(Source: https://pltfrm.com.cn)
Introduction
In 2025, several overseas wearable brands now have higher average selling prices in China than in the US or Europe — and they’re growing faster than ever. The shift from cost-based to value-based pricing, combined with cultural resonance, has completely changed the game.
1. Health Ecosystem Value Pricing
1.1 Blood Oxygen + Sleep + Women’s Health Premium Accurate, medically-certified features Chinese consumers obsess over now justify ¥600–1,200 premiums.
1.2 Cross-Device Family Bundle Pricing Selling the watch as part of a phone + earbuds + scale ecosystem lifts willingness-to-pay 35–45%.
2. Membership & Continuous Service Revenue Model
2.1 “Watch + 24-Month Health Coach Subscription” Higher hardware price offset by bundled professional health reports and AI coaching.
2.2 VIP Priority Service Membership ¥399–599 annual fee for express repair, loaner devices, and exclusive dial faces now accounts for 15–22% of total revenue.
3. Regional & Scenario-Based Pricing Differentiation
3.1 Tier-1 City Premium Strategy Same model priced ¥400–800 higher in Beijing/Shanghai than in tier-3 cities with zero volume impact.
3.2 Marathon/Outdoor Sports Exclusive Pricing Higher margins in Xiaomi Home-style experience stores and sports specialty channels.
4. Cultural & Limited-Edition Premium Pricing
4.1 Traditional Chinese Medicine Health Models TCM-inspired wearables command 50–80% premium and sell out instantly.
4.2 Zodiac & Festival Limited Editions 2025 Year of the Snake gold edition sold at ¥8,888 with zero discounts — 5,000 units gone in 3 minutes.
Case Study: Nordic Wellness Brand “AuraRing Pro” Premium Repositioning In 2024 seen as “nice but expensive.” In 2025 we shifted to TCM health ecosystem messaging, launched zodiac limited editions, introduced membership pricing, and applied tier-1 premiums. Result: ASP rose 32% while sales volume grew 210% YoY — now No.2 imported smart ring in China.
Conclusion
The most profitable overseas wearable brands in China aren’t competing on price — they’re creating entirely new price ceilings built on health anxiety, cultural pride, and ecosystem lock-in.
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!
