Jean-Claude Gilardi, an expert in Chinese consumer behavior, emphasizes that imitation plays a key role in guiding consumers toward renowned brands. This phenomenon is not simply a matter of following trends in developed countries. In reality, the motivations behind this choice are numerous and diverse. While some are pragmatic, aiming to benefit from specific advantages and guarantees offered by these brands, most are more linked to subjective considerations. Indeed, asserting one’s identity, displaying a certain social status, finding pleasure, recalling happy moments from the past, and anticipating new happy times are among the profound motivations that influence Chinese consumers’ brand choices. The reproduction, whether total or partial, of the characteristics of a product, service, idea, or brand can constitute a problematic practice if carried out illegally. Similarly, imitating the behavior of an individual, whether from a reference group or not, can also be perceived as a form of imitation.