Summary of Key Issues
Rongsheng refrigerators have become a subject of controversy due to the promotion of new energy efficiency standards and the issuance of old labels: Consumers place orders based on product pages claiming "new standard, level one energy efficiency," only to receive refrigerators with outdated labels (meeting the 2015 version of the standards). Customer service explains that the products were manufactured according to the new standards, but the labels were not updated, suggesting consumers check the official records for confirmation. However, there are two sets of record information for the same model, leading to contradictory statements from customer service. Some consumers have received compensation but are unable to obtain products with the new labels. This incident highlights the disconnect between Rongsheng's marketing efforts and consumer experience during its brand rejuvenation process, as well as the challenge of balancing efficiency with customer trust under a corporate management structure.
1. Discrepancy Between Promotion and Product: Are Consumers Buying "New Standards" or "Old Labels"?
Consumers are clearly confused: They spent between 4800 and 9500 yuan on refrigerators labeled as "new standard, level one energy efficiency," but the actual products have labels indicating the 2015 standards. For example, the Fangtang 2.0 series model 505 is advertised to consume 0.81 kWh per day, yet the label shows 0.94 kWh per day. Customer service sometimes claims the labels were not changed, while other times they advise consumers to check the official records themselves; Pinduoduo's customer service even argues that the testing methods for the new and old standards differ, resulting in variations in energy consumption. With two sets of record information for the same model, consumers are at a loss and feel as if they are buying a "lottery" product.
2. The Difference Between New and Old Standards: More Than Just Labels—Energy Savings Are Key
The new energy efficiency standards (2025 version) are more stringent than the old ones (2015 version). Although both are classified as "level one energy efficiency," new standard refrigerators must be more energy-efficient. For instance, while the old standard might allow a daily consumption of 0.94 kWh, the new standard requires a reduction to 0.81 kWh—meaning long-term use with a new standard refrigerator could lead to significant savings on electricity bills. For consumers, this is a crucial reason for making a purchase, but receiving a product with an old label makes them feel deceived: "I paid for a new standard refrigerator; did I get an old one?"
3. Consumers' Frustration: Having to Be "Experts in Standards" When Buying a Refrigerator?
Ordinary consumers simply want to know if the advertised features match the actual product and are not interested in technical details like GB 12021.2-2025 or 2015. However, Rongsheng's approach is problematic: The promotional materials prominently highlight the new standards, yet a small print at the bottom of the product page states "ships from warehouse randomly; actual product may vary." Customer service then asks consumers to verify the information themselves, shifting the responsibility for confirming compliance with the promotions onto them. Consumers complain, "I bought a refrigerator, not to become an expert in energy efficiency standards!"
4. The Pitfalls of an Older Brand's Transformation: Marketing May Be Modern, but Services Lag Behind
Rongsheng, once a well-known brand known for its quality, has been trying to attract younger consumers by sponsoring shows like "Aspiration Life" and expanding its presence on platforms like TikTok and REDnote, as well as participating in the World Cup. Its products have also shifted towards a mid-to-high-end market (with the Dabingxiang series leading offline sales). However, this incident reveals that while its marketing messaging is modern and appealing to younger consumers, its after-sales service fails to keep up. It’s like someone wearing trendy clothes but still speaking in an old-fashioned manner, failing to convey respect for the consumer.
5. The Balance Between Efficiency and Customer Trust in Corporate Management
After being acquired by Hisense, Rongsheng has adopted a corporate management structure. Current managers, with financial backgrounds, prioritize efficiency and cost-cutting (such as not updating labels to reduce inventory waste). However, the value of an older brand lies in customer trust, which was established through years of quality assurance. In this case, if Rongsheng had proactively informed consumers about which batches met the new standards and provided clear verification methods, the controversy could have been avoided. Corporate management brings resources, but finding the right balance between efficiency and user experience is crucial for brands like Rongsheng (and many traditional home appliance companies) in their transformation process.
Conclusion
Rongsheng's issue is not with the quality of its products (which may indeed meet the new standards), but with inadequate communication. For older brands seeking to transform, upgrading the brand goes beyond changing advertisements or sponsoring events; it requires attention to details that show consumers they are valued—such as clearly explaining label issues and providing verification methods in advance. After all, consumers are not just buying a refrigerator; they are also looking for a sense of reliability and being treated with respect.