Gree and Hisense spar over "true copper" claims as materials debate overtakes ad dispute

Public spat over a slogan turns technical

A row that began as an argument over advertising copy has spilled into a technical fight over air‑conditioner materials. Gree Electric (格力电器) Chief Marketing Officer Zhu Lei launched a series of public rebuttals to comments by Hisense (海信) air‑conditioning brand director Yang Xiangxi, pushing the debate from who owns a tagline into what counts as “true copper” (真铜实料) in consumer products. Who decides the boundary between marketing language and measurable product standards?

Two devices, two machines — why the definition matters

The dispute hinges on whether “true copper” should be limited to the conventional heat‑exchange components — the condensing and evaporating coils (the so‑called “two devices” or 两器) and their connecting tubes — or whether it must also include internal electromechanical parts such as fan and compressor motor windings (the “two machines” or 两机). Industry practice today commonly uses copper pipes paired with aluminum fins for heat exchangers; some manufacturers also use aluminum for motor windings to cut costs. Zhu argued that certificates cited by Hisense cover primarily the heat‑exchange tubing and asked whether key internal components should be treated the same. It has been reported that a social media comment noting that condenser fins are not copper was later deleted, illustrating how quickly the argument has spread to consumer scrutiny.

Cost pressure, commodity markets and policy context

The row is happening against a backdrop of falling demand and rising input costs. Data from 奥维云网 (AVC) show domestic air‑conditioner retail volumes and sales value slid about 13% year‑on‑year in Q1 2026, while Chinese copper futures have traded above RMB 100,000/ton — a price environment that has pushed some firms to explore aluminum substitution. It has been reported that Hisense framed some material‑application work as part of a national‑level R&D plan. With commodity markets, supply chains and industrial policy all shaping material choices, the question moves beyond marketing to economic and strategic tradeoffs.

Transparency, standards and market arbitration

Gree chair Dong Mingzhu has said firms using aluminum in place of copper should clearly disclose that fact, and consumer groups have called for clearer, verifiable product structure information rather than competing slogans. Materials substitution is a legitimate technical path — but in a competitive, cost‑sensitive market it also becomes a commercial narrative. Ultimately, market validation and clearer standards for what “true copper” means will determine whether labels are trust signals or merely slogans.