What did Sharp TV do to return to the Chinese market?

In 2017, the Chinese TV market saw a total sales volume of approximately 48 million units, according to the China Electronics Consumers Association’s 2017 China TV Consumption and 2018 Trend Forecast Report. Despite challenges such as rising panel prices, the industry operated at a low level overall. However, Sharp TV stood out from the trend. The company reported global color TV sales of around 14 million units in 2017, with over 10 million units sold in China alone, showcasing its strong performance in the competitive domestic market. Sharp not only achieved impressive sales figures but also accurately predicted future product trends. Data from Zhongyikang revealed that large-screen TVs, particularly those measuring 60 and 70 inches, dominated the market in 2017. Sharp captured 58.8% of the 60-inch market and an impressive 91.7% of the 70-inch segment, making it a top choice for consumers seeking high-quality big-screen TVs. In June 2017, Sharp launched two flagship models: the S60 all-in-one and the S60U splitter. These models featured a narrow bezel design, with the thinnest part of the TV measuring just 9.1mm. They also incorporated HDR technology, enhancing contrast and delivering more natural colors that closely resemble human vision. The audio system supported Dolby Audio and DTS decoding, allowing up to 7.1-channel HD content playback and providing an immersive sound experience. Later that year, in August, Sharp introduced the first consumer-grade 8K TV in Shanghai, Taiwan, Tokyo, and Berlin — the AQUOS 8K TV. This groundbreaking product marked Sharp's shift from being the "father of LCD" to the "father of 8K." With a resolution of 7680x4320 pixels, it offered an ultra-high-definition experience that brought viewers closer to reality. These technological innovations helped Sharp regain popularity among Chinese consumers. In addition to product innovation, Sharp focused on e-commerce and online marketing strategies tailored to Chinese consumer habits. During major shopping festivals like JD.com's 618, Suning's 818, Tmall's Double 11, and Double 12, Sharp achieved significant success, with many of its products winning top positions in sales rankings. The combination of effective channel selection and competitive pricing, made possible by Foxconn's manufacturing capabilities, allowed Sharp to offer better value to consumers. To further boost brand awareness, Sharp adopted a star-powered marketing strategy. It appointed popular celebrities as store managers, including Dima Xi for JD.com’s flagship store, Xiaohua Di Lieba, and boxing champion Zou Shiming. These collaborations generated massive fan engagement and attracted younger audiences. Sharp also sponsored popular variety shows such as “Run” and “Beautiful House,” strengthening its presence in the hearts of Chinese consumers. In 2017, Sharp wasn’t just returning to the Chinese market — it was redefining itself with innovative products and localized strategies. By focusing on youth, style, and choice, Sharp provided consumers with more options and built a stronger foothold in a highly competitive market. Through its efforts in product development, marketing, and customer engagement, Sharp once again captured the attention of everyday consumers.

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