Chinese exporters are urging domestic consumers to buy products originally intended for the U.S. market, as new tariffs under President Donald Trump’s administration disrupt trade.
With a 145 percent tariff imposed on Chinese goods, sellers have turned to the social media platform Rednote, livestreaming steep discounts and calling for "sympathy purchases," reports Reuters.
Over the past week, dozens of sellers have livestreamed clearance sales of unsold goods like rice cookers, toasters, and juicers—many claiming the items can no longer be shipped to the U.S. “The U.S. has breached its contract. No more shipments! Everything is on sale at 90 percent off!” said one streamer from the account Dingding Cloud Foreign Trade Warehouse.
Another seller, Muzi Has Good Goods, showcased appliances amid stacks of boxes labeled “trade transit containers,” citing warehouse overflows due to canceled shipments.
While some items, such as Costa Coffee mugs, are globally recognized, most brands featured—like OSTMARS and APLX—are largely unknown outside China and typically sold on platforms like Amazon.
The livestream push aligns with Beijing's official stance to pivot towards domestic consumption. Chinese authorities have pledged to support exporters struggling with U.S. tariffs, promoting the domestic market as a substitute.
E-commerce giants like JD.com and Alibaba’s Freshippo have joined the campaign. JD.com, in particular, announced a ¥200 billion ($27.35 billion) fund to assist exporters in redirecting their goods to local consumers over the next year.
At the ongoing Canton Fair in Guangzhou, many exporters described the U.S. market as “frozen.” However, not all industry insiders are convinced by the livestream efforts. Some view the videos as purely strategic marketing. “Exporters usually diversify their markets. If the U.S. isn’t buying, we shift to other regions,” one exporter told Reuters anonymously.
Despite skepticism, analysts believe the livestream campaigns reflect China’s broader narrative of resilience. “In China, there is this sentiment that we need to come together and resist U.S. bullying,” said Ashley Dudarenok, founder of digital consultancy Chozan. She noted a surge in nationalistic hashtags like #resist, #ChinaCanMakeIt, and #SaveFactories.
“Trump’s tariffs might actually boost China’s consumer sentiment,” Dudarenok added. “It gives people a reason to consume—because it’s now bigger than just about themselves.”
Reuters reached out to 12 Rednote sellers for comments but received no responses.
Bd-pratidin English/FNC
