Giving made easy: WeChat's new "send gifts" feature transforms social gifting
WeChat has launched a new gift-sending function.
With Christmas just behind us and the New Year fast approaching, the festive season brings with it a universal theme: the spirit of giving. Despite not being an official holiday in China, many participated in the tradition of sending gifts, receiving them, or joining a fun gift exchange with friends or colleagues.
Christmas’ presence in China is certainly felt, particularly in major cities like Shanghai and Beijing. The festive mood is palpable, with streets adorned in lights and decorations. Many Chinese mark the occasion in a secular, unofficial way, and gift-giving has become an increasingly popular way to celebrate.
However, Christmas pales in comparison to China’s primary festive season: the Spring Festival, also known as the Lunar New Year outside of China. Taking place in about a month’s time, the Spring Festival is the cultural and emotional pinnacle of the year for millions of Chinese families.
Gift-Giving at the Heart of the Lunar New Year
Gift-giving is deeply rooted in the traditions of the Spring Festival. It’s a way to express good wishes, luck, and prosperity for the year ahead. The holiday is centered around family reunions and social gatherings, where exchanging gifts symbolizes love, respect, and hope for a prosperous future.
During the most recent Spring Festival, which ushered in the Year of the Dragon, consumption soared. According to Meituan, average spending increased by an impressive 36%. This surge reflects not just the economic impact of the festival but also the enduring importance of generosity and celebration during this time.
Spring Festival in Beijing. Image: Global Times
WeChat Revolutionizes Gifting Just in Time for the Spring Festival
Just in time for next year’s Spring Festival, WeChat, the ubiquitous everything-app, has unveiled an innovative new feature that’s set to make gifting easier than ever. Users can now send gifts directly to their family and friends through the app, transforming the way people exchange presents.
The process is remarkably simple and user-friendly. Here’s how it works:
Browse and Choose: Users can explore a wide range of products from various merchants’ WeChat Stores.
Send a Gift: After selecting a product, users can click the “Send Gift” option and choose a recipient from their WeChat contacts.
Personalize It: To add a thoughtful touch, users can include a personalized message and select gift-wrapping options.
Seamless Delivery: Once the sender pays for the gift, the recipient receives a notification. They can accept or decline the gift. If accepted, the gift is delivered to their specified address.
What makes this feature even more impressive is the flexibility it offers to recipients. If they prefer a different item, they can exchange the gift for another product of the same value directly within the WeChat Store.
By integrating personalized messaging, streamlined delivery, and exchange options, WeChat has redefined the gifting experience. It’s now more convenient and enjoyable for both senders and recipients.
Wanda Mall in Shenzhen. China has many huge and modern shopping malls, but the rise of e-commerce means they are usually not crowded. Image: Xiaohongshu
By fostering social interaction and leveraging personal connections, WeChat aims to drive user engagement and stimulate e-commerce growth within its platform. This feature aligns seamlessly with WeChat's overarching vision of creating an integrated ecosystem that blends social interaction, communication, and commerce.
While skeptics might question the authenticity of online gifting, the "Send Gifts" feature offers a powerful opportunity for businesses. By encouraging social sharing and gift exchanges, brands can leverage this tool to boost visibility, deepen customer loyalty, and ultimately, increase sales.
China’s market is constantly evolving, and innovations like WeChat’s gifting feature illustrate the blend of technology and tradition that defines its landscape. At China Skinny, we stay ahead of these trends to provide businesses with actionable insights into this dynamic market. If you’re seeking a deeper analysis or tailored strategies for your business, feel free to reach out - we’re here to help!
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