Birkin, Lululemon and Tiktok: How China uses tariff wars to go directly from factories to feeds
Viral video and hidden costs
One of the most popular Tiktok videos, with nearly 10 million views, shows a woman standing in front of a factory machine, offering yoga pants at the same facility as Lululemon’s, for just $5 to $6, while retailing for $100. “The materials and craftsmanship are basically the same because they come from the same production line,” she said confidently. Similarly, another video shows a man in a factory offering Louis Vuitton-style bags for $50, claiming they come from the same manufacturers as luxury brand products.
The videos are part of the “Trade War Tiktok” clip of these videos has flooded the platform since President Trump raised tariffs. As tariffs rise, Chinese manufacturers are eager to use the app as a new market, showcasing everything from leggings to luxury handbags and breaking down the cost of producing these items. Some even suggest that the only difference between a branded product and a cheap product is the label.
Luxury brand response
However, the claims of these videos are questioned by the luxury brand itself. For example, Louis Vuitton repeatedly stated that none of its goods were produced in China. A representative from Lululemon also clarified to the Independent that only about 3% of its final products are made in China, and the company provides a complete list of authorized suppliers on its website. Still, many Tiktok users are attracted to the idea of underestimating the retail price of luxury goods.
Conrad Quilty-Harper, author of Dark Luxury (such as Conrad Quilty-Harper), shows that many of these videos offer fake or “scam” merchandise instead of genuine products. “They are trying to confuse fake manufacturers in China with real manufacturers,” explains Quilty-Harper. “They are very smart about social media and very effective in driving demand in the West.”
A broader strategy?
The timing of these Tiktok videos is not accidental. With tariff exemptions for the $800 selling price due to May 2025, many believe that these factories’ editing of consumers may be part of a broader strategy to capitalize on policy shifts. The looming deadline is pushing Chinese manufacturers and Tiktok creators to promote direct sales to bypass the upcoming increase in responsibilities. Some creators even use their platforms to express frustration with U.S. trade policy. One Tiktok user commented: “Americans, you don’t need tariffs, you need a revolution. For decades, your government has shipped your work to China … while selling your future to make a profit.”
The concern and legal significance of forgery
While cheaper alternatives are attractive, experts warn that buying directly from these sources may expose consumers to Counterfeit products. China has long been the center of the global counterfeiting industry, with US customs occupying $1.8 billion worth of counterfeit goods in 2023 alone. The risks are high, and some industry leaders urge consumers to be cautious about what they buy from overseas factories.
The counterfeit industry is not a new problem. As Quilty-Harper points out, China’s approach to intellectual property enforcement has been changing based on geopolitical tensions with the United States. “It’s part of a huge geopolitical war,” he noted. “It’s fascinating to see this propaganda fight happening on Tiktok.”
The greater impact of the trade war
This Tiktok trend also highlights a bigger problem in the trade war between the United States and China. President Trump’s decision to impose high tariffs on Chinese imports shocked U.S. businesses, with companies such as Nike considering transferring production back to the U.S. to avoid complications. Tariffs, especially the 145% tax on Chinese goods, not only raise the prices of everyday items, but also create new avenues for Chinese manufacturers to directly market their goods to American consumers.
While some American shoppers embrace the idea of bypassing these exaggerated prices, the situation reveals dynamics of global supply chains. The viral tiktok trend also reflects frustration with the global trading system and the inflationary price of commodities that many consumers consider unnecessary.
This new Tiktok trend is not only related to consumer goods. This is a symptom of a larger geopolitical strategy, with China increasingly leveraging its manufacturing capabilities as a leverage for the ongoing trade war. In addition to viral videos, China has recently stopped cargo of seven rare earth metals that are crucial to industries such as defense, energy and technology. The move underscores China’s ability to control global supply chains, especially in sectors where the United States relies closely on Chinese imports.
As tensions continue to intensify, it is clear that the future of trade between the United States and China is predictable. These Tiktok-driven trends will have a lasting impact on the global luxury market, or they only further complicate the relationship between the two superpowers. But, it is certain: Tiktok has become a new area of trade, tariffs and global economic warfare.
(Input with TOI)
