(Source: https://pltfrm.com.cn)
Introduction
The middle bundle isn’t there to sell — it exists to be rejected. When done correctly, this decoy effect can shift 60–80 % of Chinese luxury buyers from the entry option to the high-margin premium bundle with zero additional discounting.
- Bundle Architecture That Works in China
1.1 The 3-Option Gold Standard Never offer two bundles — always three. Entry → Decoy → Premium. The decoy must be slightly more expensive than entry but clearly inferior to premium.
1.2 Gift-with-Purchase Manipulation Include the most emotionally valuable GWP (red envelope set, zodiac pendant, brand scarf) only in the premium bundle.
- Tmall & JD Platform Optimization
2.1 Bundle Page Layout Place the premium bundle in the visual centre with largest image. Decoy gets smallest image and greyed-out “limited choice” banner.
2.2 Cart Abandonment Recovery Send cart-reminder emails showing the three bundles again with the line “88 % of customers who viewed this upgraded to the complete set.”
- Seasonal Decoy Refresh
3.1 Festival-Specific Weak Middle For Qixi, Mid-Autumn, CNY, redesign the decoy to miss the exact festival-themed gift consumers want most desire.
Case Study – American Designer Handbag Brand 2024 520 Campaign Three bundles: ¥12,800 (bag only), ¥16,800 (bag + wallet + dust bag), ¥18,800 (bag + matching large wallet + heart charm + 520 gift wrapping + VIP event). The ¥16,800 decoy deliberately omitted the heart charm. Result: 79 % selected the ¥18,800 bundle, achieving record 520 single-day revenue.
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!
