“反内卷”成为国家战略，家电行业如何破局向新？

Core Viewpoint - The Chinese government has officially upgraded the "anti-involution" strategy to a national action, aiming to curb the excessive competition in the home appliance industry, which has been detrimental to both companies and consumers [1][2]. Group 1: Industry Overview - The home appliance industry has been experiencing severe "involution," characterized by price wars and low-quality competition, which harms consumer interests [2][3]. - The price war has intensified, with many low-end appliances being sold at extremely low prices, leading to compromised product quality and reduced R&D investment [2][3]. - The industry is facing a vicious cycle of low price, low quality, and low innovation, which ultimately damages long-term consumer interests [2][3]. Group 2: Government and Association Initiatives - The Chinese Household Electrical Appliances Association has called for industry self-discipline and fair competition, urging companies to adhere to principles of mutual respect and high-quality development [1][2]. - The government has included the "anti-involution" initiative in its key tasks for the 2025 work report, indicating a commitment to addressing the issue at a national level [1]. Group 3: Challenges and Solutions - The lack of innovation is identified as a key reason for the industry's predicament, with many companies avoiding investment in R&D and instead focusing on mature technology [4][5]. - To break the cycle of involution, companies need to focus on value creation and enhance their core competitiveness through technological innovation [4][5]. - The industry must address issues such as inconsistent standards and misleading marketing practices to improve consumer trust and product quality [5][6]. Group 4: Consumer Awareness and Market Potential - There is a significant gap in consumer awareness regarding the functions and benefits of home appliances, particularly in the water purification sector, which hinders market growth [8][9]. - Increasing consumer awareness and market penetration is crucial for breaking the cycle of involution and achieving long-term industry prosperity [8][9]. - A collaborative effort among government, industry associations, and companies is necessary to foster a fair competitive environment and promote high-quality development in the home appliance sector [7][9].