Core Insights - The launch of the "Gift to Macau" live e-commerce festival aims to enhance the shopping experience for mainland tourists in Macau and promote the use of WeChat ecosystem for small and medium-sized enterprises (SMEs) [1][4] Group 1: Event Overview - The "Gift to Macau" live e-commerce festival is supported by the Macau Economic and Technological Development Bureau and organized by the Macau Live Streaming Association in collaboration with Tencent [1] - The first offline WeChat gift experience store has been established near the bustling Senado Square, featuring over 20 local specialty shops for tourists to experience a "one-stop" shopping experience [1][4] Group 2: Consumer Experience - The new offline store addresses common pain points for cross-border tourists, such as the inconvenience of carrying multiple items, by allowing customers to scan a "gift code" to order products online for delivery to friends and family [4] - The festival will also involve various content creators and influencers from the WeChat ecosystem to conduct live streaming sales, enhancing visibility for local businesses [4] Group 3: Business Impact - The WeChat store is seen as a crucial step for Macau SMEs to achieve e-commerce and digitalization, enabling them to convert one-time customers into repeat buyers through direct interaction [6] - The "front store, back warehouse" model allows for orders placed in Macau to be shipped from the mainland, optimizing operational efficiency and enhancing the experience for cross-border tourists [6] - The WeChat gift function is expected to become a standard feature in offline cultural and tourism scenarios, similar to the "WeChat payment code" [6]

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