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Nike's new Air Force 1 model. [Photo/Netease Style]

Its authentic items now bear the same feature as their cheap knockoffs which often have Chinese characters imprinted on leather upper. As one Weibo post put it, loyal customers may risk their reputation because "people would think I wear fakes if I do spend on this collection."

Compared with the negative feedback on new releases in jewelry, beauty products and apparel, the feedback on watches released for the season has been more positive.

Chopard's L.U.C XP Urushi watch features a vivid portrayal of a monkey on its face. [Photo from WeChat public account Brand-Vista]