Tmall’s Big Data Guides Sharp's Self-Branding Innovation
In 2016, during Tmall’s Double 11 event, Sharp introduced an unprecedented promotion for large-screen TVs—buy one, get one free. This move quickly positioned them as leaders in the large-screen TV category.
Unlike traditional offline sales models, Sharp began leveraging Tmall's big data early on. They discovered that large-screen TVs are particularly appealing to consumers in China’s first and second-tier cities. Unlike older generations, younger consumers—post-80s and post-90s—are no longer satisfied with basic TV functions. Instead, they prefer immersive experiences akin to home theaters, demanding larger screens and superior visual quality to meet their evolving demands. Additionally, there's a growing trend of pairing large-screen TVs in living rooms with smaller screens in bedrooms, reflecting changing consumer preferences. Guided by these multidimensional insights, Sharp set a new sales record last year during Double 11.
On August 31, Sharp celebrated the Tmall Super Brand Day and launched the world’s first 8K TV. During the global fashion conference titled “Sightseeing Tour, Insights to Xingmeng,†Sharp officially introduced the consumer-grade 8K TV to the public via Tmall.
What exactly does 8K TV signify? In simpler terms, the resolution of 8K is 7680×4320 pixels, which is four times the prevalent 4K resolution in the market today. This results in stunning detail and picture performance.
Within the first 24 hours of Tmall’s Super Brand Day, Sharp doubled its August sales from the previous year, offering consumers a fresh taste of their technical prowess and brand value. The traffic and user data accumulated during this event will continue to enrich the Tmall ecosystem, enhancing the brand’s value over time.
Sharp Reinvigorates Its Position in the New Retail Landscape
As one of the world’s largest consumer markets, China holds immense significance for any home appliance company. Understanding Chinese consumers will allow companies to ride the wave of the new retail era.
Sharp’s marketing director, Yuan Xuezhi, candidly stated: “Our top priority now is to reclaim lost ground. The domestic market is our primary focus.â€
How does Sharp plan to regain its domestic market? By focusing on the younger demographic and pushing forward with a transformation in brand image, product design, and marketing models.
The youthful and personalized users on Tmall represent a valuable resource for Sharp’s youth-oriented strategy, while big data collaboration strengthens Tmall’s role in driving Sharp’s marketing upgrades. Throughout Sharp’s strategic transformations over the past year, Tmall’s presence has been omnipresent.
Last October 14th, Sharp and Alibaba launched the YunOS TV system, integrating Ali’s family entertainment offerings and Youku’s copyrighted content. By combining hardware and software, Sharp achieved a comprehensive upgrade in its Internet content and ecosystem.
Last year’s “Double 11,†guided by Tmall’s big data, saw Sharp implement a robust purchasing and delivery strategy that covered all aspects of consumer needs. The result was impressive sales figures. Targeting young consumers’ trend-driven preferences, Sharp’s “Double 12†introduced a new Internet TV. For a price comparable to an iPad, users could enjoy a cinematic experience, satisfying both quality-conscious and budget-conscious buyers.
On April 13, 2017, Sharp invited Dima Hsi to livestream on Tmall. This “Brand + Live + Star†marketing approach set a record for the highest interactive volume in “Appliance Livestreaming,†with Sharp’s flagship store seeing a 30,000 visitor increase.
As of August this year, Sharp’s large-screen TV sales on Tmall have increased by 400% year-over-year.
