(Source: https://pltfrm.com.cn)
Introduction
Overseas audio brands discovered that Chinese Gen-Z will pay ¥3,299 for earbuds and ¥3,999 for headphones if the perceived value beats domestic alternatives by 50 %+ — here’s exactly how they do it in 2025.
- The New Psychological Price Bands
1.1 ¥1,999 = “Student brand” ¥2,999–¥3,499 = “Worth showing off” ¥4,999+ = “Audiophile only” - Colour & Collaboration Premium
2.1 China-Exclusive Colours & IP Launch panda white, jade green, or co-branded Sanrio or League of Legends editions at ¥400–¥600 premium. - Unboxing Experience Investment
3.1 Premium Packaging Worth Reselling Hard-shell gift boxes and metal badges that immediately resell for ¥200–¥400 on Xianyu.
Case Study – Swedish Audio Brand 2024 Double 11
¥3,299 flagship earbuds with China-only “Phoenix Red” colour + spatial audio chip only activated in China market. Pre-sale gift box worth ¥1,200. Sold 180,000 units and ranked #1 in Tmall true wireless category for 11 consecutive days.
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!
