There is nothing like a brand new bike, and the junior athlete I was fitting on her's was extremely proud of it.  Her mother was even more excited about the amazing deal she got.  But when I inquired more about this incredible deal she got it turned out that the price was a few hundred more than my wholesale cost to purchase the bikes groupset alone.  How is that possible?  Was it stolen?  Most bikes with this particular premium groupo are generally 2-3k more expensive.  Now I had never heard of the brand, and the logo was a sticker affixed on top of the frame- not clear coated over or painted on like most major brands.  And then I noted the quality.  When the athlete mounted the bike on the trainer the frame had an enormous amount of flex to it, especially for a 90 pound rider.  Upon closer inspection the rear wheel was canted about 6 degrees to the left, and the rear wheel could not be adjusted and aligned in the stays.  This frame was in fact so defective that it would cause a permanent (dangerous) pull to the right not to mention excessive tire wear.  In short the frame was a piece of junk!

Just like cars, major bicycle brands spend many thousands, sometimes millions to develop a cutting edge new bicycle frame.  But that is just the beginning, the bicycle must be tested to meet Consumer Product Safety Commission standards.  The standards are rigorous, for instance the fork must meet the following requirements: "Clamp the front fork in the test fixture so it does not move and apply force until the fork bends 2 ½ inches. The fork shall have no evidence of fracture. The deflection at a force of 350-in-lbs shall be no greater than 2½ inches. Also, when the fork is mounted on the bicycle frame, the fork and frame assembly must withstand a steady force of 200 lbf or an impact force of 350 in-lbs, whichever is more severe, without breaking, or bending in a manner that would significantly limit the steering angle over which the front wheel can turn."  If the fork does not pass it would be rejected and sent back to the drawing board.  This is important because manufacturers are constantly trying to push the envelope of weight savings; but strength, stiffness, and integrity must be maintained.  Carbon fiber is a godsend in this regard because it is highly manipulatable; incorporating strength where needed while reducing weight.  But with even the most popular, major brands there have been instances of new models being held up for release by the CPSC for many months as they address problems.  Even after passing there are numerous instances of self-imposed safety recalls once the frame hits the market.  Major brands are generally quick to pull these frames and go to great lengths to inform the customer- the result of not reacting quickly could result in injury or even death not to mention the ensuing lawsuit(s).  What happens when a virtually unknown manufacturer, with no incentive other that profit, in a foreign country, circumvents all of these protections?  

The CSPC prevents millions of presumably dangerous products from entering the US market, and pulls millions from the market through recalls.  But many of these defective products continue to be sold to unsuspecting Americans every day.  I am astounded at how easy it is to buy product from China or other countries and sell it to unsuspecting consumers on the US market.  Essentially all you need is a credit card and a website.  It is literally as easy as buying up a bunch of cheap, unbranded carbon frames (or wheels, or handlebars), slapping your "pop up" brand name on them, and voila you are now a instant bike brand.  At least least until someone notifies the CPSC after an accident, or the frames are held in customs, etc..  I once questioned an "retailer" of a small niche bicycle imported from Europe if his bike met CPSC standards- and he had no idea what I was talking about.  This problem is by no means exclusive to frames but virtually every consumer product.  New York is currently awash in battery fires caused by cheap, defective e-bike batteries.

The goal here is not to prevent competition in the bicycle market, but to elevate it while ensuring safety.  As I mentioned even among manufacturers that meet standards there are safety recalls.  When it comes to safety there should be a level playing field and simply no compromises.  As a consumer you can help.  Beware of any "too good to be true" deals on carbon framesets, parts, wheels, and bicycles, and do some research on the brand.  Designing a lightweight carbon frameset or carbon wheel that can withstand abuse is an extremely difficult and costly process.  There is a big difference between putting a new product on the market from soup to nuts vs. buying a cheap carbon rim, building it out with quality name brand hub and spokes, and selling it as an incredible value.  When you knowingly buy a cheap knockoff you are taking a big risk.  But the unsuspecting consumer should consider the following...

• Major brands have a lot of skin in the game when it comes to designing safe products.  I like to buy from brands with a proven track record of safety, a history, and a dealer network.
• You can learn a lot about a product from their website (or even the quality of their website); how long they have been in business, whether they actually manufacture products or just important them, etc..
• Don't be the early adopter (aka guinea pig) of new technology or a new brand.  Even well known brands/products work the kinks out in the first year or two on the market.
• Ask questions- first on my list would be "is this CPSC certified?"  
• Beware the "everything is made in Asia" refrain.  Wherever a frame or wheel is produced the manufacturer is putting their name behind it.  One bad run can torpedo a brand.  Quality brands put their products through rounds of quality testing and quality release before being sold to the consumer.
• Hit social media but understand that mostly negative information is posted and it is very subjective.  That being said when someone is subjected to a complete wheel or frame failure you can take that at face value.

One more thing to note is that the major manufacturers bear some responsibility for this issue as well.  The constant refrain of "we can compete" unless they produce their products overseas has some serious consequences.  "Third shift" manufacturing in which the same product is produced unbeknownst and sold as genuine without the manufacturers knowledge is commonplace.  These products can be virtually undistinguishable from the real deal unless you run the (fake) serial number.  The brand also gives up their IP unless they strictly control their supply chain and manufacturing process.  Manufacturers of counterfeits once again bear no responsibility for quality control or safety.  They just want a product that looks enough like the real thing to deceive a consumer into buying it.