Where can I grab the red envelope for the Spring Festival Evening in 2022?

Where can I grab the red envelope for the Spring Festival Evening in 2022?

Where to grab a red envelope in the Spring Festival Evening of 2022? CCTV officials announced that JD.COM would give out red envelopes at the Spring Festival Gala in 2022. The interactive activities last from the 22nd day of the twelfth lunar month (65438+124 October) to the Lantern Festival (65438 February+5 May). Where can I grab the red envelope for the Spring Festival Evening in 2022?

On October 5th, 2022/KLOC-0, the exclusive interactive cooperation project of CCTV Spring Festival Gala in 2022 was held in Beijing, and it was announced that JD.COM would become the exclusive interactive partner of CCTV Spring Festival Gala in 2022. The two sides will carry out all-round and in-depth cooperation in red envelope interaction and e-commerce. From the 22nd of the twelfth lunar month (65438+1October 24th) to the Lantern Festival (February15th), JD.COM will join hands with CCTV to create an interactive experience with simple gameplay, diverse benefits and the longest duration. At that time, there will be not only red envelopes distribution activities, but also physical prizes, inviting the whole people to distribute 654.38 billion red envelopes and good things.

Buying new year's goods, eating New Year's Eve, watching Spring Festival Gala and giving out red envelopes ... China people have various customs during the Spring Festival. With the development of economy, not only consumers can buy all kinds of new year's goods, but also the dinner on the table is becoming more and more abundant. While watching the Spring Festival Gala, New Year customs such as "grabbing red envelopes" are also popular.

It is reported that this year's Spring Festival Evening interactive activities will last from the 22nd of the twelfth lunar month to the 15th of the first month. Starting from the 22nd of the twelfth lunar month, users can log in to JD.COM APP to make an appointment for the Spring Festival Evening interactive activities; On New Year's Eve, JD.COM will launch a "drumming to welcome the spring" activity, inviting the whole people to share red envelopes and good things; On the Lantern Festival, users can collect good things and distribute red envelopes through the JD.COM platform.

Not only does it last for a long time, but the interactive gameplay of red envelopes in the Spring Festival Evening is also relatively simple. In the New Year's Eve "drumming to welcome the spring" activity, users only need to pick up their mobile phones and open the JD.COM app to "shake" when watching the Spring Festival Gala. In addition, it was revealed at the press conference that this year's Spring Festival Evening will also be the one with the richest welfare. JD.COM and many well-known consumer brands will issue customized red envelopes during the Spring Festival Gala, so that Chinese people around the world can enjoy the national trend, cool play and special agricultural products.

Before the Spring Festival Evening, the JD.COM New Year Festival also announced that it would open at 8 pm on the eve of Laba (65438+1October 9).

Where to grab the red envelopes in 2022 Spring Festival Gala 2 Since 20 15, China Internet companies have been used to handing out red envelopes to the people all over the country in turn in CCTV Spring Festival Gala to gain traffic and users.

On October 5th, 65438/kloc-0, CCTV officially announced that JD.COM would give out red envelopes for the 2022 Spring Festival Gala. According to the official news of JD.COM, JD.COM became the exclusive interactive partner of CCTV's Spring Festival Gala in 2022. JD.COM said that the interactive activities will last from the 22nd of the twelfth lunar month (65438+1October 24th) to the Lantern Festival (February15th), and a total of 654,380.5 billion yuan will be distributed.

From WeChat to Alipay, Baidu, Aauto Quicker and Tik Tok, almost all Internet giants have successively reached cooperation with the Spring Festival Evening, participating in content distribution, red envelope distribution, e-commerce cooperation and so on. In 20 15, wechat paid a red envelope at the spring festival evening for the first time. According to official data, during the broadcast of 20 15 Spring Festival Evening, the total interaction volume of WeChat exceeded 1 1 billion. However, with the normalization of red envelopes, the red envelopes issued in the Spring Festival Evening have evolved from drainage to "making money at a loss". In 20 19, Baidu became a partner of the Spring Festival Evening. The daily activity of Baidu app rose rapidly from1600,000 to 300 million through the red envelope, but many users chose to uninstall the app after receiving the red envelope.

On the other hand, with the diversification of entertainment methods, the ratings of the Spring Festival Evening are also declining year by year. According to the data released by China Audiovisual Big Data, the comprehensive ratings of 20021CCTV Spring Festival Evening exceeded 20%. In 20 19, the total multi-screen audience rating reached 30.07%.

Since the traffic of the Spring Festival Gala is also declining, why do Internet companies choose the Spring Festival Gala?

In this regard, Li Chengdong, an e-commerce analyst, told China Business News that JD.COM. COM won the right to cooperate in this year's Spring Festival Gala, which is related to the low profile of most Internet companies this year. Before the Spring Festival Evening, the cooperative companies included Tencent, Ali, Tik Tok, Auto Express, Baidu and so on. And the cost of cooperation is very high. This year, most companies want to avoid excessive attention, and some companies may not participate in bidding. At the same time, the Spring Festival Gala will also choose a relatively safe partner. For example, the companies involved in this year's anti-monopoly investigation are at the forefront and it is difficult to participate in the competition for cooperation rights. Therefore, the above analysts speculate that JD.COM may successfully bid at a lower price than in previous years. Judging from the demand of brand advertising, Spring Festival Evening may be the most effective and dedicated communication for China users.

Although the heat has decreased, the Spring Festival Evening is still a good publicity channel. Wang Pengbo, a senior analyst in the financial industry of Broadcom Consulting, told CBN that from the perspective of user acquisition, although the mode of giving out red envelopes in the Spring Festival Evening lost its original popularity, it was also the time point with the highest attention of the whole people, so the leverage efficiency was also the best. From the point of view of obtaining users, it is still the best solution, which can incite more users to complete product familiarity and account binding. However, with the decline in the popularity of grabbing red envelopes in the Spring Festival Evening, the above analysts suggested that there should be more innovations in gameplay to reduce the difficulty, otherwise it would dampen the enthusiasm of users to participate.

Technically, there is not much time left for JD.COM to prepare for the war, only 19 days (from 1.5 to 1.23). JD.COM also said that JD. COM technology system set up a leading group for the Spring Festival Evening Project "Reinsurance" at the first time, and jingdong cloud independent property payment and settlement service platform will use dynamic rules to split algorithm patents to solve the problem of massive data reconciliation and support the Spring Festival Evening peak.

Although the traffic of the Spring Festival Gala is gradually declining, it still needs stable technical support. On 20 18, Taobao became a partner of the Spring Festival Evening, which caused the server to be overloaded when the red packets were distributed in the Spring Festival Evening.

Where to grab the red envelope in the Spring Festival Evening of 2022 3 Since 20 15, grabbing the red envelope has become a new custom of CCTV Spring Festival Evening. That year, the WeChat red envelope was just launched, and it was the first time to launch the Spring Festival red envelope in cooperation with CCTV Spring Festival Evening, so that users could grab the red envelope while watching the Spring Festival Evening.

The influence of CCTV Spring Festival Evening can be said to be the channel with the highest arrival rate and coverage in China. The WeChat red envelope suddenly opened up the situation, which in turn promoted the coverage of WeChat payment, with amazing results.

It was also from that year that an Internet company cooperated exclusively with CCTV Spring Festival Evening every year, and the form of cooperation was "grabbing red envelopes" without exception. From 20 16 to 202 1 Spring Festival Evening, Alipay, Taobao, Baidu, Aauto Quicker and Tik Tok became exclusive interactive partners of CCTV Spring Festival Evening.

In the past few years, the red envelope interaction of CCTV Spring Festival Evening has become a battlefield without gunpowder between Internet companies. The cooperation between WeChat and CCTV Spring Festival Evening in 20 15 was regarded as a "surprise attack" on Alipay, which was attacking the city in the retail payment field at that time. With new gameplay such as "shake", WeChat gained 1 10 billion interactions during the Spring Festival of 20 15, and WeChat paid in May of 20 15.

Since then, it has become a new custom to grab red envelopes while watching the Spring Festival Gala, and the Spring Festival Gala has also become a battleground for head Internet companies. In 20 16, AliPay won the cooperation of CCTV Spring Festival Evening and distributed 800 million red envelopes; Wechat, on the other hand, said that the advertising revenue of friends circle in the five days of the Spring Festival was all used for red envelopes.

Since then, red envelopes have become a regular program of the Spring Festival Evening, but after the novelty of online gameplay has passed, the amount of red envelopes has become a bigger factor to attract public participation. 20 18 Taobao distributed 10 billion red envelopes in CCTV Spring Festival Evening. In 20 19, Baidu won the exclusive interactive right of CCTV Spring Festival Evening red packets and distributed 900 million red packets.

The red envelopes in the Spring Festival Evening also reflect the changing situation of Internet companies. In 2020, after PK lost to Ali, Pinduoduo and ByteDance in the bidding process, Aauto Quicker successfully bid for the exclusive partner of CCTV Spring Festival Evening, and the short video and live broadcast platform became the upstart recognized by the mainstream of the market.

The total amount of red envelopes in JD.COM Spring Festival Evening reached a new high. It is said that from the 22nd of the twelfth lunar month (65438+124 October) to the Lantern Festival (15 February), JD.COM will invite the whole people to distribute/kloc-0.5 billion red envelopes and new year's goods.