WeChat gifts, on the eve of an explosion

As the Spring Festival approaches, WeChat quietly optimized the "Send Gifts" function, and this change may herald the eve of the explosion of WeChat's gift function. The article analyzes how WeChat gifts have transformed from social interaction to a new purchasing logic, and how this change may change our gift-giving habits and e-commerce behaviors.

It is a foregone conclusion that WeChat gifts will become popular during the Spring Festival.

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

Just now, WeChat quietly optimized several important experiences of "sending gifts", which may bring very certain growth opportunities. Let me deduce it for you below.

The function of the saving version is updated, and you can't watch the 1-minute video directly (remember to like + follow)

1. WeChat gifts, status upgrade

The first upgrade is to move the "Send Gift" button on the store's product page from below the main picture to the side of the "Buy" page and change it to "Send to a Friend".

That is, it changed from a non-rigid sharing logic to a rigid purchasing logic.

This change is a hardcore development system, and it will be used if you accidentally use it one day.

There is no need to take gift giving so seriously. It does not necessarily have to be a "gift". In the application scenario of acquaintance relationships, the scenario of "being paid" forwarding is very common.

"WeChat Gifts" are also displayed on the WeChat chat page, which has a similar logic to red envelopes.

Sending blue envelopes, like sending red envelopes, may become a daily social habit.

It is not an exaggeration to say that WeChat red envelopes have changed the way Chinese people spend money.

It took Alipay 10 years from 2004 to 214 to cover 300 million people, but the social fission of WeChat red envelopes directly covered the entire network and stimulated hundreds of millions of people with “zero e-commerce experience”.

Children didn’t know how to spend the red envelopes they gave to their elders, and then Pinduoduo took advantage of the situation and built a trillion-dollar platform.

How powerful are WeChat gifts?

Not to mention the new demands stimulated by users, even the existing market, the gift market is a huge market.

According to data from China Report Network, the gift market will be approximately 1.6 trillion in 2023, and the transaction volume of e-commerce channels will be around 600 billion, accounting for approximately 37% of the overall market.

WeChat Gifts, with its smooth gift-giving experience, will undoubtedly grab a large share of the gift-giving market share from other e-commerce platforms.

There is no doubt that WeChat is one step closer to users, supporting merchants’ private domains, and it is inevitable that it will grab volume from other platforms.

In offline scenarios, in addition to the gray and black gift market, WeChat Gifts will also migrate part of the offline gift market.

There is also the incremental market it has created, which is estimated to be worth hundreds of billions of yuan per year.

2. How to use WeChat gifts?

How can merchants use this function to expand their business? Or how can project developers deeply study the WeChat gift function and come up with a lot of money-making projects?

Let me throw a few bricks to see if I can hit your business:

1. Make the product “gift-like”.

Let the definition of gifts be opened up, and any product can be given away.

I remember a few years ago, I kept buying all kinds of daily necessities for my mother online, such as tissue paper, peanut oil, rice, bacon, clothes, shampoo, etc.

Not to mention items with strong gift attributes like foot bath tubs and massage chairs.

Don’t limit WeChat gifts to the narrow and specific scenario of “giving gifts during the Chinese New Year”; it can also be another form of “purchasing and paying on behalf of others”.

Just like we use red envelopes for small business transfers, it can be used in many scenarios.

Therefore, merchants need to plan the "gift" attribute of their products. Our members already have many ways to play. If you are interested, please add us on WeChat below to communicate.

2. Virtual or high value-added products.

Currently, jewelry and educational products are not within the scope of the grayscale internal testing, for fear that merchants may mess around.

However, virtual products are really natural bonus opportunities. Behind the high gross profit, giving them away is a face-saving measure, while spending less money is the real benefit.

To be honest, there are many unconventional ways to play this thing. A few days ago, a video of mine got over 400,000 views. It’s about the “hidden coupons + private gift sending” method. You can go and take a look.

It’s all about human relationships and social skills.

3. High-level idea: It is not a sales behavior, but a way to attract new customers.

Although this feature has only been out for less than 2 weeks, I have seen some businesses already using it.

You can write a lot of articles on the product card page, product description, price and gift box to guide your private domain users to split, and then use the order hook to pull new users into the private domain.

Then the fission process repeats in a very wild way.

Using WeChat gifts as a tool to attract new customers is a good way to get involved. If you’re interested, please send us private messages.

It is no exaggeration to say that WeChat can change the daily habits of Chinese people just by flapping its wings.

WeChat gifts have the potential to spark a revolution. It is not just about giving gifts, there is a chain of growth behind it:

1. E-commerce users that have been split;

2. Various merchants involved in the small shop;

3. This leads to high-frequency and large-amount use of WeChat payments;

4. Social networking among acquaintances is more activated, WeChat usage scenarios are more diverse, usage frequency is higher, and usage time is longer...

This time we may be even more dependent on WeChat.