最近发现一种特别6的消费模式，叫【小样经济】。 护肤品要小样，香水搞试用，猫粮都买试吃包。 先试再买，不试不买。 这是半佛仙人的第1873篇原创 1 一代人有一代人的消费哲学。 当然试了也不一定买。 跟热爱招实习生的老板们共享同一个精神内核。 极端型选手连买房前都要先租同小区测物业、验邻居，把风险摁死在摇篮里。 很多人觉得，这就是薅羊毛，是"花半小时抢5毛钱优惠券"的赛博要饭。 格局小了。 【 小 样 经 济 学 】 的 本 质 不 是 贪 小 便 宜 ， 而 是 花 小 钱 办 大 事 ， 小 投 入 避 大 坑 的 【 消 费 雷 达】。 2 消费，对于大多数人来说，是生活边界的延伸。 你网购消费，买的都是米面粮油这些必需品吗？ 不不不，大多数人买的是护肤品、化妆品、衣服、手机、宠物粮这些用来拓宽生活边界的 产品。 一般人网购消费的目的，往往不是【维持生活】，而是想【尝试】。 大家就是想换个活法，让生活有一点多样性，让枯燥的人生支棱起来，从社会的牛马变成 生活的主人。 你天价购入的成猫猫粮，两个月的小猫吃完拉得比螺蛳粉拌鲱鱼罐头都要冲。 你想退款，但看了一眼已经拆封的包装，又默默地点了确认收货。 是，衣服 ...

Core Insights - The article emphasizes the evolution of digital marketing in the Chinese cosmetics market, highlighting the shift from impulsive buying to rational experientialism among consumers [1][14] - It discusses the unique digital marketing ecosystem in China, driven by e-commerce platforms and social media, which allows international brands to replicate successful strategies globally [2][14] Trend Analysis Trend 1: Sample Economy - The "sample economy" is emerging as a significant trend in the Chinese beauty market, with e-commerce platforms and beauty stores selling samples as formal products, catering to Gen Z's desire for new experiences [5] - Market research indicates that mini perfume sales in Europe and the U.S. are expected to triple by 2024, with brands launching small sample sets to meet social sharing needs [5] Trend 2: Rise of Male Beauty Market - The male beauty market is expanding beyond basic grooming to include personalized hair care needs, with a notable increase in searches for products like texturizing powder [6] - Brands are innovating around "hair care rituals," offering products that cater to the complete styling process, reflecting a growing interest among male consumers [6] Trend 3: Packaging as Social Content - Beauty packaging is evolving into a content production tool, with visually appealing designs driving user engagement and sharing on social media [7][8] - Brands like Drunk Elephant and HuazhiXiao are leveraging unique packaging to enhance brand recognition and emotional connection with consumers [7][8] Trend 4: Integrated Digital Marketing Strategies - Douyin (TikTok) is becoming a key platform for brands to drive sales through scripted short dramas and live streaming, creating a closed-loop marketing strategy [10][11] - Xiaohongshu (Little Red Book) focuses on in-depth product education and community engagement, facilitating a transition from impulse to informed purchasing [12] - Tmall is transitioning from a mere e-commerce platform to a long-term growth engine for brands, emphasizing product education and consumer engagement [13] Future Directions - The cosmetics industry is expected to focus on four key trends: opportunities in the male beauty segment, cross-platform marketing strategies, scenario-based content targeting specific demographics, and authentic storytelling to deepen emotional connections with consumers [14][15][16][17]

Core Insights - The article highlights the shift in e-commerce from user acquisition to maximizing customer value in a saturated market, with Tmall's U Trial initiative providing a new growth path during the 618 shopping festival [1][9] - Tmall's U Trial successfully generated over 4 million orders during the event, with some brands achieving new customer rates exceeding 90% [1] Group 1: New Customer Acquisition Strategies - Tmall's U Trial identified opportunities for new customer acquisition by tapping into the "sample economy," addressing consumer needs for low-cost trials of high-end products [10][12] - The initiative offered themed gift boxes and low-cost samples, embedding trial experiences into specific consumer scenarios, thus enhancing the perceived value of trying new products [12][14] Group 2: Comprehensive Marketing Approach - Tmall U Trial constructed a highly coordinated "traffic - interest - conversion" chain, effectively transforming the sample economy into tangible user growth for brands [15] - The campaign utilized multi-channel promotion, including KOLs and social media, achieving over 400 million exposures and reinforcing the perception of samples as a smart choice for consumers [20][22] Group 3: Enhanced Conversion Efficiency - The initiative improved conversion efficiency through a well-prepared system that guided users from interest to purchase, utilizing live streaming and promotional offers to enhance user engagement [23][25] - The live streaming aspect attracted over 23 million viewers and generated over 1 million orders, showcasing its role as a comprehensive experience for brand trust and product education [23][25] Group 4: Long-term Value Creation - The "Crazy Trial Day" event has evolved into a reusable marketing system that addresses core consumer needs while creating long-term value for users, brands, and the platform [26][27] - This system not only drives immediate sales but also builds a sustainable user relationship and provides valuable consumer insights for brands, enhancing their marketing strategies [27]