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Gift said that the new generation of mobile e-commerce, which focuses on gifts and global good goods guide, mainly covers gift, home furnishing, clothing, jewelry, snacks and other categories. At present, there are two business models: shopping guide and self operation. For the pain points of gift giving and selection of good living things, users can not only view the daily selection, get popular shopping guide from gift giving, selection of household products, clothing snacks and other scenes, but also select domestic and foreign high-quality goods in the self-supporting module. Gift theory adopts the operation mode of "media + e-commerce" to build usage scenarios for users in advance. Gift theory takes "gift strategy" as the core, collects current gifts and gift giving methods, presents popular gifts for users, and aims to help users surprise lovers, family, friends and colleagues with birthdays, festivals and anniversaries. In addition to the daily update of the featured gift strategy, gift theory also launched features such as "gift list", "birthday reminder" and "flash purchase". Gift theory insists on providing gifts, groceries, clothing, food and other rich media content with high-quality PGC. Users can use fragmented time to read, which increases product viscosity. The operation mode of gift theory conforms to the important trend of e-commerce 3.0, constructs the use scenarios for users in advance, and saves the time cost of user operation through active personalization. Through personalized shopping guide and considerate and meticulous settings, gift theory has firmly grasped a large number of post-90s users, and the flow of young people is huge.

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