彩电市场又迎一位“显示大佬”入圈，这一次和京东“有关”

视听圈12-06

当彩电市场处于“规模持续下滑、负增长”的敏感阶段，竟还有“玩家”大胆入局，着实令人“意外”。近日，显示器领域的领军者、彩电代工巨头康冠科技（KTC），在今年推出闺蜜机之后，再度携手京东在家用电视领域“上新”。双方合作推出了两款联名电视，一款是定价799元的43寸新品，另一款则是售价899元的50寸产品，主打“整机质保3年、365天只换不修”的售后服务。在性能指标方面，KTC此次推出的电视新品采用了...

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50寸这两个中小尺寸区间，且价格均定位在1000元以内的超性价比市场，期望凭借亲民的价格拓展市场。KTC此次切入电视市场的策略十分清晰：聚焦43 - 50英寸的中小尺寸，将价格锚定在千元以内。这一策略背后，是对细分场景的精准把握——无论是“租房经济”下的过渡性需求，还是作为卧室、书房的“第二块屏”，这一价位与尺寸的组合，大幅降低了年轻消费群体的“消费门槛”。通过相对亲民的价格“试水”市场，KTC显然希望以“无负担”的价格，在竞争激烈的市场中找到自己的定位，完成从幕后供应链到台前消费品牌的首次亮相。其二，此次KTC电视颇具“京东”特色。可以发现，此次新品与“京东”紧密捆绑，不仅主打联名，还采用了京东OS2.0系统，显然是KTC为京东“量身定制”的产品。这种“你出系统、我出硬件”的深度合作模式，实则是双方各取所需的合作。京东借此将电商与内容服务前置到家庭大屏，完成“从线上到客厅”的关键布局；而KTC则凭借自身成熟的制造能力，获得了京东的品牌背书与渠道流量，弥补了其在直面消费者时品牌影响力的不足。若这一模式能够成功，或许能为深陷价格战的电视行业开辟一条“硬件搭台、生态唱戏”的新路径。后记点评：KTC此次与京东联名推出两款千元内小尺寸电视，在外界看来，更多是在家用电视市场的一次“试水”。若此次新品在市场上引起一定反响，KTC很可能迅速复制该模式，推出55英寸以上的大屏产品，甚至布局游戏电视、便携屏等细分领域。而若在市场上反响平平， 就此“鸣金收兵”！不过，在笔者看来，KTC此次强势捆绑京东进军家用电视圈，其最终的市场预期可能面临诸多挑战。一方面，市场整体规模在缩小，行业压力巨大；另一方面，更大的挑战来自品牌认知。在消费者心目中，KTC仍是“显示器品牌”，其电视产品能否获得认可还有待观察。","kind":"news","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0,"need_auth":false,"code":"91000000","status":"200"},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"deviceId":"web-server-community-laohu8-v3","version":"4.35.11","shortVersion":"4.35.11","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2589825596","isCrawlerRequest":true}