Send gifts, someone secretly orders

In the new era of WeChat e-commerce, the gift-giving function has quietly become a new favorite of merchants. Brands such as Luckin Coffee have achieved explosive growth in sales by cleverly using this function. This article will deeply analyze the business logic and human nature behind WeChat gift-giving, and explore how to find new growth points through innovative e-commerce methods in the context of a sluggish consumer market.

Sure enough, the first wave of people who tried it out have already quietly placed orders.

The boss makes a fortune, and I am the big fish.

Less than 20 days into the grayscale test of sending gifts, Luckin Coffee, the top student in making money on WeChat, has already figured it out, delivering more than 30,000 orders in 4 days (sales volume shown by the store’s gift products).

All in all, the sales volume reached several million, and it was in Luckin’s small and newly opened store (Instant Coffee). It is estimated that there will be an even greater sales explosion in the future.

Let’s break down Luckin’s strategy for generating huge sales and the inspiration it gives us.

1. Analysis of explosive orders and understanding of human nature

How does Luckin Coffee use WeChat to send gifts? It’s all about human nature and the details:

1. In terms of products, the main products were 19.9 mug sets and 39.9 family portrait sets, which sold 22,000 and more than 4,200 orders respectively.

There were less than 100 orders for the 179 yuan raw coconut latte gift box, and more than 6,000 orders for the 158 yuan espresso liquid, but a large part of them were sold in the live broadcast room before.

2. In terms of promotion, Luckin Coffee carried out concentrated publicity on public account tweets and corporate WeChat Moments, and put a lot of effort into details such as the product main picture, copywriting, gift boxes, etc.

In the pre-sales process of catering SaaS, sales personnel need to have a deep understanding of business scenarios and customer needs in order to effectively provide solutions. This article will help sales personnel better prepare and respond to pre-sales challenges by exploring ten key issues, thereby improving sales efficiency and closing rates.

How to get a lot of orders by giving gifts? The template of the top students who make money on WeChat is ready, so let’s copy it directly:

1. The average order value of products must be low.

Everyone is trying out new ways of playing, and there is no pressure if the unit price is low. If the price is high, either no one will give it away, or the other party will be embarrassed to accept it after giving it away.

2. The gift has strong attributes and is suitable for everyone.

It means “no wrong delivery”, which reduces the user’s selection cost and expands the scope of product delivery.

3. Provide good order guidance and provide emotional value to users.

You must put enough effort into the details of the product main image, copy description, and product packaging.

4. Combine with private domain to amplify the volume of fission.

Sending gifts is a function of WeChat stores. Many merchants think in the public domain with high traffic and find that there are few orders.

However, this function is based on the entire scenario of WeChat. In essence, the private domain is the chassis of traffic. Without the activation and support of the private domain, it will be difficult for you to obtain the first wave of startup orders, and then there will be no second wave.

Therefore, all businesses must be based on the private domain to amplify the voice in the public domain.

Gift giving is about social relationships and understanding human nature. The various thoughts behind it and the handling of details are the deciding factors.

2. New scenarios, more solutions

The consumer market has changed a lot in recent years. A few days ago, I carefully read "Japan's Lost 30 Years", which gave me a lot of inspiration.

The current consumer market is very similar to Japan in the 1990s, with various data weakening and declining, and users beginning to lose their desire to consume.

Then, the next big brand was Uniqlo, which had a cool and low-desire style, lower prices and simpler designs.

Our current situation is that Pinduoduo's third-quarter financial report for 2024 showed revenue of 99.35 billion yuan and net profit of 24.98 billion yuan, a year-on-year increase of 61%.

The key KPI assessment for Douyin last year was “number of orders”, which is another way of saying volume price.

The price is variable for all scenarios online and offline, but there are too many goods and not enough people.

How to break the deadlock? Only by finding new consumption scenarios can new demand increase.

In addition to price, we must also adapt to changes in consumption concepts and consumer psychology during periods of low desire.

Giving gifts may provide an inspiration for a "new scenario": "Let the product become popular through gifts", and the situation of making product XX popular can give play to greater imagination.

Will China have its own "Uniqlo"? I think it is certain!

Author丨DaYu This article is written by the operator author [DaYu Knows], WeChat public account: [DaYu Knows], original/authorized to be published in the operator group, and any reproduction without permission is prohibited.

The title image is from Unsplash, based on the CC0 protocol.