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 ...

Group 1 - The core viewpoint of the articles highlights the strong performance of domestic beauty brands, particularly Proya and Kefu Mei, during the Tmall pre-sale event and Li Jiaqi's live streaming session, indicating a shift in consumer preference towards local brands [1][4][5] - Proya and Kefu Mei ranked first and third respectively in the Tmall beauty pre-sale rankings, with Proya's Double Anti-Aging Essence being a top seller in Li Jiaqi's live stream [1][5][12] - The live streaming event saw significant sales, with Kefu Mei's collagen stick selling nearly 250,000 units and Proya's Double Anti-Aging Essence exceeding 100,000 units sold within the first hour [5][12][16] Group 2 - The collaboration between domestic beauty brands and Li Jiaqi has intensified, with at least 12 domestic beauty companies participating in the 618 event, resulting in a total of 87 product links [5][8] - International beauty brands still dominate the overall market, holding 70% of the Tmall pre-sale rankings, but they face challenges in maintaining growth in China [1][17] - The promotional strategies employed by both domestic and international brands include significant discounts and bundled offers, with domestic brands generally offering greater discounts compared to their international counterparts [25][27]