腾讯(00700)挟微信生态再战电商微信小店灰测“送礼”

智通财经网2024-12-19

微信持续发力电商业务。今日，微信团队公告称，微信小店正式开启“送礼物”功能的灰度测试。根据公告，目前除珠宝、教育培训这两大类目的商品外，其他类目的微信小店，只要原价不超过1万元的商品，都将默认支持“送礼物”功能。《科创板日报》记者今日实测送礼物这一功能。首先在微信搜索栏搜索关键词，然后划到小店这一列，可以看到相应的店铺。选择店铺进去后，选你想要送给朋友的礼物，然后你会看到“送给朋友”字样。点击送给...

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WeChat store gray test \"gift-giving\"","themeId":null,"isJumpTheme":false,"ttsUrl":null,"symbols_score_info":{"80700":0.6,"TCEHY":1,"HTCD.SI":0.6},"content_text":"微信持续发力电商业务。今日，微信团队公告称，微信小店正式开启“送礼物”功能的灰度测试。根据公告，目前除珠宝、教育培训这两大类目的商品外，其他类目的微信小店，只要原价不超过1万元的商品，都将默认支持“送礼物”功能。《科创板日报》记者今日实测送礼物这一功能。首先在微信搜索栏搜索关键词，然后划到小店这一列，可以看到相应的店铺。选择店铺进去后，选你想要送给朋友的礼物，然后你会看到“送给朋友”字样。点击送给朋友，勾选同意，并付款，然后去赠送。赠送后如图所示，小蓝包会发送给好友，好友只要填写地址，微信小店就会安排发货。好友如果没有领取礼物的话，24小时内会退款。微信小店送礼“绑定地址”有玄机“微信送礼意在打开的局面，是绑地址。只要每个用户在微信里都绑定了地址，微信作为电商平台的路就宽了。”  一位资深互联网业内人士这样解析微信小店送礼功能，他甚至将此与微信红包当年打开支付市场的重要性相提并论。不过，对于微信小店“送礼”将如何改变消费者在微信生态内的购买决策?是否会刺激更多微信电商消费需求?行业内也出现了不同的声音。中国连锁经营协会客座顾问、零售电商行业专家庄帅接受《科创板日报》记者采访时表示，早在2018年，这个功能有很多第三方小程序开发过，有一定的消费刺激作用，但并没有预期的那么大。微信官方上线该功能后大抵也是如此，除非有大的优惠政策推动。庄帅告诉《科创板日报》记者，国内两个头部电商平台在2021年底也曾主导开发过这个功能，但是效果并不如预期之大，“但是这个功能开发起来相对简单，投入也小，多个功能多个机会”。在接受《科创板日报》记者采访时，上海财经大学数字经济系教授崔丽丽则认为，微信这一功能把消费者在社交场景下的小礼物/小心意这个购买场“点燃”，可以比较闭环地在对话框中实现直接赠送，将增加基于微信场景的消费需求。崔丽丽表示，从商家的角度，小店可以借助礼物赠送这一功能，通过社交链接触达更多消费者。另一方面，在商品SKU或者善用礼物赠送这个场景备货的商家，应该能够比较好地提升用户的消费频次，增加粘性。需要强调的是，自2023年视频号打开了微信的商业化空间后，开发微信生态内的商业机会，是腾讯(00700)现在的重要事项之一。微信的用户基础和流量渠道是王牌在今年三季报的业绩电话会议上，腾讯高管重点论述了微信交易生态的进展，围绕微信小店升级了交易平台策略，创建统一且用户信赖的电商交易平台。一方面加强C端体验，增强了订单追踪功能和快速退款等服务；另一方面实现对商家具体到产品的运营和管理，更有效地进行流量支持。腾讯总裁刘炽平当时对电商生态系统的长期潜力感到兴奋，明确短期目标是持续优化基础设施，更注重产品和功能的完善。产品和功能完善后，将加强与各类流量来源的联动，包括社交和媒体渠道。微信生态本身拥有雄厚的用户基础和流量渠道优势，微信小店与视频号、社群裂变、搜索自然结合形成直播电商、社交电商、货架电商等模式。“微信在视频号内容及直播转化电商这一块已经在行业内引发了足够多的关注，并且已经具备一定市场份额。”在崔丽丽看来，微信现在相当于开发了一个新的产生交易的场，“而且这个场往往是强社交基础的”，叠加12月下旬后重点节假日密集，微信电商有望迎来较大催化，或将给腾讯系电商带来值得关注的竞争优势。腾讯及相关概念股大涨微信小店“送礼物”的新功能，也激起了资本市场千层浪，腾讯盘中一度大涨近4%，收盘涨幅超过2%。作为腾讯系的重要成员，微盟集团在港股盘中一度大涨超50%，表现极为抢眼。今日下午，微盟相关负责人回应《科创板日报》表示，作为腾讯重要的生态合作伙伴之一，微盟小程序正率先接入微信小店，支持商家参与微信电商生态；目前相关产品正进行对接。此外，微盟是腾讯微信生态主要服务商之一，与腾讯在微信生态服务和营销等多个层面展开合作。在A股市场，微信小店概念同样异动拉升，多只个股涨停或大幅跟涨。凯淳股份、青木科技20cm涨停，天地在线、信雅达、实益达、元隆雅图、金字火腿涨停，三只松鼠、星徽股份等大幅拉升。本文转载自“财联社”，智通财经编辑：徐文强。","kind":"highlight","is_publish_news":true,"is_publish_highlight":false,"is_publish_live":false,"is_publish_wemedia":null,"editions":null,"column":"","sentiment":"0","news_tag":"","news_rank":0,"symbols":[],"gpt_button":0},"commentList":[],"isCommentEnd":true,"newsSizeData":{"likeSize":0,"commentSize":0,"repostSize":0,"favoriteSize":0,"likeStatus":false,"favoriteStatus":false},"APP":{"userAgent":"Mozilla/5.0 AppleWebKit/537.36 (KHTML, like Gecko; compatible; ClaudeBot/1.0; +claudebot@anthropic.com)","isDev":false,"isTTM":false,"deviceId":"web-server-community-laohu8-v3","version":"4.31.5","shortVersion":"4.31.5","platform":"web","vendor":"web","appName":"laohu8","isIOS":false,"isAndroid":false,"isTiger":false,"isTHS":false,"isWeiXin":false,"isWeiXinMini":false,"isWeiBo":false,"isQQ":false,"isBaiduSwan":false,"isBaiduBox":false,"isDingTalk":false,"isToutiao":false,"isOnePlus":false,"isHuaWei":false,"isXiaomi":false,"isXiaomiWebView":false,"isOppo":false,"isVivo":false,"isSamsung":false,"isMobile":false},"href":"/m/news/2492127885"}

腾讯(00700)挟微信生态再战电商 微信小店灰测“送礼”

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腾讯(00700)挟微信生态再战电商微信小店灰测“送礼”