wen｜caijingtianxiaweekly zhaoxiaotian

bianji | libuqing

zaishengdan、yuandan、chunjie、qingrenjiedengmijide“jieriji”kaiqizhiqian，weixinxiaodianzhengshikaiqile“songliwu”gongnengdehuiduceshi，bufenyonghujiangzidongkaitong “songliwu”gongneng。

zheixiangpoweizhongbangdegongnenggengxin，bumianrangrenxiangqiweixinhongbaozaichunjieqiantuichu，shunjiandianranzhifushichangdegushi。

“shinianqianyongqianfahongbaodaifeileweixinzhifu，shinianhouyongshangpinfahongbaodaifeiweixindianshang。”youshipinhaofuwushangrucipingjiadao。

gengyoushangjiajiang“songliwu”bizuo“dianshangwangzha”。“xiangdangyudatongledianshangheshejiao。yiqianweixinmeiyouxingchengdianshangshengtai，xianzaiyouleweixinxiaodian，keyishuobabihuandatongle。pengyou、qinqisongli，huozheqiyejiyuangongsongnianhuo，doufeichangfangbian。”

cixiaoxiyichu，zibenshichangyefanyingqianglie。

12yue19ri“songliwu”huiduceshidangtian，gangguweimengjituan（weixinzuidadezhongxiaoqiyedisanfangfuwugongyingshang）panzhongyidudazhangchao54%，dangrishouzhang35.76%。12yue20rizaidudafushangzhang，jiezhiwujianshoupanshangzhangle16.59%。

12yue20rizaopan，ganggudongfangzhenxuanpanzhongyiduzhangchao19%。12yue19ri，dongfangzhenxuanfabuxiaoxicheng，weixindianpuyishangxian“songliwu”xingongneng。lingwai，haiyouduozhiweixinxiaodiangainiangugenzhang。

01、“送礼物”想象空间有多大

“songliwu”gongnengjiandanlaishuo，jiushizaiweixinxiaodianlideshangpin，keyiyongsongliwudexingshixiadan，maifangzhifuhoufasongjipengyou。shoulifangzaishoudaoliwuxiaoxihou，keyizijitianxieshouhuodizhi，huogenghuangaishangpinxiajiagexiangtongdeqitakuanshi。

songligongnengbuzhichiliwuzhuanzeng，yidansongchuliwu，bulunshoulifangshifoushouxialiwu，zengsongfangzai24xiaoshineidouwufazhudongquxiaozengsonghuoquxiaodingdan。ruopengyouchaoguo24xiaoshiweishouxialiwu，dingdanjiangzidongquxiaobingtuikuanjizengsongfang，tuikuanjiangandingdanzhifushidequdaoyuanlufanhui。

muqian，chulezhubaoshoushi、jiaoyupeixunleimuwai，qiyuweixinxiaodianshangpinjiangmorenzhichizheiyigongneng，qieshangpinkuanshiyuanjiabudegaoyu1wanyuan。

“xxjiemashangdaole，wojidajiazhunbeilejingmeidedizhi，qingdajiasixinwolingquliwu。”songligongnengyichu，zheiyang“taoyaoliwu”dexinxiangengjuyezaixiaofanweineikaishiliuchuan。

“xiadanhensihua，yijingsongchuqushilaifenle。”yiweiqiangxiantiyanlesongliwugongnengdeyonghudui《caijingtianxia》pingjia，“nengzixingtianxiedizhidegongnengtebiehao，lihaoxuyaosongliwanglaideshangwuchangjing。yiqianyourenguanwoyaodizhi，qishihuiyoudianganga，huandizhiyefangbianle。”

buguozheiweiyonghuyebiaoshi，songliwuhaibuhaobiweixinhongbao，nanyichengweiqiangxuqiuchangjing。“jiagetaidideliwu，bierenbuyidingxiangyao，zhinengsongyixiebiaopin。pingshijibierensongli，niyebuxiwangduifanghenjingzhundizhidaoliwujiage。danweixinsongliwudiankaihou，shinengkandaoshangpinjiagede。”

ganzai“jieriji”qianshangxian“songliwu”，weixindeyongyimingxian。jiyuweixinhaoyoudetianranshejiaolian，“songliwu”shengquletaoyaodizhihexunwenkuanshidemafan，jieheweixinbenshendeshejiaoziyuan，basonglibiandexiangfahongbaoyiyangjiandan。

“zheishihen‘weixin’dedafa，zaitongyangdianshangzuojingzhigongneng，zaijieheguanxilianzuozengzhang。”youyeneirenshipingjiadao，suiranxianshangsonglisuanbushangchuangxin，duoshudianshangpingtaiyeyoucigongneng，gengyouzhuru“liwushuo”dengchuileiappzaiqian。danjiyushurenshejiaodesonglixuqiu，weixinrengyounanyitidaideyoushi。

tebieshi10nianqian，weixinhongbaozhengshizai2014nianchunjieqianturanshangxian。

zai“qianghongbao”neiceqijian，mahuatengyaoqingyizhongqiyelaoban“qianghongbao”dejietuguangfanliuchuan。houlaiyouyuchuanbosuduguokuai，weixinhongbaozhengshishangxianqian，diaolaileshibeiyuyuanshejishuliangdefuwuqi。

ciwai，yonghushoudaohongbaohouruoxiangyaotixian，jiubixubangdingyinxingka，zheiyerangdangnianbangdingweixinzhifudeyonghushuliangdazeng。

2014nian，zhifubaoyidongzhifushichangfenegaoda82.8%。erzai2015nianchunwanjieshuhou，weixin“caifutong”shichangfeneyibaozhangzhi20.6%，zhifubaoxiajiangdaole68.4%。

buguoyeyourenrenwei，“songliwu”dexiangxiangkongjianhaixuyaoguancha。

bijingdangnian，xianshangde“hongbao”zhishi“jiezhi”，shijiguangfanliutongdeshihuobi，songliherichangxiaoezhifudounengyonghongbaotidai。ersonglidelianlugengzhang， duiqianduanshangjiadeshangpinshenhe，yijihouqifahuo、wuliudekaoyangengduo。

“tengxunzhuyaoshixiangzouchubuyiyangdedaolu，bunengjiandanhedoukuaitaojinxingbijiao。muqianhaishi 1.0 banben，houmianhaiyounenglihuifangchulai，kenengzheigechunjieweixinchanpinheyanfayoubunenghuijiale。”mouweixinfuwushangdui《caijingtianxia》shuo。

02、微信电商再发力

buguozaichunjiezheigeguanjianjiedianshang，“songliwu”yeyiweizhetengxunduidianshangdezaidufali。zaisongligongnengxuanbuhuiduceshiqian，tengxun“jieriji”qijianmianxiangshangjiacedegongkaizhaoshangyezaozaijinxingzhongle。

chulesongligongnengwai，weixinxiaodianhaijishangjiacetigongle“2025nianhuojiehuodongjilijihua”。yaoqiucanyuhuodongdeshangjiakaiboxuanze「shipinhaozhibo-gouwu」fenleizhibo，fabushangpinduanshipinyeyaodaishang“haonianhuodaihuijia”debiaoqian。

erkansijiandande“songli”jucuo，zaidutishengle“weixinxiaodian”deyouxianji，jinyibudatongleweixindianshangdeshengtai。buguo，tengxunzhunbeiruhezaiweixinduan、shipinhaoshengtaineiduixiandianshangyexin，haixuyaoguancha。

lishishang，tengxuncengdaguoduochanghonghonglieliededianshangzhanyi，zuizhongyitouzijingdong，jiang“bantiaoming”jiaochuquergaozhong。cihou，tengxundedianshangmengyouli，youluxuduolepinduoduohemeituan。zhishaozaidianshanghebendishenghuozheitiaodaolushang，tengxunyouhenduo“buzuo”deliyou。

jibianzaiguoquyinian，shipinhaodeshujuzengsuxiren，beishiwei“zhibodianshangzuihoudezengliang”。danyouyuxiangyingdejilijucuohedianshangjijiandouxiangduihuanman，shenzhikeyishuo“foxi”，tengxunneibuyizhibingburenke“shipinhaodianshang”deshuofa，erchengzhiwei“weixindianshang”。

juciqian《caijingtianxia》lejie，2023niannianhuiguohou，shipinhaodediweizaineibujinyibutisheng，tengxunneibugeyewuyedouzai“youyixiangshipinhaokaolong”，shipinhaochengweiletengxun2024nianzhuyaofalifangxiangzhiyi。

jinnianyilai，shipinhaolijingduocizuzhijiagoudiaozheng：5yuedi，shipinhaoxiaodianyuxiaochengxubeifangzailetongyicengji，youweixinkaifangpingtaiguanli，datongshipinhaogongyuyushangjiaxiaochengxusiyu，tigaoshengtaineijiaoyixiaolv；7yue，tengxuncdg（qiyefazhanshiyequn）diaozhengzhineng，shipinhaodedaihuoyunyinghezhiligongzuocongtengxunguanggaoyijiaodaoweixinshiyebu。

8yue，weixinguanfangzhenduishipinhaodianshangleimudiaozheng，kaifanglejin400geyuanbenbuyukaifang，huoxuyaodingxiangzhunrudeleimu，ruhuwaiyundongzhuangbei、muying、shuiguoshengxian、jiayongdianqideng——zheiyeyiweizheshipinhaodianshangzaijinyibufangkai。

kaifangleimusitianhou，tengxungengxuanbujiangshipinhaoxiaodianshengjiweiweixinxiaodian。xiangbiciqianjiaoweifengbideshipinhaoxiaodian，weixinxiaodiandedianpujishangpinxinxijiangzaigongzhonghao（dingyuehao、fuwuhao）、shipinhao（zhibo、duanshipin）、xiaochengxu、souyisoudengduogeweixinchangjingneiliuzhuan。

bunankanchu，zheixiediaozhengrengranzheyanyuqianghuashipinhaoyuweixindeguanlian，erfeitishengqianzhedulifazhandenengli。

shengjihoude“weixinxiaodian”yechuxianzailejinniandeshuangshiyizhong，chengzhiwei“weixinxiaodian11.11haowujie”。danxiangbijinnian618，shipinhaoshuangshiyibangdantouludexinxigengjiayouxian，bujinmeiyoujiangpinpaidandulinchulaihuafen，haiquxiaolepaimingherelizhizuoweicankao，kanbuchujutidepaimingqushi。tongyang，shipinhaoyemeiyougongkaishuangshiyidarendedaihuobangdan。

zaitengxunzuixingongbude2024disanjiducaibaozhong，duiyushipinhaoxiangguandedianshangzengzhang，tengxunyiruwangchangmeiyougongkaizhijieshuju，ershiyong“shipinhaoxiaodianshengjiweiweixinxiaodian”yibidaiguo，gengduoqiangdiaoyituoyuzhenggeweixinshengtaidazaotongyi、kexinlaidejiaoyitiyan。

zaizuijinlianggejidudecaibaodianhuahuiyishang，tengxungongsizongcailiuchipingyeduociqiangdiao，tengxun“zhongxindingweilezhibodianshangyewu，shiqigengqujinyuweixindianshang。”bingqieyao“goujianyigeshengtaixitong，shiqiqubieyudanchundezhibodianshang”。zheiyangdebiaoshubeishizuoshiweixinyaozouchuyoubieyudouyindianshangbutongdedaolu。

cici“songliwu”deshangxian，muqianlaikanyerengshizaiweixinneibudazaodianshangshengtaixitong，bingyuzhenggeweixinshengtaixitongxianglian，jihuoweixinxitongneideshangjiaheshangpin，jinyibucijiweixinxiaodiandegongjiheshiyong，fengfudianshangshengtai。

jiexialai，“songliwu”nengfoufajiaobaofa，nianguanjiedianshifoujiangzaidujiachiweixindianshang，haiyoudaiguancha。