Chinese manufacturers are selling products to US consumers through Amazon. And they are succeeding since a fair-priced, quality garment appeals to US consumers. The number of Chinese sellers making over $1 million in revenue by selling through Amazon rose from 23 per cent to 45 per cent in the last three years. Orolay sells coats through the Amazon marketplace. Seventy per cent of the company’s overall revenue for 2018 came from US sales and most of those came through Amazon.

But the question remains whether these brands funneling out of Chinese factories will be able to compete with US brands, especially those in the direct-to-consumer space. It is not easy to break into the US market. Marketing is the biggest hurdle when entering the US market. A direct to consumer brand needs a sleek design online and in its marketing, with whimsical logos and a clean photography. Many Chinese brands sold direct-to-consumer from the manufacturer do not have that aesthetic. The product has to resonate with US consumers and has to be sustainable. If the product is coming into the US, it has to abide by the reality of no child labor disputes or issues, and calling out country of origin, and all the requirements for regulatory purposes, as well.