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]