Xbox Peculiar Price Dynamics in China
Prices for Xbox consoles in China are currently higher for domestic SKUs, as opposed to international imported models.
First picture is the price for the Chinese model of the Xbox Series X, while the 2nd is for the Japanese model.
While browsing through Taobao (China’s biggest e-commerce platform), I noticed prices for the Chinese model of the Xbox Series X (pictured) and S are higher than those for the imported models, mostly from Japan and Hong-Kong. Pictured, we can see the Chinese model of the Xbox Series X at USD$670 (4600RMB), while the Japanese model costs USD$575 (3950RMB). Although the reference screenshots I’m using are just from one store, these price dynamics can currently be observed in dozens of online stores.
Historically, imported models have been more expensive than the officially licensed Chinese models. This is due to the general perception that Chinese models have more restrictions in its features and tend to be region-locked (although I’ll fully admit that, at this moment, I’m not fully aware of the full extent of compromised features on the Chinese models of the Xbox models, the PS5 or the Nintendo Switch). These restrictions tend to impact digital services and online play on consoles, mostly.
Why the Difference in Prices?
It is peculiar that the Chinese model would be more expensive, as that would presumably indicate that the model is in higher demand than the imported models. However, and while I’m purely speculating here, I would guess that in this case the main reason is the limited supply/manufacturing of the Chinese model of the Xbox SKUs.
Simply put, the Xbox is not a very popular platform/brand in China nowadays (there was a popularity peak during the 360 era), with both the Switch and PS5 far outselling the Xbox Series X/S in the country (both with imports and domestic models, according to my observations and direct contact with sellers). Therefore, it is fairly safe to assume that manufacturing of the Chinese Xbox models is considerably limited. Notice that it is almost impossible to source precise data on this, as Microsoft and its Chinese partner(s) do not publicly disclose numbers.
Game Pass Popularity in China
While the Xbox brand and its consoles are not hugely popular in China, it is important to notice that Game Pass has grown in popularity among Chinese gamers, in particular on PC.
Again, since the service is not officially available in mainland China, it is virtually impossible to know exactly how many Chinese consumers are using the subscription service within the country. Still, and going from anecdotal evidence, my personal observations, interactions with gamers in China and, most importantly with sellers, I do confidently claim that Game Pass has become a growingly popular choice, even if on a niche scale compared to other services and platforms in China. Dozens of online stores sell cheap codes (pirated) for Game Pass and Game Pass Ultimate, making it very easy, convenient and affordable for Chinese gamers to enjoy the service both on Xbox consoles and PC.
Daniel Camilo is a game consultant, market analyst and gaming journalist, based in Shenzhen, China.
Contact: daniel.olimac87@gmail.com
Twitter: https://twitter.com/DanielOlimac