Chinese manufacturers are turning to social media platforms, particularly TikTok, to entice American consumers into purchasing their affordable alternatives to high-priced luxury goods. As you may know, the United States has slapped very big tariffs on imports from China. They’re hoping to finally close an egregious trade loophole called de minimis, which allows any shipment valued under $800 to come into the country tax-free.
One such person leading the charge is Tony Wu, founder of TLucky Sourcing. He collaborates with widely-followed Chinese factory sourcing influencers on TikTok. Collectively, they celebrate and endorse lines of products that all too often are marketed as dupes for popular, established brands. Even with the unpredictable U.S.-China trade relations as a backdrop, Wu insists that these tariffs will not significantly damage Chinese exports. As welcome as all that is, he admits that the erratic nature of U.S. trade policy has jittered manufacturers’ nerves.
Wu expressed his perspective on the situation, stating, “the tariffs make some troubles, for sure, but in two or three months it’ll go back to normal, I think.”
Tensions between the world’s two largest economies are reaching new extremes. The result is that many Americans are now far more interested in Chinese goods than they were just a decade ago. That increasing consumer interest is evident in the online discourse, as these new products clearly continue to spark U.S. consumer interest. Thousands of TikTok users like this one are clamoring to buy these cheap knockoffs. Consumers want them and they don’t want to pay more for U.S. products.
We are paying their premium rather than the Chinese one. Why would I buy ten percent of the product when I can buy a thousand percent of it for the same price? how one TikTok user responded, striking a chord with more than 2.4 million fellow viewers.
These Chinese manufacturers have produced video content that has blown up! Since its debut on TikTok, it has accumulated millions of views. Together, these videos bring a wealth of different objects to life. Others go so far as to tout dubious claims regarding their associations with luxury brands allegedly developed in Europe.
Advocates say low take-up belies the temptingly-titled free offerings from these financial technology (fintech) companies. Older generations of internet users are still cynical about the legitimacy of a Chinese knockoff. A spokesperson for Lululemon, a brand mentioned in these videos, clarified their position: “We do not work with the manufacturers identified in the online videos and we urge consumers to be aware of potentially counterfeit products and misinformation.”
Beyond TikTok videos, the trade war has catalyzed a wider conversation on social media. Zhang Zhisheng, China’s consul general in Denpasar, Indonesia, entered the discussion with an outrageous charge. He heckled White House press secretary Karoline Leavitt for wearing a dress produced in China. He articulated this perspective on X, remarking, “Accusing China is business. Buying China is life.”
American consumers are already paying for this trade war with increased costs stemming from tariffs. At the same time, the public visibility of these products is growing. The introduction of new tariffs creates yet another challenge for U.S. businesses that are heavily dependent on imports from China. Wu explains that American buyers only represent a small percentage of his factories’ customer base. In reality, they make up closer to 5%. He noted that these manufacturers primarily focus on larger, more developed export markets. They work on issues in areas like South Asia, Africa, Europe and the Middle East.
“Honestly, America is not our main market. TikTok’s just based in America — doesn’t mean our customers are mainly from America,” said Wu.
Despite the challenges posed by tariffs and shifting trade policies, Chinese manufacturers are adapting quickly by leveraging popular social media platforms to reach new audiences. As the trade war’s impacts are still being sorted out, the relationship between American consumers and Chinese producers is changing day by day.