In the span of nine years, from the Singles Festival in 2009 to today’s national shopping spree, the landscape of consumer culture has evolved dramatically. On this day, the general public is caught up in the excitement of shopping, while industry insiders are closely analyzing marketing strategies and performance metrics. As the event comes to an end, some celebrate their success, while others remain anxious. Behind every successful brand lies a well-crafted marketing strategy, yet these efforts often go unnoticed by the public.
At midnight on November 11, 2017, Alibaba announced that the total sales of the "Lynx Double 11 Global Carnival" reached 168.2 billion yuan. The competition between e-commerce giants continues to push boundaries, with sales records constantly being broken and consumers left in awe. One standout performer was Sharp, which saw its black channel sales exceed 2.5 billion yuan by 24:00 on the 11th, a fourfold increase compared to the same period last year. This marked another peak in sales. On Tmall, Sharp's official flagship store exceeded 760 million yuan in sales, becoming the top-selling store in the platform. In addition, on JD.com and Suning, Sharp also ranked first in sales across all channels. Notably, JD.com saw more than double the sales compared to the previous year.
With a daily turnover of over 2.5 billion yuan—up 406% year-on-year—Sharp demonstrated its strength during the Double 11 period. From the moment the sale began, the Tmall platform broke through the 100 million yuan mark in just eight minutes. Large-screen TVs continued to break sales records, reaching over 100 million yuan each, making them some of the most popular models of the season. These numbers reflect Sharp's renewed recognition and appeal among fans after being acquired by Foxconn.
Chen Zhenguo, vice president of Foxconn Technology Group, remained calm about the 2.5 billion yuan in sales but was particularly excited about another set of figures. “What I’m proud of is that our main sales drivers are 60-inch and 70-inch TVs, with several models exceeding 100 million yuan in sales,†he said. According to reports, 60-inch and 70-inch Sharp TVs accounted for 46% and 14% of total sales, respectively, meaning over 60% of Sharp TV sales came from these larger sizes.
Industry insiders attribute Sharp’s success to Foxconn’s deep understanding of consumer demand and its differentiated market strategy. By focusing on 60-inch and 70-inch large-screen TVs, Sharp managed to outperform competitors and become a true “market value creator.â€
The living room TV is now entering the “6†era, with 60-inch models leading the trend. The Sharp LCD-60MY5100A and LCD-60TX7008A were the most popular, with sales breaking into the billions. That means one Sharp 60-inch TV is sold every second, bringing an immersive visual experience to thousands of households. Additionally, the 70-inch LCD-60TX8008A also surpassed 100 million yuan in sales, earning it the title of “TV king†during the Double 11 period.
Looking at the overall TV market, the trend toward larger screens is clear. Owei Cloud’s Q3 2017 data showed that the market share of 60-inch TVs increased by 1.8 percentage points, while 70-inch TVs also gained momentum. Combined with the impressive sales growth during the Double 11 promotion, it’s evident that the TV market is evolving under the influence of consumption upgrades and supply chain innovations.
So, what makes a 60-inch TV, which is 5 inches larger than a 55-inch model, so appealing? First, the enhanced viewing experience. Industry analysts note that TVs typically have a long lifespan, and a larger screen offers a more immersive experience. The 60-inch size provides a wider field of view, allowing consumers to enjoy a home theater-like experience while maintaining the optimal viewing distance.
Second, the price advantage of 60-inch TVs has started to emerge. For example, during the Double 11 event, Sharp’s 60-inch TV was priced at 3,899 yuan, while a 58-inch model was priced at 3,449 yuan, and a 55-inch TCL model at 3,699 yuan. Based on this comparison, 60-inch TVs offer better value for money.
With a wide range of options available, Sharp’s large-screen TVs have seen a surge in popularity, accounting for over 90% of sales on Suning. Offering both high-quality products and competitive pricing, Sharp has made large-screen TVs more accessible to families, thanks to the efficiency and cost control provided by Foxconn.
Consumer upgrades have also played a key role in boosting Sharp’s brand appeal. Before the Double 11, Sharp already showed strong performance, ranking first in online sales according to Ovid Cloud’s week 45 data. While the broader TV market declined, Sharp experienced a significant growth of up to 200%.
Behind this success was Sharp’s “nobility without being expensive†strategy, which aligns with the growing desire for personalized, high-quality, and intelligent products. Platforms like Tmall, which understand consumer trends, have successfully captured these needs, contributing to the success of the Double 11 event.
In the home appliance sector, brands like Sharp and Skyworth are capitalizing on the shift toward larger screens and higher quality. With a century-long legacy, Sharp continues to innovate, aiming to bring the ideal life closer to consumers. Its “Making the Ideal Life at Your Fingertips†strategy reflects its vision of creating a better life through technology.
Sharp’s recent achievements, including rising sales and positive customer feedback, show that consumers are increasingly seeking quality and value. The collaboration between Foxconn and Sharp has enabled efficient production and strong bargaining power, ensuring that consumers get the best of both worlds—high-quality products at competitive prices.
As people’s aspirations for a better life grow, the message from the 19th National Congress is clear: enterprises must provide good, affordable products to meet the people’s needs. Sharp’s “ideal life†and “nobility without being expensive†strategy is a step toward achieving that goal, helping people realize a better life right at their fingertips.
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