From the Singles Festival in 2009 to the artificial festival of today's national shopping spree, it has been nine years. On this day, the laymen are “look at the bustle†by participating in the shopping, while the insiders are comparing the marketing tactics and numbers and other “doorwaysâ€. The curtain fell, and after all, some people were happy and some people were worried. In this marketing festival, behind every successful figure, there is a textbook-level marketing strategy. However, these people have little attention.
At 0:00, Alibaba announced that the total sales of the 2017 Lynx Double 11 Global Carnival amounted to 168.2 billion yuan. In the fierce competition between the double 11s, the sales records kept refreshing and the public's eyeballs were shocked again and again. One of the most shocking is the sharp strength of Sharp. According to statistics, as of 24:00 on the 11th, Sharp's total sales of black channels exceeded 2.5 billion yuan, 4 times the same period last year, casting another peak sales. In the hottest Tmall platform of the Double Eleventh, Sharp's official flagship store sales exceeded 760 million yuan, sales became the black champion of the Tmall flag store, and Lynx ranked first in total sales of over one billion yuan. In addition, in the Jingdong platform, Suning omnichannel, Gome omnichannel, black power sales are also ranked first. Among them, Jingdong has more than doubled its sales during the same period of last year.
The daily turnover of 2.5 billion yuan, an increase of more than 406% year-on-year; open grab 8 minutes, Tmall platform broken 100 million; 3 large-screen television sales continue to break through 100 million yuan, becoming a double 11 hot explosive models... A series of beautiful numbers indicates that Sharp after Foxconn has regained the recognition and pursuit of "Sharp fans."
Chen Zhenguo, vice president of Foxconn Technology Group, looked a bit calm about the 2.5 billion yuan worth of pride, but he was excited about another set of figures. “What I am proud of is that our main sales force is 60-inch and 70-inch TVs, and a number of TV sales have broken 100 million yuan.†Dr. Chen Zhenguo told reporters. According to reports, Sharp's 60-inch and 70-inch TVs respectively accounted for 46% and 14% of Sharp's total sales, accounting for 42% and 22% of Sharp's total sales. This means that more than 60% of Sharp TV sales and sales come from 60-inch, 70-inch TVs.
Insiders say that Sharp's double victory in the 11th is due to Foxconn's sharpening of consumer demand after the pulse, to develop a differentiated market strategy: lock 60-inch, 70-inch large-screen TV, in front of the 55-inch TV Win in the battle and become a "market value creator."
The living room TV enters the "6" era with a big 5-inch change
Sharp 60-inch TV LCD-60MY5100A, LCD-60TX7008A the most eye-catching performance, sales are broken billion. This also means that on average one Sharp 60-inch TV is sold every second, and tens of thousands of families can enjoy the unparalleled immersive visual feast of Sharp. In addition, 70-inch TV LCD-60TX8008A sales have broken 100 million. These three TVs can be called double-eleven TV "popular king."
Looking back at the hot sales of Sharp's 60-inch TVs, the entire TV market is becoming more and more of a screen. Owei Cloud's omni-channel push data for Q3 2017 showed that large-scale development continued to deepen. The market share of 60-inch in the third quarter rose by 1.8 percentage points, and the 70-inch market share also showed a rising trend. Combined with the figure of the sales volume and the year-on-year change of sales during the 11th promotion period, it can be seen that under the consumption upgrade and the upstream and downstream drivers, the product structure of the color TV is further upgraded, and the original 55-inch single-handed situation was broken. What is the specific advantage of the 60-inch TV that is 5 inches larger than 50 inches?
The first change is the perception experience. According to analysts in the industry, TV is a consumer electronics product with a low update frequency of more than 7 years, and a larger screen will bring consumers a better viewing experience. The 60-inch large screen and wide field of view enable consumers to enjoy the clear and subtle visual enjoyment of the home theater while also meeting the “golden distance†of television viewing.
Second, after the 60-inch product price advantage began to appear, the 60-inch product would be more cost-effective. There is a set of data can be a simple comparison, double 11-day cat carnival, Sharp 60-inch pre-sale price of 3899 yuan, see 58-inch pre-sale price of 3449 yuan, TCL55-inch pre-sale price of 3699 yuan. According to incomplete data statistics, 60 inches are more cost-effective than 50 inches.
With a large variety of black-box markets, Sharp's large-screen TVs have risen suddenly and account for more than 90% of all-channel sales in Suning. Bringing the price of the product "beautiful" while not lagging behind in product style is the key to consumer choice. More families can enjoy large-screen TVs better, thanks to the good prices created by Foxconn.
Consumer upgrades boost brand advantage
In fact, Sharp can continue to write miracle creation myths. As early as before the double eleventh, there are traces to follow. Based on the week 45 data provided by Ovid Cloud, Sharp's online sales and sales ranked first. In the overall decline of the television industry, Sharp's rise was in a converse trend, with a year-on-year growth of up to 200%.
Behind the success of the newsletter, it also benefited from the correct formulation of Sharp's “nobility and inexpensive†“ideal life†strategy. In the current tide of consumer upgrades, with the improvement of living standards, consumers are not only satisfied with the just-needed products, but also more aspire to personalized, intelligent, globalized products. With a new retail platform that deeply understands consumer trends, Tmall clearly has insights into the connotation of ideal life under the escalation of contemporary social consumer life, and puts forward the “ideal life cat†strategy with high quality products that accurately hit consumers’ demands. In 2017, Tmall “Double 11†achieved a perfect ending with an impressive score of RMB 168.2 billion, which is sufficient to support the correctness of the strategy.
Specific to the field of home appliances, such as Sharp, Skyworth and other high-quality brands are keen to capture the consumer upgrades, large-screen market trends. One hundred years of branding, Sharp, practices the concept of realizing simple life with technology. The strategy of “Making the ideal life at your fingertips†is the best interpretation of Sharp’s wisdom and empowerment and the creation of a better life for the people. During Sharp’s promotion, Sharp’s series of data, which is continuously rising and rising, shows that consumers are interested in quality and quality products.
Of course, this achievement of Sharp can not do without the integration of horizontal and vertical integration of Foxconn supply chain, to achieve the best TV production efficiency, optimization of production capacity, for their unique home appliances rivers and lakes to provide a strong bargaining power for consumers to maximize the benefits. The strong alliance between Foxconn and Sharp integrates the manufacturing efficiency and quality control that is linked in the blood. It is also a natural advantage. It brings together high quality products with price advantages to satisfy consumers' pursuit of quality of life and ideal life. The consumer's optimal choice.
At the moment, the people’s pursuit of “ideal life, quality of life†has become prominent, and the Nineteenth National Congress report clearly stated that people’s longing for a better life is the goal. The implementation of the enterprise should provide the people with good quality, but more affordable products. It can be said that Sharp's "ideal life" and "nobility is not expensive" strategy is to actively help the people to achieve a better life and make a better life at their fingertips.
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