微信小店“送禮”概念股暴漲!
12月19日,隨著微信小店“送禮物”功能的灰度測試開啟,AH兩地的相關概念股紛紛出現大幅波動。港股騰訊上漲2.27%,微盟集團更是暴漲近36%;在A股市場,天地線上、信雅達、實益達、金字火腿等多只股票也紛紛漲停。這一現象不僅反映了市場對微信小店新功能的熱切期待,也彰顯了社交電商潛在的發展空間。
新功能的重大意義
根據微信團隊的公告,微信小店的“送禮物”功能允許用戶通過微信平臺向好友贈送商品。除珠寶和教育培訓類商品外,價格不超過1萬元的所有商品均可通過這一功能進行贈送。這一功能的推出被業內人士視為微信電商的重大升級,標誌著社交電商進入了一個新的階段。
業內分析人士指出,這一功能的推出正值聖誕、元旦、春節等重要節日臨近,極大地提升了社交裂變與電商融合的想像空間。通過“送禮物”功能,用戶可以在社交場景中實現更便捷的購物體驗,促進了電商的用戶增長。
“送禮物”的操作流程
用戶在微信中搜索心儀的禮品後,若該商品支持“送禮物”功能,便可直接點擊“送給朋友”。在確認商品後,用戶選擇接收方並完成支付。禮物一旦發送,接收者需在24小時內填寫地址並確認收下,若未及時處理,訂單將自動取消並退款。這種設計不僅提升了用戶體驗,也避免了傳統贈送禮物時需確認地址的繁瑣步驟。
社交與電商的深度融合
“送禮物”功能的推出讓人聯想到2014年微信紅包的成功,那次“紅包大戰”不僅推動了微信支付的普及,也對阿里巴巴系造成了巨大衝擊。如今,微信小店“送禮物”功能的上線能否再次在電商領域實現類似的“彎道超車”?
根據中信建投的分析,微信小店“送禮物”功能與視頻號的早期運營相似,但更側重於根據用戶的自然互動進行延展。這種輕資產的運營模式使得“送禮物”功能能夠在特定節日爆發,充分利用微信成熟的社交網路,培養用戶在生態內的電商購物習慣。
市場反應與未來展望
消息發佈後,微盟集團在港股中盤中一度漲超50%,收盤時上漲35.76%,總交易額超過28億港元。而在A股市場,多個概念股也呈現出強勁上漲趨勢。這一現象顯示出市場對微信小店未來發展的強烈信心。
然而,市場對“送禮物”功能的期待並非沒有質疑。有分析認為,這一功能的實際效果可能會受到用戶習慣和市場需求的挑戰。儘管送禮物的社交屬性與微信的核心功能相符,但其能否在電商市場中實現顯著的GMV增長仍需觀察。
如何在uSMART上進行投資交易:
登入uSMART HK APP之後,從頁面最右上方點擊選擇「搜索」,輸入標的代碼,如「00700.HK」,可進入詳情頁瞭解交易詳情和歷史走勢,點擊右下角「交易」,選擇「買入/賣出」功能,最後填寫交易條件後送出訂單即可。
(圖源:uSMART HK)
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