A public dispute over the use of "genuine copper materials" has exposed long-standing industry conflicts concerning material standards, advertising compliance, cost pressures, and technological pathways.
On the evening of April 14, Gree's CMO Zhu Lei publicly accused Hisense of improperly using the "genuine copper materials" marketing slogan, while questioning whether some Hisense products still utilize aluminum wire in their motors. Hisense retaliated by sharing documents showing Gree had previously applied to join the "Air Conditioner Aluminum Strengthening Application Research Working Group," directly challenging the consistency of Gree's stance. This public exchange between the two appliance giants has attracted significant attention.
This is not the first confrontation in the air conditioner industry centered on the "genuine copper materials" claim. In January of this year, Zhu Lei publicly accused Skyworth of copying Gree's "genuine copper materials" promotional materials in its advertising posters.
These public disputes have brought to light core contradictions that have long existed within the industry.
Two Controversies with Different Natures Gree's CMO Zhu Lei explicitly stated that Hisense used Gree's original "genuine copper materials"宣传 at the Shanghai Home Appliance Expo, yet some of Hisense's air conditioner motor windings still employ aluminum, which does not meet Gree's defined standard of "all-copper for four core components." Hisense's counterattack was direct: executive Yang Wanshou posted a "Air Conditioner Aluminum Strengthening Application Research Working Group Membership Application Form" with Gree Electric Appliances listed as the applicant entity, commenting on the apparent contradiction.
The focus of this dispute centers on whether "genuine copper materials" constitutes a proprietary corporate standard, the transparency of materials used, and the consistency of a company's position. Questions have been raised about Gree, which publicly emphasizes it does not participate in the industry's "aluminum replacing copper" trend, and whether it internally completely rejects related technical research.
The earlier poster dispute between Gree and Skyworth had a different focus, but also revolved around the phrase "genuine copper materials." Zhu Lei posted comparison images on Weibo, pointing out that Skyworth's "Genuine Copper Materials, Made by Skyworth" poster plagiarized Gree's materials. Skyworth's poster was highly similar to Gree's in layout, font, structure, and core selling point descriptions, merely replacing the brand logo, leading external observers to call it a "pixel-level copy." Gree's position is that "genuine copper materials" is deeply tied to its core material standard and is not generic industry terminology. Skyworth did not issue a public response and only took down the related poster.
The two controversies, erupting three months apart, have transformed "genuine copper materials" from a single brand's marketing slogan into a subject that prompts consumers to more closely examine and question the authenticity and transparency between corporate advertising and the actual materials used.
What is the Difference Between Real Copper and Aluminum Replacement? The frequent "copper vs. aluminum" debates in the industry are not merely about different technical pathways; they conceal deeper divisions involving cost structures, durability standards, business models, and long-term competitiveness.
Air conditioners are common durable consumer goods, whose lifespan, energy consumption, reliability, and maintenance rates directly depend on the materials used in core components. It is widely known that copper has significant advantages in thermal conductivity, electrical conductivity, corrosion resistance, and mechanical strength. Using pure copper in key parts like compressor windings, fan motor windings, and heat exchangers can significantly enhance long-term stability. Gree's confidence in offering a "10-year free repair warranty" is underpinned by this foundation.
However, aluminum and copper-aluminum composite materials are not without advantages. The price of aluminum is only about one-third that of copper, and the overall cost difference is even greater. With annual air conditioner sales reaching tens of millions of units, the cost benefits from using aluminum and copper-aluminum composites are substantial. In recent years, with high copper prices, fierce price wars in the home appliance sector, and pressure on final selling prices, "aluminum replacing copper" has become a common choice for many companies to manage cost pressures.
Therefore, the real矛盾 has never been about "whether aluminum can be used," but rather whether companies are reducing specifications in core reliability components, whether they clearly inform consumers about material differences, and whether their advertising matches the actual materials used.
Gree's stance is that until durability and reliability achieve equivalent levels, consumers should not be used as test subjects for technology; it insists on using uniform materials for core components across all product series, avoiding different standards for high-end and budget lines; and it ensures advertising corresponds to the actual product, safeguarding the right to know. In contrast, most other companies, including Hisense, Midea, Haier, and Xiaomi, tend to optimize costs through material and structural innovation while complying with national standards; they use alternative materials compliantly in non-critical parts to achieve more accessible pricing; and they emphasize that major heat exchange components like evaporators and condensers still use copper tubes.
In this context, simplistically declaring one approach superior to the other is not fair, as the two sides represent different strategies: one focuses on high quality, long lifecycle, and high service barriers, while the other prioritizes high efficiency, high cost-performance, and rapid market penetration. Neither approach is inherently superior.
Underlying Issues Coming to the Surface Fundamentally, the reason the "Genuine Copper Battle" has attracted widespread attention is largely because it has brought long-standing, layered industry problems to the fore.
The most immediate issue is advertising homogeneity and creative plagiarism. From poster design to marketing copy, industry follow-the-leader现象 is evident. Once original selling points from leading companies gain traction, they are easily and quickly replicated. This significant problem not only weakens incentives for originality but, more importantly, makes it difficult for consumers to discern genuine product differences.
For consumers, confusion caused by non-transparent material information can directly impact the correctness of purchasing decisions. Currently, terms like "real copper tubes" or "all-copper configuration" lack unified definitions—sometimes referring to the heat exchanger, sometimes including the motor, sometimes only specific parts. Consumers lacking testing means can only rely on corporate advertising. But when leading companies are publicly disputing advertising standards, consumers are naturally left uncertain.
Furthermore, even if industry advertising standards were unified, consumers might still find it hard to completely "avoid pitfalls"—suspicions of dual standards in lower-tier markets and hidden specification reductions persist. To cover both premium and budget markets, mainstream brands commonly operate with a dual-brand strategy (main brand + sub-brand), which is a normal market segmentation approach. However, amid intense price competition, some entry-level models may have differentiated configurations—such as in the number of condenser copper tube rows, tube diameter specifications, types of throttling components, or motor types—compared to mid-to-high-end models. This information is often not clearly labeled in advertisements,容易 leading consumers to perceive that "products look similar but differ internally."
Returning to Objectivity is the Long-Term Path Forward On April 8, at the 37th China Refrigeration and Air Conditioning Exhibition, Li Jiang, President of the China Refrigeration and Air Conditioning Industry Association, Chairman of the National Technical Committee for Standardization of Refrigeration and Air Conditioning Equipment, and President of the Hefei General Machinery and Electric Products Testing Institute, presented Gree with the CRAA's first national "Copper Identification Certification Certificate." This certification covers four core components—evaporator, condenser, compressor windings, and fan motor windings—providing third-party validation for Gree's "genuine copper materials" claim. More commendable is Gree's clear attitude: it will explicitly disclose the use of related material technologies to protect consumers' right to know.
Public disputes cannot solve problems, and verbal exchanges do little for industry development. Looking beyond the controversy reveals key insights: material innovation is possible, but standards should be clear; aluminum replacing copper is itself a direction of material science and industrial progress—the issue is not using new materials, but whether they meet reliability, durability, and safety requirements, and whether their use is transparent. Advertising can be differentiated but must avoid misleading; companies can highlight advantages but need to "practice what they preach." Fierce competition is never an excuse to cross ethical lines; price adjustments, cost optimization, and technological iteration are reasonable, but reducing specifications without disclosure, engaging in false advertising, or ignoring plagiarism ultimately damages trust across the entire industry.
What consumers need is not a monopolistic corporate definition of "authenticity," but a comprehensible list of materials and a transparent channel for complaints. As for whether copper or aluminum is more "genuine," it shouldn't be a multiple-choice question, but rather a calculation problem.
Flashy marketing slogans, clever pricing strategies, and meticulously crafted product specifications are not the primary paths to meeting consumer demands. Whoever can soonest return to objectivity and excel in genuine materials, reliable quality, transparent information, and long-term service will be the one to gain authoritative influence in the industry.
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