A high-stakes public feud has erupted between two of China’s premier appliance manufacturers, Gree Electric and Hisense, centered on a seemingly mundane component: copper wiring. The dispute, dubbed the 'Real Copper' war, highlights a deepening rift in the industry over how much of a premium consumers should pay for material durability versus marketing prestige. What began as a social media spat over alleged slogan plagiarism has quickly devolved into a technical battle involving product teardowns and accusations of exploitative pricing.
The conflict was ignited when Gree’s Chief Marketing Officer, Zhu Lei, publicly accused Hisense of stealing Gree’s 'Real Copper' marketing campaign. Gree has long positioned itself as a guardian of manufacturing integrity, challenging competitors to match its commitment to using 100% copper in both motors and heat exchangers. In a direct provocation, Gree dared Hisense to prove that its entire residential lineup eschewed cheaper aluminum alternatives, a common cost-cutting measure in lower-end appliances.
Hisense responded by shifting the narrative from material purity to price transparency. Yang Xiangxi, Hisense’s brand director for air conditioning, released a teardown video purportedly showing aluminum wiring in a Gree unit. While Gree countered that the unit in question was a discontinued commercial model and maintained that its retail residential units are 100% copper, Hisense used the opportunity to expose the industry's 'copper premium' math. Yang argued that the era of charging a 500 RMB ($70) premium for a mere 5 RMB worth of additional copper is over.
This dispute underscores the intensifying competition in China’s maturing home appliance market, where growth has slowed and brand loyalty is being tested by price sensitivity. As Hisense attempts to deconstruct Gree’s high-margin business model, the 'Copper War' reveals a broader trend of Chinese consumers demanding more technical accountability. For Gree, the challenge is maintaining its premium status in an era where rivals are eager to frame quality-based pricing as nothing more than an unjustified markup.