On December 25th, recently, stimulated by the launch of the “gift giving” function for grayscale internal testing in WeChat stores, related concept stocks collectively rose. On Tuesday, the concept stocks of WeChat small shops strengthened again. On the news front, WeChat Mini Store recently officially launched a grayscale test for the “gift giving” function. Except for jewelry and education categories, products with an original price not exceeding 10000 yuan will default to supporting the “gift giving” function. Open source securities expect that this feature will give rise to new consumer scenarios. Similar to WeChat red envelopes, the gift giving function of WeChat small shops may generate new interactive ways in social scenes, catalyzing a completely new social consumption scenario. It is expected that WeChat gifts will likely have the characteristics of low value and high consumption frequency in social activities, in order to generate frequent social interaction behavior. (Shanghai Securities News)
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