On December 27, China’s first WeChat Gift-themed Block was officially unveiled at Nantou Ancient City in Shenzhen. Guided by the Bureau of Commerce of Nanshan District and co-hosted by WeChat Shops and Nantou Ancient City, the event aims to create a new integrated online-offline consumption scenario, drive the integrated development of “digital technology + cultural tourism + commerce”, boost the upgrading of the “Nanshan Good Gifts” regional brand, and inject new vitality into urban consumption.
As Shenzhen’s “living room of history and culture” and a prime commercial hub, Nantou Ancient City welcomed over 12.76 million visitors in 2024, blending profound cultural heritage with vibrant commercial dynamics. The launch of this themed block leverages the ancient city’s thousand-year cultural legacy to infuse commercial activities with cultural connotations. Meanwhile, by tapping into WeChat’s digital capabilities, it bridges the gap between online and offline consumption channels, helping merchants expand their business reach and achieve dual growth in foot traffic and sales revenue.
Nanshan District has joined hands with WeChat Shops to build a one-stop shopping destination for gifts. In terms of merchant development, the initiative selects high-quality cultural and creative merchants as well as those offering local specialty products, provides them with professional training on WeChat Shop operation, and guides them to develop “Ancient City Limited Gift Boxes”. This effort helps merchants shift their business focus from “selling products” to expanding into the social scenario of “sending gifts”. In terms of scenario creation, tourists can scan the “Gift-Sending QR Code” to send Nanshan souvenirs online via WeChat Red Packet Lite, enjoying a convenient experience of “sending gifts hassle-free while traveling”.
Following the launch ceremony, an interactive team consisting of the mascots of the National Games and cosplayers of Honor of Kings engaged in close interactions with tourists. On-site activities such as merchant fairs and interactive games attracted a large number of visitors, effectively increasing the exposure and brand awareness of participating merchants.
The brand development of “Nanshan Good Gifts” not only promotes the upgrading of specialty products and enhances their market competitiveness, but also generates a brand agglomeration effect. It attracts high-quality merchants to settle in the area and fosters a diverse and dynamic commercial ecosystem. This initiative provides sustainable growth momentum for the cultural and tourism consumption of Nantou Ancient City, helping to build it into a model benchmark for the integration of culture, tourism and commerce in Shenzhen.