According to the Financial Association on January 8, today the WeChat small store concept fluctuated and strengthened, as of the report, Kaichun shares reached the 20CM limit up, with online and offline, Hangzhou Raycloud Technology Co.,Ltd, Qingmu Technology, Beijing Yuanlong Yato Culture Dissemination, and Meideng Technology also seeing gains. In terms of news, it was reported last night that after WeChat launched the gifting feature, Taobao also rolled out the "Gift Giving" feature.

Similar to WeChat's "Blue Packet," Taobao also supports gifting products, but sharing needs to be done through Taobao codes, QR codes, and other methods.

Taobao customer service stated that the feature has been launched and currently some orders on the platform support WeChat payment. It is understood that users on the Taobao platform can choose products that support gifting, click "Go to Gift", and complete the order payment (no need to fill in the shipping address). They can then click to send to friends and share it through Taobao command, QR codes, etc., to complete the gift giving.

For the recipient, they can copy the shared link to the Taobao app, open the gift - fill in the shipping address and security code - receive the gift, and wait for logistics transportation to complete the receiving process. In response, Taobao's official customer service stated that the "Gift Giving" feature is a newly launched activity, which is ongoing, and there has not been a specific end time received yet.

What should be done if there is an issue with the gift-giving page? Taobao customer service provided six possibilities: First, the gift has been canceled by the gift giver; second, the gift has expired and has not been claimed within 24 hours; third, the gift has already been claimed by someone else; fourth, the default shipping address does not include 'detailed address and door number'; fifth, the mobile HarmonyOS does not currently support claiming; sixth, the Tmall App, DianTao, YiTao, and PC client do not support claiming.

Additionally, according to Taobao's 'Gift Giving' product guidelines, both the payer and the recipient must be registered Taobao users, and all Apps required for Taobao users to use this function must be updated to the latest version. The gift-giving function is currently not supported on the PC side. During the use of this function, if Taobao users engage in violations (such as cheating to claim, malicious cashing out, manipulating reputation, fraudulent transactions, etc.), Taobao may restrict the user's use of this function and has the right to revoke the fraudulent transaction, and pursue legal responsibility if necessary.

It is reported that in December 2024, WeChat's small store officially announced the initiation of grayscale testing for the "Gift Giving" feature. Except for jewelry and education training categories, other categories of WeChat small stores with an original price of no more than 0.01 million yuan will default to support the "Gift Giving" feature.

Multiple institutions have expressed a bullish outlook on the 'gift-giving' feature.

Tianfeng's analysis indicates a bullish sentiment towards the gift-giving feature, which can significantly accelerate merchant onboarding and the formation of consumer habits; an optimistic scenario may see a repeat of the story where red envelopes drove changes in the payment market landscape.

GTJA's Research Reports also noted that categories with strong gift attributes and affordable unit prices are expected to benefit first. Taking the WeChat gift sending feature as a reference, its initial unit price is expected to be low, and with multiple gifting occasions at the beginning of this year, it is likely to benefit first from WeChat's "gift sending" functionality.