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]

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]