近日，国家市场监管总局等十部门联合发布《关于整治“内卷式”竞争的十大新规》，旨在遏制恶性低价竞争、重复建设与资源浪费等扰乱市场秩序的行为。所谓“内卷式”竞争，指企业为争夺有限市场份额，不断压低价格、延长工时、牺牲质量或创新，最终导致全行业利润下滑、员工过劳、消费者体验下降的非理性竞争模式。十大新规主要包括：禁止低于成本价倾销、限制平台强制“二选一”、规范促销行为、严查虚假宣传、推动行业标准统一、鼓励差异化创新、加强劳动者权益保障、限制资本无序扩张、建立公平竞争审查机制以及强化跨部门协同监管。这些措施意在引导企业从“拼价格”转向“拼质量”“拼服务”，营造健康有序的市场环境。专家指出，新规并非打压竞争，而是通过制度设计防止“劣币驱逐良币”，保护真正有创新能力的企业，同时维护消费者和劳动者的合法权益。长远来看，这有助于推动经济高质量发展，构建更具韧性和可持续性的产业生态。
Recently, China’s State Administration for Market Regulation and nine other government departments jointly issued the ‘Ten New Rules to Tackle “Involutionary” Competition,’ aiming to curb harmful practices such as predatory pricing, redundant investments, and resource waste that disrupt market order. ‘Involutionary’ competition refers to an irrational market dynamic where businesses, in a race for limited market share, continuously slash prices, extend working hours, or compromise on quality and innovation—ultimately leading to shrinking industry profits, employee burnout, and deteriorating consumer experiences.The ten new rules include: banning sales below cost, prohibiting platforms from forcing merchants into exclusivity (‘choose-one-of-two’), regulating promotional activities, cracking down on false advertising, unifying industry standards, encouraging differentiated innovation, strengthening labor rights protection, curbing disorderly capital expansion, establishing fair competition review mechanisms, and enhancing inter-departmental regulatory coordination. These measures aim to shift corporate focus from price wars to quality, service, and genuine innovation, fostering a healthier and more orderly market environment.Experts emphasize that these rules are not intended to suppress competition but to prevent a ‘race to the bottom’ through institutional safeguards, thereby protecting genuinely innovative enterprises while safeguarding the rights of both consumers and workers. In the long run, this initiative supports high-quality economic development and helps build a more resilient and sustainable industrial ecosystem.
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