"Big Mouth" Luo Yonghao fired again, this time targeting his old enemy Siemens. Recently, Luo Yonghao posted a series of posts on Weibo, publicly criticizing Siemens iQ100 refrigerators as "poorly designed and inferior products." He also said that he had warned Siemens before, but Siemens had been pretending to be crazy about this matter.


Even after Siemens customer service responded through the media, Lao Luo still refused to give up. At the same time, he also forwarded many Weibo posts about Siemens users' rights protection.


What is rare is that Luo Yonghao even used his attorney this time to publicly call on Siemens Home Appliances to contact him privately, which seemed to indicate that he would not give up until his goal was achieved.


As early as 2011, Luo Yonghao's defense of Siemens rights had become a hot internet meme at that time. In addition to smashing several Siemens refrigerators in anger, this also gave birth to one of the most famous scenes in Luo's Internet celebrity career.

Now, fifteen years later, Luo Yonghao is still the traffic king full of attention and controversial topics, while Siemens has already lost a lot of its refrigerator market share under the siege of domestic manufacturers.

Now faced with Luo Yonghao's "hammer attack" again, can Siemens still be able to withstand it this time?

Luo Yonghao hits Siemens again

Luo Yonghao once again challenged Siemens. The reason was that in the past year, a large number of users posted on social media claiming that Siemens iQ100 refrigerators had quality problems.

This group of users generally purchased this refrigerator around 2020. After 4-5 years of use, problems occurred intensively, including glue leakage, refrigerant leakage, circuit board failure and other problems.

A user posted a message saying that he hired a master to come for maintenance. The master also knew about this common problem and suspected that this model of product itself had design flaws. Otherwise, why would there be collective thunder explosions?


However, Siemens refused to admit that the product was defective. Many users reported that Siemens customer service said this was because the posts consumers happened to see were about rights protection because the product was broken. But in the eyes of users, this is just reply rhetoric, not the truth.

Some users sorted out the complaints on Xiaohongshu and posted on Weibo to protect their rights. Luo Yonghao also recently forwarded this Weibo post, saying, "Siemens iQ100 refrigerator is indeed an inferior product with poor design."

Since then, Luo Yonghao has also forwarded several Weibo posts discussing this refrigerator, including one that said "Siemens customer service said the repair rate is very low." Luo Yonghao even asked, "Did this response come from before, or was it just made? If it was just made, then it would be interesting to see."

In fact, as early as July last year, Luo Yonghao forwarded a post complaining about quality problems with Siemens IQ100 refrigerators, and @siemens, saying, "There are many victims of this series of refrigerators. Please solve them as soon as possible, otherwise you will be responsible for the consequences."


Strictly speaking, Luo Yonghao's words are not completely ineffective. Searching for keywords such as "IQ100 rights protection" on Xiaohongshu, some users said that they had successfully renewed their products. However, they generally reported that the customer service "played dumb" and the users agreed to renew only after strong demands. The whole process was also relatively complicated.

Of course, we have no way of knowing whether Siemens's willingness to replace it is based on Luo Yonghao's pressure from public opinion or whether the product is really defective. But at least it shows one thing, it is still important to dare to speak out.

After all, Luo Yonghao had already challenged Siemens once as early as fifteen years ago.

In September 2011, Luo Yonghao published an article saying that the door of his Siemens refrigerator did not close tightly, causing frost to form in the freezer. However, an official response from Siemens stated that “it promises free on-site repairs, but the refrigerator door is occasionally difficult to close, which is not a quality issue.”

Siemens's "avoiding the important and taking the easy" response angered many consumers, including Luo Yonghao. In November, Luo Yonghao and some volunteers came to the Siemens Tower in Beijing to defend their rights and smashed several Siemens refrigerators on the spot.

It wasn't until December that the president of Siemens China publicly apologized and promised to come to solve the problem free of charge. However, it should be noted that Siemens did not recall the refrigerator, nor did it admit that it was a design defect. From a public relations perspective, this is still an "isolated incident."

Half a month later, Luo Yonghao held an exchange meeting on the "Siemens refrigerator door" incident. He pointed out, "Siemens refrigerator door frames have reserved mounting holes for door closers, but they are omitted in the Chinese market (products sold). This is only a small part that costs 5-8 yuan."

So far, the official has not responded whether it is related to the "door closer". There were even many voices claiming that Luo Yonghao's high-profile rights protection had ulterior motives and was suspected of taking advantage of competitors.

It is true that this overly radical approach to rights protection is indeed inappropriate. But sometimes, if you don't speak out in a high-profile manner, the brand may never be heard. Luo Yonghao has indeed opened the "door" for Chinese consumers to defend their rights.

The market landscape has changed

Nowadays, more and more users are starting to side with Luo Yonghao, not only because he dares to speak out, but because Siemens is indeed too arrogant.

For a product that may be defective, the official has been indifferent for a long time and has not taken active measures such as recall or replacement, so that this product once again broke out with large-scale quality problems.

The same product for fifteen years is enough to verify the quality and attitude of a brand.

In the 1990s, the German brand Siemens officially entered the Chinese market. Standing in the golden age of Chinese home appliances, coupled with the blessing of foreign brands and German technology, it quickly established itself as the top spot in the high-end market.

According to data from the China State Grid Market Monitoring System, as of October 2010, Siemens refrigerators and drum washing machines occupied 13.6% and 24.8% of the market respectively, ranking first among foreign brands and first in the overall market.

The turning point came in 2014, when Bosch Group acquired Siemens' 50% stake in Bosch and Siemens Home Appliances Group for 3 billion euros. Since then, Siemens has completely withdrawn from the field of home appliances, retaining only the Siemens home appliance brand.

However, the original Siemens home appliances and Bosch shared a production system. After the equity change, the products were still the same products, but they were sold under the Siemens brand that consumers are more familiar with.

However, Bosch's style of play has become increasingly conservative, relying more on Siemens' brand influence to maintain its basic market. Whether it is the iteration of product technology or innovation in marketing, the primary goal is not to seek change, but to maintain stability.

But excessive pursuit of stability can turn into disconnection. For example, Siemens’ main product lines have always been refrigerators, washing machines, and kitchen appliances, and it has no ambition to expand categories;

In terms of social media promotion, Siemens' style is more traditional; while brands such as Midea and Haier have already adopted a youthful and intelligent approach, deeply cultivating grass-roots content, KOL matrix and live streaming to seize the minds of young users.


According to data from Aowei Cloud Network, from January to November 2024, Siemens’ offline market shares in the refrigerator and washing machine fields were 7.59% and 9.03% respectively. In the online market, it failed to enter the top five positions, and the gap was obvious compared with the peak period.


At the same time, Chinese home appliance brands are rising strongly. In 2025, the retail sales of China's major home appliance market (excluding 3C) will reach 893.1 billion yuan, of which the top three companies Haier, Midea, and Gree together account for approximately 70%.

Take the refrigerator market as an example. According to CMM data, in the first half of 2025, Haier, Hisense, and Midea occupied the top three markets with a share of 46.4%, 16.4%, and 15.5% respectively, with a total share of 78.3%. The Matthew Effect in the industry is significant.

Among them, according to CMM's data from 1-47 weeks in 2025, in the high-end refrigerator market with a share of more than 10,000 yuan, Casarte ranks first with a share of 43.8%, followed by Haier (15%) and Siemens (9.5%) in second and third. In the peak range of the pyramid above 15,000 yuan, Casarte's market share in the first quarter of 2026 is as high as 71.1%.

This means that Chinese home appliance brands not only capture half of the market, but also occupy the high-end positions that originally belonged to foreign brands. If Siemens wants to break out, the challenges will become increasingly greater.

What kind of refrigerator do users need?

At this point, we can better understand why Luo Yonghao's bombardment can arouse such great public opinion resonance - the home appliance market has changed long ago, but Siemens is still standing still, not even bothering to pay more attention to consumers.

In the past few years, China's home appliance market has already entered stock competition. In particular, refrigerators are already a very mature category. Its market is saturated enough and presents a U-shaped differentiation pattern:

The high-end market relies on brands and technology to build walls, while the low-end market pushes prices to the extreme. One is responsible for making profits, and the other is responsible for attacking the market, becoming the "two wings" of brand development. On the contrary, the mid-range market share of 4-8 thousand yuan has shrunk significantly.


Siemens' choice to further focus on the high-end market is a better market strategy. But the question is, how many chips does it still hold?

On the one hand, with the upgrading of consumer demand and changes in family structure, consumers have put forward higher requirements for niche scenarios such as maternal and infant storage, beauty preservation, and embedded aesthetics. Companies need to formulate systematic solutions for different scenarios.

For example, we have launched embedded products that can be seamlessly integrated, turning home appliances into a set of living solutions that can be integrated into the overall style of home decoration; we have launched richer partition designs for scenarios such as breast milk storage and fresh food storage to meet different storage needs.

On the other hand, AI is reconstructing the kitchen ecology, and smart refrigerators have shifted from "single point function" to "scene linkage".

Fotile's smart fresh refrigerator can accurately analyze the health data of family members, generate exclusive physical reports and personalized meal plans, and connect the entire process of diet management and cooking execution; the AI ​​cell-level thawing technology of the Casarte Conductor refrigerator can accurately identify more than 200 kinds of ingredients and match the best thawing plan, and it only takes 5-10 minutes to complete thawing.

Of course, Siemens refrigerators are also working hard. At AWE 2026, they launched a variety of products equipped with iSensoric AI intelligent sensing technology; the newly released Siemens Hidden World Master Edition fully embedded refrigerator can also be adapted to a variety of cabinet structures.


But the problem is that these actions are more about passive following than proactive change. If Siemens cannot come up with truly disruptive technology or scenario innovation, the dividends of the past will one day be used up.

Moreover, Luo Yonghao repeatedly bullied Siemens, which also exposed the brand's after-sales shortcomings.

According to Excellent Era Consulting's research report, the replacement demand for refrigerators will account for more than 83% in 2025. This means that most consumers who buy refrigerators today are old users who are replacing their old refrigerators. To retain old users, they rely on word of mouth and service.

But Siemens obviously failed to answer the question of "after-sales service". Otherwise, using Luo Yonghao's traffic to proactively extend the warranty or provide free maintenance to all users who purchase Siemens IQ100 refrigerators, isn't it just a wave of textbook-level crisis marketing?

It can be seen that Siemens' market dilemma in China is not just a technical gap, but an insight into the consumer market. What Siemens lacks is exactly what the current market needs most.

Looking around the entire home appliance market, Siemens's decline is not an isolated case. Foreign home appliance giants such as Samsung, Panasonic, and Sony that once dominated the Chinese market have gradually lost their former dominance due to the rise of local brands and the rapid iteration of consumer demand.

This also confirms the truth that there is no eternal throne in the business market.

This warning is not only for foreign brands, but also a wake-up call for all home appliance companies. In the increasingly fierce competition in the home appliance market, once a company loses respect and stops evolving, it will eventually be inevitable to be replaced.

Hearing the voices of users clearly and maintaining the ability to evolve are the trump cards for a company to survive.