast-paced modern life. The perfect blend of technology and life has been widely recognized by consumers, leading to strong pre-sale performance during the Double Eleven event. Sharp achieved both high volume and high reservations, securing a successful market outcome.
With the wave of consumption upgrade, Sharp continues to promote "noble yet affordable" products, offering stylish yet approachable solutions for serious lifestyles. As the Double Eleven Carnival approaches, Sharp partners with Tmall, JD.com, Suning, Gome, and others to launch an ideal "shortcut." Surprise Juhui features newly upgraded 6-series smart appliances and "clean ion" air purifiers, making the ideal home life clearly visible. Keep an eye on the official Tmall and JD.com stores of Sharp—your ideal life is within reach!
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