The images, discovered by iPhone7.nl (Google Translate), are almost certainly a knockoff due to a disproportionate Lightning plug that appears far wider than the thin adaptors currently bundled in with products like the iPhone 6s, 6s Plus, and Apple Watch Magnetic Charging Dock.
Otherwise, the EarPods appear largely similar to the model sold by Apple today, with the same slim, rubbery white cable and inline volume control, the latter component of which appears to be somewhat warped in the first image posted on Weibo. Despite the slim chance that these are official Apple EarPods, it's an interesting glimpse into what the long-rumored Lightning headphone adapters could look like come September.
Rumors about the removal of the 3.5mm headphone jack began late last year, and have since coalesced into reports that its omission will in fact be the focus of the iPhone 7, which could help make the 2016 iPhone up to 1mm thinner than the iPhone 6s and 6s Plus.
The expected shift into a Lightning port-only future for iPhones would require users to either use Apple's first party Lightning EarPods, carry an adapter dongle to use traditional 3.5mm headphones, or make an early switch to a wireless, Bluetooth option with the added worry of battery life.