The owner of these stories is not a cartoon player, but an ordinary consumer attracted to the radials of the internet. Most of their consumption starts with their pasta and ends up in daily troubles with sales and sales。
Behind these complaints is a very representative brand, the internet-based electronics company (minij), which used to have a “net-red” halo. When the narratives of the founders clashed with the experience of real users, the vow of “the future good-life supplier” was faced with an unprecedented crisis of trust。
It was born in a red light ring
The story of kikitech is based on a business conceit。
The founder, le fai, studied law-related studies and graduated from the university of political science and law in east china and also held the qualifications of a lawyer. In an interview, he described his experience in 2013 with a three-day sale of 30,000 washing machines, which was “the first time he felt the industrial upgrading opportunities that the internet offered to traditional businesses”。
In april 2015, xiao jie was born with a very “netred gene” from the date of birth. In august 2016, it raised more than $7 million in smart mini roller washing machines。
Since then, qiu has rapidly emerged with precision marketing strategies. Products such as wall-mounted washing machines and retrogent refrigerators have recorded sales in the “second washing machine” “home aesthetics” segment with precision, while the headmaster has made a record of sales during the live broadcast, and the zenith marketing director has publicly stated that young people are willing to pay a premium for the design sense and landscape function。
Early gil's target was the internet's deep-seated users, and most of the products were new products whose brands were not radiationed – cosmetic refrigerators, mini washing machines, and the founders were good at telling stories。
“traditional domestic power enterprises are still using engineer thinking to produce, and our products are developed on the basis of user demand.” in 2016, li fai described his first thoughts as such. At that time, jia claimed to be a product “defunct for users”, having undergone 21 model adjustments, 78 purely manual assembly, 274 sample parts adjustments and 3577 washing data collections。
In social media, a number of consumers have openly said that it is for qi's face — the most visible label is the “pretty”. In terms of appearance alone, and unlike most industrial wind products, qiu’s products are mostly retroverted and colour leaps。
But what follows is the quality feedback that has been in contrast to the high profile over the years, “hard to sell, teachers fail repeatedly” and “defended by quality”。
According to the black cat complaints platform, a consumer bought a mini-cool (us$ 6799), which became operational in october 2024 and became obsolete in september 2025. The maintenance staff advised of the need to replace three core spare parts, eventually only two, and the third was “suspensed to determine whether they would be produced”. Several consumers reported that the compressor of jia's refrigerator was damaged less than a year after it was purchased, and that complaints explicitly mentioned “the purchase of their refrigerators for less than a year, problems with the freezer, and the master came to see if the compressor was broken”. A november 2025 complaint revealed that consumers had indicated that the washing machine “was broken several times within a year for the same reason, and that one year later there were other problems, the washing machine was rusty and acrimony”。
The “negative three-generation” maintenance experience of digital bloggers is quite representative. He spent $2,300 on the mini-gehilla washing machine, which was used for more than a year and made a terrible noise. Following this review, there were “a maintenance application, two waves of persons claiming to have made contact after the official sale, both using personal micro-credit and telephone communications”. When the first door repair was performed, the master decorated the machine for more than an hour, and the cause of the failure was never found, “in the end he was able to brush the sound search and maintenance course on the spot”. After the second door repair, the noise became even greater, and the washing machine was “better and worse”。
Post-sale services are also problematic. According to the china consumer quality complaints network, in november 2023 ms. Lu, xian, purchased a washing machine for jie, which was installed first on the same day, “failing and unable to open the door normally”. When the business was contacted, the other side was tough enough to say that “it is only possible to send back the goods for exchange, and the time limit cannot be determined”, or even that “the complaint is my right, please help yourself”. Following the breakdown of ms. Li's laundromat machine, a sea-mouth consumer, after selling it, “has been delayed for up to four months and remains unrepaired”, on the grounds that “maintenance spare parts are not available” and it is difficult to wait until the spare parts are delivered, but it is found that “the spare parts are not in the right type and cannot be used”。
The mental function of “tele-em castration” is also characterized by ills among consumers. When jia was founded, le fai placed great hopes in product intellectualization, declaring that “the online upgrading of personalized washing procedures ... We will make the intelligent services better”. However, when third-party service cooperation was terminated, consumer interests were not hesitated to “optimize”。
The first consumers to be attracted to red light rings regret it
Phoenix technology found in interviews that qiu's consumers, many of whom were attracted by its design aesthetics, regretted their decision after some time of use. The main plate burned after 11 months of use. The consumer indicated to phoenix technology that his initial request for a return had been rejected by the merchants and that it had finally been possible to complete the return by calling the government service line of 12315。
"looks good. Nothing else." in an interview with phoenix technology, the consumer shared the experiences of many small users. After paying a premium for the pasta, it is the experience of “no-refrigeration” of “sounding” “failure”. These consumers have demonstrated through their experience that when the light rings of the internet's red brand fade, all that remains is a failed trust and an unplaced post-sales claim。
Qiu has a unique place in product design, and several major design awards, such as the german if award and the chinese red star award, demonstrate their aesthetic ability. As a high-end brand of the ged group, its parent company had 46 years of experience in electrical research and development and manufacturing, and qi had been selected as a firm for good quality assurance of products and services in 2023 and 2026。
However, the essence of household electricity is durable consumer goods, with core values being practical and durable rather than mere “carrying”. When a washing machine leaks when it is first used, when a refrigerator compressor dies in one year, and when a core function is permanently shut down by unilateral decision of the manufacturer, it is not possible to hide the lack of quality in any good color。
Le fai once said, "i'm not a washing machine, i'm a washing robot." for consumers, however, what they need is not a “story-talking robot”, but a washing machine that cleans up a white shirt, a system that stabilizes the cooling of household electricity, and a system of after-sales services that is responsive and properly addressed。
Rome was not built in a single day, but often collapsed in a single moment. In the case of domestic electric power enterprises, the face value is more specific, and quality and service are the essence. It is probably a microcosm of the decline in the internet's red brand – when the flow retreats and stays on the beach, and ultimately the untested products and services。
