WeChat has provided a super entrance for "gift giving"

On January 17th, WeChat officially launched the gift-giving feature, introducing significant adjustments.

The latest iOS version of WeChat has opened an important entry point for the "gift-giving" feature—users can see the "gift-giving" option alongside core functions such as sending images, video calls, and sending red envelopes by clicking the "+" sign on the right side of the input box in the chat interface.

Image source: JianShi

This adjustment has pushed the "Favorites" function, originally located in that area, to the next page, highlighting the importance of the "gift-giving" feature.

According to industry experience, the "gift-giving" feature has the following characteristics:

• Users can initiate gift-giving directly in the friend chat window
• Supports adding blessings and selecting gifts
• Displays sent gifts and other friends' gift records, enhancing social interaction
• Supports gift search, with a single item value limit of 10,000 yuan
• Supports gift exchanges, increasing flexibility

The adjustment of the "gift-giving" entry reflects WeChat's emphasis on social e-commerce: first, it seamlessly integrates the "gift-giving" feature into users' social scenarios, aligning with the positioning of "atomized" components; second, the new entry provides a new traffic channel for WeChat's small shops, which is expected to drive more user and merchant participation.

Some analysts predict that the "gift-giving" feature resonates with the future plans announced at this year's WeChat Open Class, and WeChat is expected to further integrate resources such as service accounts, mini-programs, and offline stores through this.

Currently, the industry generally believes that the timing of the "gift-giving" feature's launch coincides with the Spring Festival, which may bring about a social effect similar to WeChat red envelopes