京东11.11再创佳绩，截至2025年11月11日23:59，下单用户数增长40%，订单量增长近60%。同时，根据复旦消费大数据实验室发布的数据，双11全周期京 东增速领跑，且3C数码、家电的销售额在行业占比均为第一。 值得一提的是，京东11.11期间，"先试后买"模式成功点燃消费热情，试用频道带动品牌销售增长效应显著。据京东试用11.11全周期战报显示，试用频道用 户数同比增长315%，复购用户数大幅提升523%，凸显"以试带销"在激发消费意愿与提升用户持续消费方面的强劲作用。 "小样经济"浪潮正从美妆拓展至更多品类，推动全品类体验式消费升温，打开京东APP搜索"试用"即可进入频道挑选海量大牌试用装。数据显示，京东11.11 期间试用频道有近20个品类的新客数量翻倍增长，超3000个品牌的复购用户数实现翻倍，印证"试用—认可—复购"路径已成为品牌持续增长的有效引擎。 从用户偏好来看，美妆护肤、个人护理和母婴位居"用户爱试榜"前三，医疗保健与家庭清洁/纸品紧随其后；而在"试后爱买榜"中，美妆护肤依然领跑，母 婴、个人护理、营养保健及宠物生活类目同样表现突出，显示出试用模式在高体验性品类中的卓越转化效果。 值得 ...

商报讯（记者 黄诗睿）过去一个月，淘宝成为95后姑娘吉吉最常点开的手机软件。根据不同直播间的 直播排期，她每天都会订好闹钟，提前进入直播间准备抢购"小样套餐"。花不到十分之一的价格，就能 体验赫莲娜、Dior、SKII等大牌产品，眼下，越来越多的年轻女性爱上了在美妆品牌官方旗舰店购买小 样产品，"小样经济"兴起，成为品牌产品营销的一大新打法。 "我们普通人不会像美妆博主那样，睡前花大半个小时把十几种产品涂在脸上。如果只有保湿润肤的需 求，其实每年并不需要买太多美妆产品，有时候正装买来还没用完就过期了，就比如我前年囤的面膜现 在还没用完，还是小样和中样性价比高。"吉吉说。 不管是小样还是中样、不管规格如何改变，产品容量缩减、价格降低的打法，实际上与美妆品牌想要触 达更多消费者的想法不谋而合。在吉吉看来，这种在大促前才举办的"小样节""中样节"，正是切中了如 今消费者对于大容量美妆产品下单较为谨慎的消费习惯，"我对很多产品感兴趣，但是没试过之前不知 道适不适合自己，小样和中样是帮助我们了解产品的最佳选择。" 业内人士表示，此次李佳琦直播间推出"中样节"，也是为了让消费者可以更深度地试用产品，"之前小 样节的产品规 ...

10月9日晚8点,京东11.11启幕,现货开卖,低至1折。在10月11日京东11.11推出的首个"超级试用日"活动中, 包括千元面霜、大牌香水、婴幼儿奶粉辅食、养生滋补品等爆款好物均可1元试用。在各大商场和电商 平台,曾经作为赠品或试用装的小样,如今正以独立商品的身份走俏市场,催生出规模惊人的"小样经济"。 从京东发布的"超级试用日"战报数据来看,10月11日当天试用频道订单同比增长5.74倍,品牌新用户数同 比增长5倍,订单翻倍增长的品牌数超2800个,当天深受消费者青睐的试用商品包括珀莱雅双抗精华、兰蔻 持妆粉底液、欧莱雅0等待护发素、飞鹤聚高星高钙儿童长高奶粉、英氏婴幼儿米粉、Swisse儿童液体 钙、碧浪洗衣原液、麦富迪天然猫粮、1号店牛奶等。这股从美妆领域燃起的星星之火,正蔓延至母婴、 个护、食品乃至保健品领域,重塑消费者的购买行为和生活方式。 在2025年,理性消费成为女性重要消费主张。今年3月京东消费及产业发展研究院的调研显示,51.2%的女 性主张理性消费,会基于更多信息做出购买决策,精准满足自身所需。同时,68.6%的女性偏好小样产品,特 别是在美妆护肤、个护产品等女性高频刚需品类上。京东1 ...

Core Insights - The rise of the "sample economy" in the beauty industry is driven by changing consumer preferences, particularly among younger generations, who are increasingly opting for smaller, more convenient products during travel [1][4][7] - The market for beauty samples is projected to grow significantly, evolving from a supplementary market into a standalone sector worth hundreds of billions to potentially a trillion yuan [4][7] Group 1: Market Trends - The "double holiday" has sparked a surge in demand for beauty samples, with consumers favoring smaller products like 5ml serums and 15ml creams over traditional full-size items [3][4] - Online sales data from platforms like Taobao shows that sample sets from international brands are becoming bestsellers, with significant sales figures reported for various products [3][4] Group 2: Consumer Behavior - The trend towards "lightweight travel" is a key driver, as strict liquid limits and the risk of damage to full-size products make samples more appealing for consumers seeking convenience [3][4] - The sample economy allows consumers, especially budget-conscious younger generations, to experience high-end brands at a lower financial risk, promoting a "try before you buy" mentality [7][9] Group 3: Industry Challenges - Despite the growth potential, the sample market faces issues such as counterfeit products and a lack of regulatory compliance, which pose risks to consumer trust and market integrity [9][10] - The absence of a robust anti-counterfeiting system for samples makes it difficult for consumers to verify product authenticity, leading to concerns about the prevalence of fake goods [9][10] - Regulatory challenges include non-compliance with labeling requirements, as many products lack necessary information, which has led to penalties for companies in the sector [10]

Core Viewpoint - The article discusses the emerging consumption model known as "Sample Economy," where consumers prefer to try products before making a purchase, reflecting a shift in consumer behavior towards minimizing risk and maximizing value [3][5][10]. Group 1: Understanding Sample Economy - The essence of Sample Economy is not about being frugal but about making small investments to avoid larger pitfalls, acting as a "consumption radar" for consumers [3][7]. - Consumers are increasingly looking to expand their life experiences through purchases, often opting for non-essential items like skincare, cosmetics, and pet food, rather than just necessities [5][6]. - The challenge with consumable products is that their value is only realized after use, leading to a dilemma where consumers may regret purchases once they find the products unsuitable [6][7]. Group 2: The Role of Tmall U-First - Tmall U-First has emerged as a platform catering to the Sample Economy, offering low-cost trial products from major brands, allowing consumers to test before committing to full-size purchases [9][10]. - The platform features various promotional activities, such as "Super Deals," where consumers can access products at significantly reduced prices, enhancing the trial experience [9][10]. - Tmall U-First also offers a "Full-Size Repurchase Gift," where consumers can receive refunds on trial purchases if they decide to buy the full-size product, effectively reducing the cost of trying new items [10][12]. Group 3: Consumer Behavior Insights - The article highlights that consumers are willing to spend money but prefer to avoid the pain of making poor choices, leading to the popularity of the Sample Economy as a solution [7][10]. - The effort required to obtain samples can be significant, but the demand for trial products drives supply, creating a market for sample offerings [9][10]. - The relationship between consumers and Tmall U-First is characterized as a mutual growth opportunity, where discerning consumers help brands refine their offerings through feedback [18][20]. Group 4: Trust and Exploration - Tmall U-First fosters a sense of trust in a market filled with uncertainty, allowing consumers to explore new products without the fear of financial loss [20][21]. - The platform encourages consumers to maintain curiosity and a willingness to try new experiences, which is increasingly valuable in today's complex market landscape [20][21]. - Ultimately, the Sample Economy represents a shift towards a more thoughtful and risk-averse approach to consumption, where consumers seek to make informed choices [3][18].

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]