Tariffs, Image Wars and Disguised Counterfeits: The Unexpected TikTok Fightback from Chinese Manufacturers
Under pressure from new U.S. sanctions, some Chinese manufacturers are taking to social media to showcase their craftsmanship and reclaim control of the narrative. The U.S.-China trade war is heating up once again. In response to the announcement of new American tariffs reaching up to 145% on certain Chinese products, Beijing has retaliated with tariff hikes of up to 125%. But beyond official channels and traditional retaliation strategies, a new form of resistance is emerging—on TikTok.
In recent weeks, viral videos have featured Chinese factory owners claiming they manufacture luxury garments for Western brands. These clips, sometimes racking up millions of views, assert that items labeled “Made in Italy” or “Made in France” are in fact partially produced in China—and have undergone only minimal processing in Europe, insufficient to genuinely earn non-preferential origin status such as “Italy” or “EU.”
The message is clear: China is no longer just the world’s factory—it wants the world to know it.
Pingti vs. Prestige: The New Luxury Battle
These videos don’t showcase crude knockoffs, but so-called “pingti”: high-end imitations using similar materials, patterns, and finishes as luxury brands. Their value proposition? “Same quality, half the price.” The line between subcontracting, inspiration, and disguised counterfeiting becomes intentionally blurred.
While European craftsmanship remains a key marker of luxury, these videos aim to highlight the industrial know-how of Chinese manufacturers as a crucial—yet overlooked—pillar of the global value chain. Viewers are shown fabric reels, cutting-edge machinery, and skilled teams at work, often with brand logos blurred out. Ironically, by revealing the behind-the-scenes of a usually discreet industry, these manufacturers are asserting their legitimacy.
An Influence Weapon in a Tariff War
This phenomenon is far from trivial. It reflects a broader strategy: the trade war is no longer just about tariff rates—it’s also about public opinion. Much like traditional soft power campaigns, these videos seek to:
- Rehabilitate the “Made in China” label, often associated with low quality;
- Undermine Western brands by sowing doubt about the transparency of their supply chains;
- Divert consumption toward alternative purchasing channels (via WhatsApp or white-label marketplaces).
Exemptions to Appease, but Tensions Simmer
Meanwhile, the Chinese government is trying to ease tensions. Talks have begun with over 80 foreign companies operating in China to identify products that could be exempted from the 125% surtaxes.
An unofficial list of 131 product categories is reportedly circulating in industrial circles. If confirmed, it could offer tariff relief for up to $45 billion in U.S. imports—a sign that Beijing is still seeking to preserve key economic partnerships, while maintaining a firm stance toward Washington.
The current U.S.-China trade tensions highlight how customs duties have become powerful geopolitical tools. But this time, the counterattack goes beyond traditional means: by lifting the veil on their role in luxury manufacturing, some Chinese players are shifting pressure onto brands, consumers, and public perception. It’s a stark reminder that customs issues now extend well beyond borders—right into the realm of social media.
*Soft power: a country or organization’s strategy to influence other nations or foreign audiences not through force (hard power), but through cultural appeal, persuasion, and communication
This exposure strategy is not without risk for the brands mentioned. Some may face accusations of misleading consumers—especially by blurring the line between provenance (the country from which a product is shipped) and origin (the country where a product is fully manufactured or substantially transformed, according to origin rules in force).
That’s why it’s critical for companies to understand and apply the correct origin rules—to avoid labeling mistakes and the serious consequences that may follow.
