Huajin Securities: The new feature of WeChat Mini Store promotes the dual circulation of internal and external traffic

On December 20th, Jinshi Data reported that on December 18th, Huajin Securities' research report pointed out that the WeChat team announced the launch of a gray-scale test for the "Gift" feature in WeChat Mini Stores. The scale of WeChat users and the stable development of video accounts, along with the integration of ecosystems, provide a foundation for WeChat Mini Stores. The form of e-commerce is gradually changing, and platforms are actively adjusting their strategies based on their own characteristics. In 2024, e-commerce platforms will continue to optimize the alignment of platform rules and strategic positioning. Each platform is adjusting its low-price priority strategy and focusing on differentiation: Taobao prioritizes GMV growth, JD.com intensifies the implementation of low-price strategies, Pinduoduo adheres to a low-price priority strategy, and Douyin returns to the essence of content e-commerce with GMV growth as a priority. WeChat itself possesses characteristics of social e-commerce, content e-commerce, and private domain e-commerce. The emergence of new features in WeChat Mini Stores is based on its social essence, combining with video accounts to build a traffic internal circulation while continuously attracting external traffic, which is expected to promote the formation of a complete and closed-loop ecosystem for WeChat e-commerce