(Source: https://pltfrm.com.cn)
Introduction
Tmall Global is a powerful cross-border channel, but the real competitive edge often lies not in flashy marketing, but in how smartly you price your product bundles. For overseas brands, designing pricing packages that resonate with Chinese consumers—while maintaining profitability—is a key success factor. This article explores affordable pricing package models tailored for Tmall Global’s structure and buyer behavior.
1. Segment Pricing Packages by Shopper Motivation
1.1 Entry Deals for Newcomers
- Low-Risk First Purchase: Offer value-focused intro packs like “first-time trial sets” or “under 99 RMB bundles” to attract cautious shoppers.
- Conversion Result: These low-friction offers help drive new customer acquisition and collect initial CRM data.
1.2 Bundles for Routine Users
- Everyday Essentials: Package daily-use items (e.g., vitamins, skincare) into multi-month kits to appeal to regular buyers.
- SaaS Layer: Use backend automation to trigger refills or personalized repurchase ads based on customer behavior.
2. Use Modular Pricing Structures for Flexibility
2.1 Mix-and-Match Package Options
- User Choice: Let shoppers choose 3–5 items from a curated list at a set price (e.g., 3 for ¥198).
- Benefits: Increases perceived value and allows SKUs with different margins to balance profitability.
2.2 Add-On Upselling at Checkout
- Tactic: Offer affordable add-ons at checkout like travel sizes, accessories, or bestsellers at a slight discount.
- Effect: Elevates average order value without requiring a complete pricing overhaul.
3. Account for Consumer Psychology in Pricing
3.1 Use Local Pricing Cues
- Price Anchoring: Avoid Western price points like ¥99.95 and instead use culturally resonant pricing (e.g., ¥88 or ¥188 for luck).
- Behavioral Tip: Chinese consumers often associate round numbers and “8”s with good fortune and perceived deal value.
3.2 Framing Discounts Correctly
- Compare Against Domestic Benchmarks: Show price comparisons between global MSRP and Tmall Global “exclusive pricing.”
- Trust Builder: Reinforces the perception that imported goods on Tmall are value-rich and curated.
4. Align Packages with Sales Cycle and Campaign Windows
4.1 Seasonal Bundle Planning
- Calendar Sync: Prepare themed bundles for Valentine’s Day, 38 Women’s Day, 618, and Double 11 with appropriate pricing tiers.
- Visibility Tip: Position these packages on store landing pages, influencer content, and live stream events.
4.2 Flash Pricing Mechanisms
- Limited-Time Offers: Implement countdown pricing tiers (e.g., first 500 buyers at lowest price).
- Platform Tools: Use Tmall’s promotional infrastructure to automate price reveals during campaign spikes.
Case Study: German Supplement Brand Increases Repeat Rate Through Tiered Bundles
A German health supplement company launched on Tmall Global with three pricing packages—daily, monthly, and family-size kits. During the 38 Women’s Day campaign, they offered a ¥88 limited-time “energy trio” featuring their top three SKUs. That bundle converted 11% of store visitors. By combining time-sensitive deals with CRM-targeted follow-up campaigns, their 60-day repeat purchase rate reached 39%—doubling their prior performance in offline retail channels.
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!
