(Source: https://pltfrm.com.cn)
Introduction
In China’s luxury market, the bundle that sells the most is rarely the cheapest or the most expensive — it’s the one cleverly designed middle option that exists only to push buyers toward the premium bundle. This decoy technique can increase average order value by 45–80 % without any additional discount. Here are the exact rules top overseas brands follow.
- Classic Three-Tier Bundle Structure
1.1 The Dominated Decoy Create a middle bundle priced only 10–15 % lower than the premium bundle but with noticeably inferior contents (e.g., missing the signature accessory or smaller sizes). Chinese consumers instantly recognize the premium bundle as the “smart” choice.
1.2 Asymmetric Value Perception The premium bundle must deliver at least 40 % more perceived value (limited gift box, extra full-size product, VIP event invitation) while costing only 25–30 % more than the decoy.
- Visual & Platform Presentation
2.1 Highlight Comparison Tables On Tmall Luxury Pavilion and Dewu, use built-in comparison charts with green checkmarks heavily favouring the premium bundle. The decoy gets red crosses on the most emotionally important items.
2.2 “Most Popular” Badge Engineering Place the “Most Popular” or “Editor’s Choice” badge exclusively on the premium bundle within 24 hours of launch — social proof seals the decision.
- Live-Streaming Decoy Mastery
3.1 Host Scripting Sequence Top hosts always say: “Option A is great for beginners, Option B is almost the same as Option C but missing the truffle cream that everyone is crazy about — so 98 % of my fans choose Option C!” - Limited-Time Decoy Pressure
4.1 Flash Bundle Upgrade Offer a 24-hour window where buyers of the decoy can upgrade to premium for only ¥800 extra — most simply choose premium from the start.
Case Study – French Perfume House 2024 Double 11
Three bundles: ¥1,880 (50 ml + travel spray), ¥2,980 (50 ml + body lotion + small candle), ¥3,480 (100 ml + full-size lotion + large candle + velvet pouch). The ¥2,980 decoy made the ¥3,480 look irresistible. Result: 73 % of buyers chose the premium bundle, driving 68 % higher AOV than the previous year.
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!
