<h1 class="pgc-h-arrow-right" data-track="1" > "small sample beauty" swept double 11</h1>
As a girl Meng Meng, who works alone in Beijing, Shanghai and Guangzhou, the biggest joy of this year's double 11 is that she grabbed a large number of "beauty samples" in the live broadcast room.
"Every time I would squat in the live room, the dressing table at home was full of loot I had stolen." A whole set of big-name skincare products in Small Mumbai with a monthly salary of 8,000 yuan is really difficult, so she set her sights on the big-name samples.
The unique charm of small sample products is that small sample is a consumption mode that satisfies both "Lizi" and "face".
In this year's double 11 war, on October 20, Li Jiaqivia's live broadcast room also adopted the marketing method of "increasing the amount without reducing the price", losing the double 11 of the "lowest price on the whole network", and using the way of sending small samples to maintain the preferential strength.
I remember that in the variety show "All Girls' Offer" launched by Li Jiaqi, There was an issue, Li Jiaqi bargained with the HR Helena team, and the final result was that the HR Green Treasure Bottle retained the price of last year's double 11 of 1580 yuan, but the sample increased, from last year's 45ml to 80ml.
As a big-name beauty brand, blindly reducing prices and promotions on Double 11 does not conform to the brand tone, but in order to allow more consumers to contact big brands, give away small samples to enhance sales competitiveness.
Not only that, the vicious competition of "the lowest price of the whole network" in the live broadcast room has brought consumers a bad shopping experience, and the live broadcast room has to get rid of the dependence of the "lowest price of the whole network" and turn to the fine play method of "beauty sample".
How popular are small samples in the beauty circle?
Open the little red book to search for "small samples", there are 65w+ notes in the sharing of the big brand sample of the raiders and use of feelings, the highest number of like notes reached 12w, the number of collections reached 10w.
Behind the small sample economy, it is also a commercial blue ocean, according to e-commerce online reports, the supply of small sample SKU during the double 11 period is 3 times that of usual, the number of new products increased by 20%, and Shiseido, one of the cooperative brands, has set a record number of samples to rush to millions, and the official live broadcast room of Tmall U first is also frequently setting a new high for the number of viewers and transactions.
In the past, most of the beauty samples were after shopping, the cabinet sister of the physical store gave you an extra sample gift, and now the small sample has also entered the e-commerce circle and become an outlet to reach new consumers.
<h1 class="pgc-h-arrow-right" data-track="25" > the joy of "sample girls"</h1>
"I started with a sample of Lamer's cream and then I couldn't get out of control." A senior "small sample girl" Meng Meng said.
There are three kinds of sample channels that she collects daily: online application for new product use, cheeky looking for the cabinet sister collar after buying things in the physical store, and queuing up to collect the small sample machine in the mall.
"We have a group of wool wool that specializes in sharing small samples, and the girls in the group will share the channels for buying small samples every day, and who has a new product trial activity."
The same hobby as Meng Meng is such a group of "exquisite and poor" girls in the wool group, even if they are poor, they have to live exquisite and shine, and they are committed to finding more big-name makeup samples.
Meng Meng frankly said that she enjoyed this feeling of saving money to buy big-name makeup, and even for a while, she thought that the meaning of work was to spend money on big-name small samples every month.
Because the price of the sample is really very friendly to the girls who eat the soil, for example, the price of the Estée Lauder small brown bottle eye cream 5ml is about 55 to 70 yuan, and the 15ml formal suit is priced at 520 yuan in the counter. If you buy three samples to make a formal dress, the total price is equivalent to about 50% off the purchase at the counter.
In addition to the price of beauty samples can make girls eat dirt see and touch, many consumers also use beauty samples as a evaluation tool to "test the water", and the existence of small samples increases the trial and error space of consumers.
Meng Meng shared his experience in buying skin care products: "Stepping on the thunder is too much, I dare not casually place an order, now the beauty circle is popular product evaluation, there are many evaluation bloggers on the short video platform, I generally will put the comments on the product on the platform about once, the evaluation is a circle, to ensure that the heart has the bottom before deciding to place an order." ”
But even if you have done your homework in advance, Meng Meng can't get rid of the risk of "stepping on the thunder": "Many review bloggers have different skin types from me, and everyone's use experience is different, in fact, the safest way is to buy a sample to try for a period of time, feel good to use and then find a way to buy formal clothes." ”
For lipstick, foundation liquid, concealer these "thousands of faces" products are also the same, you may see others after the refined color test picture blindly placed an order, after receiving the goods only to find that the color number is not right, floating powder, poor oil control, dull ...
For consumers, big-name samples satisfy their freshness, while some beauty formal wear consumption is slow and the frequency of use is very low, in fact, it can be completely replaced by small samples.
Meng Meng then shared her shopping experience: "A Dior999 I have used for more than half a year, and now I have not used half of it, but I can't help but chop my hands when I see the new lipstick number, and now the lipstick has a small sample to buy a small sample, anyway, a lipstick can't be used up." ”
(Source: Little Red Book)
Small samples amplify the "wayward" capital of consumers, since we want to pursue different styles, why not use small samples to replace it?
For brands, small samples have become their new tools, with small samples as the entrance, brands can accurately find the user groups that the brand can reach, send out small samples as pre-sale new products, collect people's use feelings and feedback and then optimize.
Samples are the way to reach the lowest cost of consumers to try new products, and can quickly penetrate and effectively pull new products in different groups of people.
In the mall, we can always see a group of people queuing up to receive things, and later this is the "small prototype" when the big brand uses the new product, and the consumer can get the big brand sample for free after scanning the code.
<h1 class="pgc-h-arrow-right" data-track="62" > sample is good, be careful of water depth! </h1>
Although the sample has become the favorite of many consumers, at the same time, the sample has also become the concentration of fakes, and the problem of fake goods is also a thorn in the hearts of consumers.
The first category: "out of nothing" sample, the official has not been produced at all!
A very classic story, once exploded on the Internet Givenchy powder, and later after the purchase launched a 6g sample, but was tragically beaten by the Givenchy official face: this powder only has two specifications, the star four-square grid powder 12g and the small bell mini powder 8.5g, has not produced 6g of the sample!
The second category: the specifications of the sample are different, and it is difficult to distinguish between true and false.
On the e-commerce platform, there are some "TF lipstick 1.2g samples" that are also fake, and TF small lipstick is only 1g and 2g two specifications.
There is also a small sample of Dior lipstick, Dior's lipstick sample is only 1.5g a specification, and only the moisturizing version 999 and the matte version 999, other colors are all no sample.
Generally speaking, cosmetic samples belong to the manufacturer's non-sale products, and there are hidden dangers in the unknown source of goods labeled "non-selling products", and generally the sample counters bought on the e-commerce platform do not provide genuine identification services, and once they encounter quality problems, they cannot protect their rights.
Therefore, consumers in the wool at the same time, but also pay attention to distinguish the authenticity to prevent being deceived, although the small sample economy has become a gust of wind, is an unstoppable consumer trend, but the small sample sale still needs to strengthen the supervision of the relevant departments.
Author: E-commerce Jun