(Source: https://pltfrm.com.cn)
Introduction
As China’s UHNW population grows faster than anywhere else, overseas luxury houses are refining hyper-targeted pricing tactics that speak directly to discretion, legacy, and face. These approaches consistently achieve 50–200% premiums over standard retail while deepening lifelong client relationships.
- Legacy and Intergenerational Pricing
1.1 Heirloom Pricing Strategy Positioning: Frame certain pieces as family heirlooms with pricing that reflects multi-generational value rather than immediate cost. Execution: Offer engraving services, documented provenance, and guaranteed future servicing that justify prices collectors view as investments for their children.
1.2 Family Collection Bundling Tactic: Curate entire collections for family offices at fixed (but undisclosed) seven- or eight-figure sums, including future reserved pieces.
- Discreet Transaction Models
2.1 Off-Market and Private Sale Pricing Method: Conduct the majority of ultra-high-value transactions outside public boutiques via private appointments in hotel suites or client residences. Prices remain confidential, enhancing exclusivity.
2.2 NFT-Linked Physical Assets Innovation: Pair physical jewels or watches with NFTs proving ownership history, allowing discreet resale at premiums on secondary markets popular with younger UHNWIs.
- Experience-Led Price Anchoring
3.1 Journey-Based Pricing Approach: Clients pay not just for the product but for the entire acquisition journey—private flights, Michelin-starred dinners, and one-on-one time with CEOs. - Dynamic Allocation Pricing
4.1 Performance-Based Access System: Top spenders receive first right of refusal on new releases, effectively creating a pricing hierarchy determined by historical loyalty.
Case Study: Hermès’ Masterclass in UHNW Pricing Control in China
Hermès famously refuses to sell Birkin or Kelly bags to just anyone. In China, relationship managers cultivate clients over years, offering scarce bags only after significant purchase history across categories. Top clients are invited to Paris atelier tours where custom Constance or Birkin orders reach RMB 2–5 million. This “offer-only” system means Hermès never needs to justify pricing—the privilege of being offered is the justification itself. Result: consistent 20%+ annual growth in Greater China with zero discounting.
When pricing to China’s ultra-wealthy, the golden rule is simple: the less available and the more personal the transaction, the higher the price clients will happily pay.
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!
