(Source: https://pltfrm.com.cn)
Introduction
In a competitive and discount-savvy Chinese consumer market, bundled pricing is more than a promotion—it’s a strategic way to enhance product value while staying affordable. For overseas brands entering China, well-designed bundles help drive trials, reduce shipping costs, and position the brand as generous and customer-focused. This article outlines how to design and optimize affordable bundled pricing packages that speak to Chinese buying behavior.
1. Tap into Value-Conscious Buying Behavior
1.1 Clearly Showcase Bundle Savings
Visibly compare the original total price vs. bundled deal. Use pricing badges like “立省¥30” (Save ¥30) or “套餐更划算” (bundle = better deal) on product pages and ad banners.
1.2 Focus on “High-Perceived Value” Items
Include low-cost, high-impact add-ons—like sample packs, mini tools, or bonus accessories—that feel valuable without significantly raising COGS.
2. Match Bundles to Shopping Habits and Use Cases
2.1 Scenario-Based Bundles
Design packages that fit real-life situations—e.g., “gym bag essentials,” “work-from-home set,” or “5-day travel skincare routine.” Framing makes bundles feel curated, not random.
2.2 Habit-Building Sets
Create bundles that support daily or weekly usage, such as 7-day supplements or 3-week beauty treatments, promoting repeat purchases and consumption consistency.
3. Use Limited-Time Offers to Trigger FOMO
3.1 Countdown Pricing for Bundles
Offer bundles at an affordable rate for 3–7 days during festivals or brand campaigns. Use countdowns, livestream timers, and “only X left” tags to create urgency.
3.2 Bundle-Only SKUs
Include exclusive items or flavors only available in the bundle. This encourages faster purchase decisions and adds a novelty element to affordable packages.
4. Optimize for Platform Algorithms and Visuals
4.1 Mobile-Optimized Layouts on JD and Tmall
Show bundles with clear thumbnails of each item, a “before and after price,” and vertical scroll-friendly design. This improves conversion on mobile, where most Chinese users shop.
4.2 Promote Through Flash Sales and Coupon Layers
Stack limited-time coupons on top of bundled discounts to break through algorithmic rankings during festivals like 6.18 and Double 11.
Case Study: Dutch Tea Brand Builds Awareness via JD Trial Bundles
A Netherlands-based tea brand launched in China with ¥49 sampler bundles including four mini tins, each with 10 servings. They partnered with Douyin influencers and ran 6.18 flash sales on JD. The bundle achieved a 72% add-to-cart rate in Week 1 and became a top-ranked product in the “Healthy Beverages” subcategory during the campaign.
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!
