港股異動丨微信小店新功能內測,微盟集團再度高開超7%
繼昨日收升逾35%後,騰訊概念微盟集團(2013.HK)今早再度高開,升7.32%報2.2港元。12月18日,微信小店開啟“送禮物”功能的灰度測試。伴隨微信電商生態活躍度逐步提升,中金預計微盟作為頭部第三方服務商有望受益。維持微盟集團“跑贏行業”評級,目標價上調56%至2.8港元。中金指出,微盟長期基於微信生態提供私域流量電商相關服務,如小程序電商建站及運營等;此外,微盟亦是騰訊視頻號廣吿的頭部服務商。自2024年8月25日起,微信正式將視頻號小店升級為微信小店,商家入駐流程進一步簡化,所屬店鋪及商品信息可在公眾號、視頻號、小程序、搜一搜等多個微信場景內流轉。微信小店作為面向公域流量的電商,中金認為其或對有較為迫切流量獲取需求的小微商户對於付費開店工具的需求帶來一定的衝擊;自上半年以來,微盟已主動收縮對於微商城及其他小微商户相關業務的投入,中金預計相關影響正在逐步消化。對於品牌商家而言,沉澱私域流量仍是其對於微信生態的核心訴求;中金認為,伴隨微信電商生態逐步繁榮,微盟可幫助現有商户實現公域(微信小店)及私域(小程序商店)的打通,亦有望獲得更為可觀的客户增量,同時可通過生態相關的增值服務進一步打開增長空間。(格隆匯)

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