A new trend is emerging on TikTok, where users showcase remarkably cheap “branded” goods, claiming they originate from the same factories and materials as their more expensive, established counterparts. These videos often provide direct links to Chinese retailers, attributing the lower prices to direct manufacturer-to-consumer sales, bypassing conventional brand markups. The only apparent difference, according to these posts, is the absence of the brand logo.

The Allure of Lower Prices

The appeal is clear: critically important savings for consumers. These videos highlight how much well-known American brands rely on inexpensive imports from China. By purchasing directly from manufacturers through TikTok, consumers potentially sidestep retail markups, offering a tempting solution amid rising costs.

Leggings Under Scrutiny

One prominent exmaple involves Lululemon, the athletic apparel company known for its leggings.One Chinese influencer, known as Lunasourcingchin, stated in a video, I guess you all know the price (products) from Lululemon and other big brands… and guess what, here are two factories from wich you can buy them for five to six dollars. Lululemon leggings typically retail for $100 to $150.

Lululemon responded to the claims,stating on Monday that it dose not cooperate wiht the manufacturers listed in online videos and cautioned consumers about potential counterfeit products and misinformation. The company provides a list of its authorized manufacturing locations on its website, and the factories mentioned in the TikTok videos are not included.

A Lululemon spokesman told *The Self-reliant* that only about 3% of its products are manufactured in China.

Luxury Handbags: A Similar Story

The trend extends beyond apparel. Birkin handbags from hermès, the French luxury brand, are also being replicated.One individual on X (formerly Twitter) detailed the cost breakdown for producing a similar handbag, estimating a price of less then $1,400, compared to the original’s $38,000 price tag.

Regina frei, a professor at the University of Arts London, told CNN that while luxury brands primarily assemble their products in countries like France or Italy, some cooperation with chinese manufacturers cannot be entirely ruled out. A lot of luxury brands will have some products or “hardware” assembled in advance in China, she explained.

Expert Weighs In

Tomáš prouza, president of the Union of Commerce and tourism, believes this trend could easily spread. People respond very quickly to these things. A lot of people are fascinated by the Tiktok platform, they like to use it. When it adds the prospect to buy something through it, a lot of people will not think about any parameters and whether it is “Fejk,” he saeid, emphasizing the allure of low prices. The danger that people turn off thinking and just click and buy something is huge there.

Proposed Solutions

Prouza suggests strengthening customs administration and improving the Czech Trade Inspection Authority’s efforts,including increasing inspections of imported goods from China. There will always be a part of people who want to buy a cheap thing, regardless of whether it is indeed risky to health. However, he believes consumers should be informed about the risks.

He also proposes eliminating the customs exception for packages below 150 euros, requiring all orders to undergo customs processing. but this will take a long time in Europe and will be discussed for two years, he added.