Buying Branded Goods from China: Counterfeits, Trademarks and Customs

Requests for branded goods, from a "1:1" copy of a famous bag to a box of "original" phone screens, are among the most common questions new importers send to Chinese suppliers. This guide explains why so many sellers offer them, what happens to those goods at customs, how to judge "original" and second-hand branded stock, and the legal ways to build a product line around a brand. It is general information, not legal advice; check the rules of your own market before ordering.

Why Chinese sellers offer "replica" and "1:1" goods#

A product carrying another company's logo, made without that company's permission, is a counterfeit, whatever label the seller puts on it. Sellers use words like replica, 1:1, AAA, mirror quality, "brand style" or even "OEM" because those goods sell, and because the risk at the border usually falls on the buyer, not on the seller.

Legitimate factories behave differently. A factory that makes shoes for a sportswear brand works under a contract that limits who it can sell to, and putting that logo on goods for anyone else exposes it to legal action and to losing the customer. Established sourcing agents refuse logo orders for the same reason: they cannot ship goods that customs will destroy, and they do not want their client's money or their own name attached to a seizure. A supplier that openly offers famous logos deserves less trust on everything else; see how to spot a Chinese supplier scam.

Platforms prohibit it as well. Alibaba Group's intellectual property policy, which covers Alibaba.com and AliExpress, bans the sale of counterfeit and pirated goods and also bans listings designed to dodge detection, such as photos that blur or cover a trademark, deliberately misspelled brand names, or descriptions implying a product closely resembles a known brand. Penalties listed include delisting, selling suspensions and account closure. Taobao is covered by the same group policy for China-registered rights, and 1688 publishes its own rules at rule.1688.com. Checking an Alibaba supplier before you pay helps you avoid sellers whose accounts may be closed mid-order.

What customs does with counterfeit imports#

Customs authorities can detain, seize and destroy counterfeit goods, and the importer usually loses both the goods and the money paid for them. Brand owners register their trademarks with customs so officers know what to look for, and the brand is then asked to confirm whether detained goods are genuine.

Scale matters too. CBP reports that in fiscal year 2024 its seizures added up to nearly 33 million counterfeit items, with an estimated genuine retail value above US$5.4 billion, and handbags and wallets led by item count. One seized shipment can cost more than the profit on several that got through.

"Original" and second-hand branded goods#

Genuine branded goods come through the brand's authorized distribution, not from ordinary factories, so "original" stock offered by a general supplier needs proof before you pay. In the inquiries summarized above, almost half of the branded requests were for this category: original car parts, original phone screens, phones and earbuds, used circuit boards, second-hand luxury bags and branded networking equipment.

These goods sit in three different situations:

• Authorized distribution. The brand appoints distributors and resellers in writing. They can show an authorization letter or a listing on the brand's own partner or distributor locator. It is the only route that reliably gives you genuine, warrantied stock.
• Grey market or parallel imports. Genuine goods bought in one country and resold in another without the brand's consent. Whether that is allowed depends on your country's rules on exhaustion of trademark rights and on the product; some brands also refuse warranty service on grey stock.
• Refurbished, used and "compatible" parts. Many screens, boards and car parts sold as "original" are refurbished, recovered from used devices or made by third parties. Third-party parts can be legal if they are sold honestly as compatible parts without the brand's logo; the problem is selling them as original.

What to ask before ordering anything described as original:

• The brand's written authorization naming the supplier, which you then confirm with the brand or its regional office.
• Serial numbers or IMEI numbers for a sample, checked with the brand where it offers a lookup.
• Photos of the full retail packaging, labels and inserts, compared against a unit you bought at retail.
• A purchase invoice from the supplier's own source for second-hand or surplus stock.
• Safety and radio certifications for electronics, because a phone or charger without valid marks can be refused even if it is genuine; see product certifications such as CE, FCC and UKCA.

If the supplier cannot provide these, do not order.

Licensed products need the rights holder's licence#

Merchandise that uses an official logo, character or event name needs a licence from whoever owns it, even if the product itself is generic. A trophy is an ordinary metal or resin item, but a trophy with an official football competition logo is a licensed product. The same applies to team shirts, character toys and branded promotional items.

Factories can make licensed goods, but only for the licensee. Obtain a licence from the rights holder or buy from a licensee, and give the factory a copy. A factory that prints a competition or team logo without seeing a licence is taking a risk you will carry at the border.

Legal alternatives to branded goods#

You can build a branded product line legally; it just has to be your brand or a brand that has authorized you. The options below cover what most buyers asking for branded goods actually want.

Register your own trademark before you show your logo to a factory. China's trademark system is first-to-file, and the US International Trade Administration warns that bad-faith applicants can register a foreign brand's mark first and hold it hostage; a registration in your home country does not protect you in China. Trademarks in China are registered with the China National Intellectual Property Administration (CNIPA), directly or through the Madrid System, and you should also register in each market where you sell. Before choosing a name, search the WIPO Global Brand Database, which lets you search international and national trademark records by name, number, goods and services or image similarity.

When you write to suppliers, say clearly that you want your own label or an unbranded product; a request that mentions only a famous brand name tends to attract the wrong sellers. How to write an RFQ for Chinese suppliers covers what to include.

Checklist before ordering anything with a logo or a famous design#

1. List every logo, brand name, character or event mark that will appear on the product, packaging, labels and listing photos.
2. For each one, confirm who owns it: you, a licensor, or someone else.
3. If it is yours, confirm the trademark is registered, or at least filed, in China and in each market where you will sell.
4. If it belongs to someone else, get a written licence or the brand's written distributor authorization, and confirm it directly with the rights holder.
5. Search the WIPO Global Brand Database for your own brand name and logo to check they do not clash with an existing mark.
6. Compare the product's shape and pattern with famous designs in the category; remove elements that copy a well-known design.
7. For "original" or second-hand goods, collect serial numbers, packaging photos and source invoices, and check them with the brand.
8. Confirm the product has the certifications your market requires, whether it is branded or not.
9. Keep all licences, authorizations and correspondence with the shipment documents in case customs asks.
10. If a supplier offers "replica", "1:1" or "brand style" goods, decline and look for another supplier.

Rules and figures were checked in October 2026. Confirm the current position with your customs authority or a trademark lawyer before importing branded goods.