Gelonghui December 20 | E-commerce concept stocks in the A-share market set off a wave of ups and downs. Among them, *ST Youshu, Electroacoustic, and Aoki Technology rose and stopped 20CM; Guangyun Technology and Beiding shares rose more than 14%; Reliability shares rose more than 12%; Youa shares, Huasi shares, Huangshi Group, Beauty Group, Yuanlong Yatu, Yanjin Shop, Anzheng Fashion, Lai Yifen, Biyi Shares, Rebate Technology, Ruoyu Chen, I miss you, etc. According to the news, on December 18, the WeChat team announced that WeChat stores will launch a grayscale test for the “send gifts” function. Currently, in addition to the two major categories of jewelry and education and training, WeChat stores in other categories will support the “gift delivery” function by default, as long as the original price does not exceed 0.01 million yuan. Some analysts pointed out that as we approach the end of the year, holidays such as Christmas, New Year's Day, and Spring Festival are coming one after another, the launch of this feature will greatly enhance the imagination space for integrating social fission with e-commerce. The Huajin Securities Research Report points out that the number of WeChat users and video accounts are developing steadily, and that ecological integration provides the foundation for WeChat stores. The e-commerce format is gradually changing, and the platform actively adjusts its strategy according to its own characteristics. In 2024, e-commerce platforms will continue to optimize the compatibility between platform rules and strategic positioning. Various platforms adjust the low price priority strategy and focus on differentiation. Taobao prioritizes GMV growth, JD strengthens the implementation of the low price strategy, Pinduoduo adheres to the low price priority strategy, and Douyin prioritizes GMV growth to return to the essence of content e-commerce. WeChat itself has the characteristics of social e-commerce, content e-commerce, and private e-commerce. The new WeChat store function is based on its own social nature, combining it with video accounts to build an internal traffic cycle while continuously attracting external traffic, which is expected to promote WeChat e-commerce to form a complete, closed-loop ecosystem. (Gelonghui)