Involution

Gree Electric’s Marketing Director, Zhu Lei, criticized competitors engaged in aggressive price wars, calling the strategy “involution” and self-destructive. He cited a TV brand entering the AC market with minimal profit margins, aiming to drive out Chinese competitors. Zhu argued this practice harms companies more than rivals and questioned its sustainability, stating industry leaders have a responsibility to the market and consumers, who may suffer from reduced quality due to price cutting.