Wechat Store "Gift Giving" Function Grayscale Test, Or Become A New Growth Point Of Brand Retail

Recently, WeChat stores quietly launched the grayscale test of the "gift giving" function, which is regarded as a new round of WeChat layout in the e-commerce field, and is expected to replicate the successful experience of WeChat payment in seizing the market quickly through the red envelope function. The launch of the WeChat gift function has enriched the shopping experience of WeChat stores, and has also demonstrated a high adaptability in shoes and clothing and other categories, providing new growth momentum for brand retail.

One of the highlights of WeChat gift function is its meticulous user experience design. After receiving the gift, the recipient user can not only fill in the receiving address, but also choose the desired color and size according to the characteristics of shoes and clothing. This design simplifies the gift giving process. The sender does not need to ask the recipient's preference and size in advance, protects the recipient's privacy, and increases the autonomy of gift selection, making the gift giving process more convenient and intimate.

From the perspective of coverage, the "gift giving" function of WeChat stores has attracted the attention and settlement of many brands once it was launched. According to incomplete statistics, companies in sports, women's wear, men's wear, leisure, home textiles, luggage and other categories have opened WeChat stores, and the gift function is automatically launched by default. These brands have broadened their sales channels through WeChat stores, and are expected to achieve further growth in sales with the help of the upcoming Christmas, Double Day, New Year's Day and other holidays.

It is worth mentioning that the WeChat gift function currently has a limit of 10000 yuan, which is undoubtedly good news for domestic brands such as shoes, clothing, bags, etc. Compared with high-value goods, the prices of these brands are more affordable and more in line with the positioning of WeChat gift function. At the same time, through the WeChat gift function, these brands can more accurately reach the target consumers and improve brand reputation and user stickiness.

Compared with traditional e-commerce and social e-commerce, WeChat stores, based on their strong social attributes, dig deeply into gift consumption scenarios and show unique channel advantages. First, the WeChat gift function reduces consumers' sensitivity to price. In social occasions, gift giving is often a way to express feelings and friendship, so consumers pay more attention to the meaning of gifts rather than the price when choosing gifts. Secondly, the WeChat gift function reduces the return rate. Since the sender has fully considered the recipient's preferences and size before giving the gift, the recipient is often more satisfied after receiving the gift, reducing the possibility of return.