Tmall Big Data leads Sharp's self-brand innovation
In 2016, Tmall Double 11, Sharp launched an unprecedented large-screen TV "buy one get one free" campaign, buy 70-inch 60-inch TV, in one fell swoop became the first single product category.
Compared to the traditional offline sales model, Sharp began to pass Tmall big data early on and found that large-screen TVs are becoming new frontiers for Chinese first-tier and second-tier cities – different from the post-60s and the post-70s, and the newly emerging main consumers 80. After and 90, it is no longer satisfied with the television's single viewing function, preferring home theater-style use, and only with a larger screen and a higher sense of sensory enjoyment can it meet its growing needs. At the same time, based on the deeper division of consumer groups, large-screen televisions are placed in the living room, and small-screen televisions are used to house the bedrooms. This is an increasingly popular choice for consumers. It is precisely under the guidance of multidimensional changes in these data that Sharp had a double 11 record last year. Feng.
On August 31, the Sharp Tmall Super Brand Day and the world’s first 8K TV came onto the market as scheduled. On the same day, in Sharp's “Sightseeing Tour, Insights to Xingmeng†global fashion conference, the world’s first consumer-grade 8K TV officially entered the civilian market at Tmall.
What does 8K TV mean? In simple terms, the current resolution of 8K is 7680×4320 pixels, which is 4 times the popular 4K resolution in the market, and has more amazing details of the portrayal effect and picture performance.
In the 24 hours that Tmall Super Brand has just passed, Sharp completed more than twice the sales of the entire August of the same period last year, allowing consumers to once again experience the technical strength and brand value of Sharp. The resources such as traffic and user data accumulated on this brand day will continue to be accumulated and reused in the Tmall ecosystem, and the value will continue to increase.
Giant Sharp Turns Around in New Retail Environment
As one of the world's largest consumer markets, China has a significant influence on any home appliance company. Whoever reads Chinese consumers will be able to seize the tide of the new retail era.
Sharp’s marketing director Yuan Xuezhi said frankly: “The most important task facing us now is to regain lost ground. The domestic market is our top priority.â€
How to recover the domestic market? Sharp firmly targeted the young group and devoted great energy to promoting the transformation of brand image, product design, marketing model and other dimensions of youthful transformation.
The young and personalized users on the Tmall platform will become a valuable resource for Sharp's younger strategy, and the cooperation of big data will be the weight of Tmall's promotion of Sharp's marketing upgrade. Looking back at the major strategic transformation Sharp has experienced over the past year, Tmall's presence can be seen everywhere.
On October 14 last year, Sharp and Ali launched the YunOS TV system, introduced Ali family entertainment and Youku's copyright content, combined software and hardware, and achieved a comprehensive upgrade of Sharp TV in the Internet content and ecosystem.
Last year, "Double 11", based on the analysis of Tmall big data, Sharp made a big purchase and delivery strategy, covering all aspects of user needs, and finally wrote a bright sales performance. Focusing on the trend of young people chasing trends, Sharp "Double 12" has launched a brand new Internet TV. It only needs to spend close to the price of an iPad to enjoy a magnified audiovisual experience, which greatly caters to both the "tall" and the The urgent need for “cost-effectiveness†has become the first choice for young people to purchase “the first TV in lifeâ€.
On April 13, 2017, Sharp invited Dima Hsi to broadcast live Tmall. This “Brand + Live + Star†live broadcast marketing method created a historical record of the “Home Appliances Live Broadcasting†interactive volume. The Sharp’s flagship store visitors The volume has also rapidly increased by 30,000.
As of August this year, Sharp's large-screen TV sales at Tmall increased by 400% year-on-year.
More than Sharp, Tmall builds new starting positions for the black power industry
With the high-end brand image and channel advantages, Sharp has achieved a higher-than-expected performance under the general downward trend of the entire TV industry, and achieved the industry's only contrarian growth.
Behind the brilliant achievements, there is also a voice of doubt: Sharp’s recent “Noble Noble†strategy has led the outside world to question Sharp's excessively low price to please the market and sacrifice the brand and profits to impact the scale.
In this regard, Yuan Xuezhi said: "In the brand development process, we must have a grounding gas, so that consumers can afford the product, but at the same time we must avoid becoming cheap, no science and technology ** brand."
In the past 100 years, Sharp has made many inventions that were first introduced by Japan and even the world’s first. Today, technological innovation is once again shouldering the heavy responsibility of Sharp's reshaping of high-end brand image. It is the first to launch 8K TV, which is the core of Sharp's high-end strategy. It also marks that Sharp is reshaping its king position in the color TV industry.
At present, 90 is gradually becoming the main force of consumption, art gatherings Douban, the second element of convergence A, B stations, film music enthusiasts assembly community, and these users are using Tmall. It can be said that Tmall is a consumer interactive ecosystem that includes all of the post-90s entertainment, which is different from the general traffic entrance. With the rapid development of technology, Tmall, which has grown up with the younger generation of consumers, has become the main field of brand category innovation and brand upgrading.
Tmall black electricity sector also grew rapidly. Not long ago, the Tmall 618 venue also specialized in the creation of black-to-air special events. The flagship products of Skyworth and Samsung have achieved good results in this launch.
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