(Source: https://pltfrm.com.cn)
Introduction
Chinese consumers value practicality, savings, and thoughtful packaging—making bundled pricing one of the most effective tactics for overseas brands entering the market. Whether targeting new customers or encouraging repeat purchases, affordable bundles help simplify decision-making and increase perceived value. This article outlines how to develop bundled pricing packages that resonate with Chinese consumers while maximizing profitability and brand awareness.
1. Make Affordability Feel Like a Premium Value
1.1 Price Anchor with Higher Single-Unit Comparison
Show the total individual price of items in your bundle vs. the discounted price. This visual savings technique is common in China and increases purchase intent.
1.2 Use Price-Per-Use Positioning
Communicate how the bundle’s per-use or per-day cost is low (e.g., “Only ¥2 per use”) to enhance affordability perception, especially in daily-use categories like skincare, tea, or supplements.
2. Align Bundle Sizes with Consumer Lifestyles
2.1 Daily Essentials in Family Packs
Bundle larger quantities of consumables like baby wipes, coffee pods, or vitamins. Value packs appeal to family-oriented buyers and increase order size for better logistics efficiency.
2.2 Mini Sets for Urban Singles
Offer compact bundles tailored to urban young professionals who value portability and trial. These resonate in Tier 1 and 2 cities where users often shop via mobile.
3. Encourage First Purchase with Welcome Bundles
3.1 First-Order Trial Kits
Offer low-cost trial kits with 3–5 bestsellers in small sizes, bundled for ¥39–¥69. Pair with free shipping or a discount coupon for repeat conversion.
3.2 Gift-Ready Bundles with Bonus Items
Add small gifts or limited-edition packaging to basic bundles to make them shareable and gift-worthy—especially during Qixi, Valentine’s Day, or graduation season.
4. Use Social Platforms to Amplify Bundle Visibility
4.1 Promote via Xiaohongshu and Douyin Creators
Let influencers unpack and test bundles, emphasizing value-for-money and product variety. This helps drive volume, especially for emerging or unfamiliar brands.
4.2 Livestream Bundle-Only Offers
Offer bundles exclusively through Douyin or Taobao livestreams. Limited availability creates urgency, and livestream engagement helps communicate bundle benefits clearly.
Case Study: German Personal Care Brand Drives Growth with Affordable Intro Bundles
A German DTC skincare brand launched a “New User Discovery Set” on Tmall for ¥79, combining travel-size versions of three hero products with a branded pouch. The set was promoted by Xiaohongshu lifestyle creators and Douyin short videos. In two weeks, it became the brand’s top-selling SKU, with a 48% post-purchase conversion rate to full-size items.
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!
