汽车行业“反内卷”方法论：不唯销量 构建品质、品牌、创新壁垒

Core Insights - The Chinese automotive industry is experiencing rapid growth, surpassing 30 million units in production and sales in 2024, with a year-on-year increase of 12.5% in production and 11.4% in sales for the first half of 2025 [2] - However, this growth is accompanied by intense competition characterized by irrational price wars, leading to a significant compression of profit margins [2][3] - The industry is facing a "hidden decline" in profitability, with per vehicle profit dropping from over 20,000 yuan in 2022 to 14,000 yuan in the first five months of 2025 [2][3] - Industry leaders are advocating for a shift towards long-termism and brand building to navigate the current challenges and ensure sustainable development [5][6][7] Industry Challenges - The automotive sector is grappling with "involutionary" competition, which is detrimental to healthy industry growth and profitability [3][4] - Continuous price wars have led to a loss of 200 to 300 billion yuan in revenue for the industry over the past two years [3] - The current competitive landscape is causing a conflict between long-term strategic goals and short-term profit-driven behaviors among companies [4] Strategic Initiatives - The China Automotive Industry Association (CAIA) is actively promoting "anti-involution" measures and has initiated several guidelines to foster healthy competition [5] - CAIA has launched three key initiatives aimed at regulating data publication, addressing excessive marketing of autonomous driving, and maintaining fair competition [5] - Industry leaders emphasize the need for a return to quality and innovation as the foundation for long-term competitiveness, rather than relying on short-term tactics [5][6] Brand Development - Long-termism is defined as a commitment to quality, innovation, and sustained investment in brand building, which is essential for navigating market fluctuations [6][7] - Executives stress the importance of brand loyalty and the dangers of succumbing to short-term pressures that can undermine long-term brand value [7][8] - The formation of a strong Chinese automotive brand is seen as crucial, with calls for a collective effort to define and enhance the global image of Chinese vehicles [8]