You’ve probably seen them: TikToks seemingly filmed on bustling Chinese warehouse floors. It’s practically its own genre now — an energetic salesperson, channeling late-night infomercial vibes, promising Americans direct access to factory-made goods that somehow bypass President Donald Trump's punishing tariffs.
In theory, it's a tempting proposition. These videos dangle luxury goods at rock-bottom prices, suggesting — without much explanation — that buyers are skipping out on Trump-era tariffs. The TikToks started cropping up around the time Trump announced, and then partially retracted, harsh reciprocal tariffs. But here’s the catch: a whopping 145 percent tariff on many Chinese goods still stands. The appeal of buying directly from factories, cutting out middlemen, and dodging tariffs is understandably strong.
Unfortunately for American consumers, the reality doesn’t live up to the promise.
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A number of the early viral posts claiming such, like one about Lululemon and another about Louis Vuitton, have seemingly been deleted. After one such TikTok circulated, Lululemon told CNN that it "does not work with the manufacturers identified in the online videos," adding a warning to consumers about counterfeit products and misinformation.
And Lululemon is just one example. Claims about direct-to-consumer Hermès bags, cheap Birkenstocks, and other supposed luxury steals have all been debunked. The bottom line is simple: Any factory offering genuine luxury goods at a deep discount is almost certainly not legit. At best, you’re getting a knockoff. And even if the factory did produce the goods for a luxury brand, which isn’t always the case, contracts with those brands would prevent them from selling directly to consumers.
"Any contracts they have with their supply chain would specifically ban the factory selling direct to anyone, with or without a logo, with or without finishing," Margaret Bishop, a global textile and apparel industry consultant, told GQ.
Amid concern over tariffs, Chinese apps like DHGate and Taobao, known for selling dupes and luxury-inspired goods, shot up the App Store charts. It is possible to get Chinese-made products for cheap, but if they're hawking luxe goods, then you're not getting the real thing. And there’s still no loophole to avoid tariffs altogether — just ways to reduce costs by opting for non-branded, factory-made alternatives. That doesn’t mean all Chinese goods are of poor quality. In fact, many aren’t.
"A lot of modern Chinese manufacturing is really amazing," Wiley Wakeman, assistant professor in the department of management organization at Stockholm School of Economics, told GQ. "They can do things in ways that are fantastic. A lot of workers get paid very well, but that is not universal. It's kind of a patchwork of different manufacturers, different standards, and different motives."
These viral TikTok videos struck a chord with Americans because the appeal is real. Life’s expensive enough without a trade war adding to the cost of living. Who wouldn’t be tempted by the promise of a good deal? Who doesn’t want to stick it to a policy they disagree with?
"The idea of finding what you think is a secret deal online is incredibly enticing," fashion expert Derek Guy, aka the Menswear Guy on X, told NPR.
This isn't to say that luxury brands don't outsource some of their manufacturing to China or that luxury goods are always worth the price tag. But if a TikTok salesperson is offering designer items for ultra-cheap prices, it’s probably wise to think twice before clicking "buy."
