Core Insights - JD.com achieved significant growth during the 11.11 shopping festival, with a 40% increase in the number of users placing orders and nearly a 60% increase in order volume by November 11, 2025 [1] - The "try before you buy" model has effectively stimulated consumer enthusiasm, with trial channel user numbers increasing by 315% and repeat purchase users rising by 523% [1][3] - The trend of "sample economy" is expanding beyond beauty products, enhancing experiential consumption across various categories [3] Group 1: Sales Performance - JD.com led the growth in sales during the 11.11 period, particularly in the 3C digital and home appliance sectors, where it held the highest market share [1] - The trial channel saw nearly 20 categories of new customers double in number, with over 3,000 brands experiencing a doubling of repeat purchase users [3] Group 2: Consumer Behavior - The top three categories for user trial preferences were beauty and skincare, personal care, and maternal and infant products, with healthcare and household cleaning products following closely [3] - The "try and love" list showed that beauty and skincare remained the leading category, with maternal and infant products, personal care, nutrition, and pet care also performing well [3] Group 3: Brand Engagement - Brands are leveraging JD.com's trial capabilities to efficiently attract new customers at a low trial cost, with notable success from brands like Yili, which topped the new customer acquisition list during the 11.11 event [5][6] - The trial channel is positioned as a "gathering place for genuine brand samples," helping brands effectively reach target users while providing consumers with a more secure and cost-effective shopping experience [7]

Core Insights - The rise of the "sample economy" is becoming a significant marketing strategy for beauty brands, particularly among young female consumers who are increasingly purchasing sample products from official flagship stores [1][2] - The introduction of "medium sample" products during major sales events like "Double Eleven" aims to cater to consumer preferences for smaller, more affordable product sizes, allowing for better trial opportunities [2] Group 1: Sample Economy - The "sample economy" is characterized by young consumers, particularly those born after 1995, frequently engaging with platforms like Taobao to purchase beauty product samples at a fraction of the regular price [1] - Major promotional events, such as "618" and "Double Eleven," feature exclusive sample packages that are not typically available for regular sale, with participation from over 70 beauty brands and more than 150 SKUs during events like the "Sample Festival" [1] Group 2: Medium Samples - The "Medium Sample Festival" introduced by Li Jiaqi's livestream aims to provide consumers with products that are between full-size and sample size, addressing the need for more substantial trial sizes [2] - The trend of offering medium-sized products, such as 7ml and 20ml versions of popular items, reflects a shift in consumer behavior towards cautious purchasing of larger beauty products, as many consumers prefer to test products before committing to full sizes [2]

Core Insights - The launch of JD.com's "Super Trial Day" on October 11 marked the beginning of the 11.11 shopping festival, featuring products available for trial at prices as low as 1 yuan, highlighting the rise of the "sample economy" [1][4] Group 1: Sales Performance - On October 11, the trial channel orders increased by 5.74 times year-on-year, with the number of new brand users growing fivefold, and over 2800 brands doubling their orders [4] - Popular trial products included high-demand items such as skincare, makeup, and baby food, indicating a broad consumer interest across various categories [4] Group 2: Consumer Behavior - The rise of the "sample economy" is attributed to the appeal of small, portable packaging, lower prices, and the satisfaction of trying new products, leading to a shift in consumer purchasing behavior [6] - A survey indicated that 51.2% of women prioritize rational consumption, with 68.6% preferring sample products, especially in high-frequency categories like beauty and personal care [6] Group 3: Market Trends - From 2019 to 2023, JD.com's sample sales increased by 4.3 times, with projections showing a growth of over 2.5 times by September 2025 compared to 2023 [11] - The emergence of the sample economy reflects a trend towards rational consumption, diversified channels, and refined brand marketing, establishing it as a significant segment in the consumer market [11]

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]