On December 18, the WeChat team announced that the WeChat Store has launched a grey test for the 'Gift Giving' feature. The large user base of WeChat and the stable development of video accounts, along with the integration of ecosystems, provide a foundation for the WeChat Store.

After WeChat successfully boosted WeChat Pay through social interaction with its WeChat red envelopes, the 'Gift Giving' feature for WeChat Small Shops reconnects social and e-commerce, which is considered by industry insiders to be a possible version 2.0 of WeChat red envelopes. The testing of the 'Gift Giving' feature is beneficial for promoting the development of WeChat e-commerce through social interactions.

The form of e-commerce is gradually changing, and platforms are actively adjusting strategies based on their characteristics.

Huajin Securities Research Reports point out that in 2024, e-commerce platforms will continue to optimize the matching of platform rules and strategic positioning. Each platform adjusts its Low Stock Price priority strategy and focuses on differentiation: Taobao prioritizes GMV growth, JD.com increases the implementation intensity of its low-price strategy, PDD Holdings insists on a low-price priority strategy, and Douyin returns to the nature of content e-commerce prioritizing GMV growth. WeChat itself possesses characteristics of social e-commerce, content e-commerce, and private domain e-commerce, and the new features of the WeChat Store emerge based on its social nature, integrating with video accounts to build internal traffic circulation while continuously attracting external traffic, which is expected to promote the formation of a complete and closed-loop ecosystem for WeChat e-commerce.

Tianfeng Securities stated that there is a bullish outlook on the gift-giving function of WeChat Mini Stores, which is expected to significantly accelerate merchant onboarding and the cultivation of user consumption habits. In an optimistic scenario, it may repeat the story of WeChat Red Packets driving changes in the payment market landscape. As key holidays intensify after late December, WeChat e-commerce is expected to experience significant catalysts.

The WeChat Store benefits from the Hong Kong stock market:

WEIMOB INC (02013): In the short term, the Saas business continues to focus on large customers, optimizing and adjusting loss-making businesses; the advertising business benefits from new channels such as video accounts, Kuaishou, and Xiaohongshu, with gross income continuing to grow, and attention is on how changes in advertising platform rebate rules will affect revenue. In the medium to long term, the focus is on accelerating commercialization for large customers, with AI and overseas expansion expected to contribute incremental growth. By the end of October this year, at WEIMOB INC's (02013) first 'Technology Open Day and AI Product Launch Conference', WEIMOB has successfully created a matrix of 15 AIAgents covering 58 business scenarios from store setup to private domain operation, and has launched three intelligent solutions: WEIMOB WAI, WAIPro, and WIME. Meanwhile, WEIMOB WAIPro's marketing version has helped to achieve an average operational efficiency improvement of 20%-30% across multiple marketing scenarios.