文 | 极洞察

weixinxiaodianjinrikaiqi“songliwu”gongnenghuiduceshi，sihushiyicijiandandechanpindiedai，quezaiqiaowushengxidigaibiandianshangdeyouxiguize。zheiyigongnengbujinrangxiaofeizheyushangjiadeguanxibiandegengjiaqinmi、hudongpinfan，yerangzhenggedianshangxingyedejingzhenggejuzaicishoudaoweixie。 

shouxian，rangwomenconggongnengbenshentanqi。weixinxiaodiande“songliwu”gongneng，yunxuyonghuzaishangpinxiangqingyedianji“songjipengyou”，ranhouxuanzekuanshihejine，wanchengzhifu，liwubianzidongsongchu。jieshoufangzaiduihuakuangzhongkandaoliwuxinxi，dianjihoutianxieshouhuodizhibingshouxia。zheiyigongnengkansijiandan，danqibeihouchengzaidequeshiweixinzaishejiaodianshangsaidaozhongde“shenmouyuanlv”，shenzhikenengchengweizheiyilingyude“dianfuzhe”。zheixianggongnengbujinjinshiweixinzaidianshangzhanchangshangdeyicishengeng，gengweiwomenjieshileweilaidianshangyushejiaoguanxidequanxinhudongmoshi。 

从“商品交易”到“情感交易”

weixinxiaodiande“songliwu”gongneng，bingfeichuantongdianshangyiyishangdeshangpinjiaoyi。tadapoledianshangyiguandemoshi，baxiaofeixingweiqianrudaoshejiaowangluozhizhong，chuangzaoleyizhong“qingganhua”dexiaofeichangjing。zaizheigexinmoshixia，xiaofeizhebuzaishidanchundemaijia，tamentongshiyeshiliwude“zengsongzhe”，erzheiyixingweibeihou，zhengshitongguoshangpinjianliqiderenjiguanxiliantiao。 

zheiyigongnengbujinjingaibianlexiaofeixingweidexingshi，haizhongsuleshangpindeyiyi。guoqudedianshanghuanjingzhong，shangpinzhishigongju，xiaofeizheshiweilemanzugerenxuqiuergoumai。erxianzai，shangpinbianchengleshejiaode“zaiti”。tongguo“songliwu”，xiaofeizhenenggouzaipengyouhejiarenzhijianchuandiqinggan，biaodagerentaidu，shenzhiweixishejiaoguanxi。zheiyichuangxindegenbenyiyi，zhengshitongguoshejiaohudongfunengdianshang，tuidongle“xiaofei”zheiyixingweideshejiaohua。 

weixinzhengzailiyongzheiyigongneng，lakaileshejiaodianshangdequanxinpianzhang。cong“shangpin—xiaofeizhe”danxiangdudejiaoyi，bianchengle“shangpin—xiaofeizhe—pengyou”zhijiandeduoxianghudong。zaizheigeguochengzhong，xiaofeizhebujinzaigoumaishangpin，gengzaitongguozengsongliwuchuandiqinggan，zheishidedianshangbuzaishilengbingbingdejiaoyi，ershichongmanwendudeshejiaoxingwei。 

“送礼物”功能的“情感价值”

zheiyigongnengdetuichu，bujinjinshidianshangmoshidechuangxin，tahaijinyibuqianghualeweixinzhifuzaishejiaoshengtaizhongdeshentouli。weixinzhifubuzaishidanchundezhifugongju，ershibianchenglelianjieshangpinheqinggandeniudai。zaiweixinshejiaowangluozhong，zhifubenshenyebiandefuyou“qingganjiazhi”。meiyibisongchudeliwu，douyunhanzherenyurenzhijiandeguanxi，zheizhong“zhifu+qinggan”demoshi，zhengshiweixinshejiaozhifudeshengji。 

xiangxiangyixia，zaijiejiarihuozheteshujinianri，yonghubujinjinshitongguohongbaobiaodazhufu，ershitongguozengsongshitishangpinlaichuandizijidexinyi。yuchuantongde“hongbao”huo“zhuanzhang”butong，liwudezengsongdaiyoushiwudeshuxing，xiaofeizhebujinnenggoutongguoshangpinchuandiganqing，hainenggouzaizengsongdeguochengzhong，ganshoudaoshangpindefujiazhi，zheizhong“qinggan+shangpin”dejiehe，jidazengqiangleweixinzhifudeshenduyingyong。 

duiyushangjialaishuo，zheiyiweizhetongguo“songliwu”zheiyigongneng，nenggougengjingzhundibuzhuodaoxiaofeizhedeqingganxuqiu，tuidongjiyuqingganqudongdexiaofeijuece。guoqu，dianshangpingtaigengduodeshiyilaiguanggaotoufang、liuliangyindaolaicujinjiaoyi，erweixintongguozheizhong“shejiaohuadexiaofei”moshi，chuangxinlegouwudequdongli。 

商家的机会：情感化电商时代的“新门槛”

shangjiaruhezaizheiyishejiaodianshanglangchaozhongtuoyingerchu？“songliwu”gongnengbenshenweishangjiatigonglexindeyingxiaosilu：bujinjinshimaichanpin，ershitongguoshejiaoqingganlaiqudongxiaoshou。zaiweilai，dianshangdejingzhengbuzaijuxianyujiage、pinleiheliuliang，gengduodeshiweiraoxiaofeizhedeqingganxuqiuzhankai。 

zheiduiyushangjiaeryan，shiyiciquanxindeyingxiaojihui。chuantongdedianshangyingxiaomoshiqiangdiaoshangpinbenshen，er“songliwu”zeqiangdiaoqingganjiazhidechuandi，xiaofeizhedegoumaijueceyegengduodishoudaoleqingganqudong。shangjiaxuyaogenjuzheiyixinqushidiaozhengyingxiaocelve，yishiyingxiaofeizheriyizengzhangde“shejiaoxuqiu”。liru，shangjiakeyitongguodingzhihuadeliwubaozhuang、gexinghuadezengsongfuwudengshouduan，tishengxiaofeizhedeqinggantiyan，jinerzengjiafugouhekoubeichuanbo。 

weixinde“songliwu”gongnengrangxiaofeizhedemeiyicigoumaidoubujinjinshiweilemanzugerenxuqiu，ershichengweilezengqiangshejiaolianxi、biaodaqinggandeyibufen。shangjiaruhezaizheiyiguochengzhongjingzhundingweihefuwuxiaofeizhe，jiangchengweiweilaijingzhengdeguanjian。 

微信小店的“社交+电商”双重赋能

weixinde“songliwu”gongnengbujinjinshiduidianshangxingshidejiandanshengji，tadetuichushijishangyushizheshejiaodianshangdequanxingeju。zaiweixindeshengtaizhong，shangpindegoumaixingweibeishejiaoguanxiliansuobaoguo，zheibujinrangdianshangbiandegengjia“renxinghua”，hairangpingtaibenshencong“jiaoyichangsuo”zhuanbianwei“shejiaokongjian”。weixinxiaodiantongguozheiyidian，shijishangshizaiyinlingyizhongquanxindexiaofeiqushi，jishejiaoqudongdedianshangmoshi。 

guoqujinian，dianshangpingtaizhijiandejingzhengzhuyaojizhongzaijiage、shangpinzhongleiyijiliuliangdezhengduo，ersuizheshejiaodianshangdejueqi，dianshangpingtaizhengshitutongguoshejiaoguanxiheyonghudeqinggangongminglaixunzhaochayihuadejingzhengyoushi。weixinzuoweishejiaopingtaidelingxianzhe，qi“xiaodiansongliwu”gongnengshijishangweidianshangzhurulegengduode“shejiaoyuansu”，rangdianshangbujinjinshiweileshangpinjiaoyi，ershiweiraorenyurenzhijiandeguanxilaizhankai。 

congweixindejiaodulaikan，zheiyigongnengbujinjinshiweiletishengdianshangdechengjiaoliang，tagengshizaiqiaoqiaojiangdianshangnarudaozijideshejiaowangluozhong。zaiweixindexiaochengxu、pengyouquan、zhifugongnengdenggongjudejiachixia，dianshangyushejiaodebianjieyuelaiyuemohu，yonghudeshejiaoxingweihexiaofeixingweizhengzaiyuelaiyueshendijiaozhizaiyiqi。 

写在最后

weixindezheiyixingongneng，wuyiweidianshangxingyedailaileyizhongquanxindeshangyemoshi，youkenenghuijizhenggedianshangxingyedailaiyiguxinde“heitiane”xiaoying。weixinxiaodiande“songliwu”gongneng，zheizhong“shejiao+dianshang”deshuangzhongfuneng，bujingaibianledianshangdewanfa，hairangxiaofeizheheshangjiadeguanxigengjiajinmi。weilai，dianshangbuzaishijiandandemaimaixingwei，ershiqingganheshejiaodeyanshen。 

zheiyimoshidexingqi，yushizhedianshangxingyejingzhengdegejujiangfashengshenkebianhua。shangjiahepingtaibuzaijinjinyilaiguanggaoheliulianglaituidongxiaoshou，ershiyaotongguoqingganyingxiaoheshejiaohudonglaitishengyonghudezhongchengduhecanyudu。zaizheiyiguochengzhong，sheinengzhunquebuzhuodaoshejiaodianshangdemaibo，sheijiunengzaiweilaidedianshangdazhanzhongzhanjuzhudong。 

weixindezheiyibuqi，zhengrangwomenkandaoleshejiaodianshangdewuxiankeneng。 

zhengruyeneiguanchazhesuoyan：“dianshangxingyebuqueshaojingzhengduishou，danqueshaodeshinenggougaibianjingzhengguizedepingtai。”weixindexiaodiansongliwugongneng，huoxuzhengshizheiyiheitianedechuxian。