What Sharp TV has done to return to the Chinese market
In 2017, the Chinese TV market saw a total of approximately 48 million color TVs sold, according to the "2017 China TV Consumption and 2018 Trend Forecast Report" released by the China Electronics Chamber of Commerce. Despite challenges such as rising panel prices, the industry as a whole struggled with low performance. However, Sharp TV stood out from the crowd, defying the general trend and showing strong growth. Globally, Sharp was expected to sell around 14 million units in 2017, with over 10 million units sold in China alone, marking a significant achievement for the brand.
Sharp's success in the Chinese market wasn’t just about sales numbers—it was also about strategic positioning and product innovation. According to Zhongyikang data, 60-inch and 70-inch TVs performed exceptionally well in terms of both sales and growth compared to other sizes. Sharp dominated these large-screen segments, capturing 58.8% of the 60-inch market and an impressive 91.7% in the 70-inch category. This made Sharp the top choice for consumers looking for premium large-screen TVs.
One of the key factors behind this success was Sharp’s focus on high-quality products. In June 2017, the company launched its flagship models, the S60 All-in-One and S60U Split Machine. These TVs featured a sleek, narrow frame design, with the thinnest part measuring just 9.1mm. The use of HDR technology enhanced screen contrast and brought colors closer to natural human perception. Additionally, the inclusion of Dolby Audio and DTS decoding allowed for up to 7.1-channel audio, delivering an immersive sound experience.
In August 2017, Sharp took another bold step by launching the first consumer-grade 8K TV, the AQUOS 8K model, in multiple global locations including Shanghai, Taiwan, Tokyo, and Berlin. This marked a major shift for the brand, transitioning from being known as the “Father of LCD†to the “Father of 8K.†With a resolution of 7680x4320 pixels, the 8K TV offered an unparalleled visual experience, setting a new standard in the industry.
Beyond product innovation, Sharp also focused on effective marketing strategies tailored to the Chinese market. It embraced e-commerce platforms and leveraged online promotions during major shopping festivals like JD.com’s 618, Suning’s 818, and Tmall’s Double 11. Sharp consistently achieved strong sales results across these events. The brand also benefited from cost reductions thanks to Foxconn’s manufacturing support, allowing it to offer competitive pricing to consumers.
To further strengthen its presence, Sharp invested in branding and celebrity endorsements. It partnered with popular stars such as Dili Reba and Zou Shiming, who served as star store managers on JD.com. These collaborations generated significant fan engagement and helped attract younger audiences. Sharp also sponsored popular variety shows like “Run†and “Beautiful House,†enhancing its appeal among young consumers.
By combining innovative products, smart marketing, and a youthful brand image, Sharp not only returned to the Chinese market but also re-established itself as a strong contender. The combination of cutting-edge technology, competitive pricing, and strategic brand positioning enabled Sharp to gain a solid foothold in one of the most competitive markets globally. Through these efforts, Sharp once again captured the attention of consumers and proved that it could thrive in the modern TV landscape.
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