Preface: At present, the home appliance market has entered the stock stage, and simple entry-level products can no longer meet the living needs of consumers. If companies want to find new growth, they must have more new innovations. In the recent Double Eleven of 2022, JD home appliances and brands were promoted together, and JD "Trendy Luxury TV Week" came into being. As an important member of the home appliance category, the TV category has bucked the trend in the mid-to-high-end segment. This article will take you to see how it targets high-net-worth individuals and stands out during Double Eleven?
Users say good is good!
The "Top Ten Trendy Luxury TV List" selected by users has its highlight moment!
aims to discover users' favorite TVs and create a consumer guide worthy of the public's trust. The "Top Ten Luxury TV List" is selected through online user voting. With the official release of the list, JD Home Appliances and eight major TV brands appeared on the "world's first screen" Nasdaq Times Square in New York, USA, to witness the highlight moments of mid-to-high-end TVs with global consumers.
Cross-border dialogue with fashion media, continuing to write natural legends in the desert
On September 30, 2022, JD Home Appliances and ELLE held a conference in Dunhuang This is a "natural and sustainable" ecological fashion show. The show is located in the beautiful Gobi Desert. A high-tech TV is the protagonist. The screen blends with nature. It has both a pixel-level virtual world and a magnificent and boundless natural reality. It is as real as it is illusory, breaking through the sensory experience of the new generation. This unique show aims to convey JD Home Appliances' leadership and concern for the "sustainable" wave, hoping that people will be awakened to love and care for the natural ecology while enjoying high-tech audio and video. Don’t let the magnificent wonderland become just a pixel on the screen of the future and continue to be more than that.
In the pilot film of this show, "preserving every frame" has become an exciting theme. Our green planet has gone from barren to lush. How can we prevent it from going from lush to barren again? Don’t let the beautiful scenery become just a pixel on the screen of the future. The colors on TV will never fade, but the magnificence of the earth requires human protection to remain as it was before.
The yellow sand in the desert is covered with beauty, and the long river is covered with smoke at sunset. The clothes in this show are full of "Chinese style" connotations, echoing the unique style of the eastern desert, and also reflecting the charming thousand-year culture of Dunhuang.
"Natural Sustainability" ecological fashion show is divided into three chapters: "Water Spirit", "Reincarnation" and "Rebirth". Each part is designed with a different theme of clothing to show the close connection between man and nature.
In the picture, a large TV screen stands in the no-man's land of the desert. The models filed out of the green screen and walked into the real desert world. Their colorful clothes formed a strong contrast with the black and white world without any vegetation. This fashion show of Jingdong Home Appliances is more like a " performance art ", revealing the collective worries deep in our hearts:
If one day, the vibrant natural scenery is only on the screen, where should humans go?
The ultra-clear screen not only vividly presents the atmosphere of the show, but also allows us to delicately feel every grain of sand flying in the wind and the texture of each stitch of the clothing. "Being" in the desert of Dunhuang, you can feel the impact of design, fashion and art, and you will be in awe of the magnificent nature deep in your heart.
The four major luxury TV brands appeared neatly in top luxury publications, reaching the high-end crowd
JD.com’s four major TV brands TCL, Samsung, Hisense, Sony were published in "ELLE" magazine and "AD Andi" magazine on the eve of Double Eleven. Four brand CEOs were also invited for in-depth conversations to share the unexpected home experiences that excellent TV products can bring.
"ELLE" magazine takes "Into the Nth Power of Home" as its theme, and uses four major scenarios such as: home cinema, home art wall, home stadium, and home e-sports stadium to create and stimulate consumers' interest in fashionable luxury TVs.
"AD Andi" magazine takes "What is Fashionable Luxury TV" as its theme, and jointly publishes the Fashionable Luxury TV Trend Guide with AD Magazine, penetrating the concept of fashionable luxury TV into high-end boutique home furnishings.
Multi-content platforms have created a trend of luxury TV, and JD Home Appliances and brands co-create a new model
In this event, JD Home Appliances and TV categories also worked with many brands to explore a set of innovative content co-creation methods, and through cooperation, fashion first Experts in the fields of cutting-edge, artistic creativity, and quality homeowners have developed a large amount of high-quality content for #ChaoluxTVWeek# on major content platforms such as: Xiaohongshu, Douyin, Bilibili, Zhihu, Yidoutang, zhuxiaobang, etc.
The current environment provides us with a perspective to re-examine our lifestyle. To work and understand life is the voice deep in our hearts, and "Trendy Luxury TV Week" is like opening a door to a new life for consumers, and it also carries their active exploration of new life models in the future. JD Home Appliances will work with brands and consumers to promote the TV and audio-visual industry to new heights.
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