监管部门再出手“反内卷” 比亚迪等响应

Core Viewpoint - The release of the "Guidelines for Compliance with Pricing Behavior in the Automotive Industry (Draft for Comments)" aims to regulate pricing practices in the automotive sector, addressing issues such as price wars and ensuring fair competition [1][2]. Group 1: Regulatory Framework - The draft consists of five chapters and twenty-eight articles, establishing a comprehensive pricing behavior regulation system covering the entire automotive supply chain [3]. - Automotive manufacturers are required to develop pricing strategies based on production costs and market demand, ensuring compliance across all sales and financial service channels [3]. - The guidelines explicitly prohibit unfair pricing practices such as selling below cost and price collusion, aiming to shift competition from price-based to technology, service, and value-based [3]. Group 2: Impact on Automotive Sales - Automotive sales enterprises must operate with integrity, ensuring transparent pricing and avoiding misleading pricing tactics [4]. - The guidelines emphasize the importance of "clear pricing" and prohibit practices that lead to prices below procurement costs [4]. - The release of the draft is seen as a significant step by regulatory authorities to address industry pain points and enhance market order [4][5]. Group 3: Industry Challenges - The automotive market has been experiencing intense price competition, with over 200 models reportedly undergoing price reductions in 2024 [6]. - The profit margin in China's automotive manufacturing has declined from 7.8% in 2017 to 4.4% in 2024, indicating a troubling trend for the industry [7]. - More than 52.6% of automotive dealers reported losses in the first half of 2025, with 74.4% experiencing price inversions, highlighting the unsustainable nature of current market conditions [7]. Group 4: Industry Response - Major automotive companies like BYD, Xpeng Motors, and BAIC Group have committed to enhancing their pricing management and compliance systems in response to the draft [8]. - These companies emphasize the importance of adhering to transparent pricing principles and ensuring consumer rights are protected [8]. - Industry leaders stress the need for collaboration among regulatory bodies, industry associations, companies, and consumers to effectively implement the new guidelines [9].