(Source: https://pltfrm.com.cn)
Introduction
In China’s data-rich and consumer-diverse e-commerce landscape, testing different pricing options is no longer a luxury—it’s a strategic necessity. A/B pricing models help overseas brands identify the optimal price points across regions, channels, and audience segments. This article explores how to implement affordable, efficient pricing tests tailored to the Chinese market without compromising on scale or insight.
1. Identify High-Impact SKUs for Testing
1.1 Prioritize High-Traffic Products
Focus A/B pricing tests on SKUs with sufficient traffic to produce statistically meaningful results. These often include hero products, top categories, or items featured in campaigns.
1.2 Use Mid-Priced Items
High-end SKUs may skew results due to buyer hesitation, while low-cost products lack margin flexibility. Middle-tier SKUs provide better test conditions and insight into price sensitivity.
2. Design Pricing Test Variants Based on Behavior
2.1 Absolute vs. Relative Price Tests
Try comparing a fixed ¥30 discount versus a 15% discount. Chinese consumers often respond differently to percentage-based vs. flat price reductions depending on context.
2.2 Test Price Anchoring
Introduce a high anchor price followed by a discounted “sale” price to measure whether users respond more to perceived value than actual savings.
3. Choose the Right Platforms for Execution
3.1 Douyin and JD for Fast Feedback Loops
These platforms allow rapid traffic accumulation, making them ideal for short-cycle A/B testing. They also support campaign segmentation and coupon variation.
3.2 WeChat for Micro-Test Environments
Use Mini Programs to test pricing logic in closed groups or VIP segments. Perfect for piloting changes before wide-scale rollout.
4. Monitor KPIs to Evaluate Test Effectiveness
4.1 Beyond Conversion Rate
Track secondary KPIs like average order value, cart abandonment rate, and return rate. These metrics help assess long-term viability of pricing strategies.
4.2 Segment Results by Geography and Channel
Chinese regions vary dramatically in pricing tolerance. Analyze test outcomes separately for Tier 1 vs. Tier 3 cities or mobile vs. desktop usage.
Case Study: French Skincare Brand Improves DTC Pricing Through A/B Testing
A French beauty brand tested two price points—¥219 and ¥249—for a popular serum on Tmall. Version A included a flash coupon and Version B bundled a free sample. The test revealed that Tier 2 city buyers responded better to the bundled offer, while Tier 1 customers favored the lower sticker price. Post-test, the brand adopted a split-pricing model by region and saw a 17% increase in total conversions over the following 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!
