(Source: https://pltfrm.com.cn)
Introduction
Tmall Global offers unparalleled access to Chinese cross-border e-commerce, but simply listing products is not enough. Overseas brands must develop pricing packages that meet the needs of savvy Chinese shoppers while staying within lean marketing and logistics budgets. This article provides actionable strategies to design affordable pricing packages that drive performance, build loyalty, and scale efficiently.
1. Package Design That Reduces Risk and Increases Appeal
1.1 Sample Kits for New Shoppers
- Approach: Offer small-format sample kits with low pricing thresholds (¥49–¥99) to convert browsing into trial.
- Conversion Insight: These kits perform especially well in new-customer acquisition campaigns and on influencer landing pages.
1.2 Limited-Edition Trial Bundles
- Scarcity Factor: Introduce short-term bundles labeled “limited release” or “global exclusive,” featuring unique SKUs or colors.
- Impact: Adds urgency and builds brand premium while keeping costs controlled.
2. Leverage Data to Structure Packages Around Buyer Behavior
2.1 Analyze Sales Frequency and SKU Combinations
- Data Tip: Use Tmall backend analytics or integrated SaaS dashboards to identify frequently purchased products together.
- Bundle Logic: Group those items into ready-made kits to simplify buyer decision-making and boost cart size.
2.2 Time-of-Day and Device Segmentation
- Dynamic Pricing Opportunity: Offer exclusive pricing for mobile-only shoppers during peak scroll hours (e.g., 9–11pm).
- CRM Bonus: Use these windows to capture leads with opt-in coupons or loyalty entry points.
3. Use Platform Ecosystem Features to Enhance Value Perception
3.1 Coupons and Ladder Discounts
- Usage: Combine pricing bundles with store-level coupons (e.g., ¥20 off ¥199) and progressive ladder discounts to reward larger purchases.
- Psychological Trigger: Makes consumers feel they’re “earning” value by spending more.
3.2 Price Transparency via Product Detail Pages
- Display Strategy: Clearly show savings from bundled pricing versus individual product totals.
- Trust Builder: Increases transparency, a key factor in convincing first-time Chinese buyers to commit to larger orders.
4. Position Packages to Support Brand Storytelling
4.1 Value-Aligned Package Themes
- Narrative Approach: Name bundles based on occasions—like “Weekend Wellness Set,” “Family Care Pack,” or “Daily Essentials.”
- Content Strategy: These themes can anchor your live stream talking points or Xiaohongshu influencer collaborations.
4.2 Seasonal or Culturally Aligned Offers
- Localization: Integrate Chinese cultural references and gifting themes into bundle descriptions (e.g., Mid-Autumn, Qixi, or 88).
- Sales Driver: Boosts both emotional connection and perceived relevance.
Case Study: Canadian Personal Care Brand Drives Reach with Low-Cost Bundles
To establish itself in China, a Canadian personal care brand launched a Tmall Global store with three pricing tiers: a ¥59 discovery pack, a ¥149 family pack, and a ¥249 premium wellness set. They promoted the lowest tier via Xiaohongshu KOCs during the summer shopping season. The result: a 52% increase in new users and a 17% repeat rate on the higher-tier bundles—achieved with minimal media spend and high product turnover.
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!
