During the Spring Festival of the Year of the Tiger, various platforms *** distributed over 8 billion red envelopes

During the Spring Festival of the Year of the Tiger, all platforms *** handed out more than 8 billion red envelopes

During the Year of the Tiger, all platforms *** gave out more than 8 billion red envelopes. Today’s New Year flavor is full of " Digital flavor”. The Spring Festival is approaching, and apps such as Kuaishou, JD.com, and Douyin have launched “red envelope wars” one after another. During the Spring Festival of the Year of the Tiger, various platforms distributed over 8 billion red envelopes. Over 8 billion red envelopes will be distributed on various platforms during the Spring Festival of the Year of the Tiger1

Following JD.com’s announcement that it has reached an exclusive interactive partnership with CCTV for the 2022 Spring Festival Gala, red envelopes and in-kind items with a total value of 1.5 billion yuan will be distributed on New Year’s Eve. , other Internet companies have also begun to arrange red envelope wars during the Spring Festival.

On January 20, Douyin launched the "Warm Chinese Year" event and will give out 2 billion red envelopes during the Spring Festival. Just the day before, Kuaishou's 2022 Spring Festival event was officially launched, and red envelopes worth 2.2 billion yuan will be distributed to participating users on New Year's Eve. Baidu's 2022 "Good Luck Chinese Year" event was also officially launched on the same day, with a total amount of red envelopes of 2.2 billion.

In addition, Alipay’s 6-year-long “Five Blessings and Sharing Red Envelopes” event is also on schedule. Users who have accumulated five blessings will share 500 million red envelopes together. What is different from previous gameplay is that this year’s event is fully open to merchants, and more than 1,000 merchants will be the protagonists. Merchants can issue blessing cards to users across the country through their own Alipay mini-programs, life accounts, apps and other private areas.

"If the amount of the red envelope is not bad, I would be interested in participating," a user who paid attention to the Spring Festival red envelopes told a reporter from the 21st Century Business Herald, "But if you spend a long time, you will only get a few yuan and a few cents in the end. , I just find it boring.”

The red envelope war is coming

As the Spring Festival approaches, the red envelope war on various Internet platforms has become the focus of public attention.

The first person to confirm the news was JD.com. On January 5, at the China Central Radio and Television Station’s 2022 Spring Festival Gala exclusive interactive cooperation project launch conference, JD.com became the exclusive interactive partner of the China Central Radio and Television Station’s 2022 Spring Festival Gala. Shao Jingping, vice president of JD.com and head of JD.com’s retail marketing and commercialization center, introduced on the spot that the Spring Festival Gala interaction not only includes red envelope activities, but also massive physical prizes, and all people will share 1.5 billion red envelopes and goodies.

Specifically, starting from the 22nd of the twelfth lunar month (January 24th), users can make reservations in advance to interact with the Spring Festival Gala and invite friends to share bonus packages; on New Year’s Eve (January 31st), users can watch while During the Spring Festival Gala, I went to the JD.com APP to participate in the "Drumming to Welcome the Spring Festival" activity, and participated in shaking red envelopes and goodies. From the first day of the Lunar New Year (February 1st) to the fourteenth day of the Lunar New Year (February 14th), users can still continue to send blessings through the "Drumming to Welcome the Spring" activity, and receive benefits online throughout the entire process; Lantern Festival (February 15th) On that day, JD.com will continue to bring good gifts and goodies to users.

Recently, the red envelope war among Internet companies has become more and more intense, including Douyin, Kuaishou, Baidu, Alipay, etc., leaving users to "snatch the wool".

Among them, Douyin’s Spring Festival red envelope is said to be worth 2 billion yuan. The content of the activities currently understood is that from January 25 to 31, users can participate in the New Year's flavor activities and share 700 million in cash; participate in the red envelope rain and fireworks interaction, and can share 300 million in cash. From February 1st to 6th, users can participate in more "Warm Chinese Year" activities on Douyin Express Edition.

As for Kuaishou, this year’s Spring Festival activities are divided into warm-up venues and New Year’s Eve venues. Starting from January 19, users can share 2.2 billion red envelopes on New Year’s Eve by participating in various fun activities. According to the official introduction of Kuaishou, users who participate in the level-breaking activities at the main Spring Festival venue of the App will receive a cash red envelope of 36 yuan for clearing the level; the first 10,000 people to complete the card collection activity will receive a cash red envelope of 666 yuan; flipping the phone to welcome the God of Wealth can earn a cash red envelope of up to 6,666 yuan .

The scale of Baidu’s red envelopes is by no means lagging behind. According to reports, the total red envelope amount of Baidu’s 2022 “Good Luck Chinese Year” event is 2.2 billion, which is evenly matched with Kuaishou. During the Spring Festival, Baidu will also join forces with more than a dozen companies including Meituan, Xiaohongshu, and SF Express to create one-stop Spring Festival services.

Baidu will also release digital collections of the Year of the Tiger Spring Festival during the "Chinese Year of Good Luck", including the Museum Series Thousand-Hand Guanyin, the Collector's Edition of the Temple of Heaven's Auspicious Beasts, Baidu Good Luck Tiger, etc. This is also the first digital collection series released by Baidu.

In addition, Alipay’s Five Blessings Collection event has also started recently, and a prize draw of 500 million red envelopes will be shared at 10:18 on New Year’s Eve.

It is understood that this year, users have more ways to collect cards. In addition to AR scanning blessings, writing blessing characters, ant forest, etc., two acquisition channels have also been added: Shake and Life Channel. Users who use Alipay to scan the QR code to pay offline will have the opportunity to obtain FuCards. They can also obtain FuCards in the Alipay mini-programs of more than 1,000 merchants. However, as of press time, more than 2.18 million people have collected the five blessings. This means that by New Year’s Eve, the amount of Alipay red envelopes may only be in the single digits per capita.

Multi-party preparations

Faced with the imminent red envelope war, Internet companies are also continuing to prepare for war.

As the exclusive partner participating in the red envelope interaction of the Spring Festival Gala for the first time, JD.com is particularly solemn. A reporter from the 21st Century Business Herald learned that JD.com has currently established 8 project teams around the Spring Festival Gala red envelope project, involving activities, research and development, customer service, risk control and other fields.

From the official announcement and launch of preparations on January 5 to the start of the Spring Festival Gala red envelope interactive reservation event on January 24, JD.com only had 19 days to prepare for the Spring Festival Gala red envelope. A large number of resources need to be dispatched in a short period of time, which also means collective participation from top to bottom. It is reported that Xu Lei, President of Jingdong Group, is personally responsible for the overall project, and Xin Lijun, CEO of Jingdong Retail, is taking the lead, which shows the importance he attaches to it.

“The time is really short. From January 6 to January 17, we have completed five rounds of pressure tests on the entire computer room and system. In the past, we usually did one or two rounds (pressure tests) a week. "Li Junliang, the R&D Department of Jingdong's Retail Technology and Data Center Technology Platform, recalled in an interview, "The whole process was basically a closed operation, and we basically operated around the clock."

In this process, Jingdong’s preparation team also discovered and solved some problems to more effectively ensure the final presentation effect. "The complexity of JD.com's Spring Festival Gala interactive activities is far higher than that of other companies, because other companies mainly send out red envelopes. We not only send out red envelopes, but also give out coupons and physical objects, with more complicated ways to play," Li Junliang pointed out, " E-commerce is destined to be a relatively complex scenario, and in order to ensure everything is foolproof, we have designed multiple scenarios.”

If JD.com’s preparations are a “big training” focusing on complex interactive scenarios, Baidu’s is. It means "to combine vertically and horizontally". On January 17, Baidu joined forces with more than ten companies including Meituan, Xiaohongshu, SF Express, Ctrip, Zhihu, Tongcheng, Maoyan, and 58.com to announce the launch of in-depth cooperation on interconnection, starting from the Spring Festival, in terms of traffic, technology Carry out interconnection cooperation at three levels: , service ecology.

It is understood that the above ten companies have launched smart mini programs in Baidu App. Baidu will open tens of billions of traffic to Baidu during this year’s "Good Luck China Year" event. As an interconnection partner, we jointly create one-stop Spring Festival services for users.

The person in charge of Baidu App said that the interconnection of more than ten Internet companies can effectively improve the user experience. Users can directly book hotels, buy train tickets, movie tickets, etc. using corresponding smart mini programs in Baidu App. High-frequency service, no need to jump between different apps.

Different companies have different intentions when issuing Spring Festival red envelopes, but truly giving back to users is the way to go. "I'm really looking forward to this year's Spring Festival red envelopes. Not only can I have more ways to kill time during the Spring Festival, I can have more topics to talk to my relatives and friends, and I can also pick up wool from big factories. Why not?" said a user. , "But I still hope that behind the red envelopes is real feedback to users, rather than a routine to guide people to download APPs and experience new products." Over 8 billion red envelopes were distributed on various platforms during the Spring Festival of the Year of the Tiger 2

The Spring Festival is coming With the arrival of the epidemic, APPs such as Kuaishou, JD.com, and Douyin have launched “red envelope wars” one after another. Among them, JD.com has 1.5 billion, Alipay has 500 million, Kuaishou has 2.2 billion, Baidu has 2.2 billion, and Douyin has 2 billion.

It is worth mentioning that LeTV Video went in the opposite direction and put the words "cannot separate" on the APP icon.

Not only that, LeTV Video also posted on its official Weibo that the total amount of the 2022 Spring Festival red envelope war will exceed 8 billion, and the bonus package cannot be divided.

In fact, this is not the first time that LeTV Video has used this kind of gameplay. As early as the Spring Festival of 2021, apps such as Pinduoduo, Baidu and Douyin have launched "red envelope wars" ”, the icons of each APP indicate the total amount of red envelopes distributed ranging from 1 billion to 2.8 billion.

At that time, LeTV Video APP also did the opposite, typing the words "Oweed 12.2 billion" on the APP icon. LeTV Video not only stole the limelight in the Internet red envelope war that year, but also made it to the Weibo hot search list with its high-profile announcement that it owed 12.2 billion. During the Spring Festival of the Year of the Tiger, various platforms distributed more than 8 billion red envelopes3

Today’s New Year has a “digital flavor”.

Collecting five blessings and grabbing red envelopes are the top two New Year customs today. On this side, everyone is dazzled by the "red envelope cover" in WeChat Moments. The topic #InternetCompany’s Spring Festival Red Envelope is Stronger# has become a hot topic on Weibo. On the other side, Alipay’s collection of five blessings has been launched on time, and we have entered the national swipe-scanning page. Get familiar with the rhythm.

Behind the new customs, there is the smoke of giant war.

After waiting for 8 years, JD.com distributed 1.5 billion red envelopes and goodies for the CCTV Spring Festival Gala for the first time this year, setting a new record as “the highest in the history of the Spring Festival Gala”; Kuaishou launched “Welcome the Year of the Tiger, Chase the Winter Olympics, and distribute 2.2 billion” on the 19th " activity, the cycle continues until the "Winter Olympics time"; Ali continues to use the five-blessing weapon, which is essentially a "fight your luck to share 500 million" red envelope gameplay; in addition, although Baidu has not officially announced it, the APP icon has been updated The strategy of "good luck in the Chinese Year, share 2.2 billion"; Douyin #WarmChinaYear# special event revealed the strategy of "share 2 billion", but the relevant supporting gameplay has not yet been announced...

Tracing back to the origin of the Spring Festival red envelope war, 19 years ago it was just a two-person battle between Alibaba’s Alipay and Tencent’s WeChat. Now short video platforms, e-commerce platforms, social platforms, etc. have entered the Spring Festival red envelope marketing from all sides, staging a “fight between the dragon and the tiger.” With huge traffic during the Spring Festival, this is not only a battle for platforms to win over paying users, but also a battle for platforms to grab users’ attention.

However, judging from this year’s social discussions, people are increasingly complaining about the platform’s monotonous, complicated and cumbersome red envelope gameplay, and they are increasingly losing patience in sweeping away professional blessings. Kuaishou red envelopes went from “2.1 billion” last year to “2.2 billion” this year. Netizens ridiculed that the red envelope will only increase by 100 million a year. In this way, with the public showing signs of fatigue with the Spring Festival red envelope game, it has become a mystery as to which company can emerge as a new force.

JD.com’s ambition to launch the Spring Festival Gala for the first time

Spring Festival Gala red envelopes and Spring Festival red envelopes are two battlefields.

If the Spring Festival red envelope war can be compared to the "war between princes" where each platform is in a corner, then the only qualification to give out red envelopes at the Spring Festival Gala every year is a once and for all "battle for the fortress". Chinese people complain every year that the Spring Festival Gala is not good to watch, but it has never fallen from its throne as the number one tourist destination. Anyone who can give out red envelopes there will be the object of public attention.

In 2014, WeChat successfully activated more than 8 million WeChat payment users through a clever trick of giving out red envelopes during the Spring Festival Gala. This was described by Alibaba as a "sneak attack on Pearl Harbor". This incident also forced Alipay to During the 2016 Spring Festival, they came up with the ruthless trick of "collecting five blessings and sharing 215 million cash red envelopes equally". This is how Chinese people gather five blessings every year to celebrate the New Year.

In 2015, WeChat once again relied on its cooperation with the Spring Festival Gala to "shake" red envelopes to encourage a large number of users to bind bank cards; in 2016, Alipay won the Spring Festival Gala cooperation response with 269 million yuan. General Yijun; in the next two years, WeChat and Alipay took turns taking the throne, until Baidu entered the game in 2019 and issued 900 million, Kuaishou issued 1 billion in 2021, and Douyin issued 1.2 billion in 21. More and more new platforms have heated up the war year after year. All of them more or less achieved platform drainage through the Spring Festival Gala red envelopes.

The winner of this year’s “offensive battle” is the “newcomer” JD.com, which entered the game for the first time since the Internet giant contracted the red envelope interaction for the Spring Festival Gala in 2014. JD.com has spent a lot of money on this. It is said that eight project teams have been established within the company to promote the Spring Festival Gala red envelope marketing cycle from the 22nd of the twelfth lunar month (January 24th) to the Lantern Festival (February 15th). Compared with Douyin’s 1.2 billion last year, the number of red envelopes and goodies increased by 300 million, which also demonstrates JD.com’s determination.

According to the official introduction, starting from January 24, users can log in to the JD.com APP to reserve Spring Festival Gala interactive activities in advance. On New Year's Eve (January 31), users only need to open the JD.com APP and "shake" while watching the party to participate in sharing 1.5 billion red envelopes and goodies. Among them, the red envelope benefits are divided into JD.com’s no-threshold shopping red envelopes, brand’s no-threshold shopping red envelopes, etc.; the good product benefits are in the form of physical coupons, that is, consumers only need to pay 1 cent to redeem the special rights of physical prizes.

In fact, JD.com’s first-mover stance in this year’s Spring Festival marketing is not limited to this. As early as the 10th, "JD Electric", a subsidiary of JD.com, released a brand Lunar New Year blockbuster "Back". Everyone clearly feels JD.com’s efforts in this year’s Spring Festival marketing.

We may understand the reasons for JD.com’s efforts from two aspects. One is because of performance and business advantages. Last year, despite the unfavorable industry environment, JD.com’s revenue in the third quarter still maintained a rapid growth of 25%. Furthermore, even though the current e-commerce business is facing the impact of live broadcast e-commerce, JD.com has not lost its advantages in its self-operated e-commerce and logistics core businesses. Simply put, the user base that chooses to use industry-leading JD Express and shop in JD Mall is still quite large.

The second reason is the decline of competitors. On the one hand, among the new platforms, Pinduoduo is at a disadvantage in terms of reputation and luck due to the "sudden death incident of an employee", and Douyin and Kuaishou have slowed down the pace of new additions due to peak traffic; on the other hand, among the established giants, Alibaba is at a disadvantage due to the implementation of "two "Choose One" was fined 18.228 billion yuan. Ant Financial, which failed to go public, was rectified and no longer had much energy to carry out marketing; Tencent was deeply involved in antitrust supervision last year, and its WeChat subsidiary has not used the Spring Festival Gala as a battlefield for many years.

Compared with peers, whether it is Alibaba, which has 953 million monthly active users, or Pinduoduo, which has 867.3 million monthly active users, JD.com, which has 552 million monthly active users, and There is still a big gap, but the gap means abundant room for incremental growth. At a time when all its competitors are in bad luck, JD.com’s extra 1.5 billion in red envelope marketing for the Spring Festival Gala is expected to be a turning point for JD.com to reverse its e-commerce landscape. Let’s wait and see how it performs.

Red envelope battle across multiple platforms

The key word for this year’s Spring Festival red envelope battle is probably “chaos”.

As we can see when analyzing JD.com’s opponents above, the development of the giants last year can be said to have their own difficulties. At the marketing node with such large traffic during the Spring Festival, each company is working hard. Jin borrowed the "red envelope war" to make a comeback, but due to the homogenization of gameplay, no one has the confidence to break through.

It may not be possible to judge the strength, but if you want to judge the one who works the hardest this year, Kuaishou can be said to do his part. Many people have overlooked that one of the highlights of Kuaishou's "2.2 billion" campaign is that it has completely integrated the Winter Olympics node marketing actions into the red envelope activity, which is divided into the main venue of the Spring Festival from 1.19-1.31 and the main venue of the Winter Olympics from 2.1-2.20 , with the slogan "Get on the fast side, welcome the Year of the Tiger, and chase the Winter Olympics".

A promotional video that invited Yue Yunpeng to play multiple roles revealed Kuaishou's red envelope gameplay this year: Huhu comes to pass the level, and you will get a 36 yuan cash red envelope for completing the level; jump and jump, and you will get money for every step. Jump to get more gold; collect cards to get 200 million yuan, and the first 10,000 people who collect will get a cash red envelope of 666 yuan; flip the phone to welcome the God of Wealth, and get a cash red envelope of up to 6,666 yuan; on New Year's Eve, the red envelopes exceeded 100 million yuan, and the red envelopes continued all day long... < /p>

I have to say that Kuaishou’s 2.2 billion this year is considered very conscientious among all platforms, but it has been criticized for its cumbersome gameplay and many Weibo netizens reported that it was too late to play. The amount of cash that can be withdrawn from the game is far lower than the amount displayed in the red envelope, which hinders more users from developing the habit of playing games and receiving bonus packages on Kuaishou.

In comparison, Alibaba’s “Alipay Collection of Five Blessings” does not have the problem of attracting new customers. It has already evolved into a must-have entertainment activity for countless Chinese people during the Spring Festival. In the joyful interaction of scanning blessing characters and exchanging blessing cards with relatives and friends, it not only deepens mutual communication, but also cleverly avoids awkward conversations. Finally, it satisfies the collecting mentality and obtains real cash rewards.

This year’s Five Blessings Collection event lasted from January 19 to January 31, with a total amount of 500 million yuan. In addition to the familiar AR blessing scanning, writing blessing characters, Ant Forest, and Ant Manor, participating methods Etc., this year also added the "Watch Videos to Get Lucky Cards" and "Shake" functions. In fact, the gameplay is not new, and it is suspected of encouraging users to watch video ads.

Although gathering five blessings has become a national activity, over the years, netizens have become familiar with the "routine" and are tired of playing it. There are more and more people gathering every year, which means that the amount of cash that each person can share is getting lower and lower. Especially this year, the phenomenon of "dedication and happiness is easy to get" has become more prominent. Many people feel that "it's just one or two yuan every year and they don't want to play anymore." ".

Neither Baidu nor Douyin have officially announced the red envelope strategy, but some news has been revealed. According to the Securities Times, this year Baidu will launch the "2022 Chinese Year of Good Luck" event. Eight major activities will share 2.2 billion red envelopes, and its APP icon has been updated. Among them, the "Reunion Red Envelope" activity has been launched, and the "Gathering Good Luck" activity will start on January 22. Another highlight is that Baidu will also distribute the Year of the Tiger Spring Festival Collector's Edition digital collection during the "Chinese Year of Good Luck", which is the first digital collection released by Baidu.

Last year’s “Spring Festival Gala contestant” Douyin has been relatively calm this year and has never officially announced the red envelope gameplay, but its topical activity #WarmChinaYear# seems to reveal some information . According to the topic introduction, from January 25th to 31st, users can participate in the New Year's flavor activities and can share 700 million in cash; participate in the red envelope rain and fireworks interaction, and can share 300 million in cash. It can be seen that Douyin currently discloses too little activity information, making it the most variable platform this year.

Generally speaking, no one has made enough differentiation in the Spring Festival red envelope marketing on various platforms this year. At present, it is difficult to achieve a more out-of-the-box marketing event. Since then, instead of betting on red envelope marketing, Rhinoceros is looking forward to whether each platform can create "hot" works in terms of pan-Lunar New Year content this year.

For example, this year Kuaishou Short Drama teamed up with screenwriters Liu Beast who appeared in the "Annual Comedy Competition" to plan the script and filmed a very imaginative and exciting movie about "young people traveling through time in the toilet during the Chinese New Year" The Lunar New Year short drama "Celebrating the New Year" has a warm core; Douyin focused on the creators born in the 80s, 90s and 95s to produce a micro-film "Respect Yourself", which went against the festive tone of traditional Lunar New Year short films and gave It touched everyone’s true feelings of softness in their hearts.

The above-mentioned New Year content, including JD.com's "Back", may not have become a "big hit" out of the circle, but as these high-quality Spring Festival content created with the power of the platform are spread, It may encourage more users to participate in platform red envelope activities. In other words, content is the most reliable booster of marketing.