Zooke Connectors Co., Ltd. , https://www.zooke.com
In the midst of the Double 11 shopping frenzy, what immediately comes to mind is the nationwide rush to buy, overflowing shopping carts, scattered red envelopes, and dizzying discount guides. It's as if everyone is restless like ants on a hot pot. In this chaotic atmosphere, not buying anything feels almost absurd, and in the end, you're left with a pile of "chicken ribs"—useless items that you never really needed.
When life gets tough and work is exhausting, it's hard to enjoy the luxurious lifestyle when you end up buying cheap, low-quality products. The lack of quality in shopping experiences has become the final straw that dampens consumer enthusiasm. Therefore, Sharp encourages consumers to reflect on their quality of life, to step back from the rush, and to engage with the middle-class market with sincerity. This led to the launch of an ideal life upgrade plan, rejecting gimmicks and redefining quality marketing strategies, aiming to lead a new wave of consumer behavior during the Double 11 season.
The rise of the internet has created vast market potential, but it also brought exaggerated concepts and bubbles. The impetuous atmosphere has spread into the TV industry, which desperately needs a fresh boost. Unlike many traditional brands that rely on flashy gimmicks, Sharp promotes a simple lifestyle, encouraging people to return to the essence of living. By creating a harmonious space, Sharp aims to reshape the dialogue between consumers and their living environment.
To express its brand philosophy, Sharp launched a campaign titled “Ideal Life at Your Fingertips,†following the success of its previous campaign, “Realistic with the Horizon.†This strategy successfully captured the attention of Double 11 shoppers.
In August, Sharp introduced its first consumer-grade 8K TV, partnering with Wu Yanzu as the spokesperson for the smart home series. Wu Yanzu is known for being low-key and selective about endorsements, making him a perfect fit for Sharp’s image of a timeless, high-quality brand. His quiet yet refined presence aligns well with Sharp’s long-standing reputation.
During the Tmall Super Product Day, Wu Yanzu participated in the world’s first 8K live broadcast alongside Tmall. The event generated massive online engagement, with the hashtag #8K eye-opening reaching over 22 million views. Sharp’s video content and promotional campaigns reached more than 6 million viewers, significantly boosting the brand’s visibility. On the same day, the official Sharp store on Tmall exceeded 10 million in sales, breaking records for large-screen TVs and earning the title of “Double Crown†in the big-screen category. This success reflects Sharp’s deep understanding of consumer trends and strategic foresight.
Sharp has been actively developing its entertainment marketing strategy, tapping into the rising demand for premium experiences. From shows like “Singer†to “Running Man†and “Seventy-story Buildings,†Sharp has impressed audiences with its superior sound and visual quality, helping to reposition the brand as modern and relevant.
Moreover, Sharp aims to integrate its vision of “clean technology, clean food, and clean water†into its brand communication. It chose to sponsor the variety show “Beautiful House,†showcasing everyday life upgrades and promoting a smart, simple family lifestyle. This initiative aims to raise consumer awareness and desire for an ideal life.
After the chaos of the digital age, people are increasingly seeking a peaceful and balanced lifestyle. Sharp advocates returning to simplicity, offering a calming influence in today’s fast-paced world. The seamless blend of technology and daily life has been widely appreciated by consumers, leading to strong pre-sale performance during the Double 11 event.
As the consumption upgrade trend continues, Sharp will introduce premium products that reflect style without losing warmth. With Double 11 approaching, Sharp will collaborate with Tmall, JD.com, Suning, Gome, and other partners to launch an ideal “shortcut,†featuring new black tech products such as smart air purifiers and flagship white goods. These innovations aim to bring your ideal home life closer than ever. Be sure to check the official Sharp stores on Tmall and JD.com—your ideal life is within reach!
August 02, 2025