A Steak and a $200M Business
A few years ago, I visited a friend in the U.S. The moment I stepped into his backyard, I was stunned. The entire open space was dedicated to one thing—a massive grill.
That day, he spent eight hours slow-smoking a steak for us.
The effort, space, and money invested in one piece of meat perfectly capture the essence of Western food culture—and a golden business opportunity.
Take MEATER, for example, a brand specializing in steak thermometers. Despite selling just one core product, they generate $200M annually in the U.S. and Europe—surpassing many well-known local consumer brands.
This is proof that success doesn’t require a massive product portfolio or aggressive marketing tactics. Sometimes, all it takes is a needle-thin solution to a precise need.
For instance, a medium steak needs an internal temperature of 63°C (145°F). Provide a tool that ensures perfect doneness, and customers will happily hand over their money.
If you're still stuck in price wars and market saturation, it's time to rethink your strategy. The most profitable global brands aren’t the ones racing to the bottom—they’re the ones commanding a premium price with a high-value, high-margin approach.
So, how do you build a high-pricing brand globally?
1. High Pricing Comes from High Consumer Engagement
Think about a hobby or passion you’re obsessed with.
When people deeply engage in something, they inevitably demand better tools and experiences. This is where brands can introduce high-margin products.
Here are three common traits of high-margin opportunities:
(1) Consumers Feel the Need to Upgrade
A white-collar professional buys an ergonomic chair.
A gaming enthusiast buys a specialized gaming chair.
An outdoor camper? What kind of chair do they need?
A lightweight, foldable camping chair, right?
Not necessarily.
Most portable chairs are designed for offices or indoor spaces—where people sit for short periods. They tend to be low and have flat backrests.
But in a camping setting, people often sit for hours, chatting, eating, or fishing. Sitting too low for too long is uncomfortable—especially for those who haven’t mastered the "Asian squat."
This led Helinox, a premium outdoor gear brand, to refine its marketing strategy.
Initially, they promoted their chairs as “lightweight and portable.”
Now, they emphasize a 30% higher seat for better comfort—instantly differentiating themselves from generic folding chairs.
Source: GoodsFox
The result? A price jump from $179.99 to $229.99.
(2) Technology Makes It Possible
Imagine you're on a rafting trip, trying to capture action shots for TikTok.
A handheld camera is useless—it shakes too much. You could use a professional stabilizer, but most are bulky, expensive, and designed for horizontal filming.
This was a pain point—until DJI launched the Pocket series.
Instead of selling traditional stabilizers, they created an all-in-one pocket-sized gimbal camera—perfect for short-form video platforms like TikTok and Instagram Reels.
It’s the same with 3D printing. The technology isn’t new, but Bambu Lab raised over $7M on Kickstarter by introducing a faster, more precise, and smarter consumer 3D printer.
Crowdfunding isn’t just about raising funds—it’s a way to test product-market fit before mass production. In Western markets, many high-end brands start this way.
(3) The More Consumers Invest, the More They Stay
Some products become long-term commitments.
For example, pet owners don’t just buy a pet once. They continually spend on premium food, litter, supplements, automatic feeders, and smart litter boxes. Once they choose a brand, switching becomes difficult.
The same applies to Apple users. Once someone buys an iPhone, they’re more likely to get AirPods, Apple Watches, and other ecosystem products.
This concept—known as consumer lock-in—is a powerful pricing strategy.
When selling high-margin products, you're not just selling an item—you're selling a long-term experience.
2. Understanding Global Consumer Psychology
High-margin brands don’t just rely on quality products. They align with consumer psychology, lifestyle habits, and purchasing behaviors.
Here’s why global markets differ from domestic ones:
(1) Culture Dictates Buying Decisions
In Europe, sustainability isn’t just a trend—it’s an ingrained mindset.
The region has a long history of pollution crises, dating back to the Industrial Revolution. This historical trauma fuels their commitment to eco-friendly solutions.
That’s why an electric bike (e-bike) that costs more than a motor scooter can still sell well—because consumers are paying for sustainability, not just transportation.
(2) Shopping Habits Shape Pricing Power
Western consumers are accustomed to shopping directly from brand websites.
Unlike in some markets where shopping is dominated by super-apps like TikTok, Taobao, or Pinduoduo, consumers in the U.S. and Europe often start by Googling the brand, visiting its official site, and making a purchase.
This is why a strong direct-to-consumer (DTC) presence is essential for premium pricing. It allows brands to own their audience, control their messaging, and build long-term customer loyalty.
In contrast, Southeast Asian markets operate more like a "discount-driven marketplace ecosystem", where price sensitivity is high. Building a premium brand in this landscape is much harder, as consumers prioritize low prices over brand loyalty.
(3) Influencers Prioritize Reputation Over Sales
Many Western influencers avoid direct sales partnerships because they value credibility and audience trust.
Unlike short-term, aggressive sales tactics, successful global brands focus on long-term brand storytelling and value-driven marketing.
They invest in social media narratives, independent brand websites, and community engagement—not just flash sales and discounts.
When done right, this leads to word-of-mouth marketing, repeat purchases, and sustained brand loyalty.
Final Question: What’s Your $5 Upsell?
If you're entering global markets, ask yourself:
👉 What makes your product worth $5 more?
Successful high-margin brands don’t just sell products—they sell experiences, ecosystems, and status symbols.
Apple isn’t selling AirPods. They’re selling an exclusive ecosystem.
MEATER isn’t selling thermometers. They’re selling the perfect steak experience.
DJI isn’t selling cameras. They’re selling effortless, cinematic storytelling.
If you can identify a strong consumer engagement niche, create a compelling product upgrade, and build a long-term ecosystem, you’re on the path to a high-margin, high-value global brand.
