From the Singles Festival in 2009 to today’s national shopping spree, nine years have passed. On this day, ordinary people are caught up in the excitement of shopping, while industry insiders are analyzing marketing strategies and performance metrics. As the event concludes, some are celebrating, while others are left worried. Behind every success story lies a well-crafted marketing plan—yet these details often go unnoticed.
At midnight on November 11, 2017, Alibaba announced that the total sales of the “Lynx Double 11 Global Carnival†reached 168.2 billion yuan. In the fierce competition between e-commerce giants, sales records kept breaking, and public attention was repeatedly captured. One standout performer was Sharp, whose sales during the event exceeded 2.5 billion yuan, a fourfold increase compared to the same period last year. On Tmall, Sharp's official flagship store achieved sales of over 760 million yuan, becoming the top-performing store. Meanwhile, on JD.com and Suning, Sharp also ranked first in sales across all channels. JD.com reported more than double the sales from the previous year.
With a daily turnover of over 2.5 billion yuan, a 406% year-on-year increase, and multiple products selling out within minutes, Sharp has once again captured the spotlight. The company’s 60-inch and 70-inch TVs became bestsellers, with several models surpassing 100 million yuan in sales. These figures signal that Sharp, under Foxconn’s management, is regaining the loyalty of its fans.
Chen Zhenguo, vice president of Foxconn Technology Group, remained calm about the 2.5 billion yuan in sales but was excited about another key metric: the majority of sales came from 60-inch and 70-inch TVs. According to reports, these two sizes accounted for 46% and 14% of total sales, respectively. This shift in demand reflects a growing preference for larger screens.
Industry experts attribute Sharp’s success to Foxconn’s strategic focus on large-screen TVs, targeting the 60-inch and 70-inch market. By focusing on this segment, Sharp managed to outperform competitors and become a leader in the "market value creator" space.
The living room TV is entering the "6" era, with 60-inch and 70-inch models leading the trend. Sharp’s LCD-60MY5100A and LCD-60TX7008A models sold billions, averaging one sale every second. These models have become the "king" of the Double 11 sales.
Looking at the broader market, Sharp’s success aligns with a growing trend toward larger screens. Data from Owei Cloud shows that the 60-inch and 70-inch segments saw increased market share, indicating a shift in consumer preferences. With the rise of consumer upgrades, the traditional 55-inch dominance is being challenged.
What makes a 60-inch TV so appealing? First, it offers an enhanced viewing experience. Larger screens provide a more immersive feel, making home theater-like enjoyment accessible. Second, as prices for 60-inch TVs become more competitive, they offer better value for money. For example, Sharp’s 60-inch model was priced at 3,899 yuan, while a similar 58-inch model was 3,449 yuan, showing that larger screens can be more cost-effective.
Sharp’s large-screen TVs have taken off in the black-box market, with over 90% of sales coming from Suning. Combining great pricing with stylish design, these TVs are now more accessible to families. Thanks to Foxconn’s efficient production and supply chain, Sharp has been able to deliver high-quality products at affordable prices.
Consumer upgrades have driven brand advantages, and Sharp has capitalized on this trend. Even before the Double 11 event, Sharp was already performing well, ranking first in online sales. While the overall TV market declined, Sharp saw a 200% year-on-year growth.
This success stems from Sharp’s strategy of offering "nobility without high prices." In an era where consumers seek personalized, intelligent, and global products, Sharp has positioned itself as a brand that delivers quality without sacrificing affordability.
Tmall’s “ideal life†strategy, which focuses on high-quality products that meet consumer needs, has also played a role in Sharp’s success. The 2017 Double 11 event, with its record-breaking sales, validated this approach.
In the home appliance sector, brands like Sharp and Skyworth are capitalizing on the trend of larger screens and higher quality. Sharp’s long-standing commitment to innovation and simplicity has helped it stand out. Its slogan, “Making the ideal life at your fingertips,†reflects its mission to improve people’s lives through technology.
Sharp’s achievements are also supported by the integration of Foxconn’s supply chain, ensuring high production efficiency and quality control. This synergy gives Sharp a strong edge in the market, allowing it to offer premium products at competitive prices.
As people increasingly pursue a better quality of life, the vision of achieving an ideal life has become a key goal. Sharp’s strategy aligns with this, offering affordable, high-quality products that meet modern consumer demands. In doing so, Sharp not only satisfies customers but also contributes to a better future.
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