【华金证券：微信小店新功能促进内外流量双循环】金十数据12月20日讯，12月20日，华金证券研报指出，12月18日，微信团队公告称，微信小店开启“送礼物”功能的灰度测试。微信用户数体量与视频号稳定发展，生态相互融合为微信小店提供基础。电商形式逐步变迁，平台凭自身特点积极调整战略。2024年电商平台持续优化平台规则与战略定位匹配性。各平台调整低价优先策略并注重差异化，淘宝为GMV增长优先、京东为加大低价战略实施力度、拼多多为坚持低价优先策略、抖音为GMV增长优先回归内容电商本质。微信自身具备社交电商、内容电商、私域电商特质，微信小店新功能出现以自身社交本质为基础，与视频号相结合构筑流量内循环的同时持续吸引外部流量，有望推动微信电商形成完整、闭环生态。
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