(Source: https://pltfrm.com.cn)
Introduction
The fastest-growing overseas beauty brands in China all use the same playbook: keep the hero serum or cream at full price, then stack so many high-value gifts that consumers feel they’re stealing from the brand. This value-stacking approach routinely achieves 3–5× higher conversion than simple discounting.
- The 300 % Value Rule
1.1 Minimum Gift Value Target Total retail price of all gifts must be at least 300 % of the paid amount. A ¥2,999 set must include gifts worth ¥9,000+.
1.2 Full-Size, Not Samples Chinese consumers instantly reject miniature sizes. Every stacked item must be full retail size with individual packaging.
- Seasonal & Cultural Gift-Ready Stacking
2.1 Festival Mega-Kits For 520, Qixi, and Mid-Autumn, include themed red boxes, gold foil masks, and silk cosmetic pouches worth thousands.
2.2 Family-Sharing Psychology Add extra full-size items “for mom” or “for best friend, perfectly matching Chinese gifting culture.
- Live-Streaming Value Explosion
3.1 Real-Time Gift Reveal Hosts open box after box live, shouting cumulative value: “Already ¥7,800 in gifts and we still have three more!” - Post-Purchase Value Reinforcement
4.1 Thank-You Video & Certificate Send personalised video from brand ambassador plus a framed “Total Value Certificate” so buyers can show off on Xiaohongshu.
Case Study – American Clean Beauty Brand 2024 Double 11
¥1,999 hero cream set stacked with 11 full-size products + gold jade roller + red gift trunk (declared total value ¥11,800). Sold 68,000 sets in 4 hours with zero pre-sale deposits needed.
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!
