(Source: https://pltfrm.com.cn)
Introduction
In China’s premium market, exclusivity isn’t just a differentiator—it’s a pricing strategy. Luxury-driven consumers equate higher price with higher status, and brands that craft exclusive offers with strategic pricing can generate both brand heat and loyalty. For overseas brands, deploying exclusivity pricing helps achieve cultural relevance, aspirational appeal, and long-term market positioning. This article details how to use exclusivity-based pricing to elevate your brand in China.
1. Create Prestige Through Controlled Product Access
1.1 Invitation-Only Product Drops
Launch SKUs available only to top-tier followers or previous high-spend customers. This VIP-first access model supports brand mystique and deepens engagement.
1.2 Region-Specific Releases with Price Premiums
Offer exclusive products in cities like Shanghai or Hangzhou, with tailored pricing that reflects regional affluence. This strategy positions the product as a local luxury icon.
2. Use Premium Price Floors to Signal Brand Value
2.1 Avoid Discounts on Core Products
Preserve brand integrity by keeping core SKUs at fixed premium prices across all channels. This tactic builds perceived value and deters price-sensitive comparison shopping.
2.2 Enforce MAP (Minimum Advertised Price) Across Channels
Maintain pricing consistency on JD, Tmall, and WeChat Mini Programs by working with authorized partners. This signals to Chinese consumers that your brand never “goes cheap.”
3. Offer Exclusive Formats and Upgrades
3.1 Luxury Bundling for Higher Perceived Worth
Group full-size products with trial minis, pouches, or limited-edition gifts and sell them at a premium. Chinese buyers see added value as a justifiable reason for a higher price tag.
3.2 Special-Edition Product Sizes or Scents
Create exclusive versions for special occasions (e.g., Chinese New Year) that carry higher price points and reinforce cultural alignment.
4. Reinforce Exclusivity with Offline-Online Integration
4.1 Private Sale Events for Online Subscribers
Run WeChat VIP previews or livestream “private sales” that highlight premium-only SKUs and reward early loyalty with pricing perks or tiered gifts.
4.2 In-Store Concierge Access for Online Purchasers
Allow top online buyers to receive offline perks such as personal fitting, sampling, or express in-store pickup. Price premiums become associated with service quality.
Case Study: French Jewelry Brand Boosts Tmall Sales with Premium Exclusives
A French fine jewelry brand launched a new bracelet line priced 20% higher than standard SKUs, limited to 300 pieces and promoted only through its Tmall brand zone and VIP livestream. The campaign used regional targeting, gift bundles, and concierge delivery. Results: 80% sell-through within 7 days and a 2.8x spike in new VIP sign-ups 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!
