强化汽车价格合规监管 重塑产业竞争逻辑

Core Viewpoint - The release of the "Automobile Industry Price Behavior Compliance Guidelines (Draft for Comments)" aims to regulate price competition in the automotive sector, transitioning from "price wars" to value competition, addressing the issue of "involution" in the market [1][2]. Group 1: Regulatory Framework - The guidelines establish a compliance system covering the entire production and sales chain, clearly defining the "red lines" for automotive companies regarding pricing behavior [1]. - The guidelines are a response to the increasing competition in the automotive market, particularly in the new energy vehicle sector, where some companies have resorted to unfair practices like selling below cost and false promotions [1][2]. Group 2: Impact on Competition - The guidelines prohibit practices such as dumping below cost and price collusion, while also respecting the pricing autonomy of dealers, aiming to curb the rough model of "low price for volume" [2]. - The emphasis on "clear pricing" as a mandatory requirement will help eliminate false advertising and hidden charges, thereby protecting the rights of consumers and legitimate operators [2]. Group 3: Market Dynamics - The guidelines are designed to guide companies back to the essence of competition, aligning with the current trend of consumer demand shifting from "functional adequacy" to "intelligent experience priority" [2]. - The intention behind regulating pricing behavior is to protect legitimate competition, promote the exit of outdated capacities, and concentrate quality resources on innovative companies, fostering a positive cycle of innovation and quality pricing [2].