Chen Zhenguo: Big screen TV is a consumer choice and trend

On November 11, 2017, at 11 a.m., the buzz from the Double Eleven shopping festival was still fresh. In the command center of Foxconn's Longhua headquarters, the president of Foxconn Technology Group, along with senior executives and Dr. Chen Zhenuo, chairman of Centennial Sharp's Chinese market division, were closely monitoring Sharp TV’s performance across various platforms. As media outlets questioned how Sharp managed to reclaim its top position so quickly, Dr. Chen explained the seamless integration between Foxconn and Sharp. "At 0:18 on November 11, we broke last year’s sales record on the Lynx platform, achieving a turnover of 200 million yuan in just 21 minutes. This gives us confidence that this year’s Double Eleven will surpass previous goals," Dr. Chen proudly stated. According to the data released, the 60-inch and 70-inch TVs dominated the sales charts, a fact that deeply impressed him. The success of these large-screen models was no accident. Last year, Sharp introduced the concept of "70-inch for living rooms and 60-inch for bedrooms," which generated over one billion yuan in sales on Tmall. Some 60-inch models even surpassed 100 million yuan in turnover, while 70-inch models sold out quickly. Based on this, Dr. Chen concluded that consumers are increasingly favoring larger TVs. With living standards rising, 55-inch TVs have become outdated. Sharp’s 60-inch models not only met current demand but also signaled a shift in the market. Consumers’ pursuit of a better life is instinctive, and Foxconn and Sharp are aligning with this trend. By offering bigger screens, they’re meeting an unspoken need in the market. Dr. Chen emphasized that large-sized TVs are the future. “It’s not about brand strategy; it’s about human desire for better products and a better lifestyle,” he said. Foxconn and Sharp are simply following the market’s direction. Looking ahead, 2018 will be the year of 60-inch and 70-inch TVs, which are expected to become mainstream. The rise of 8K and 5G technology will further accelerate this trend. Dr. Chen predicted that 8K TVs will see significant growth in 2018, especially with major events like the 2020 Tokyo Olympics using 8K broadcasts. With 5G networks supporting high-bandwidth transmission, 8K content will reach more consumers faster than anticipated. He also highlighted the importance of production infrastructure. Foxconn’s 10.5-generation factory in Guangzhou is producing 8K LCD panels, and a similar facility is under construction in Wisconsin. These facilities will serve as the backbone for 8K TVs. Additionally, the 8K industrial base in Luhu, Shenzhen, is progressing well, aiming to become a hub for 8K R&D, content creation, and broadcasting. Sharp recently launched an 8K resolution camera, and together with Foxconn, they are building a complete 8K ecosystem. Dr. Chen noted that 8K technology is not viable for smaller TVs, but 60-inch and 70-inch models are ideal for 8K content due to their mature supply chains. While Sharp has made a strong showing in the TV market, its white goods division hasn’t been fully engaged in the Double Eleven campaign. However, Dr. Chen expressed optimism about the future. He mentioned that Sharp’s black products are key to Foxconn’s industrial transformation. While Sharp TV has opened the door to the market, the next step is to expand other product lines and increase investment. “Next year’s Double Eleven won’t just be about TVs. It will also include washing machines, air purifiers, small appliances, smartphones, and more,” he said. From near-bankruptcy to market leadership, Sharp has made a remarkable comeback. With Foxconn’s support, it has not only regained its position among top black appliance brands but also laid the groundwork for future growth. The question remains—what surprises will this powerful combination bring to the market in the coming years?

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