每經AI快(kuai)訊，方(fang)正證(zheng)券研(yan)報(bao)指出(chu)，1）2024年(nian)(nian)12月17日微(wei)(wei)信(xin)(xin)上(shang)(shang)線微(wei)(wei)信(xin)(xin)小(xiao)店“送(song)(song)(song)禮(li)(li)物(wu)”功(gong)(gong)能(neng)。微(wei)(wei)信(xin)(xin)小(xiao)店開啟“送(song)(song)(song)禮(li)(li)物(wu)”功(gong)(gong)能(neng)，除珠(zhu)寶首飾和教育培訓(xun)外的(de)(de)微(wei)(wei)信(xin)(xin)小(xiao)店均可以支(zhi)持送(song)(song)(song)禮(li)(li)物(wu)，贈(zeng)(zeng)送(song)(song)(song)人(ren)在小(xiao)店商(shang)品(pin)(pin)(pin)詳情(qing)頁(ye)通過(guo)“支(zhi)持送(song)(song)(song)禮(li)(li)物(wu)”入(ru)口選(xuan)擇款式、金額等，選(xuan)擇朋友完成支(zhi)付(fu)后禮(li)(li)物(wu)自動送(song)(song)(song)出(chu)。2）送(song)(song)(song)禮(li)(li)線上(shang)(shang)化有(you)(you)(you)(you)望引發送(song)(song)(song)禮(li)(li)潮流(liu)，短期看(kan)利好年(nian)(nian)貨節(jie)旺(wang)季銷售。從用戶體(ti)驗(yan)來看(kan)，送(song)(song)(song)禮(li)(li)物(wu)與微(wei)(wei)信(xin)(xin)紅(hong)(hong)(hong)(hong)包(bao)(bao)體(ti)驗(yan)類(lei)似(si)，2015年(nian)(nian)微(wei)(wei)信(xin)(xin)首次(ci)推出(chu)微(wei)(wei)信(xin)(xin)紅(hong)(hong)(hong)(hong)包(bao)(bao)，實(shi)現紅(hong)(hong)(hong)(hong)包(bao)(bao)的(de)(de)線上(shang)(shang)化，極大滿足(zu)社(she)交需求，微(wei)(wei)信(xin)(xin)紅(hong)(hong)(hong)(hong)包(bao)(bao)習慣(guan)逐(zhu)漸深入(ru)人(ren)心。3）長期看(kan)零(ling)食線上(shang)(shang)送(song)(song)(song)禮(li)(li)有(you)(you)(you)(you)望日常(chang)化替代部分微(wei)(wei)信(xin)(xin)紅(hong)(hong)(hong)(hong)包(bao)(bao)功(gong)(gong)能(neng)，關注新一輪渠道變革機遇(yu)。短期看(kan)禮(li)(li)盒(he)(he)產(chan)品(pin)(pin)(pin)預計成為(wei)年(nian)(nian)節(jie)送(song)(song)(song)禮(li)(li)的(de)(de)主要(yao)產(chan)品(pin)(pin)(pin)，長期來看(kan)，零(ling)食產(chan)品(pin)(pin)(pin)客單(dan)價低，品(pin)(pin)(pin)種豐富，與送(song)(song)(song)零(ling)食相(xiang)比，發紅(hong)(hong)(hong)(hong)包(bao)(bao)相(xiang)對單(dan)調，僅有(you)(you)(you)(you)金額的(de)(de)變化，對某些群體(ti)如情(qing)侶(lv)、家人(ren)等，零(ling)食單(dan)價較低，有(you)(you)(you)(you)望取代發紅(hong)(hong)(hong)(hong)包(bao)(bao)成為(wei)日常(chang)和節(jie)假日的(de)(de)新社(she)交習慣(guan)，有(you)(you)(you)(you)望成為(wei)下一輪渠道紅(hong)(hong)(hong)(hong)利。4）年(nian)(nian)貨節(jie)旺(wang)季來臨和送(song)(song)(song)禮(li)(li)線上(shang)(shang)化激發禮(li)(li)盒(he)(he)贈(zeng)(zeng)送(song)(song)(song)需求，長期看(kan)零(ling)食微(wei)(wei)信(xin)(xin)送(song)(song)(song)禮(li)(li)有(you)(you)(you)(you)望日常(chang)化，頭(tou)部零(ling)食供應商(shang)品(pin)(pin)(pin)牌效應更強，顯著受益(yi)。