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In the midst of the Double 11 shopping frenzy, what comes to mind is a nationwide rush to fill shopping carts, a chaotic scene filled with red envelopes and discounts, and a dizzying guide that makes everyone feel restless like ants on a hot pot. In this wild atmosphere, if you don’t buy anything, you might feel left behind. But in the end, many end up with useless items—like “chicken ribs†that are more for show than for use.
When life gets tough and work is exhausting, it's hard to enjoy a refined lifestyle when every purchase feels like a gamble. The lack of quality in the shopping experience has become the final straw for many consumers. This is why Sharp is taking a step back to reflect on the quality of life, encouraging people to move away from impatience and engage with middle-class consumers in a more genuine way. They’ve launched an "Ideal Life Upgrade Plan," rejecting empty promotions and redefining their marketing strategy to lead a new wave of smart, meaningful consumption during Double 11.
The rise of the internet has opened up huge market opportunities, but it has also brought exaggerated concepts and a flood of bubbles. The TV industry, too, has been affected by this impulsive trend, needing a fresh burst of energy. Unlike other brands that rely on gimmicks, Sharp promotes a simple lifestyle, aiming to bring back the essence of living and reshape the relationship between people and their homes in a calm and harmonious space. To spread this message, Sharp launched a campaign titled “Ideal Life, Within Your Reach,†creating a new wave of brand marketing after its previous campaign, “Realistic with the Horizon.†It successfully captured the attention of the Double 11 season.
In August, Sharp released its first consumer-grade 8K TV, partnering with Wu Yanzu as the spokesperson for its smart home series. Wu Yanzu is known for being low-key and selective about endorsements, making him a perfect match for Sharp’s image of tradition and high-quality standards. His quiet yet refined presence aligns well with Sharp’s long-standing brand identity. This strategic choice shows Sharp’s commitment to choosing spokespersons that truly represent the brand’s values.
During the Sharp Tmall Super Product Day, Wu Yanzu participated in the world’s first 8K live broadcast with Tmall. The event generated massive online engagement, with the #8K-eye-opening# hashtag reaching 22 million views. The combination of star power, viral video content, and the “Super Brain Driver†feature resulted in over 6 million plays. This collaboration significantly boosted the Sharp brand’s visibility and led to record-breaking sales. On the same day, Sharp’s official store exceeded 10 million yuan in sales, breaking records for 60-inch and 70-inch TVs on Tmall. This success highlights Sharp’s deep understanding of consumer trends and its effective marketing strategy.
Sharp has also been building its entertainment marketing presence, capturing the shift towards higher-quality consumption. By entering the entertainment space and adjusting its brand strategy, Sharp not only expanded its reach but also made a strong impression on consumers. From “Singer†to “Running Man†and “Seventy-Story Buildings,†Sharp has delivered exceptional audio and visual experiences, helping to revitalize the brand’s image among younger audiences.
Moreover, Sharp aims to integrate its vision of “clean technology, clean food, and clean water†into its brand communication. That’s why they chose to sponsor the variety show “Beautiful House,†showcasing daily life upgrades and promoting a smart, simple family lifestyle. The goal is to inspire consumers to pursue an ideal life while reshaping how they interact with their living environment.
As the digital era calms down, people are increasingly seeking a peaceful and harmonious space. Sharp is advocating for a return to simplicity, offering a refreshing break from the fast-paced modern life. The seamless blend of technology and lifestyle has resonated strongly with consumers, leading to a successful pre-sale event during Double 11. With impressive sales figures and a growing market share, Sharp is clearly on the right path.
With the rising demand for quality products, Sharp is bringing premium yet approachable solutions to consumers. As the Double 11 carnival approaches, Sharp will be collaborating with Tmall, JD.com, Suning, Gome, and other partners to launch a range of innovative products, including six major smart appliances and the “Net Ion†air purifier. These products aim to elevate your home life and make your ideal lifestyle within reach. Don’t miss the opportunity—check out Sharp’s official stores on Tmall and JD.com today!
August 02, 2025