大促在即家电业“反内卷”，协会再发倡议杜绝无序低价竞争

Core Viewpoint - The China Household Electrical Appliances Association has issued an initiative to strengthen self-discipline and fair competition in the home appliance industry, aiming to create a fair market environment and eliminate chaotic practices such as disorderly low-price competition and false advertising [1][2]. Summary by Relevant Sections Industry Self-Discipline - The initiative focuses on issues such as excessive low-price competition, commercial defamation, false advertising, and employee rights protection [2]. - It emphasizes principles of fair competition, mutual respect, collaborative sharing, and high-quality development to promote healthy industry growth [2]. - The association has previously issued self-discipline agreements, with the first one dating back to 2011, indicating a long-standing concern for fair competition [2][3]. Market Environment and Trends - The home appliance industry is experiencing intensified competition due to market saturation, particularly in major appliances and kitchen appliances [5]. - According to AVC data, the retail sales of all home appliance categories (excluding 3C) are projected to reach 907.1 billion in 2024, a 6.4% increase year-on-year, marking a new record since 2019 [5]. - The implementation of policies such as "old-for-new" has boosted sales but has also led to increased market anxiety among smaller enterprises, prompting some to engage in excessive low-price competition [5][6]. Sales Pressure and Competition - Recent data indicates a significant decline in the home appliance market since September, with online retail sales dropping by 16.0% year-on-year during a specific monitoring period [6]. - The association's initiative comes at a critical time, as companies are likely to intensify competition during major sales events like National Day and Double Eleven [6]. - The need for the industry to avoid improper competitive behaviors under sales pressure is emphasized to prevent further deterioration of the market environment [6]. Policy Recommendations - Suggestions include optimizing subsidy policies to link them with product quality and enhancing market supervision to address frequent quality issues [7]. - Establishing a blacklist for brands involved in fraudulent activities related to subsidies is also recommended to maintain market integrity [7].