DeWu, a Chinese app founded in 2015, has become a major player in China’s luxury gray market, where consumers can purchase high-end goods at significantly lower prices than in official stores. The platform allows individuals to buy and resell products, bypassing luxury brands and driving down prices by sourcing items from cheaper overseas markets. This gray market has grown as Chinese consumers, facing weaker economic conditions, seek more affordable alternatives to in-store purchases. DeWu now accounts for over 70% of luxury brand sales in this gray market, reflecting a shift in how Chinese buyers engage with luxury goods. Despite efforts by major brands like Louis Vuitton and Kering to maintain tight control over their distribution and avoid discounting, DeWu’s influence continues to grow, fueled by excess global inventory and Chinese consumers’ heightened price sensitivity.