Enough people know about the practice that online shoppers who make such purchases are more likely to lose, rather than gain, face. A micro blog user who goes by the online handle "Happy Mushroom" admits to purchasing a Gucci bag for 80 yuan - something she'd never do now.

She says the practice was especially prevalent several years ago among women office workers, who couldn't afford luxury products.

"It did indeed attract envious eyes," she says on her micro blog.

But while she relished their covetousness, she says she wouldn't make such an acquisition today.

"The media have extensively covered this phenomenon," she explains. "So, nowadays, almost everyone will see through the act and jeer. You could end up feeling pretty stupid."

Those who pay for iOS tags for their QQ messages risk more than face - they typically must provide the online purveyors their QQ account information and passwords to enable the vendor to forward their messages through an actual iPhone or iPad.

But it's a risk some are willing to take to win prestige.

"All your friends will see from your QQ avatar that you are a proud iOS user now," the Illuminant report explains.

"Since it's a lasting service, you will be charged by a monthly fee that ranges from 5 kuai to 8 kuai - easily affordable to everyone. Of course, it's obvious that it's risky handing your QQ credentials to someone you don't even know.