In 2017, the Chinese television market saw a total sales volume of around 48 million units, according to the “China TV Consumption and 2018 Trend Forecast Report of 2017†released by the China Electronic Chamber of Commerce. Despite challenges such as rising panel prices, the industry generally operated at a low level. However, Sharp TV stood out from the crowd, showing strong performance that contrasted with the overall market trend.
Sharp's global color TV sales in 2017 reached an estimated 14 million units, with over 10 million units sold in the Chinese market alone. This impressive growth was driven not only by effective marketing strategies but also by a deep understanding of consumer preferences and future trends.
Data from Zhong Yikang revealed that large-screen TVs, particularly those measuring 60 and 70 inches, experienced significant growth in 2017 compared to other sizes. Sharp dominated these segments, capturing 58.8% of the 60-inch market and an impressive 91.7% of the 70-inch market. This success positioned Sharp as a top choice for consumers seeking high-quality large-screen TVs.
In June 2017, Sharp launched its flagship models, the S60 and S60U, featuring a sleek, narrow-bezel design and a thickness of just 9.1mm at its thinnest point. The use of HDR technology enhanced picture quality, delivering more vivid colors and improved contrast. Additionally, the TV supported Dolby Audio and DTS decoding, allowing for immersive 7.1-channel audio experiences. These advanced features helped elevate the overall product quality and appeal.
Later that year, in August 2017, Sharp introduced the first consumer-grade 8K TV in major cities including Shanghai, Taipei, Tokyo, and Berlin. The AQUOS 8K TV marked a significant milestone, showcasing Sharp’s leadership in the evolution of display technology. With a resolution of 7680x4320 pixels, this groundbreaking product offered an unparalleled visual experience, further solidifying Sharp’s reputation as an innovator in the industry.
Beyond product innovation, Sharp also adapted its marketing strategy to better align with Chinese consumer habits. The company heavily invested in e-commerce and online promotions, leveraging major shopping festivals such as Jingdong 618, Suning 818, Tmall Double 11, and Double 12. Sharp’s products consistently performed well during these events, achieving impressive sales results.
A key factor behind this success was Sharp’s competitive pricing. After gaining support from Foxconn, manufacturing costs were significantly reduced, allowing Sharp to offer better value to consumers. This cost efficiency helped increase market share and strengthen consumer trust.
To connect with younger audiences, Sharp embraced a more youthful brand image. The company partnered with popular celebrities, such as Dimach, Dali Diligeba, and boxing champion Zou Shiming, to promote its products through social media and online events. These collaborations generated strong engagement among fans and helped attract a new generation of consumers.
Additionally, Sharp sponsored popular variety shows like "Run It" and "Pretty House," further enhancing its brand presence among young viewers. By aligning with trending content, Sharp made its products more appealing and relevant to modern consumers.
Overall, Sharp’s performance in 2017 was not just about returning to the Chinese market—it was about redefining its position with innovative products, smart marketing, and a strong focus on consumer needs. Through these efforts, Sharp successfully regained its place in the hearts of ordinary consumers.
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