国金证券：“送礼物”玩法预计将推动微信社交电商增长

Core Insights - The new "gift-giving" feature launched by WeChat Shop aims to attract new traffic and enhance user engagement [1] - WeChat Shop integrates e-commerce resources within the WeChat ecosystem, facilitating multi-channel traffic access to boost e-commerce business consolidation [1] - The "gift-giving" mechanism is expected to have a viral effect, increasing repurchase rates and conversion rates, with potential for explosive growth during holiday gifting seasons [1] - A gray testing phase was officially announced on December 19, aimed at activating e-commerce through social networks [1]