Chinese companies must turn involution into sustainable evolution
spiral of price-cutting that not only forgoes profits but imperils their very business survival. Ultimately, job losses will be a lose-lose for all sides concerned.
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Whether in food delivery, e-commerce or advanced manufacturing for batteries, solar panels and electric vehicles, excessive competition has created a vicious cycle that Beijing fears is contributing to price deflation. Such deflation is sticky and difficult to reverse once established. Factory gate prices
fell for the 33rd month in June, hindering official efforts to boost domestic consumption.
The term neijuan, or involution, has gained currency to describe
excessive competition . There is emerging consensus among officials and businesses on the need to turn neijuan into sustainable evolution to boost consumption.
Online food delivery platforms Ele.me, Meituan and JD.com are among the latest to be hauled before regulators and
urged to engage in 'rational' competition. All three have been locked in a price war since February. Meituan's core local commerce business director, Wang Puzhong, even admitted that the price war made no sense but that his company was forced to join to avoid looking like 'the loser'.
Meanwhile, Industry and Information Technology Minister Li Lecheng
warned solar panel makers that excessive competition and oversupply were hurting their industry. It is hardly the only one. Key sectors such as electrical machinery, steel, cement, ceramics and glass have all experienced price declines. Interestingly, the price of polysilicon, a key component of photovoltaic solar panels,
rose significantly not long after Li met industry representatives.
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