文丨青橙财经 方诗意

编辑丨六子

8yue28riwanjian，zhimingjiadianpinpaikangjiajituanyizhigonggaopiluleduoweidongshijigaoguanbiangengqingkuang。

zhidezhuyideshi，zaizheicigaocengrenshi“dadizhen”xuanwozhongxin，yuankangjiajituandongshijuzhuxiliufengxiyingongzuoanpaixuanzeciren，yuanzongcaizhoubinnaguojiaojiebang，kaishilvxingdongshijuzhuxizhize，zhuchikangjiadongshijudegongzuo。

congciqianqingkuanglaikan，kangjiadezheicigaoceng“xipai”bingfeiwujikexun。zai2017nianzhoubinjietiliufengxichurengongsizongcaihou，kangjiadefarenyezai2021nianwanchengzhuanhuan。yiqiesihudouzaijingjingdengdaiyigexinshidaidedaolai。

yanxia，chengliyu1980niandekangjiajituanyiburubuhuozhinian。danzai2016niancaidianxingyechujixiaoliangtianhuabanhou，kangjiamenmingyundeshizhenyeqiaoranjianfashengzhuandong。

jingxideshi，zheizhongqingxingxia，kangjiadengqiyerengzaichixufalizhuanxing，shituzhaodaofazhanjiyinzhongdedierzengzhangdian。danzhuanxingzenshiyishi，zaixinyewushangweijinruwendingyingliqizhiqian，chuantongdianshijutouderizisihubingbuhaoguo。

「电视销量“掉队”」

cengjiheshi，dianshijizhiyumeigejiatingdezhongyaoxingbuyaneryu，dianshileijiemuyeshigexingyezhongyaodechuanbozaiti。zaigaosufazhanzhong，dianshisaidaobuduangengxindiedai，bujinyongxianchuxiangzhanghong、kangjia、chuangwei、tcldengzhuoyuepinpai，gedianshitaiyepubianyouhengaodeshoushilvbaozhang，danshenglewushujingdiankuaizhirenkoudezuopin。

danshi，fanrongguohouchengxianyipianaiming，caidianshichangjinnianlaixianruchixudimi，zaishichangzhouqixingxuqiubianhuazhongchengweixishengpin。

rujindexiaofeizhexinmuzhong，dianshijiyibushi“jiajiabibei”，dianshidexiaoshouqudaosuiranyinghezhezhuliushichang，congxianxiashitidianbandaolewangshang、zhibo、shequn，danxiaofeizhexingqudianrengranbuzu，touyingdengtidaixingshebeifanergengshourepeng。

cong2023nianzhongguocaidianshichanglingshoulianglaikan，quanguoguimojinwei3142wantai，tongbixiajiang13.6%，chuangxiajinnianlaixindi，2024nianxingyejizhongmianduideshi3000wanlingshouliangde“baoshouzhizhan”。

fuchaozhixia，anyouwanluan，bingburenmingdecaidiantoubupinpaimenbixucongchanpin、jishu、jingyingcelvehejiatinggongnengdengfangmianjinxingdiaozheng。

biru，yihaixin、tcl、chuangweiweidaibiaodebentucaidianqiyejiuyituoziyoupinpaizaiguoneihehaiwaishichangjinxingtuiguang，jingendapinghua、zhinenghuadexiaofeiqushi，jinyibutishengpinpairenzhi、quanzhuyonghuxinzhi，tongshiwanchengduisanxing、lgdengwaizipinpaidezhuigan。

cong2024nianshangbannianshujulaikan，haixinshixiangyijiduyingshoutupo127yiyuan，tcldianzishangbannianjingdiaozhengguimujingliruntongbidazengjin150%，chuangweishangbannianyingshouzetupo300yiyuan。zaishangbanniandalushichangdianshizhengjichuhuoliangpaimingzhong，haixin、tclhechuangweiyelaolaozhanjuqiansiwei，shizhanlvnishishangyang。

buguo，youxijiuyouyou。dangnian，kangjiajituanhetcl、chuangweidesanweichuangshirenbujinshitongbantongxue，shouxiachanpinyebeibingcheng“caidiansanjutou”。danrujinlaikan，meiyouduibi，shanghaijiubuhuiyouzheimezhong。

bujiuqian，kangjiajituanfabushangbannianyejiyugao，yujiguimujingkuisun9yiyuan-11.8yiyuan，zaineixiaocaidianshichangguimoxiahuadeqingkuangxia，qineixiaocaidianyewushouruguimojimaolizongesuiranyousuotisheng，danshoudaogangxingfeiyongyajiangkongjianyouxianjixingyejingzhengchixujiajudengyinsuyingxiang，caidianyewurengchuyukuisunzhuangtai。

*tuyuankangjiajituan2024nianbannianduyejiyugao

ciwai，congyijiduchengjidanlaikan，kangjiashixianyingyeshouru24.63yiyuan，tongbixiajiang46.47%，shixianguimujinglirun-5.1yiyuan，tongbidajiang-434.49%，yeji“shisu”pozaimeijie。

*tuyuankangjiajituan2024niandiyijidubaogao

erzaiheimaotousupingtaishang，daliangyonghuduikangjiadianshidezhiliangtichulezhiyi。tebieshidangchuxianwentihou，kangjiadeweixiufuwuyenanyirangyonghumanyi，shenzhishituyi“xujiafuwuwancheng”tangsaiguoqu。

*图源黑猫投诉

gengweiyanjundeshi，zaixiaopingdaitidapingdequshixia，yixianggengdongxiaofeizhexinzhidehulianwangjutoumenyechuangjinledianshisaidao，biruxiaomi、huawei、rongyao、oppodengdoufenfentuichudianshichanpin，zuoweiqixiazhinengshengtaizhongdezhongyaoyihuanjinxingbuju。

youdianshijingxiaoshangjiubiaoshi，yuchuantongchangshangxiangbi，shoujichangshangmensihugengmingbaiyonghutongdian，suoyihenyuanyidazaojiatingyulezhongduanzheiyangdemoshi，dianshibuzaizhimanzuchuantongxuqiu，gengxiangyigechangjinghuazonghexianshiping。

zheiyanggaoduanhua、changjinghuadedaqushixia，liujikangjiamennixidekongjianhejihuihaiyouduoshao，kenenghennanpingguchulai。

「战略飘忽不定」

zheijiniandejiadianshichang，caidianqiyeshengyinanzuoshibuzhengdeshishi。

zaishichangyujingbuduanbianhua、buduanxiachenzhizhong，dianshixingyezhujianjinrucunliangjingzhengqi，toubuchuantongqiyemenhennanyouzugoujishukaifachuangxin，yincibudebuchangshiduoyuanhuabuju，huansaidaochengweidajiadegongshi。

tclzuoweixingyejiadianqiyekechuangdedianxing，tadegushizongbeidajianalaicankao。biru，tclbujudeyejingmianban，zhidao2022nianhainantaokuisunmingyun，dansuizheshentoulvyuelaiyuegao，tclyejingmianbanzuizhongdapoxingyelongduan，bingzai2023nianshangbannianshixianniukuiweiying。jinnianshangbannianlaikan，mianbanxingqinggengzhichengtclkejijinglirundazhang，weilaichannengfenpeishifenjuyoukandian。

lingwai，tcldeguangfujibandaotibujuyeyoushouxiao。2020nianshi，tclcengchizichao100yiyuanshougouledanjingguijutouzhonghuanjituan，youcijinruzheiyisaidao。qunianyizhengnian，tclzhonghuanjiezoulaman，yingshou、maolilvdengguanjianzhibiaolvchuangxingao。jinnianshangbannianlaikan，bandaotixianshiyewuyingshouhelirunbiaoxianchixugaishan，guangfubankuaishougongxuyingxiangjinruzhouqidibu，tclzhonghuansuichengshouyidingyali，danrengzaikekongqujian。

shijishang，xiangbizhixia，kangjiadeweijiyishiyebuboruo，zaixingyezengzhangfanghuanqianxi，kangjiajiuyikaishixunzhaodierzengzhangquxian。

zaozai2014nian，kangjiajiutichuguoxianghulianwangzhuanxingbingfabule“yizhanlve”，shengchengyaodazaochuguoneidiyigezhinengdianshihulianwangyunyingpingtai。danzaiguanlicenggengdiedelangchaozhixia，kangjiazai2015nianchuxian42cigaoguanbianzhen，yinci，zheifenjihuadanshengyinianyezaodaogeqian。

2017nianqianhou，kangjiadezhuanxingjihuazhengshishangyan，zheijiagongsiyaoshenyibianbuzaizhizuocaidian，ershixiangtouzikonggudengzongheyewufali，caidianyewuzedulijinxinggongsihuayunzuo。kangjiade“chujiao”houlaixiangchanyeyuan、jinrongtouzi、yunyingdenghenduofeichuantongbenyeshenqu。

suihoudeyinianjian，kangjiamingquelezijidedafa，youfabule“yigehexindingwei、ertiaofazhanzhuxian、sanxiangfazhancelve、sidayewuqunzu”dezhanlve，lizhichengweiyijia“kejichuangxinqudongdepingtaixinggongsi”。dingdiaodetongshi，kangjiahaichenglilebandaotikejihehuanbaokejilianggeshiyebu，bingxianhoushougouleyikangkeji、kangjiaxincailiaokejidengqiye，bujulehefei、yancheng、shenzhensandacunchuxinpianshengchanjidi，hexingyelaoduishoumenyiqibazheitai“laoyeche”kaijinlebandaotisaidao。

buguo，zhujianpangzadeyewujiegouzhixia，kangjiadebujukanshangqurenao，danshijibingweixingchengzugouguimo。

houlai，kangjiahaituichuguo5gshoujidengchanpin，danzaixingyeneikuaichong、oledpingjihuchengweitoubupinpaibiaopeideqingkuangxia，kangjialituidex20dazaipingmufenbianlvjinyou720p，dianchichongdianyejinzhichi10w，zhuduoxingnengyincishoudaozhiyi。

duiyuyijiaqiyelaishuo，zhanlvedingweideyaobai、buqingxishixiangdangzhimingde，lishishangyouhenduozuyijingshideanli。

zai2017nianqianhouzheibodianshishichangbiangezhong，xiangtcl、haixindengfalibijiaojizhong，suanshichishangleyixiechanyeshengjiheguojihuadehongli，dankangjiabingmeiyouwanquanbawozhuzheicizhanlvexingjiyu。zishenjiadianchanyeguancharenshiliubuchenjiucengbiaoshi，kangjiajinxienianzaijiadianshichangdexingshibulingrenleguan，zhanlvezhuanxingchuyubijiaojijindejieduan。

zouleyidaquanwanluhou，kangjiadechujingyijingjizhuanzhixia，busidangnian。

「前景扑朔迷离」

meiyicichanyeshengji，jihuiliuzhuyongyuchuangxin、baochidinglideqiye，yehuitaotaicengjinghuihuang、shenxianmimangdeqiye。

doudouzhuanzhuanzhixia，kangjiadezhuyilizhongxinjujiaodaoxiaofeidianzihebandaotiliangdasaidao。dianshizhuyezhiwai，kangjiadezhuanxingtansuoyizhizaichixu。

2023nian，kangjiazaiti“yizhoulianglunsanqudong”dexinfazhankuangjia。“yizhou”shizhuyedingwei，yidianzikejichanyeweifazhanzhouxin，yaodazaochengweiyouquanqiujingzhenglideshijieyiliudianzikejiqiyejituan；“lianglun”shifazhanzhuxian，yixiaofeidianzihebandaotiweizhuxianjianlibinggongguyewubaolei；“sanqudong”shiyewumoshi，yichanpinyewu、zhizaoyewu、guojiyewuweiyinqing，zhangxiaohubu。

muqianlaikan，zaixiaofeidianzilingyu，kangjiazhengzainulizhongzhenxingyediwei，xingchenglecaidianyubaidian（zhuyaojingyingbingxiang、xiyiji、kongdiao、lengjudengchanpin）deshuangqudongjiegou，bingtongguobinggou“xinfei”pinpai、beike（guntongxiyiji）zhongguogongchangdeng，tansuozishenyewubianjie，haitongguohezichengliningbokongdiaoshengchanjidi、xinjianxianzhinengjiadianchanyeyuandeng，dajianxinyewuzhizaonengli。

zai2023niannianbaozhong，kangjiahaijizijitichulemubiao，caidianyewu2024nianzhongdianyixianjinliuhelirunweidaoxiang，quebaomaolizongezuidahua、jingyingxingxianjinliuzuidahua、renjunchanchuxiaoyizuidahua；baidianyewuzeyaozaixiangchanpinchayihuayaoxiaoyidetongshixiangguimoyaoxiaoyi，buduantishengxinpinleixiaoliangbuju，tuidongwaixiaoyewujidaigongyewuzengzhang。

buguo，keguanlaishuo，shangshulingyuduoyishibaoheshichang，kangjiazaiduogesaidaojiangshoudaochuantonghexinqiyemendetiaozhan，biruhaier、meide、gelidengpinpai，yinciyejixiangxiangkongjiannengyouduodahaihennanshuo。

lingyibian，zaibandaotiyewushang，kangjiayijingchangshiduonian，danzai2023niancunchuxinpianmaoyijibandaotiyewudeyingshougongxianjinwei33.97yiyuan，tongbidajian67.37%，zhanyingshoubizhongwei19.03%。

*tuyuankangjiajituan2023nianniandubaogao

julejie，muqiankangjiayijinrudaobeishoushichangguanzhudemini/micro ledxiangguanchanpinyanfalingyu，zheiyilingyujuyouguangkuodeqianjing，beishiweixinyidaifengkou，danshangchuzaitourujieduan，henduoqiyedouzaibuduanjiamatouzi，julishixiandaguimoshangyehuarengxuyaomanzhangdedengdai。

yinci，zainianbaozhongkangjiayetanyan，“suirangongsibandaotiyewuzaiduoxiangchanyelianguanjianjishufangmianqudeyidingchengguo，danrengchuyuchanyehuachuqi，yanfatouruchixuzengzhang，weinengshixianguimohuajixiaoyihuachanchu，yingxianglegongsizhengtijingyinglirun。”

mianduiqiangdilinli、bujinzetuideshichanghuanjing，kangjiahuoxuyaonachugengdadeyongqihegengchijiudezhanlvedingli，jujiaoshuanglundingweixiangshangshengzhang。

zaizheilungaigedongfengxia，kangjiaduishidideshoufu，zhideguanzhu。