The long-simmering rivalry between China’s home appliance titans has reached a boiling point as Hisense and Gree Electric trade public accusations over marketing plagiarism and technical integrity. At the heart of the dispute is the phrase 'True Copper, Real Materials,' a slogan Gree claims as its own invention to signal quality, but which Hisense dismisses as a generic industry descriptor. The conflict escalated this week when Hisense’s brand director, Yang Xiangxi, publicly rebuked Gree’s market director for accusing the company of 'brazen plagiarism' regarding the use of copper piping in air conditioning units.
Beyond the marketing semantics lies a deeper struggle over the future of thermal technology in Chinese manufacturing. A controversial industry initiative known as the 'Aluminum-for-Copper' self-discipline convention has become a primary battlefield. While copper has long been the gold standard for heat exchange due to its superior conductivity and durability, rising costs and national industrial mandates are pushing manufacturers toward high-durability aluminum alternatives. Hisense argues that this shift is part of the state’s '15th Five-Year Plan' to modernize the aluminum industry, rather than a cost-cutting measure designed to deceive consumers.
Hisense has further intensified the feud by accusing Gree of corporate hypocrisy. While Gree’s firebrand chairwoman, Dong Mingzhu, has built a brand identity around the uncompromising use of 'real copper,' Hisense alleges that Gree recently applied to join the very 'Aluminum-for-Copper' working group it publicly disparages. This suggests a strategic double-game where Gree maintains a traditionalist image for consumers while quietly preparing for a transition to newer, more cost-effective materials behind the scenes.
The spat also touches on legal and ethical boundaries, with Hisense alleging that Gree improperly used the likenesses of research engineers in terminal marketing displays, potentially infringing on portrait rights. For international observers, this 'mouth-war' is emblematic of the hyper-competitive nature of the Chinese domestic appliance market, which has reached a state of near-total saturation. In such an environment, major players often resort to aggressive litigation and public shaming to protect dwindling market shares and brand prestige.