On Tiktok, a new Chinese offensive unfolds discreetly but effectively, aimed at revealing Western consumers the secrets of manufacture of major luxury and ready-to-wear brands–of which video ties are under the article.
English -speaking Chinese creators publish meticulously documented videos showing the workshops where products sold at gold prices are made at low cost. The most striking example concerns the Birkin bags of Hermès, marketed at more than $ 30,000 but produced in China for less than 100 dollars before receiving their “Made in France” stamp.
This strategy is part of a context of growing trade tensions between China and the United States, especially following the 145% customs tariffs imposed by the Trump administration, to which Beijing responded with 84% rights and a renminbi devaluation.
Beyond Hermès, many American brands are exposed: cosmetics, shoes, clothes … Videos reveal the exact production places, real costs and even offer consumers to go directly to China to buy from suppliers.
In addition to this campaign on real production costs, other types of ironic videos circulate on Tiktok. Some Chinese creators use artificial intelligence to represent their satirical vision of “the future of the United States”. These contents show Americans, often represented as obese, painfully working in clothing factories and assembling smartphones. These scenes are generally accompanied by melancholy Chinese music, and end in the appearance of Donald Trump’s slogan: “Make America Great Again” – an ironic reference to American protectionist policies.
This war of image and influence on the field of consumption causes the amazement of American Internet users who discover the extent of the margins made by their favorite brands. Without heading to politics head -on, China thus orchestrates a subtle response that directly strikes the consumers’ portfolio and the credibility of Western brands.
Video links:
https://www.tiktok.com/@gonest_lily/video/7482977211998293279?is_from_webapp=1&sender_Device=pc
@sonthings This feels like a turning point for #luxurybrands – Consumers are Becoming More Aware that pricing is really all about marketing. I’m Going to Try and Buy Directly from the Manufacturer… Even with the Markup for Importing the Good, the cost will be incomparably less that what these #Fashion HOUSES Charge for the exact same product. #popculture #Fashiontiktok #Madeinchina #Tradewar @beccaxbloom #beccabloom
https://www.tiktok.com/@min.liu56/video/749191921133002015?is_from_webapp=1&sender_device=pc
