Gwig electric (000651), whose complaints platform, consumer security, lists it as the brand with the highest number of complaints after sale, has made statements of anger questioning the authenticity of its data。
At the same time, another complaint platform, black cat, shows that the number of glac complaints is much higher than that of the united states (000333) and hal (600690), adding to the complexity of this credibility struggle。
Origin of the dispute: gwig vexes the “consumption bond” list
On 19 july 2025, gwits issued a statement publicly challenging the number and resolution rate of complaints from domestic electric companies issued by the platform for complaints' consumer security. According to the statement, “consumer security” is a “civil institution without official qualifications” and its data are “source unknown, non-transparent and lacking in objective evidence”。
Gwig further states that the self-proclaimed operator, shenzhen consumer security information technology ltd., was included in the list of serious breach of trust enterprises on 19 august 2021 and that the operating licence was revoked on 5 may 2022. Gwik stated that the relevant links had been preserved and that legal measures had been entrusted to lawyers to defend corporate and consumer interests. The statement stressed that gwig strongly questioned the authenticity and credibility of the “consumer security” data as damaging to brand reputations。
The controversy led to an article published by the consumer electronics magazine on july 11, entitled "greek air-conditioning cost ten million? Mi's affixion? Air conditioners change from season to season for rights, citing “consumer security” data as “glix's complaints are at the top of the list”。
“consumer security” rebutted: data are true, subject is legal
In the early morning hours of 20 july, consumer security responded quickly, clarifying that its main operator was shenzhen consumers network technology ltd., rather than the company mentioned by gwig, and that the platform operated normally and was certified by the state enterprise for high technology. Consumer protection stressed that its data are derived from genuine complaints made by consumers in small platforms or web pages and are not fictional or filtered, and that the article clearly states that “the resolution of complaints on behalf of enterprises only on the platform does not represent all platforms or the overall situation”。
The consumer protection also noted that consumer complaints reflected the pain of the service or product, stating that “consumers spend their time writing complaints or miscalculations, mostly by the service or product `sting', trying to break the problem with the truth — this was not an attack, but rather a piece of `brand stone'”. The platform calls on gwig to confront the problem and resolve the complaints rather than denying the validity of the data. The response shifted the focus of the debate from platform qualifications to how businesses can respond to consumer feedback。
According to publicly available information, the company was established in september 2015 with a registered capital of $16. 5 million and is currently in its current condition, with an approval date of 29 december 2023, with legal representatives and de facto control of wang fukuyama, a natural person. The company currently has 11 shareholders, including wang fukuyama, who holds 41. 23 per cent of the shares, and beijing, china electronic chamber of commerce, which holds 3 per cent of the shares。
Information on shareholders in shenzhen consumer network technology ltd. (source: research)
Black cat platform data: gwig has the highest number of complaints
Following gwig's denial of the credibility of consumer protection data, another widely used complaints platform — black cat complaints — may provide another reference for the matter。
Although american, glycian and hale are integrated household electric brands, air conditioners are the absolute main force of gravity, accounting for more than 70 per cent of the harvest, and the brand image is highly dependent on the “quality” and “service” labels of air conditioners, which use as brand labels “to master core technology” and “good air conditioning, glycing” and which invest considerable resources in technological development and service systems in air conditioning. A third-party complaints platform would then be quite comparable and persuasive to measure the complaints data of each of the three major air conditioners。
As of 21 july 2025, on the black cat complaints platform, the search for the keyword “glitter+air conditioner” had resulted in 9384 entries, significantly higher than the 7616 “american + air conditioner” and 2659 “hail + air conditioner”. This data does not match gri's market share in the air conditioning market. Similarly, “only the results of the search do not represent the total number of complaints filed by the enterprises concerned”, but this data is indicative of some problems over the same period。
According to monitoring data for the first half of 2025 for the oviyun network (merger line, main brand only), the market share of the united states is about 28-30 per cent, g-24 per cent and 16-18 per cent for hale。
In other words, the number of complaints from the united states, which is the first brand in the city, is lower than that of gwig, while the number of complaints from gwigs is much higher than their own market share, or even larger than the city’s share。
The signal behind the imbalance
Air conditioning, which accounts for about 70 per cent of the strength of the battalion, is a core business, with long-term “quality lead” and “harder service”, which makes the public image of glig in the after-sales field particularly critical. In contrast, the u. S. And hale are more diversified in their home-based electricity lines and air conditioning is not the only major business. However, data from the black cat platform show that gwig's complaints do not match its market position, that the supermarkets have a much better and rapidly growing share of hale, and that they focus mostly on after-sales services and maintenance costs. In contrast, the united states' marketing strategy has led to a relatively low number of complaints, with hale increasing its share through differential technologies such as “air washing”。
Such “scissors” cannot simply be attributed to differences in the consumer base. The data sources of the black cat platform are transparent and the content of the complaint is publicly accessible and of reference value. Gravity leads at the higher end of the market, but the high number of complaints may point to a short set of after-sales service systems or a gap between consumer expectations and actual experience of their services. Gravity channel reforms reduce reliance on traditional agents and increase single-shop efficiency, but the fact that complaints are ahead of those made on black cat platforms suggests at least that the public perception of the after-sale mechanism may be less than that of competitors。
Public opinion versus credibility
The reason for gwig's sensitivity to the “consumption bond” list may not be rooted in the platform's own qualifications, but rather in the fact that the conclusion that gwig complains of being top on the list poses a direct challenge to the credibility of his brand. In particular, complaints may have a direct impact on end sales and channel confidence during the booming air conditioning season. Independent data from the black cat platform further magnifies the pressure on after-sale services, indicating that consumer dissatisfaction with glac is more likely to be expressed publicly。
Together with the data from the black cat platform, “consumer security” points to the reality that, regardless of whether the platform has an “official qualification”, glig is under pressure in the consumer advocacy channel. Gwi maintained that the “consumption insurance” data were ill-founded and discredited; while the “consumption insurance” emphasized the validity of the data and called on enterprises to confront the problem。
For gwig, neglecting complaints or simply “fake” responses may not be sufficient to rebuild consumer trust. For any head enterprise, the complaint itself is not the most dangerous signal, but rather the matter of neglect and denial. The long-term trust of brands, not through denial of problems or challenge platforms, but through systematic service optimization and problem resolution to win the respect and reputation for responding to them, may be more persuasive than any “fake statement”。
