"Blue Packet" is not popular? These 3 cases tell you how to promote fission

The launch of WeChat's "Blue Packet" function has attracted widespread attention, but its performance on the user side is not as good as expected. This article analyzes the problems encountered in the actual application of "Blue Packet", combined with the successful cases of brands such as Zero One Digital, Wanglaoji and Hansu, to explore how merchants can use the gift-giving function in the WeChat ecosystem to achieve social fission and increase new sales.

On the user side, the highly anticipated “WeChat Blue Packet” did not seem to replicate the lively scene of everyone binding their cards to send red envelopes.

After the launch of WeChat gifting, knife-fighting analysts encountered two typical problems in the few attempts, which mainly occurred in group gifting scenarios. One was that the gift given out was won by the person who drew it; the other was that the person who drew the gift did not fill in the address. The person who gave the gift could not see who won and had no way to communicate with the other party in time, so the gift was automatically returned after 24 hours.

Although WeChat gifting is more convenient and free shipping, another analyst still went to an offline store to buy gifts for her elders at home. The reason is that the gift packaging is not clearly presented on the product details page of the WeChat store, and she still hopes to be able to personally select the product and confirm the packaging status.

The new function is not perfect, but for merchants who took the lead, the introduction of the gift-giving function has indeed brought new sales.

From the perspective of merchants, gift-giving scenarios mean higher gross profits, higher potential, and the possibility of reaching new groups of people. Especially for those merchants who are not good at content e-commerce, they can leverage the social fission brought by the gift-giving function to leverage public domain traffic.

After experiencing the three important gift-giving nodes of the Spring Festival, Valentine's Day and Women's Day, Daofa talked with Jian Feng, the founder of Zero One Digital Technology, and Li Yang, the founder of Kaidianxing, an official WeChat service provider, about how merchants should position WeChat gift-giving and what differentiated value it can bring to the brand. At the same time, we disassembled the relevant cases of a gift supply chain merchant, Wanglaoji and Hansu. Those who are interested can directly scroll down to see the specific case interpretation.

01 Doing e-commerce on WeChat: The closer you are to the essence of WeChat, the easier it is to succeed

According to the "2025 Spring Festival Data Report" released by WeChat, books are the first choice for blue bag gifts, and the number of gift orders for multiple book categories has increased by more than 10,000% month-on-month. Snacks, candies/chocolate, plush/fabric products with a more festive atmosphere are behind books.

Why are books the best sellers?

To understand this problem, we need to understand a sentence: "The product is the content, and the content is the message."

Jianfeng once disassembled the architecture of the WeChat ecosystem, which generally presents a pyramid shape.

The bottom of the pyramid is ID, which is equivalent to an identity card. Everyone who registers for WeChat has his or her own ID. According to data released in November last year, the monthly active users of WeChat and WECHAT are currently 1.382 billion, which is also the foundation of the WeChat ecosystem. The second is relationships. After having a WeChat account, users still need to add friends to chat. Above that are messages, social networking, content, and services. The closer to the upper level, the smaller the user group.

"Content is the message" can be understood as when the content created by users can be used as messages by other users, forwarded to Moments, WeChat groups, and sent 1V1 to WeChat friends, it can help bring new users to the platform. The platform algorithm will then allocate more public domain traffic to this content.

However, if you want to convert traffic into growth, you need to ensure that the traffic attracted by the content selection is accurate enough. In the video account, the two types of products that are the best content are books and agricultural products. Many entrepreneurs in the agricultural product industry will make production processes such as sea fishing and picking bananas into content. Their users are attracted by strange things and complete the ordering action.

Books are a kind of content product. Some books can increase knowledge, and some books can serve as a substitute for users. Both of these characteristics can drive the flow of information within the WeChat ecosystem.

The video account "Yi Zao Man Du & Shu Zai Xiang Window" was opened 16 days ago and sells books through Xiang Window. Its most effective video is a quote from "The Biography of Yang Jiang": "A smart woman would rather stay in a loveless marriage than divorce easily, because she knows that it doesn't matter who she lives with. At least there is a goal to be with the original spouse, which is for the children."

This video is only 24 seconds long and focuses on the topic. It not only increases knowledge, but also expresses users' feelings about marriage. It ultimately received 32,000 likes and 48,000 reposts.

The closer the content is to the underlying foundation of WeChat, such as messaging and social networking, the more potential consumer users there are, and the more opportunities there are for traffic to reach higher levels. Pinduoduo is the one that understands this logic best, and it is also the most successful case so far.

Therefore, if you try to understand business opportunities within the WeChat ecosystem from the perspective of traditional e-commerce or content e-commerce, you may easily make the mistake of being blinded by a single leaf and not seeing the mountain.

Jianfeng believes that the biggest challenge for brands at present is not technology, but organizational structure. For brands, whether WeChat is an e-commerce, new retail or CRM channel, this positioning determines a series of subsequent actions. WeChat's official statement has not said that it will do WeChat e-commerce, but has always talked about the whole domain. Because its business is both online and offline, the mini programs with over 10 billion users, such as KFC and Walmart, are all offline scenarios.

Therefore, to understand the WeChat ecosystem, we must start from a global perspective. Taking gift giving as an example, the 2025 WeChat Open Class demonstrated the offline application scenarios of the blue package. Merchants can directly generate offline gift codes in WeChat stores and place them next to the corresponding products just like payment codes. After customers scan the code, they can directly enter the store to complete the gift giving. Li Yang is currently helping many Xinhua Bookstores in Qingdao to implement gift codes.

For blue envelopes, offline imagination may be greater. Through the act of gift-giving, WeChat has the hope of truly opening up the whole domain business, but it is difficult for blue envelopes to drive huge growth overnight like red envelopes for WeChat Pay, it is more likely to happen gradually.

The development of the blue package will also make more people understand what Zhang Xiaolong said, that commodities are information, and should not be limited to video accounts, but should be included in the entire WeChat ecosystem, thinking about e-commerce from an atomic level. This is also the real reason why the WeChat ecosystem is different from shelf e-commerce, content e-commerce, and even social e-commerce.

In practice, what should merchants do? Li Yang proposed the concept of acquiring customers in the public domain, making profits in the private domain, and operating in the entire domain. There are many ways or atomic components to obtain traffic within the WeChat ecosystem. Whether it is brand merchants, small and medium-sized merchants or white-label merchants, there are opportunities. The important thing is to find a channel or method that suits your product to deepen your cultivation.

Next, in the second part, Dao Fa will provide specific problem-solving ideas through three cases.

02 How to use WeChat ecological components to open up gift-giving scenarios and promote the circulation of goods

At the beginning of this year, Jianfeng made a simple summary after attending the WeChat Open Class: WeChat Store is a Lego-style game based on the foundation of an e-commerce business.

Merchants can use their small stores as a base and coordinate with various components within the WeChat ecosystem, such as mini-programs, official accounts, corporate WeChat, video accounts, etc., to freely combine a marketing strategy that is more suitable for their own business model.

For example, WeChat store + official account = content e-commerce, WeChat store + community = social e-commerce, WeChat store + video account = live streaming e-commerce, WeChat store + search = shelf e-commerce.

We have collected three gift-giving cases that freely combine different components within the WeChat ecosystem, hoping to bring you some new perspectives.

(1) A gift supply chain merchant: leveraging public domain traffic through the gift-giving function to achieve a cold start on WeChat stores

Li Yang started his business based on the WeChat ecosystem in 2014. His team is currently focusing on WeChat stores’ customer fission, influencers’ sales, and the full-link construction of public-private domain alliances. Before the Spring Festival, Li Yang helped a gift supply chain client complete the cold start of a WeChat store from 0 to 5,000 orders in just 20 days through the gift-giving function without private domains, zero investment, or influencers.

This case is based on the social attributes of the WeChat ecosystem. They did a very simple thing, mobilizing their employees to send gift boxes to relatives and friends, or using the gift-giving function to complete year-end thanks and store delivery orders.

In the first week, 150 orders were completed, which triggered the public domain traffic and formed a closed loop of "public domain recommendation → user order → new fission recommendation → new user order". A single order can trigger at least 500 exposures from friends of both parties.

The core demand of gift supply chain customers is to open up supply channels through WeChat stores and standardize the verified gameplay to the agents. Li Yang's team is currently preparing to help customers open up the closed loop from offline gift-giving scenarios to online, bringing a second round of traffic growth to WeChat stores.

Li Yang believes that merchants need to determine a direction based on their own capabilities and resources. Merchants with strong supply chains can open up the supply chain and use retail data to feed back offline. Content-based merchants who are good at WeChat public accounts and video accounts can focus on content acquisition. White-label merchants can focus on a single channel, such as live broadcasts or private domain communities, and penetrate surrounding social relationships. Rationally allocate your own resources and energy, and there is no need to fight on multiple fronts.

(2) Hansu: Moments, search, live broadcast, and official accounts are used to attract traffic and create popular gift boxes

As a leading brand in the beauty and skincare industry, Hansu, which has more resources, uses more components. As a global benchmark case officially promoted by Tencent, Hansu uses multiple touchpoints including Moments, Soso, live broadcasts, and official accounts to divert traffic to WeChat stores. According to public data, the amount of Hansu WeChat gift orders during this year's Spring Festival increased by 300% month-on-month.

In terms of specific operations, Hansu accurately anchored the gift-giving scene on the eve of the Spring Festival, combining the brand's iconic color "Hansu Red" with the intangible cultural heritage hairpin flower elements to create the "Red Waist and Flowers Limited Edition Gift Box", strengthening the emotional value through the meaning of "accompanied by flowers, good luck continues".

In the WeChat Moments, the advertisements with New Year's greetings from celebrities such as Zhao Jinmai and Ding Yuxi were placed, and the innovative interactive form of "gift boxes falling all over the screen" was used. The click-through rate of the advertisements reached 7%, which was 300% higher than the industry average. The new traffic stars also helped Hansu further reshape its brand image, transforming from an old domestic brand to a treasure brand that "provides confidence for young people", and achieving product-effect synergy.

When searching on SouYisou, Hansu has set up a brand zone on the WeChat search results page. By clicking on the header video ad, you can directly jump to the gift-giving page of the WeChat store to complete the order, shortening the path from planting seeds to conversion to 3 steps. It accurately engages high-potential gift-giving groups within the WeChat ecosystem and reduces user churn during the conversion process.

This combination of punches, coupled with Hansu's famous live broadcast room, has helped the single-link sales of the flower gift box in the WeChat store reach 19,000 as of press time. Hansu's case also verifies the potential of the WeChat ecosystem in the linkage between the public and private domains. By making good use of the key nodes of festivals, focusing on gift-giving scenarios, and focusing on one product, brands can achieve accurate user reach and efficient conversion through various components in the WeChat ecosystem.

(3) Wanglaoji: Linking up with local public accounts and video influencers to strengthen the gift-giving mentality among young people

Wanglaoji takes the content-based approach. By linking up with local public accounts and video influencers, it creates the scene-based gift-giving mentality of the "Year of the Snake Long Lucky Can".

Before the Spring Festival, Wanglaoji launched the "Year of the Snake, Long Luck" series of new products, which are innovatively designed to be carried on the back, in the hand, or across the body. In addition to functionality, the extended packaging and creative design make the product more playable.

During the grass-planting and water-accumulating period, Wanglaoji linked up with local public accounts in various regions to promote customized can gift boxes for the Spring Festival, embedded brand gift-giving steps with pictures and texts, and added product links to attract traffic.

Wanglaoji also joined hands with many video account experts such as Lightning Studio, Sisters and Brothers Don't Go Bankrupt, and the Most Beautiful Empty Flower Jiang Pangpang to create short videos around the theme of "The world is big, happiness is small, and it's good to have family with you" to further break the circle, strengthen the mentality of giving gifts during the Spring Festival, and reach young people at the same time. Among the users of the video account, new users aged 18-29 account for 38%, and they have the characteristics of high stickiness and high consumption power.

Unlike beauty products with high online penetration, Wanglaoji’s channels are mostly distributed offline. Bringing milk and drinks to people’s homes to wish them a happy new year is also a traditional way for Chinese people to wish them a happy new year. Therefore, Wanglaoji’s main goal online is to reach more young people through content and innovative gameplay, and to strengthen their gift-giving mentality.

03 Reviews

The underlying logic of the WeChat ecosystem is the social relationship chain. WeChat also takes a differentiated route in e-commerce. It does not compete on price, but cuts into the whole domain operation from the higher-profit gift-giving scene. When doing business in the WeChat ecosystem, merchants cannot think about problems with the traditional traffic thinking. A better way is to choose components that are more suitable for them and do deep cultivation with a long-term perspective.

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