In 2025, amid escalating U.S.-China trade tensions, the U.S. imposed massive tariffs on Chinese imports. In response, Chinese manufacturers adopted a direct-to-consumer (D2C) strategy, leveraging platforms like TikTok to market products directly to American consumers. By shipping goods in small parcels under the $800 "de minimis" threshold, they bypassed traditional tariffs and customs duties.
This approach enabled consumers to purchase items resembling luxury brands at significantly reduced prices. Viral TikTok videos showcased products such as yoga pants and handbags, claiming they originated from the same factories as high-end brands—though companies like Lululemon and Louis Vuitton have denied such affiliations. Influencers now often take viewers inside these factories—offering behind-the-scenes tours, interviewing manufacturers, and showing how the only difference is the label.
Importantly, this D2C strategy is not limited to fashion or accessories. Chinese factories are now selling furniture, electrical components, auto parts, lighting equipment, and home appliances directly through wholesale sites like 1688.com, Made-in-China.com, DHgate, and AliExpress, as well as setting up their own websites.