具体来看，中国家用电器协会称，我国家电行业作为实体经济重要组成部分，当前也面临着"内卷式"恶 性竞争的侵蚀。内卷突出表现在恶性的低价竞争，营销中的"拉踩"现象，假冒伪劣产品屡禁不止，内卷 阻碍了行业继续向高质量发展跃进。 《倡议》提出坚决反对各类不正当竞争行为，为行业划出明确的竞争"红线"。比如，严守竞争底线，杜 绝无序低价竞争，坚决不搞低于成本价倾销；反对夸大和虚假宣传，在网络上贬低同行企业、误导消费 者等。 中国家用电器协会呼吁全行业携手，严格遵守相关法律法规，严格遵守行业自律公约，坚持创新驱动发 展，提升产品品质与服务水平，以健康、公平的竞争环境推动家电行业高质量发展，共同构建公平、可 持续的家电产业生态。 中国家用电器协会负责人称，当前家电行业已经进入存量市场阶段，单纯依靠规模扩张和价格竞争的模 式难以为继。《倡议》通过更好的产品、更优的服务、更新的技术来创造价值、赢得市场。"反对无序 低价竞争"不是反对竞争，而是反对那种损害行业长期健康、扼杀创新动力的"劣币驱逐良币"式的竞 争。 《倡议》发布后，头部家电企业迅速响应，并以前瞻性的布局，展示了行业向高质量发展的决心。 9月29日，中国家用电器协会发布 ...

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 reshape a healthy ecosystem and promote high-quality development [1][2]. Group 1: Industry Challenges - The home appliance industry is currently facing "involution" characterized by vicious low-price competition, misleading marketing practices, and counterfeit products, which hinder the industry's progress towards high-quality development [1][2]. - The initiative highlights the need to shift from "price wars" to "value wars," emphasizing self-discipline, innovation, and service to create a healthy and win-win industrial ecosystem [1]. Group 2: Competitive Guidelines - The initiative firmly opposes all forms of unfair competition, setting clear "red lines" for the industry, such as prohibiting below-cost pricing and false advertising [2]. - The association calls for strict adherence to laws and industry self-regulation, advocating for innovation-driven development and improved product quality and service levels to foster a sustainable industrial ecosystem [2]. Group 3: Industry Response - Leading companies like Haier and Midea have quickly responded to the initiative, aligning their long-term strategies with its goals, focusing on technology and ecosystem rather than price competition [3]. - Haier emphasizes that the ultimate battleground for competition is in user perception, committing to disruptive innovation and exceptional service, while Midea is building an industrial internet platform to enhance efficiency across the supply chain [3]. - Other companies, such as Gree and Hisense, are focusing on intellectual property protection and product quality, with Gree advocating for stricter enforcement of intellectual property rights to stimulate innovation [3]. Group 4: Future Implementation - The effectiveness of the initiative will depend on its execution, with suggestions for the association to establish industry supervision and peer review mechanisms to reward compliant companies and constrain those that violate the guidelines [3].