(Source: https://pltfrm.com.cn)
Introduction
Product bundling has become a powerful weapon for overseas brands seeking stronger sales and customer loyalty on China’s major e-commerce platforms. When done right, it not only lifts transaction values but also cements brand positioning. Let’s explore how strategic bundling and value communication drive success.
1. Strategic Bundle Curation
1.1 Needs-Based Bundling
- Concept: Build bundles around specific customer needs, such as “Back-to-School Essentials” or “Beauty Night Routines.”
- Advantage: Solves multiple customer problems at once, making purchases more appealing.
1.2 Smart Accessory Pairings
- Execution: Pair main products with high-margin accessories to enhance value and profitability.
- Result: Customers feel they are getting a complete solution rather than a single item.
2. Optimizing Platform Algorithms
2.1 Favoring Bundles in Search
- Strategy: Properly tagging and optimizing bundles improves search visibility on platforms like Tmall and JD.com.
- Benefit: Increased exposure results in higher click-through and purchase rates.
2.2 Bundle Reviews and Ratings
- Method: Encourage satisfied customers to leave bundle-specific reviews.
- Impact: Positive reviews build trust quickly, improving bundle conversion rates.
3. Data-Driven Bundle Adjustments
3.1 Performance Monitoring
- Approach: Regularly monitor bundle performance metrics—such as conversion rates, bounce rates, and cart abandonment.
- Action: Adjust underperforming bundles by swapping products or tweaking pricing structures.
3.2 Testing New Variants
- Tactic: Run A/B tests comparing different bundle compositions or promotional messages.
- Benefit: Ensures continuous optimization based on real consumer preferences.
4. Promoting Bundles Through Targeted Marketing
4.1 Influencer Collaboration
- Plan: Partner with influencers to promote exclusive bundle deals through livestreams and short videos.
- Effect: Builds hype and social proof, especially for first-time overseas brand entrants.
4.2 Loyalty Member Offers
- Execution: Offer special bundles only available to loyalty program members or app subscribers.
- Advantage: Strengthens the brand community and encourages repeat purchases.
Case Study: A Japanese Home Goods Brand’s Bundling Journey
When a Japanese home goods company entered Tmall Global, they launched starter bundles for kitchen organization, offering savings of up to 25%. Partnering with lifestyle influencers for livestreaming, they sold over 30,000 bundles within the first quarter, achieving a 3X increase in brand visibility. Bundling turned out to be a game-changer for their China strategy.
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!
