卷低价换流量？反不正当竞争法修订，何以遏制“内卷式”竞争

Group 1 - The core issue of "involutionary competition" is characterized by excessive price competition among companies, leading to a decline in overall efficiency and quality of products and services [2][3] - The revised Anti-Unfair Competition Law, effective from October 15, 2025, introduces new regulations to curb "involutionary competition," particularly targeting platform operators who force merchants to sell below cost [1][5][9] - The law aims to shift the competitive model from "price wars" to "value wars," encouraging platforms to focus on service upgrades, technological innovation, and ecological optimization [1][6][8] Group 2 - Various industries, including e-commerce and automotive, have begun to respond to the central government's call to address "involutionary competition," with initiatives to resist price wars and promote industry self-discipline [3][4] - The e-commerce sector has seen significant changes, such as the modification of the "refund only" policy, allowing merchants more autonomy in handling refunds, which reflects a move away from aggressive price competition [3][4] - The automotive industry has also taken a stand against "price wars," with associations and regulatory bodies advocating for a halt to such practices, emphasizing that there are no winners in price wars [3][4] Group 3 - The new law establishes a fair competition review system and mandates that platform operators must not compel merchants to sell below cost, thereby maintaining market order [5][7] - The law emphasizes the responsibility of platform operators to manage competition within their ecosystems, ensuring that they do not engage in practices that lead to market chaos [8][9] - The introduction of penalties for platforms that enforce below-cost pricing aims to deter such practices and promote a healthier market environment [9][10] Group 4 - Challenges in implementing the new regulations include the difficulty in defining "below cost" and the potential for platforms to circumvent rules through indirect means [10][11] - Industry associations are encouraged to participate in governance by creating actionable industry standards and promoting transparency in competitive practices [11][12] - The distinction between legitimate price competition and "involutionary competition" is crucial, with regulatory bodies needing to refine enforcement standards to effectively combat unfair practices [11][12]