(Source: https://pltfrm.com.cn)
Introduction
Bundled pricing has become a powerful tool for brands looking to win over price-conscious but quality-seeking Chinese consumers. Whether it’s combining trial-size SKUs, seasonal promotions, or functional sets, bundled pricing not only boosts perceived value—it drives higher basket sizes and better retention. For overseas brands entering China, this pricing strategy offers an affordable, effective way to build consumer trust and accelerate conversion. This article explores how to tailor bundled pricing packages for the Chinese market.
1. Create Functionally Logical Bundles
1.1 Complementary Product Groupings
Bundle items that make sense together—like shampoo with conditioner, or coffee with a branded mug. Chinese consumers appreciate practicality, and such pairings reduce purchase friction.
1.2 Themed Sets for Targeted Use Cases
Curate bundles for specific use moments, like “morning skincare routine” or “back-to-office essentials.” Naming the bundle helps frame the offer’s relevance and value.
2. Use Tiered Pricing for Budget Flexibility
2.1 Good-Better-Best Bundle Structures
Create three pricing tiers: a basic bundle, a mid-level with bonus items, and a premium version. This allows consumers to self-select based on need and budget while pushing AOV upward.
2.2 Entry-Level Trial Kits with Discounts
Offer small, discounted bundles to allow first-time users to test multiple products. This lowers the barrier to entry and encourages full-size reorders.
3. Align Bundles with Shopping Festival Calendars
3.1 Double 11 and 6.18 Bundle Campaigns
During major e-commerce festivals, Chinese consumers actively look for value. Promote bundles with countdown timers, VIP perks, and tiered discounts to increase urgency.
3.2 Local Holiday Themes
Tailor bundles around holidays like Mid-Autumn Festival or Qixi with themed packaging and messaging—ideal for gifting behavior and social media sharing.
4. Leverage Platform Tools for Visual Bundling
4.1 Bundle Display on Tmall and JD
Use native bundle widgets and banners in product detail pages to highlight value. Clearly show before/after price, included items, and total savings.
4.2 Promote Bundles Through Livestreams and KOL Reviews
Influencers can demonstrate product bundles live, increasing perceived value and enabling real-time viewer questions—driving direct purchase decisions.
Case Study: U.S. Snacks Brand Gains Traction via Trial Bundle Strategy
A U.S. snack brand entering China launched a ¥59 variety pack on JD, featuring four flavors, branded packaging, and a first-order coupon. The bundle was promoted through Xiaohongshu KOLs and JD livestreams. As a result, over 12,000 bundles sold in the first 30 days, with 38% of buyers returning to purchase individual SKUs at full price.
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!
