On July 31, the State Administration for Market Regulation (SAMR) conducted pricing compliance guidance for the photovoltaic industry in Yancheng, Jiangsu Province. This initiative aims to implement the central government's decisions on correcting "involution-style" competition, steering solar companies away from "competing on price" toward "competing on quality" to foster high-quality development in the sector.

The SAMR emphasized that solar enterprises must fully recognize the current industry landscape, proactively strengthen cost accounting management, and establish robust pricing compliance systems. Companies are urged to conduct thorough self-inspections, cultivate a mindset of compliant operations and rational competition, resist malicious low-price competition, and maintain market pricing order.

Leading enterprises are expected to play a demonstrative role, strictly regulating their own pricing and competitive behaviors to set an example for the industry. Industry associations should enhance self-discipline in accordance with the law, promote the implementation of the "General Principles for Cost Accounting Model in the Photovoltaic Industry" standard, and guide solar companies in preventing and curbing illegal pricing activities such as below-cost sales.

The SAMR stated it will balance regulatory oversight with industrial development, aligning corporate cost accounting with price supervision enforcement. A combination of measures, including reminders, compliance consultations, and administrative guidance, will be used to steer solar companies toward standardizing price competition. For market entities that are the subject of strong industry complaints, severely disrupt market order, or fail to rectify issues after reminders, legal actions will be taken seriously.