过年送礼新玩法，微信“蓝包”重塑送礼文化

近期，微信小店推出了一项“送礼物”的功能，因其推送封面像蓝色的红包，被网友们称为“蓝包”。用户只需在微信小店中搜索心仪的商品，选择“送给朋友”功能，填写收礼者的信息和祝福语，即可完成礼物的赠送。而收礼者收到礼物通知后，只需点击确认并填写收货地址，就能轻松收到来自朋友的祝福。

图源网络Festive gift-giving is getting a digital transformation in China and becoming the new battleground for Chinese social media apps as e-commerce competition heats up.随着电子商务竞争日趋激烈，节日送礼在中国正经历数字化转型，并成为中国社交媒体应用的新战场。Tencent"s WeChat has been testing out a new feature allowing users to browse, buy and send presents to friends and relatives, while Douyin rolled out a similar gifting function back in January.腾讯旗下的微信一直在测试一项新功能，允许用户浏览、购买和发送礼物给亲朋好友，抖音早在 1 月份也推出了类似的送礼功能。WeChat, a multi-functional platform that offers services from messaging to mobile payment and gaming, has more than 1.3 billion monthly active users, making it one of the most widely used apps in the world.微信是一个多功能平台， 提供从发送信息到移动支付和游戏等服务，每月活跃用户超过 13 亿，是全球使用最广泛的应用程序之一。Its new "Send Gift" feature, added to its app store on Dec 19, allows users to "show appreciation" for their loved ones by searching for products priced at 10,000 yuan and below.12 月 19 日，其应用商店上线了“送礼物”功能，用户可以通过搜索售价 10，000 元及以下的商品来“表达对亲朋好友的感谢”。The feature is "being rolled out gradually", WeChat said in a statement.微信在一份声明中表示，该功能正在“逐步推出”。"We are still working hard to gradually improve the relevant functions," the company said.该公司表示：“我们仍在努力逐步完善相关功能。”Those able to use the function bought gifts like cosmetics and snacks and sent them on to their friends.能够使用该功能的用户能够购买化妆品和零食等礼物并将其发送给朋友。One user who went by the name Diana, shared her experience of sending makeup foundation worth 480 yuan to a friend, praising the "practicality" of the new service and saying it was useful for holidays like Christmas and birthdays.一位名叫戴安娜的用户分享了她给朋友寄送价值480元粉底的经历，她称赞这项新服务具有很强的“实用性” ， 并表示这项服务在圣诞节和生日等节假日很有用。She recalled her friend reacting with confusion upon receiving her WeChat gift.她回忆说，她的朋友一开始收到她的微信礼物时感到很困惑。"She thought she was sent a meme, but it was actually a Christmas gift," Diana said.戴安娜说：“她以为她收到了一个表情包，但实际上是一份圣诞礼物。”China"s e-commerce market is the largest in the world, generating billions in revenue and outpacing the United States.中国拥有世界上*大的电子商务市场，创造了数十亿美元的收入， 超过了美国。Giving money and gifts is a huge part of Chinese culture and in 2014, WeChat introduced virtual red packets linked to its digital payment service.送钱和送礼物是中国文化的重要组成部分，在2014 年，微信推出了与其数字支付服务相关的虚拟红包。The virtual red packets were a hit with users who received amounts of money in the form of transactions quickly and conveniently through their apps, and digitised a deeply-rooted Chinese tradition ahead of the new year.虚拟红包深受用户喜爱，他们能通过手机应用程序快速便捷地以转账形式收到钱款，而且在新年前将这一根深蒂固的中国传统习俗进行了数字化呈现。It also gave Tencent the edge in the digital payment battle against e-commerce rival Alibaba"s Alipay system, industry experts said.业内专家表示，这也使腾讯在与电子商务竞争对手阿里巴巴的支付宝系统的数字支付战中占据了优势。In 2017 alone, WeChat users exchanged around 46 billion digital red packets over the new year period in January.仅2017年1月份新年期间，微信用户就交换了约460亿个数字红包。Just as WeChat changed the way people gave out traditional red packets, can it do the same with its new "gift-giving" feature?正如微信改变了人们赠送传统红包的方式一样，其新的“送礼” 功能能否改变人们送礼物的方式呢？"Gifting is something deeply rooted in Chinese culture, just like red packets are," said Li Jianggan, CEO of Singapore-based venture firm Momentum Works, adding that spending habits and gifting behaviour of younger Chinese differed substantially from elders.新加坡风险投资公司墨腾创投首席执行官李江玕表示：“送礼物就像送红包一样，深深植根于中国文化。”他补充说，中国年轻一代的消费习惯和送礼方式与老年人有很大不同。Analyst Dave Xie from the Oliver Wyman global management consulting firm called the new feature "a strategic move" on Tencent"s part.奥纬咨询全球管理咨询公司的分析师戴夫·谢称这一新功能是腾讯的“战略举措”。"China"s e-commerce landscape has undergone significant transformations in recent years, driven by emerging platforms, evolving consumer behaviours and strategic adaptations by established players," Xie told CNA.谢先生对亚洲新闻台表示：“近年来，中国的电子商务格局发生了重大变化，这得益于新兴平台、消费者行为的演变以及老牌企业的战略调整。”WeChat"s "extensive" user base and established social connections could provide a unique advantage in driving e-commerce engagement, he added.他补充道，微信 “庞大的” 用户基础以及已建立的社交关系，能够在推动电子商务参与度方面提供独特的优势。With more than 1.3 billion active monthly users, WeChat is a "powerful tool" and has something "none of the Chinese e-commerce platforms have", Li said, a huge user network and trusted social map.李先生表示，微信拥有逾 13 亿的月活跃用户，它是一个 “强大的工具”，具备 “中国任何电商平台都没有的” 东西，即庞大的用户网络和可靠的社交图谱。"As WeChat gradually gets deeper into social commerce and live commerce, there is a good possibility that the e-commerce competitive landscape in China will be reshaped."“随着微信逐渐深入社交商务和直播商务，中国电子商务的竞争格局很有可能被重塑。”But it is still "hard to predict" if the new gift-giving function will be as popular and widely used among WeChat users as digital red packets, Li said, adding that it was "safe to assume" it would have a smaller use as compared to payment.但李先生表示， 仍然“很难预测” 新的送礼功能是否会像数字红包一样在微信用户中受欢迎和广泛使用，并补充说“可以肯定” 它的使用范围会比支付范围小。"That said, we believe that gifting is just one of the many attempts to effectively embed social commerce into the WeChat ecosystem."“也就是说，我们认为送礼物功能只是将社交商务有效嵌入微信生态系统的众多尝试之一。”Social gift-giving "naturally" aligns with WeChat"s social DNA, Xie said, with the potential to "create unique social shopping experiences" for users on the platform.谢先生表示，社交送礼“自然”符合微信的社交属性，有可能为平台上的用户“创造独特的社交购物体验”。But success will depend on being able to convert "social engagement" into sustainable sales growth.但其成功将取决于能否将 “社交互动” 转化为可持续的销售增长。One of the biggest challenges for the new gift-giving function would be how it functions and operates, Li said.李先生称，新的送礼功能面临的最大挑战之一将是它如何运作及运营。"What is the selection of products available… and how do you manage the user experiences and expectations? How can WeChat regulate the system so that it doesn"t get abused by illicit merchants and scammers?"  "This is something that WeChat can tap into if they find the right magic formula."“可供选择的产品有哪些…… 以及如何管理用户体验和期望呢？”“微信该如何对这一系统进行监管，使其不被不法商家和诈骗分子滥用呢？”“如果微信能找到正确的神奇诀窍，这将是它可以利用的一个方面。”来源：每日英语听力丨双语精读END【声明】内容整理自网络，版权归原作者或平台所有，如有侵权请联系删除。欢迎大家关注我们的新媒体平台： 微信公众号：星度国际翻译微信公众号：星度外语微信公众号：星度环球文化小红书：星度环球留学小红书：星度环球语言微博：星度环球文化微博：星度国际翻译知乎：星度国际翻译今日头条：星度国际翻译今日头条：星度环球文化

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