“Pingti”, the Made in China trend that worries luxury brands

Published on September 5, 2024 at 6:20 p.m.

In China, highly convincing, logo-free knockoffs of some luxury brand bestsellers are increasingly appealing to consumers, particularly Gen Z. Known as “pingti” in Chinese (which translates to “lures” in English), these products claim to be similar in quality to the big names in the luxury sector. According to our colleagues at “Fashion Network”, these items are made with materials from the same suppliers as some of the big names. Their prices, while significantly higher than cheap knockoffs, remain very attractive, particularly for younger Chinese shoppers who are increasingly turning away from luxury goods in the context of an economic slowdown.

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An increasingly popular trend in China

On social media, videos of shoppers boasting about finding items that look exactly like the originals are proliferating. From Hermès and Prada bags to Lululemon yoga leggings, Bottega Veneta shirts, luxury perfumes and Samsonite suitcases, many of the best-selling labels are being copied by Chinese brands. Although they lack logos, these products are increasingly popular on Chinese e-commerce platforms such as Taobao and Tmall. According to data from Hangzhou-based analyst firm Zhiyi Technology Co., some French and Italian luxury labels have seen their growth slow in China recently, even as local brands copying their products have seen exponential growth. The craze for these fakes reflects a shift in Chinese consumer behavior, as they gradually turn away from luxury goods that once symbolized social status. This is particularly the case for China’s Gen Z, which is increasingly looking for parts of equivalent quality at lower costs due to the country’s economic slowdown.