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It starts with the physical appearance of their product. Further they use an orange paint for the focal length designation to immitate Leica. Futher they use a similar square font again to immitate Leica. The red-dot to allign the lens with body has the very similar red dot/ball. The optical formula is not important in this case - it would be another story. Cosina/Zeiss have their own product identity whereas the Chinese produce a lookalike.
I have been following those companies too, since they have appeared.
It was kind of shocking to me that a company dared to manufacture so close to Leica's designs. A product should be distinguishable. It should stand out to be more visible. Usually a company creates something that is aesthetically pleasing (eg the shape of Zeiss Milvus lenses), or that is optically perfoming (eg Nikon 58/0.95 noct). If people should talk about it then do it controversial and go off on a tangent.
A company I worked with used a software-logo for their application. It was the same logo as apple's. But instead of an apple they used a pear. The company was taken to court. The marketing was done. The company was talked about in public.
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