GLM-5 Triggers Major AI Price Surge, Doubling API Costs for International Users

The fierce "price war" in the domestic large model market is subtly changing course. On February 12, 2026, Zhipu AI made two major moves: its new flagship model, GLM-5, debuted internationally, and a price adjustment notice was issued, implementing a structural price increase for related service packages.

This marks the first significant price hike in China's large model industry for 2026, signaling a notable shift in the sector's approach to commercialization.

Price Adjustment Details: International Increases Outpace Domestic Ones

According to exclusive information from Science and Technology Daily, Zhipu's price adjustment features a clear "dual-pricing" strategy:

Domestic Market: The subscription price for the Coding Plan has risen by at least 30%, and the initial purchase discount has been discontinued.

International Market: The price adjustments are more substantial. The Coding Plan subscription price has increased by 30%-60%, while API call fees have surged by as much as 67%-100%.

User Benefits: These new prices take effect on February 12. However, Zhipu is offering a "grace period" for existing users, allowing them to retain their original pricing benefits.

Why the Price Hike? Dual Pressure from Surging Demand and Compute Costs

Zhipu's official explanation for the adjustment is "exceptionally strong demand growth." Analyzing the industry fundamentals reveals this move isn't merely about compute scarcity but stems from multiple converging factors:

Demand Side: Usage of the GLM Coding Plan, targeted at developers, has skyrocketed, keeping the platform under sustained high load.

Cost Side: To maintain service quality under this strain, the company has significantly increased investment in computing power procurement, model iteration, and infrastructure expansion. The price increase essentially represents a market-driven transfer of these upgrade costs.

Value Recognition: This shift indicates that domestic large models are moving beyond the initial "loss-leader" phase of user acquisition and toward a sustainable, quality-focused commercial cycle.

Industry Trendsetter: From "Price Wars" to "Value Competition"

According to a CAIJING report, Zhipu's strategy carries high symbolic weight. Since 2025, pricing strategies among China's leading large model contenders, the "six small tigers," have begun to diverge:

Price Increase Camp: Zhipu, Yuedi Dark Face, MiniMax, and Jieyue Star have previously raised prices for certain APIs to varying degrees.

Stable Price Camp: Banchuan Intelligence and Zero One World have kept prices steady, while major tech firms (Alibaba, ByteDance, Tencent, Baidu) have adopted more flexible, tiered pricing models.

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