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The emergence of DeepSeek's R1 model, which offers performance similar to GPT-4 at a fraction of the training cost, has shaken US stock markets, shocked policymakers, and triggered frenzied debate in the Western media.
In China, propagandists are seizing on the "Sputnik moment" (斯普特尼克时刻) narrative, presenting DeepSeek as a "representation of China’s national-level innovation" (国运级创新代表).
But beyond the nationalist rhetoric, how is DeepSeek being discussed in China?
We dived into that topic this week. And as often happens, the reality is more colourful and entertaining than the propaganda.
For big business, DeepSeek presents an opportunity to make money, lots of it, and gain a competitive edge, with brands rushing to "integrate" (接入) the tool into their hardware or processes.
On social media, people are discussing how to “deploy” (本地部署) or use DeepSeek.
For some, its the “next big thing” (known as a “wind vent” (风口) in Chinese), and an unmissable chance to make quick money by taking advantage of the “information gap” (信息差) with consumers.
Three phrases describing this entrepreneurial opportunism run through this and other similar discussions:
Let’s dive in!
Brand collaborations set to "make pots of cash" (盆满钵满)
Brand collaborations are popular in China when a company, brand, or celebrity experiences a rapid rise to fame.
Like when brands scrambled to partner with China’s top video game, Black Myth: Wukong, after its launch last year, or the surge of collaborations with Zhèng Qīnwén 郑钦文 after she became the first Chinese woman to win Olympic tennis gold in Paris 2024, or how Luckin Coffee 瑞幸咖啡 used innovative partnerships to dominate its sector.
DeepSeek similarly has gone on a brand collaboration shopping spree, securing partnerships with many of China’s leading brands in the last few weeks. Partnerships go beyond traditional marketing, and focus on “hardware-software integrations” (软硬一体), or creating “DeepSeek hardware” (deepseek硬件).
For example, PC manufacturer Lenovo (联想) saw its stock price surge by over 31% on 7 February after announcing a DeepSeek integration into its products. The company said discussions on "more in-depth cooperation possibilities" were ongoing.
Four of China’s top five smartphone giants—Huawei, Honor, OPPO, and Vivo—have integrated DeepSeek-R1 into their devices, leaving Xiaomi as the only major brand which has not yet made moves. ZTE’s Nubia (努比亚) and RedMagic (红魔) have also adopted DeepSeek R1 capabilities.
China’s three major telecom companies—China Mobile, China Telecom, and China Unicom—have fully integrated with DeepSeek, according to the Ministry of Industry and Information Technology (MIIT). All three saw significant stock price gains following the 8 February announcement.
Top automakers are also integrating DeepSeek. Geely (吉利), owner of Volvo, Lotus, and London Taxis, was the first to announce an integration on 6 February, revealing its Xingrui model now features enhancements thanks to DeepSeek, including intelligent driving, vehicle control, proactive conversations, and after-sales support.
Geely-owned EV brand, Zeekr (极氪), has also integrated DeepSeek R1 into its AI assistant, AI Eva, while many other automakers make similar moves.
Another sector reaping profits from brand collaborations is computer accessories, particularly keyboards and mice. Mimouse Technology (咪鼠科技), with its DeepSeek-enabled mouse products, sold over 230,000 units on 6 February, generating 1 million yuan (approximately $140,000 USD) in revenue.
So there’s no doubt the arrival of DeepSeek offers brands the opportunity to generate profits and increased valuations.
But there’s also a darker side to the money-making frenzy.
"Exploiting consumers" (割韭菜) and "selling fakes" (山寨货)
Online influencers are also capitalising on DeepSeek’s rise as the “next big thing”.
According to Smart East West (智东西), online creators and merchants are offering services like local deployment (本地部署), account registration, “get rich quick using AI” courses, “how-to guides”, and knowledge-sharing memberships.
These are all paid-for services, even though a subscription to DeepSeek is free.
According to the report, one Douyin influencer earned over 50,000 yuan (about $6,800 USD) from a three-hour live stream, “One-Person Company Methodology + DeepSeek” (一人公司方法论+deepseek).
On the knowledge-sharing platform Zhishi Xingqiu (知识星球), hundreds of DeepSeek-related courses and communities are emerging. One group, “Efficiently Earn Small Profits with DeepSeek” (高效赚小钱), launched February 3, has over 7,700 members, generating more than 470,000 yuan (about $64,000 USD) in membership revenue.
A small number of opportunistic entrepreneurs are exploiting DeepSeek’s popularity to make quick profits through deceptive practices.
On the Apple App Store, counterfeit DeepSeek apps have emerged, imitating the official brand’s name and logo. These fakes trick users into downloading them and subscribing to paid memberships, believing they are using the authentic DeepSeek product.
Fake DeepSeek-related domains are also being sold at inflated prices. Some of these domains host fraudulent websites to mislead users into subscribing, while others are used to spread malware or steal personal information.
This kind of deception is often described with a colourful Chinese phrase:
It’s not uncommon for businesses to swindle uninformed consumers, using tactics akin to "hanging a sheep’s head while selling dog meat."
在这一波热潮中，靠“信息差”割韭菜的现象也屡见不鲜，通过“挂羊头卖狗肉”的行为忽悠消费者。
While there’s plenty of money to be made in the DeepSeek “wind vent” (风口), there’s also the risk of falling victim to dodgy products and services sold under false pretences—or as the saying goes, “hanging a sheep’s head to sell dog meat.”
So that’s what we’re exploring this week!
🎧 Member Podcast Preview: This week, we explore three idioms which all use the character “one” (一) but with different meanings and pronunciations. It can be pronounced in the first tone (yī), second tone (yí), or fourth tone (yì). Try to spot the differences in the character “一” in these idioms: “an instant hit” (一炮而红 yí pào ér hóng), “to suddenly change into something else” (摇身一变 yáo shēn yí biàn), and “exactly the same” (如出一辙 rú chū yì zhé). Tune in to master these versatile and colourful expressions!
Favourite Five
1. 赢麻了 yíng má le
winning big, making a fortune
迎接AI泼天富贵，都谁赢麻了 - As AI brings overwhelming wealth, who is winning big? [1]
More: "overwhelming wealth" (泼天的富贵) was one of our top phrases of 2024, and is now a must-know phrase.
2. 映入眼帘 yìng rù yǎn lián
come into view, catch one's eye
以“DeepSeek+鼠标/键盘”为关键词在电商平台上搜索，首先映入眼帘的是名为“咪鼠”品牌的产品 - When you search for "DeepSeek + mouse/keyboard" on an e-commerce platform, the first thing that comes into view is a product from Mimouse. [1]
3. 一炮而红 yí pào ér hóng
become an instant success, skyrocket to fame
在一炮而红后，DeepSeek势必会吸收更多资金、资源与人才，朝着“中国的OpenAI”进化 - After becoming an instant success, DeepSeek is bound to attract more funding, resources, and talent, which will enable it to become "China's OpenAI". [1]
Related:
火爆全球 huǒ bào quán qiú - take the world by storm
4. 相见恨晚 xiāng jiàn hèn wǎn
regret not meeting sooner, a pleasant surprise
DeepSeek究竟有什么魔力，让一众硬件企业相见恨晚呢? - What makes DeepSeek so magical that many hardware companies regret not discovering it sooner? [1]
5. 挂羊头卖狗肉 guà yáng tóu mài gǒu ròu
false advertising
更有在商品名称处添加“DeepSeek”字样，详情处却毫无关联的“挂羊头卖狗肉”行为 - Some even add "DeepSeek" to their product names, yet the products themselves have nothing to do with it—a clear case of false advertising. [2]
More: Read more about this idiom in this week’s Sinica Phrase of the Week.
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Consuming the Conversations
Useful words
6. 魔力 mó lì
magic, charm
