As President Donald Trump's tariffs on Chinese goods climb up to 145%, Chinese manufacturers have taken to TikTok to appeal directly to American consumers, promoting cut-rate luxury goods purportedly sourced straight from their factories. But experts and brands are warning that many of the viral claims are false or misleading-and could involve counterfeits.
In one widely shared video, TikTok user Wang Sen stands before shelves of what appear to be Hermès Birkin bags, claiming to be the original equipment manufacturer (OEM) for major global brands. "Why don't you just contact us and buy from us? You won't believe the prices we (will) give you," he said. The clip was later removed by the platform.
Another TikTok influencer, LunaSourcingChina, claimed in a video that Lululemon's $98 leggings were sourced from two factories in Yiwu, China, offering the same product for "five to six bucks." Lululemon quickly issued a statement refuting the claims: Lululemon “does not work with the manufacturers identified in the online videos and we urge consumers to be aware of potentially counterfeit products and misinformation." The cited factories do not appear on Lululemon's April 2025 supplier list.
Experts say such videos, while capitalizing on tariff anxiety, distort how luxury supply chains actually function. "Any manufacturer producing for big name brands is likely under strict contractual obligations to not disclose that fact," said Hao Dong, senior lecturer in operations and project management at the University of Southampton. Dong added that legitimate OEMs are highly unlikely to promote direct-to-consumer sales online.
TikTok has not responded to requests for comment. Meanwhile, online marketplaces like DHgate and Taobao have surged up the U.S. app store rankings. DHgate, often cited for hosting counterfeit listings, reached the second-most downloaded shopping app this week.
The controversy has intensified scrutiny of global sourcing. According to Regina Frei, professor at the University of the Arts London, "If you talk about very expensive handbags that involve a lot of manual work, they will probably be preassembled somewhere, and then they will be finalized, say, in France." Frei noted that while some components or hardware may originate in China, most brands do final assembly in Europe to comply with strict "Made in France" or "Made in Italy" labeling laws.
Hermès confirmed it does not manufacture in China. Its iconic bags are produced in French workshops located in Pantin, Lyon, Normandy, and other regions. The brand employs highly trained artisans who may spend up to five years learning to make styles like the Birkin or Kelly. "It can take between 15 and 40 hours to create a single Hermès bag," the company states.
Despite the elaborate craftsmanship and national regulations backing luxury authenticity, TikTok commenters have continued amplifying the "direct from China" message, some boasting millions of views and likes. "Now this is how you do a trade war," read one popular reply under a post claiming to offer original Lululemon inventory.
The virality of these posts coincides with policy shifts that could soon undercut the low-cost appeal of Chinese goods. The Biden administration is reportedly preparing to eliminate the de minimis exemption for packages under $800, a loophole that currently allows many small Chinese shipments to avoid import duties.
