淘宝618启动，李佳琦直播间首场预热：百万支“小样”先行开售

新浪科技05-13

　　新浪科技讯 5月13日下午消息，淘宝618年中大促于5月12日启动。5月13日，李佳琦直播间“小样节”开播。李佳琦直播间披露数据，作为大促首场预热，本次“小样节”共有157个品牌参与，上架271个小样产品，覆盖美妆、食品、生活和宠物四大品类。

　　“小样绝不是品牌的‘下水道’，更不能成为侵害消费者的‘黑匣子’。针对小样和中样，我们要求品牌必须提供与正装同等严格的质检报告、正规采购来源。”李佳琦直播间美妆合规中心负责人胡芳华表示。

　　据介绍，今年李佳琦直播间超级618延续“先试后买”的消费理念。早在2023年，李佳琦直播间开始重视“试用前置”的消费场景，每年618、双11等大促前夕都会组织小样专场。

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5月13日下午消息，淘宝618年中大促于5月12日启动。5月13日，李佳琦直播间“小样节”开播。李佳琦直播间披露数据，作为大促首场预热，本次“小样节”共有157个品牌参与，上架271个小样产品，覆盖美妆、食品、生活和宠物四大品类。</p>\n<p>　　“小样绝不是品牌的‘下水道’，更不能成为侵害消费者的‘黑匣子’。针对小样和中样，我们要求品牌必须提供与正装同等严格的质检报告、正规采购来源。”李佳琦直播间美妆合规中心负责人胡芳华表示。</p>\n<p>　　据介绍，今年李佳琦直播间超级618延续“先试后买”的消费理念。早在2023年，李佳琦直播间开始重视“试用前置”的消费场景，每年618、双11等大促前夕都会组织小样专场。</p>\n<div>\n<div><img src=\"\"/></div>\n<div>海量资讯、精准解读，尽在新浪财经APP</div>\n</div>\n<p>责任编辑：宋<a href=\"https://laohu8.com/S/AVP\">雅芳</a> </p>\n</div></body></html>\n\n<div class=\"bt-text\">\n\n\n<p> 来源：<a href=\"https://finance.sina.com.cn/tob/2026-05-13/doc-inhxtzpf7484636.shtml\">新浪科技</a> 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