Chinese livestream: $3 'mimi+uu' hair clips mimic Miu Miu (vs 3,550 yuan). No.1 bestseller as of May 29. Selling counterfeits risks up to 3 years prison for over $6,900.
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Source: OT-Team(G), 潮新闻, 都市现场, 央视新闻
A Chinese live-streaming host has gone viral for selling imitation “Miu Miu” hair clips at a fraction of the original price — using carefully crafted wordplay to avoid directly claiming the brand name while still leading viewers to believe the products are genuine.
In the video that has since sparked intense online discussion, the host offers a hair clip for 19.9 yuan (about US$3) — 178 times cheaper than the authentic Miu Miu classic clip, which retails at 3,550 yuan.
“I only sell original ‘mimi’ hair clips here — no fakes, no knockoffs, no counterfeits. Every clip you receive is a true ‘mimi,’” the host says repeatedly, maintaining a serious tone.
He then announces a promotional giveaway with a slightly teasing laugh: “I’ll give everyone two extra ‘uu’s for free.” Throughout the livestream, he emphasizes this “special offer” and even offers a “bonding service” — meaning he will attach the “uu” and “mimi” together before shipping so buyers can wear the clip immediately upon arrival.
The intended implication is clear: “mimi” + “uu” sounds and looks strikingly similar to “Miu Miu.” The host is effectively selling a counterfeit product without explicitly saying the brand name — a legal gray-area tactic to skirt trademark infringement claims.
As of the afternoon of May 29, the host remained live on the platform, sitting at No. 1 on the fashion accessories bestseller list, fueled precisely by the controversy. New viewers poured into his stream, some out of curiosity over the unconventional sales pitch.
The Legal Reality: Selling Fakes Carries Real Consequences
While this particular case may appear clever, authorities have repeatedly warned that selling counterfeit luxury goods in livestreams — whether through explicit claims or wordplay — can lead to serious legal repercussions.
Under Chinese law, livestream hosts selling counterfeit products may face charges of counterfeiting a registered trademark or selling goods bearing a counterfeit registered trademark. Once the illegal business volume exceeds 50,000 yuan (approx. US$6,900), criminal liability can be triggered.
1. If the amount reaches 50,000 yuan or more, the offender may face up to three years in prison, plus fines.
2. If the amount exceeds 250,000 yuan, the sentence can range from three to ten years, plus fines.
Administrative authorities can order an immediate halt to infringing activities, seize counterfeit goods and manufacturing tools, and impose fines of up to five times the illegal business volume (for cases over 50,000 yuan) or up to 250,000 yuan for lower-value violations. Repeat offenders face enhanced penalties.
Additionally, rights holders can seek punitive damages ranging from one to five times their actual losses, plus reasonable legal costs.
A Real-World Precedent
In a separate case, a popular female influencer with over 3 million followers was sentenced to prison for selling high-end counterfeit necklaces. The influencer, surnamed Wang, was streaming clothing when viewers asked about her luxury-brand necklace (authentic, purchased for over 110,000 yuan). A viewer named Xu offered to arrange a replica, and Wang agreed.
The counterfeit necklaces were made to a 1:1 standard using real gold and genuine diamonds — only the branding was fake. Complete with fake certificates, packaging, and bags, each copy cost Wang 14,500 yuan and was sold for 16,500 yuan. In just over a month, Wang sold 41 counterfeit necklaces, generating 676,500 yuan in revenue and 80,000 yuan in illegal profit.
A court in Hangzhou sentenced Wang and her husband to three years in prison (suspended for three years and nine months), plus fines of 80,000 yuan each. Three other defendants also received suspended sentences and fines. Additionally, Wang and her husband were ordered to pay 320,000 yuan in compensation to the brand.
Consumer and Platform Takeaways
Authorities urge consumers to stay rational during livestream shopping and remain alert to sellers using word games to disguise counterfeits. Platforms, meanwhile, are reminded to strengthen content moderation and product oversight, cracking down on all forms of rule-bending sales practices to protect consumer rights and maintain a fair market environment.
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