(Source: https://pltfrm.com.cn)
Introduction
Contrary to outdated stereotypes, today’s Chinese consumers—especially post-95s and post-00s—are increasingly comfortable paying genuine premiums when they feel the product elevates their identity and lifestyle. Overseas brands that decode this psychology and deliver accordingly are seeing record margins in 2025.
- The Rise of “Quiet Luxury” and “New Money” Premium Segments
1.1 Discreet Status Symbols Understated Excellence: Consumers now pay 40-60% premiums for brands that signal wealth to those “in the know” without overt logos—think minimalist design with superior materials. Community Validation: Xiaohongshu notes and Red private groups amplify this insider effect dramatically.
1.2 Experiential Premium Justification Beyond the Product: Private dinners with founders, bespoke customization events, or metaverse-linked ownership are now expected at certain price levels. - Psychological Levers That Support Higher Pricing
2.1 Scarcity & FOMO Mechanics Controlled Supply: Limited drops on Dewu or Tmall at full premium routinely sell out in minutes, training consumers that waiting means missing out forever. Secondary Market Proof: When authentic pieces resell at 20-50% above retail on Xianyu, it validates and reinforces official pricing.
2.2 Gift-Giving Culture Face-Driven Purchases: Premium items bought as gifts (birthdays, weddings, business) carry enormous social weight—recipients rarely question price when the gesture elevates relationships. - Digital-Native Pricing Strategies
3.1 Super Brand Day & 618 Premium Playbooks No Heavy Discounting: Top brands now run “early access at full price” for VIPs followed by tiny member coupons—maintaining prestige while driving huge volume. Bundle Illusion: Pair a full-price hero item with high-value gifts to make the total feel like a privilege, not a purchase.
3.2 Private Traffic Pricing Power WeChat Mini-Programs and private domain traffic allow 15-25% higher pricing than open platforms because consumers feel part of an exclusive club. - Sustainability & Transparency Premiums
4.1 Ethical Markup Acceptance Younger consumers willingly pay 20-35% more for traceable, carbon-neutral, or blockchain-verified premium goods when the story is authentic and visible. - Case Study:
A Scandinavian Premium Furniture Brand’s China Triumph Entering with European pricing (already high), a minimalist furniture brand added China-exclusive customizable options and partnered with top Xiaohongshu designers for “quiet luxury home” content. They refused heavy 618 discounting, instead offering VIP early access at full price with white-glove installation. Average order value hit ¥88,000+ (35% above global), with 280% year-on-year growth and near-zero returns—proving Chinese consumers enthusiastically embrace premium when it aligns with identity and values.
Conclusion
Chinese consumers in 2025 don’t fear premium prices—they fear buying something that doesn’t meaningfully elevate their life or status. Deliver that elevation consistently, and price becomes your strongest growth driver.
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!
