Hong Kong stock concept tracking | WeChat Mini Program "gift" function attracting attention, institutions are more bullish on the increased growth rate of beauty sales (attached concept stocks)

The "Send Gifts" feature of WeChat Mini Stores is expected to officially launch on January 15th, currently in the stage of function evaluation. It is hoped that this feature will help the overall scale of WeChat Mini Stores to achieve a 30% growth (currently growing at around 17%), which will increase the monthly revenue of WeChat Mini Stores from the current 400 million to over 500 million. Experts predict that the growth target for the beauty category will be 50%. The introduction of the new feature will help increase consumer engagement and repeat purchase rates within the WeChat Mini Stores channel. WeChat Mini Stores already have categories with gifting attributes, such as beauty and food. The "Send Gifts" feature is more in line with the gifting mentality and habits of these categories, compared to the past form of gift cards. In the future, consumers will tend to purchase star products of brands rather than being limited to products within a certain price range. Consumer categories that fit the logic of circle-layer crowd fission, such as local life and O2O products, are also included in the feature design, as they fit the underlying logic of crowd-layer fission. Experts recommend paying attention to the operator with experience in operating WeChat Mini Stores. The "Send Gifts" feature of WeChat Mini Stores is related to the following Hong Kong stocks: - WEIMOB INC (02013): According to CICC, on December 18th, WeChat Mini Stores began grayscale testing of the "Send Gifts" feature. With the gradual increase in the activity of the WeChat e-commerce ecosystem, Weimob is expected to benefit as a leading third-party service provider. Weimob has long provided private traffic e-commerce related services based on the WeChat ecosystem, such as small program e-commerce site building and operation; in addition, Weimob is also a leading service provider for Tencent Video Number advertising. With the gradual prosperity of the WeChat e-commerce ecosystem, Weimob can help existing merchants to connect the public domain (WeChat Mini Stores) and private domain (small program stores), gain a considerable increase in customers, and further open up growth space through ecosystem-related value-added services. - EAST BUY (01797): According to a recent post on the EAST BUY official account, the new "Send Gifts" feature has been launched on WeChat Stores. - SF INTRA-CITY (09699): It is understood that SF INTRA-CITY is actively building a scenario for sending gifts instantly via WeChat to meet the urgent gift delivery needs in the same city. - CHICMAX (02145), GIANT BIOGENE (02367): Cosmetics have already entered WeChat Mini Stores, and in the short term, they are highly compatible with the upcoming high demand for gift giving during the upcoming Spring Festival and Valentine's Day.