Chinese sellers have flooded TikTok with videos promoting direct-to-consumer luxury goods, trying to sidestep steep US tariffs and lure shoppers with massive discounts, CNN reported.
TikTok creators like Wang Sen claim to manufacture products for top-tier brands, including Birkin and Chanel, and encourage American users to “just buy from us” instead of paying retail.
His videos, showcasing walls of luxury bags, went viral before TikTok pulled them down. Others pushed similar content, causing Chinese e-commerce apps like DHgate and Taobao to soar on the US App Store, currently ranking #2 and #7, respectively.
Luxury brands and supply chain experts told CNN it is highly unlikely these sellers have real ties to major labels. “Any real supplier would be locked under strict contracts and NDAs,” said Hao Dong, a senior lecturer at the University of Southampton. “They wouldn’t broadcast their partnerships on social media.”
Some influencers, like “LunaSourcingChina,” post factory tours and claim to supply brands like Lululemon. She says consumers can snag USD 98 leggings for USD 5 straight from the source in Yiwu, a Chinese city known for its wholesale markets.
Lululemon swiftly pushed back. The company confirmed it does not work with the factories shown in the videos. They also warned consumers about fake goods and misinformation. Lululemon’s April 2025 supplier list does not include the locations seen in the viral posts.
Though the brand works with some Chinese factories, it also sources from countries like Vietnam, Peru, and Cambodia. Any claim that consumers can buy their products directly from manufacturers is almost certainly false, experts say.
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