国泰君安：微信小店推出赠礼功能及推客分销，社交电商生态进一步完善

腾讯自选股12-22 15:38

微信小店开启送礼物功能，交互方式类似红包；推出推客分销模式，鼓励带货。1、微信小店开启“送礼物”功能的灰度测试。赠送方在商品页面中点击“送给朋友”，选择款式、金额、选择朋友、完成支付后，即可送出礼物。在聊天页面，送礼物功能设计类似于新年红包的交互消息，接收方收取礼物消息后，可填写收货地址、选择更换该商品下价格相同的其他款式。除珠宝、教育培训类目外，其他类目的微信小店商品（低于1 万元）都将默认支持...

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天内购买或购买店铺其他商品，都将计算佣金。达人推广佣金比例分为普通计划（1%-50% ）、专属计划（0%-90%）和定向计划（0%-90%），带货机构推广的机构服务费和带货佣金的总比例之和，可在0%至90%的范围内设置。微信电商背靠庞大社交关系链加速发展，未来有望成为电商平台新入口。腾讯在电商布局方面动作频频，2024 年8 月，腾讯将视频号小店升级成微信小店，店铺及商品信息可在公众号、视频号、小程序、搜一搜等多个微信场景内流转，整合为统一的微信电商服务。叠加本次送礼物功能，我们认为微信借助庞大用户群的私域关系为微信小店引流，做大微信电商基本盘，短期来看有助于快速拉升微信电商GMV，长期来看，微信有望成为电商平台的新入口。腾讯生态补足重要一环，重视AI 社交投资机会。微信从流量逻辑演变为生态逻辑，小程序、视频号、搜一搜及电商完善了微信的生态基础，从社交需求（私域）出发延展至真实需求场景（公域），为用户建立生活连接，打造全域生态基础设施。人类的价值交互将建立在AI 社交网络之上。风险提示：电商进展不及预期；政策监管风险；消费复苏不及预期。","kind":"news","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; 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