(Source: https://pltfrm.com.cn)
Introduction
In the increasingly competitive Chinese retail market, overseas brands must rethink traditional pricing methods. Bundled product pricing offers a strategic path to boost average order value, drive customer loyalty, and outpace competitors. This article outlines best practices for building effective bundled offers.
1. Customer-Centric Bundle Development
1.1 Data-Driven Insights
- Method: Use CRM and platform analytics to identify frequently co-purchased items.
- Result: Bundles designed from real-world customer data tend to outperform generic offers.
1.2 Behavioral Segmentation
- Technique: Create different bundles tailored for new customers, returning shoppers, and high-value segments.
- Benefit: Personalization increases relevance and bundle uptake.
2. Enhancing Perceived Value
2.1 Showcase Cost Savings
- Approach: Clearly highlight how much customers save when purchasing the bundle versus individual items.
- Impact: Stronger perceived deal value translates into quicker buying decisions.
2.2 Gift-With-Purchase Strategies
- Tactic: Offer small “free” items as part of bundles to boost attractiveness.
- Result: Elevates perceived generosity and value, driving conversions.
3. Pricing Structure Optimization
3.1 Flexible Pricing Models
- Strategy: Allow customers to build their own bundles with adjustable pricing tiers.
- Advantage: Provides a sense of empowerment and customization, increasing satisfaction and order size.
3.2 Pre-Configured Deals
- Execution: Create ready-made bundles around lifestyle needs, e.g., “Work-From-Home Kits” or “Fitness Starter Packs.”
- Benefit: Simplifies decision-making and speeds up checkout.
4. Seasonal Bundle Promotions
4.1 Festive Campaigns
- Plan: Launch exclusive bundles for major shopping festivals like 618, Singles’ Day, or Chinese New Year.
- Effect: Capitalizing on shopping excitement can create massive spikes in sales.
4.2 Themed Limited Editions
- Concept: Offer limited-time themed bundles that match seasonal trends or popular culture events.
- Outcome: Creates buzz and urgency among Chinese consumers.
Case Study: A U.S. Tech Brand’s Bundle Breakthrough
A U.S. headphone company faced strong competition on JD.com. By bundling headphones with charging cases and carrying bags, they increased their average cart size by 42%. Targeted seasonal bundles during “618” and “Double 11” shopping festivals saw some SKUs sell out within hours, proving the power of smart bundling strategies.
PLTFRM is an international brand consulting agency that works with companies such as Red, TikTok, Tmall, Baidu, and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries’ exports in China account for 97% of the total exports in Asia. Contact us, and we will help you find the best China e-commerce platform for you. Search PLTFRM for a free consultation!
