Chinese factories flood TikTok with direct-to-consumer luxury deals amid US tariff war

Chinese factories flood TikTok with direct-to-consumer luxury deals

With steep tariffs on Chinese imports set to take effect under the Trump administration, Chinese manufacturers are taking to TikTok, Instagram, and other social media platforms to pitch their goods directly to American consumers — often promoting luxury items at slashed prices by claiming to bypass brands and retail markups, the New York Times reported.

Videos claiming to sell leggings “just like Lululemon” or handbags with the quality of Hermes have gone viral, racking up millions of views and downloads for Chinese shopping apps like DHGate and Taobao. While the products are often not genuine — and the claims of shared manufacturing facilities frequently false — American shoppers, wary of price hikes under new tariffs, are responding with enthusiasm.

“Buy direct from China”: A viral counter to tariffs

In these videos, Chinese factory workers and influencers assert that shoppers can get the same goods sold by high-end Western brands for a fraction of the price. Many suggest — falsely, in most cases — that they produce items in the same factories as brands like Hermes, Lululemon, and Birkenstock.

The message has resonated, not just economically but politically. Commenters on TikTok and Instagram posts have expressed support for China and frustration with President Trump’s policies, with remarks like “Trump bullied the wrong country” and “China won this war.” The sentiment mirrors the mass backlash seen when the U.S. government previously proposed banning TikTok.

Matt Pearl, a director at the Center for Strategic and International Studies, said the viral campaign is activating political sentiment. “It demonstrates their ability to communicate with American consumers to drive a message about our dependence on Chinese goods,” he said, suggesting Chinese authorities may be passively allowing the videos to circulate.

Influencers, affiliates, and factory outreach

American influencers are fuelling the surge. Elizabeth Henzie, a 23-year-old from North Carolina, has become a viral figure by posting spreadsheets of Chinese factories and affiliate links to shopping platforms like DHGate. Her TikTok post alone has attracted over a million views, and she’s now an official affiliate, earning commissions and free products for her promotions.

“Seeing how other countries are coming together to try to help American consumers has boosted my morale,” Henzie said. “Even though it’s a negative thing that’s going on in America, I think it’s also pushing us to come together.”

TikTok takedowns and brand denials

Although TikTok’s policies prohibit counterfeit promotion, many videos persist via reposts even after initial takedowns. Hermes, Birkenstock, and Lululemon have all issued statements distancing themselves from the factories featured in these clips, warning consumers about fake goods.

A Lululemon spokesperson said the company had contacted TikTok to remove misleading claims and emphasized that it does not work with the manufacturers appearing in the videos. Birkenstock and Hermes have made similar clarifications.

Still, the demand continues. One now-deleted viral video claimed a Birkin bag costs just $1,400 to manufacture — a figure used to justify offering no-logo versions for $1,000. Hermes responded by reaffirming its bags are entirely made in France.

Chinese factories respond to slowing sales

Many of the sellers posting on TikTok say the campaign is driven by necessity. Yu Qiule, a fitness equipment manufacturer in Shandong, said he turned to TikTok in March after Trump’s tariffs led to mass cancellations. Louis Lv of Hongye Jewelry Factory in Yiwu echoed that strategy, saying viewership exploded after the tariffs were announced.

“The philosophy of Chinese businessmen is we will go wherever the business is,” Lv explained.

While most of the claims in these viral videos are exaggerated or false, they’ve nonetheless exposed how deeply enmeshed American shopping habits remain with Chinese supply chains. As tariffs and political tensions rise, Chinese sellers are leveraging Western platforms to bypass official channels and speak directly to US consumers — with viral success and surprising political consequences.