罗德在中国如何在没有市场进入的情况下蓬勃发展

Sample category sizing and trends2.About us6.Chinese samples consumer habits3.Samples distribution channels4.CONTENT OUTLINEHypotheses5.Behind the craze for samples in China1. 103317253103 ©2024 DAXUE CONSULTINGALL RIGHTS RESERVEDChina's samples economy is flourishing thanks toa conducive ecosystem6 key drivers fueling the samples economy in ChinaLow brandloyaltyNoveltycrazePackagingsizepreferencesCuteeconomyLogisticsConsumptiondowngradeChina's delivery sector experienced fierce price competition, with many e-commerce platforms lowering thefree-shipping minimum orders, making it advantageous to buy samples online without extra shipping costs.Recent trends like consumption downgrade (消费降级), low-profile living (低配生活), minimalism (断舍离/极简主义), and low material desire (低物欲) have boosted the samples economy. As consumers aim to spendless and buy fewer items, they increasingly turn to samples to meet their needs.In 2024 Q1, 64% of Chinese consumers expressed willingness to switch brands, with Gen Z emerging as theleast likely demographic to advocate for brands, turning samples into a great way to test new brands.Besides having low brand loyalty, Chinese consumers love trying new things. This has made samplespopular, as they allow consumers to experiment with new products and try those advertised by KOLs with alow investment.In product categories like skincare, makeup, perfumes, and snacks, Chinese consumers lean towardssmaller, portable packaging for ease of use or consumption. This preference for compact sizes makessamples a convenient and attractive option for everyday use or consumption.Chinese consumers are drawn to cuteness, evident in the "Meng” (萌)culture, which favors cute and tinydesigns. This preference translates into a willingness among many online users to invest in adorable andcollectible items, further driving the popularity of samples.InChina,theastonishingpopularityofsample-sizedproductshasgivenrisetoathrivingsampleseconomywhichhasnotseensimilargrowthintheWest.China’ssampleseconomybenefitsfromtheuniquecircumstanceslistedbelow.Sources: SCMP (2023),Chnbrand(2024), BCG (2023) 4 There is no one-size-fits-all approach to product samplingBrands use samples for promotion, brand awareness, enhancing R&D, creating a positive brand image, and fostering consumer loyalty.However, product samples in China are evolving, they are becoming a packaging option rather than a promotion tactic, and brandswillhave to adapt to Chinese consumer preferences of directly purchasing sample-size items.©2024 DAXUE CONSULTINGALL RIGHTS RESERVEDGift with purchaseSamples offered tocustomers as a giftwhen buying a full-sizeproduct. They can berelated or unrelated tothe purchased item.ReferralGiven to existingcustomers who refernew customers tobrands.PilotProvided toconsumers forfeedback onproduct(s).PromotionalDistributed as part of amarketing campaignor as giveaways atevents, trade shows,anniversaries, orsimilar occasions.Sent to journalists,bloggers, influencers,and other mediapersonalities forreview or coverage.Main samples types and marketing purposesWidely available•Building brandawareness•CRM purposes•Improving R&D•CRM purposes•Crafting a positivebrand image•Fostering consumerloyalty•Building brandawareness•Crafting a positivebrand image•Fostering consumerloyalty•Building brandawareness•Crafting a positivebrand imagePurposeType MediaVIPReserved for selectcustomers, oftenthose who are part ofloyalty programs orhigh-spendingcustomers.Limited access•Fostering consumerloyalty•Creating a sense ofbelonging Chinese consumers will pay for samples, so brands now sell them directlyChineseconsumers'increasingappetiteforsampleshasledtoamarketshiftfromfreetopurchasablesamples.Previously,thirdpartiesoftendistributedthemwithouttheauthorizationfromthebrand,butmoreandmorebrandsarenowseizingtheopportunitybydirectlysellingsamplesthemselves.©2024 DAXUE CONSULTINGALL RIGHTS RESERVEDIncrease of online sales of sample-sizeproducts between 2019 and 2023Drop in samples prices between 2019and 2023Samples’ sales grew 4-fold in 4 yearsx4.3-20%Source: JD (2023)Image source: Xiaohongshu, TmallEstéeLauder andL’Occitanedirectly sellproduct samples on theire-commerce and social-commerce channels inChina. 6 Product samples play a role in every phase of the marketing funnelInanomnichannelmarketenvironmentwherecustomersinteractwithbrandsacrossmultipleplatformsandchannels,theroleofsamplesinthemarketingfunnelhastoadaptandexpand,offeringvarioustouchpointsforengagingpotentialcustomers.AwarenessConsiderationConversionRetention•Samples allow consumers to tryproducts/brands advertised byKOLsandsocial media.•At the same time,KOLsandstreamersfrequently use productsamples to introduce newproducts to their audiences.•E-commerce platformssuch asTmallHeyboxprovide samples toinduce consumers to try newproducts or incorporate samplesin their shopping festivalcampaigns to attract customers.•Offline storesandpop-up storesutilize samples to attract foottraffic and create