In an innovative move to cope with the economic fallout from the U.S.-China trade war, Chinese sellers are using the popular social media platform Rednote to promote discounted goods, urging domestic consumers to purchase stock that was originally intended for U.S. markets. The livestream sales campaigns have intensified over the past week, as businesses strive to offload goods that are now unmarketable due to the 145% tariffs imposed on Chinese products by former President Donald Trump’s administration.
The livestreams feature sellers showcasing a wide range of products, from small appliances like rice cookers and toasters to everyday items such as coffee mugs. One such broadcast from the seller “Dingding Cloud Foreign Trade Warehouse” dramatically declared: “The U.S. has breached its contract. No more shipments! Everything is on sale at 90% off!” Another livestream from “Muzi Has Good Goods” featured a host surrounded by boxes labeled “trade transit containers,” lamenting that their warehouse was full due to orders that could no longer be shipped to the U.S.
While some products, like Costa Coffee mugs, were more recognizable to international audiences, many of the featured items were lesser-known Chinese brands, such as OSTMARS and APLX, which are typically sold on e-commerce platforms like Amazon. Despite the low prices, some observers questioned the authenticity of these livestream sales, viewing them as more of a marketing tactic than a desperate attempt to clear inventory. They noted that many Chinese exporters have diversified their markets and could shift focus to other countries if the U.S. market remained closed.
The livestreams coincide with a broader push by China to bolster domestic consumption in response to the impact of U.S. tariffs. In recent weeks, China has launched initiatives to assist its exporters in selling goods within its own borders, hoping to tap into its large, if somewhat sluggish, domestic market. JD.com and Alibaba-owned Freshippo have announced plans to support these efforts, with JD.com launching a substantial 200 billion yuan ($27.35 billion) fund to help exporters pivot to local markets over the next year.
At China’s flagship trade expo, the Canton Fair, exporters expressed their frustration with the U.S. market, describing it as “frozen” for them, with limited opportunities to access American buyers due to the tariffs. However, some industry insiders remain skeptical of the livestream strategy, suggesting that the sales are more about creating a buzz than addressing real financial distress. Despite these doubts, analysts argue that the livestreams are a reflection of China’s resilience in the face of external pressure and could serve as an effective form of consumer engagement.
Ashley Dudarenok, founder of digital consultancy Chozan, explained that the sentiment behind these livestreams resonated with many Chinese consumers. “In China, there is this sentiment that we need to come together and resist U.S. bullying,” she said. “Hashtags like ‘resist,’ ‘China can make it,’ and ‘save factories’ have gained traction in the wake of the escalating trade tensions.” Dudarenok also suggested that the tariffs might unintentionally boost consumer sentiment in China, providing a powerful incentive for people to support local businesses, seeing the purchase as an act of national solidarity.
Despite the challenges posed by the tariffs, the campaign illustrates China’s adaptive response to shifting global trade dynamics, blending digital marketing with nationalistic sentiment to drive local consumption.
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