The Emergence of Counterfeit Haul Videos and How Brands Can Combat Them

In the ever-growing world of social commerce, counterfeiters have found new ways to thrive — leveraging short form video “hauls” and live streams to reach more consumers and generate buzz for their products.

These strategies are reshaping consumer perceptions of counterfeit goods and creating significant challenges for brand owners. This blog explores the threat of counterfeit “hauls” and livestreams, as first detailed in our Brand Protection: The Social Media Threat eBook. Read on to find out how emerging trends are impacting brands and what can be done to counteract them effectively.

Table of contents:

1. How Gen Z’s values shape their view of counterfeiting
2. The rise of counterfeit “hauls” is normalizing fake purchases
3. How Chinese social commerce platforms drive global counterfeit trends
4. How WeChat redirection complicates enforcement efforts
5. A smarter approach to detecting counterfeit networks
6. Beyond video: how luxury & fashion brands can navigate social media threats

How Gen Z’s values shape their view of counterfeiting

Gen Z, often described as socially conscious and digitally native, demonstrates a complex relationship with counterfeit goods. On the one hand, they value ethical practices and brand transparency. On the other, economic pressures and an evolving perception of intellectual property (IP) enforcement influence their purchasing decisions. For example:

• Affordability vs. authenticity: Rising living costs make counterfeit products appealing, particularly when the quality of replicas improves. Many Gen Z consumers justify counterfeit purchases as a cost-effective way to access trending styles.
• Ethical ambivalence: While they are attuned to sustainability and corporate responsibility, they often view counterfeiting as a "lesser evil" compared to fast fashion's perceived environmental harm.
• Digital influence: The role of social media and influencers in promoting dupes has normalized counterfeits, positioning them as stylish and savvy rather than deceptive. Platforms like TikTok are particularly influential, with hashtags like #dupe amassing millions of views.

These factors underscore the importance of proactive measures by brands. Educating this demographic about the broader impacts of counterfeiting — on jobs, innovation, and the environment — is crucial for shifting attitudes.

The rise of counterfeit “hauls” is normalizing fake purchases

Counterfeit “haul” videos have become a cornerstone of the counterfeit sales ecosystem. In these videos, influencers or reviewers provide a step-by-step guide to purchasing counterfeit products, covering:

• Recommended websites or apps
• Platform search functions, often requiring a code to view trademarked products
• Tips for selecting and purchasing items
• Delivery timelines
• Product unboxing and quality reviews

What makes these videos so influential is their detail and relatability to consumers. Reviewers often compare counterfeit items with originals, emphasizing similar designs, logos, and colors. They even highlight return processes, creating the illusion of a safe and reliable shopping experience. Their message is clear: that buying counterfeits is a cheaper — and “legitimate” — alternative.

How Chinese social commerce platforms drive global counterfeit trends

Chinese social commerce platforms are reshaping global consumer habits — and fueling counterfeit markets in the process. In 2023 alone, Douyin, WeChat, and Little Red Book (Xiaohongshu) collectively generated nearly $445 billion in revenue. These platforms leverage short videos and live streaming to create engaging, real-time shopping experiences, turning product demonstrations into instant transactions.

Counterfeiters have capitalized on this dynamic. Using trust built through videos, live streams, and sponsored ads, they seamlessly promote fake goods to vast audiences. Many sellers provide detailed product comparisons and direct links to purchase through apps like WeChat. These tools, designed to enhance consumer engagement, are increasingly weaponized to grow counterfeit networks at scale.

WeChat redirection complicates enforcement efforts

Over 90% of counterfeit sellers on Chinese social commerce platforms display their WeChat accounts to guide consumers to purchase products through WeChat instead of directly on the platform. Most infringers will use the following approach:

1. Sellers post short videos on platforms like Kuaishou, often displaying their WeChat accounts to evade detection.
2. Consumers connect via WeChat and access a counterfeit product catalog through the seller’s WeiGou album.
3. After browsing and agreeing on a price, transactions are finalized through WeChat or Alipay.

The scale and sophistication of these operations make enforcement challenging, with many counterfeiters using deliberate misspellings or generic terms to avoid detection.

For instance, on Kuaishou, one counterfeit account with 12,000 followers used the term “high quality” to suggest its products were premium replicas, while also diverting customers to WeChat by prominently displaying a misspelled account link. This reflects the increasing sophistication of counterfeiters leveraging video content to sell and promote replicas.

A smarter approach to detecting counterfeit networks

To safeguard your brand from these threats, a comprehensive strategy focused on platform engagement and targeted enforcement is essential.

Engage with video platforms to disrupt counterfeit trends

Collaborating with platforms is critical to ensure efficient reporting mechanisms and proactive measures to block counterfeit content.

For instance, collaborative efforts led by Corsearch with platforms like TikTok have streamlined the trademark infringement reporting process, enabling faster action on infringing accounts. By working together to address hashtags and terms promoting counterfeit products, brands can reduce the visibility of these items to consumers.

Enforce swiftly and strategically to tackle video-based infringements

Detecting and removing counterfeit content on video platforms requires a multi-layered approach. It is key that you can prioritize high-risk infringements first before tackling more complex cases. This phased enforcement ensures efficiency and allows for deeper investigations into counterfeit networks, leading to sustained reductions in risk.

Key tactics include:

• Focus on high-risk accounts: Prioritize action against video accounts that clearly promote counterfeits, have substantial followings, or maintain high levels of consumer engagement.
• Address sponsored video ads: Counteract counterfeiters’ use of paid ads to promote their fake products and redirect users to private channels.
• Stay ahead of trends: Monitor emerging video platforms and adapt enforcement strategies before counterfeiters gain a foothold.

Targeted enforcement in action

Corsearch data has revealed the use of Kuaishou videos to promote counterfeit goods by redirecting users to WeChat via deliberately misspelled contact details. From 2023 to the present, Corsearch has removed over 4,600 infringing videos for a single client in the fashion luxury sector, significantly reducing risk.

Beyond video: how brands can navigate social media threats

The rise of counterfeit “hauls” and live streaming sales illustrates how social commerce can pose a significant challenge for brand owners. But brands must also contend with impersonation profiles, copycat websites, and dupes running rampant on marketplaces.

To stay ahead, you need expert-enabled tools and strategies for swift enforcement and long-term protection. From a perspective of luxury & fashion brands, dive deeper into social media challenges and learn how Corsearch can help safeguard your brand with our comprehensive eBook.