(Source: https://pltfrm.com.cn)
Introduction
When entering China’s fast-paced e-commerce market, overseas brands often struggle with one critical question: “What’s the right price for this market?” Rather than guesswork, A/B testing offers a proven, data-driven method to find your pricing sweet spot. In this article, we explain how to implement low-cost, high-impact A/B pricing tests tailored to China’s unique consumer behaviors and digital channels.
1. Choose the Right Metrics Before You Test
1.1 Define What Success Looks Like
Set your primary KPI—conversion rate, profit margin, click-through rate, or average order value. Different tests may serve different goals.
1.2 Segment Metrics by Audience Type
Track performance separately for new users vs. returning customers. What works for first-time buyers may not apply to loyal users.
2. Keep the Test Structure Simple and Isolated
2.1 Only Change One Variable
Avoid the temptation to tweak headlines or visual content. Ensure that price is the only difference between A and B so the results are accurate and actionable.
2.2 Maintain Uniform Distribution
If running traffic via social ads or influencer campaigns, split the spend evenly and use separate tracking links or QR codes to monitor performance.
3. Use China’s Ecosystem to Your Advantage
3.1 Short-Form Content for Douyin Testing
Run two versions of a Douyin ad with different price displays and measure engagement + conversion. Lower prices often drive higher comments, but not always higher checkout.
3.2 Tmall Live A/B via Room Rotation
Run two live-stream room IDs—one with Bundle A, one with Bundle B pricing. Watch view-to-click ratios, coupon usage, and direct conversions in real time.
4. Learn, Apply, and Scale the Winning Variant
4.1 Post-Test Retargeting
Use the more successful pricing variant as the basis for a retargeting campaign. Users who dropped off at the higher price point may convert when shown the better-performing version.
4.2 Create a Pricing Playbook
After 2–3 rounds of A/B pricing tests, consolidate your findings into a structured playbook by category, city tier, and platform. This informs future discount logic and tier design.
Case Study: Italian Home Fragrance Brand Validates Price via Dual Douyin Campaigns
An Italian DTC brand launched its aroma diffuser line on Douyin with two pricing angles: ¥399 with two oil refills (Bundle A) and ¥359 with one oil refill (Bundle B). Both ads ran on Douyin short video placements. Despite the lower entry price, Bundle A drove 1.6x more conversions. Comments suggested buyers saw more value in the refill inclusion. The brand adopted Bundle A pricing for its next Tmall campaign and achieved 28% higher sales during a Double 12 promotion.
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!
