Products almost identical and half the price of some of the world’s most popular fashion and luxury brands are filling the wardrobes of younger Chinese consumers. The so-called “pingti” have become a trend in recent years in the asian market and they are breaking conventions when it comes to the way users relate to brands and high-end products.

What is the “pingti” phenomenon?

For some time now, “dupes”, items considered less expensive alternatives to manufacturer brand products, have become popular in the Western market, in parallel with the presence that “pingti” products have been gaining in China. The term, in fact, could also be translated as “duplicate”, and refers to products that imitate the design and quality of luxury brand items, but without prominent logos and, most valued, without the high prices.

These are not imitations or fakes that emulate the designs and brands of large companies, but rather elaborate products that seek to offer a similar experience to that of luxury brands but at a lower cost. Such is the case, for example, of the brand Chicjoc, which sells items very similar to those that Louis Vuitton or Gucci could offer, and which claims to have the same Italian material suppliers as Prada or Bottega Veneta.

For its part, the manufacturer of handbags and accessories Sitoy ensures that the quality of its products, many of which have a price around $100, is almost identical to those sold for more than $1,000 by luxury brands such as Michael Kors.

The rise of the “pingti” trend

The growth of the “pingti” trend must be understood in a context of economic slowdown in China, in which many professionals, especially young people, face difficulties when accessing the labor market and companies are carrying out salary cuts and limiting hiring to navigate a period of economic uncertainty. The context of inflation and the real estate crisis are also factors that have influenced.

In this scenario, traditional luxury has become less accessible and many users seek to enjoy certain products and a lifestyle similar to the one they have lived until now, but with tighter budgets. This has led them to reconsider their relationship with brands, especially those in the premium segment, and look for cheaper alternatives that maintain a certain aesthetic. sophistication, style and quality.

That is why more and more consumers are betting on the brand. VFUwhich offers clothing items very similar to those of Lululemon, but at a significantly lower cost; or for cosmetic products Chando, four times cheaper than the articles of the Japanese firm SK-II, as stated Fortune.
Brands are also enhancing their notoriety through marketing strategies and associating with popular faces in the Chinese market.

The “pingti” phenomenon is especially visible in the manufacturing industries. fashion, accessories and cosmetics, but it is impacting multiple product categories. Thus, according to reports Business Insideron social media and e-commerce platform Xiaohongshu there are “pingti” options for household items, travel experiences, or even food.

In Chinese marketplaces, according to the aforementioned media, these alternative products abound. So much so that on the 1688.com platform, belonging to Alibaba, searches for the term “pingti” increased almost 2,000% year-on-year in January, just before the Chinese New Year celebrations.

However, on digital platforms and social networks under the term “pingti” there are not only brands that offer more affordable alternatives to traditionally inaccessible products, but also fakes and copies that make it difficult to distinguish from the originals and complicate users’ purchasing decisions between imitations and legitimate alternatives.

The impact of “pingti” on luxury brands

Interest in the “pingti” phenomenon represents a significant challenge for luxury brands that have captured the attention of Chinese consumers for decades, such as Louis Vuitton, Gucci or Hermès. These now face not only strong competition, but also a turning point in consumer culture.
Its proposal, based on the concept of exclusivity, is no longer as desired and this could have profound and long-term implications for its growth.

In this regard, as stated cnnthe transformation of consumption is leaving its mark on the results of some large companies. For example, luxury giant LVMH’s sales fell 10% in the first six months of this year in its Asia region, excluding Japan, compared to 2023.

But the interest in affordable alternatives is not an exclusive issue of the Chinese market, as demonstrated by the “dupe” trend, and is present in other markets. Brands are emerging that make the “pingti” or “dupe” concept the basis of their proposal. This is the case, for example, of Orwells Parfums, which is promoted as “The elite of dupe perfumes” and which highlights the inspiration of its articles in products from leading brands, such as Tom Ford or Kilian.

Firms will have to adapt to the preferences of the new generation of consumers, which seems to be governed by new concepts of quality and design and, especially, by a marked price sensitivity. The marketing and communication strategies of premium companies will have to reinforce brand attributes and their value contribution to remain relevant and considered.

However, the “pingti” trend goes beyond the purely commercial and poses complex ethical and legal issues being a gateway for imitations and counterfeits. This turns the phenomenon into a gray area that implies challenges regarding the information that consumers can handle and the measures by regulators to maintain balanced rules of the game for all market agents.