(Source: https://pltfrm.com.cn)
Introduction
When a skincare brand shows a ¥9,999 24K gold mask set on the same page as a ¥2,999 serum, Chinese consumers instantly perceive the serum as “affordable luxury.” This single tactic has helped multiple overseas beauty brands achieve 40–70 % higher pricing than global averages.
- The Beauty Category Anchor Framework
1.1 Device + Treatment Anchors Launch a ¥15,000–¥30,000 at-home beauty device or in-clinic treatment package as the anchor. Everyday serums and creams at ¥1,299–¥2,999 immediately feel accessible.
1.2 Limited Anniversary Sets Create once-a-year diamond or caviar-infused collections priced 5–8× higher to reset perception for the permanent line.
- Xiaohongshu & Douyin Content Strategy
2.1 KOL Unboxing Sequence Top KOLs always unbox the extreme anchor set first, then say “I can’t afford this every day,” then reveal the core serum as their “daily driver” — driving massive conversion.
2.2 Notes & Video Title Formula Titles like “The ¥29,800 mask that makes my ¥2,399 serum feel like a steal” consistently achieve 2–3× higher click-through rates.
- Membership Tier Anchoring
3.1 Black Card Exclusive Products Offer Black Card members access to ¥8,000–¥20,000 sets they can’t buy publicly, making Diamond Card members (who buy ¥2,000–¥4,000 items) feel they’re getting incredible value. - Post-Purchase Perception Reinforcement
4.1 Thank-You Cards with Anchor Reminder Include a small card showing the full collection ladder so buyers feel proud of their “smart” purchase decision.
Case Study – Korean Luxury Skincare Brand 2025 CNY Campaign
A Korean brand launched a ¥19,999 “Golden Ampoule Ceremony Set” limited to 500 boxes. Core regenerating serum stayed at ¥2,699. Result: CNY sales volume rose 82 % YoY while average price per bottle increased 41 %, with social media filled with posts saying “Finally affordable luxury!”
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!
