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The cover of the WeChat red envelope breeds all kinds of chaos, so beware of scams when buying.

The cover of the WeChat red envelope gave birth to all kinds of chaos. Beware of scams when buying. The cover of the WeChat red envelope first started from 20 19, but it was not officially launched until the end of 2020, before 202 1 Spring Festival. The cover of the WeChat red envelope gives birth to all kinds of chaos, so be careful of scams when buying.

The cover of the WeChat red envelope gave birth to all kinds of chaos. Beware of scams when buying 1. The Spring Festival of the Year of the Tiger is just around the corner, and the online red envelope will usher in a "bright moment". In order to show good-looking "skin" and personality when sending red envelopes, many netizens have shown strong interest in the cover of WeChat red envelopes.

Due to market demand, behind the guise of small red envelopes, industrial chains such as registration and sales have quietly formed, which has also spawned chaos. Last week, the official WeChat account of "WeChat Coral Security" issued a reminder, saying that "the cover of the WeChat red envelope to be purchased is a scam", and users should not believe the red envelope cover advertisement sold online.

The cover is really a display and drainage.

On the right side of the cover, Xiangyun floats among the mountains. After the opening, the large photo of the spokesperson flashed by, and the crane and the deer flew out ... "Hey, it's so beautiful!" On her daughter's birthday, Xiao Lu received a WeChat red envelope from her cousin. Compared with the ordinary static rectangular red envelope in the past, this red envelope is obviously carefully designed, adding animation effects, which will inevitably make people watch more.

Near the Spring Festival of the Year of the Tiger, the pattern of red envelopes around WeChat has gradually warmed up. In order to win the favor of netizens, many brand businesses have launched their own customized WeChat red envelope covers. Wechat even set up a special "New Year Red Packet Cover". Netizens can check the cover styles of red envelopes customized by multiple brands in advance, choose their favorite covers, and click to collect them according to the release time.

Brand red envelope cover of platform drainage settings.

It is understood that WeChat only charges 1 yuan 1 to the makers of red envelope covers, and does not charge users. That is, enterprises need to pay a fee of 10000 yuan to distribute 10000 WeChat red envelope covers to netizens, and netizens can receive them for free. The reporter received a red envelope cover of a beauty brand and gave a red envelope to a friend. When the other party opens it, an eye-catching animation pops up to promote its "collector's edition gift box". Tap the screen, there will be a "enter applet" prompt, which will directly drain the sales platform.

It is not difficult to understand why companies are willing to spend money on the cover of red envelopes to attract users to collect and use them. When users send red envelopes to others, even in the WeChat group, they are all brand information and products, including the display and delivery of purchase channels. 1 yuan 1 red envelope cover has gained considerable exposure and potential customers, which is undoubtedly very cost-effective for the brand.

Authority certification, making a profit of tens of thousands in January.

After all, the number of brand red envelopes is limited, and some popular styles are often "seconds empty", which is difficult to grab. Some netizens don't want a clear brand logo on the cover of the red envelope. They just want the cover to look good. As a result, many people with active brains came up with ideas and profited from them.

In fact, making a fuss about the cover of red envelopes is not new this year. As early as 20 19, Enterprise WeChat launched this function. Because it is not popular with ordinary users, it is not popular. At the end of 2020, the cover of WeChat red envelope was open to everyone and became the "traffic responsibility" during the Spring Festival.

According to official data, at present, the official WeChat account and individual users certified by enterprises can register and issue red envelope covers. If you are an individual user, you need to register with a video number and have a fan base of 100. Although it has been greatly simplified compared with "at least 1000 fans" at the end of 2020, there are no 100 fans in the video number. What should I do if I want to customize the red envelope cover?

The reporter searched for keywords such as red envelope cover and creative permission, and found that there are many businesses on the online platform that claim to be able to do "creative permission certification". A seller said that the agent's personal customization authority needs to provide name, ID number, email address and video number, and the fee is 100 yuan, which will be opened within 48 hours. In fact, the secret of "agency authority" is very simple, that is, the seller "fills the powder" for the personal video number to meet the minimum requirements of 100 fans.

Acting as "creator authority certification" business, with monthly sales exceeding 1000.

If you have personal permission, you can provide pictures, and the seller can also customize the cover for you. One picture costs 50 yuan. The store's monthly sales volume shows "1000+", that is to say, even if all of them are calculated at the lowest selling price in 50 yuan, the seller's monthly income appropriately exceeds 50,000 yuan. When the registration and customization steps are completed and approved, users can pay the official payment to WeChat. The cover price of each red envelope is 1 yuan, and the service life is 3 months.

The sales profit is considerable, and the distribution business is on the rise.

In order to promote, enterprises are willing to pay for their own covers and distribute them to netizens free of charge. Many people customized their own red envelopes, but rushed to sell them.

On the online shopping platform, red envelope cover related products are dazzling. The reporter bought a cover with a little tiger pattern, and the price was 5.8 yuan. After placing an order, the seller sends a serial number, which will be added when sending a red envelope, and the cover will be used in the list of optional patterns.

The reporter noticed that the cover price of most static patterns is between 5- 10 yuan, while the cover of dynamic video can be sold as far as 20 yuan. Compared with the official charge of 1 yuan, it is easy to earn several to ten times the profit of resale.

Besides selling red envelope covers in person, there are many more "peripheral" businesses, that is, recruiting "agents" to sell red envelope covers for themselves. On multiple social platforms, you can easily find posts and information about recruiting red envelope cover agents. Some posts are also marked with the words "It is easy to earn 100 a day, but it is not a dream to earn 1000 a day".

Recruitment red envelope cover agent poster

The reporter randomly contacted a red envelope cover seller on the grounds that he wanted to be an agent. The other party sent the QR code of the wholesale store with its own red envelope cover, indicating that there are two ways of cooperation. One is to "get the goods" directly in his store, that is, to spend money to buy the serial number of the red envelope cover, and then each cover can be sold on any platform at its own price increase. In this mode, each red envelope cover will be sold to the agent at a price of 4-5 fold off the marked price. If the sale is successful, the profit of the agent will be higher.

Another way is for an agent to open a micro-shop and apply to be the distributor of his shop, so that he can "help" sell the styles in his shop directly without taking the goods. In this mode, it is agreed that the price given to the agent on the cover of each red envelope is 6-7 fold of the marked price, and the difference between it and the actual selling price of the agent is the profit of the agent. Relatively speaking, the profit of a single cover is not so high, but it saves worry and trouble, and does not have to bear the risk that the goods cannot be sold.

"It mainly depends on whether you want to sell it on other platforms or directly on WeChat." The seller suggests that you can try the second method first. The agent he recruited is doing well, and the daily sales can reach more than 1000 yuan.

Beware of the risk of taking off the shelf, and beware of empty money and goods.

In fact, the cover of the WeChat red envelope clearly stipulates from the date of launch that the customizer shall not charge the user in any form. For the paid sales of WeChat red envelope covers, the following measures will be taken: customized accounts involving similar violations will be removed from the shelves, the red envelope covers that have been approved will no longer be used, and the red envelope covers that have not been issued will no longer be issued.

In order to avoid supervision, merchants often claim to sell wallpapers, emoticons and so on. And by the way, "give" the cover of WeChat red envelope. However, there is still the risk of being investigated. Once sealed, the cover of the red envelope purchased by users will not be used again even if it is less than 3 months. Not long ago, a well-known blogger sold wallpaper in the store and "presented" the cover of a red envelope, which was complained of being taken off the shelf. Bloggers issued a notice saying that they would reissue new gifts for users whose "gifts" were invalid through SMS for free, and they were regarded as conscience merchants for a while. However, there are still many users in the comments who say "I bought four covers and only made up one", "Customer service didn't reply" and "I didn't receive the text message".

In addition to the risk of being taken off the shelf, users who pay for the cover of red envelopes may also face the risk of being cheated. On the black cat complaint platform, many consumers complained about this topic, saying that "the promise at the time of purchase is a permanent guarantee, and the customer service will not reply if the contract is not renewed when it expires." "After purchasing the cover of the red envelope, the contact merchant delayed the delivery, and all of them were automatically replied by the robot. After the application is sold, the customer service directly shuts down, and the application cannot continue. The goods and money are gone! " ……

"WeChat Coral Security" WeChat official account issued an early warning saying, "Recently, many netizens were found to have been cheated when buying the cover of red envelopes. The swindler lied that there are a large number of red envelope cover serial numbers for sale, which are not expensive and have many patterns. Someone came to inquire, and the liar sold it at a price ranging from a few yuan to dozens of yuan. When trading, scammers will avoid the platform and say that the serial number is a virtual commodity, and the buyer must pay first. Once the money arrives, the liar will send a fake serial number, or simply pull the black and delete people. "

The cover of the WeChat red envelope gave birth to all kinds of chaos. Beware of scams when buying. 2 The cover of WeChat red envelopes first started from 20 19, but it was not until the end of 2020 that 202 1 was officially launched before the Spring Festival.

According to the TMI report of Tencent Marketing Watch, during the Spring Festival last year, 7.8 electronic red-envelope were distributed per capita, and 2.6 red envelope covers were recycled, 80% of which came from brands.

In addition to WeChat, Alipay, which brings everyone together in Five Blessingg every year, also launched a red envelope cover at the same time. However, the cover of WeChat red envelope is to provide a new marketing service for the brand, and Alipay intends to enhance social attributes through the cover of red envelope.

Then, as a virtual product, what is the purpose of consumers setting up the red envelope cover of alarm clock? From the brand point of view, what is the value of launching a three-month limit red envelope cover? What will WeChat do when the red envelope cover becomes the target of gray production?

Social currency of young people

In the customs of China people, New Year's Eve is a necessary ceremony for the Spring Festival, and so is giving out red envelopes.

Having a good New Year's Eve dinner, elders give young people red envelopes one by one, which has been a tradition for thousands of years. Throughout the Spring Festival, visits between relatives and friends are often accompanied by the maintenance of red envelopes.

If the early red envelope mainly entrusted the blessings of the elders to the younger generation, then the function of the red envelope has already extended to social interaction.

With the development of Internet and the help of technology, physical red envelopes have been largely replaced by electronic red-envelope. In the past, the sense of ceremony that only everyone can get together to send and receive red envelopes was moved to the internet. With the help of mobile phones and the Internet, people can enjoy the entertainment of gathering people to send, receive and grab red envelopes without leaving home.

At this time, the social attributes of red envelopes also extend from offline to online. The physical red envelopes originally restricted by geographical location can be sent to electronic red-envelope all over the world because of the blessing of the Internet. Red envelopes, which were originally issued only during the Chinese New Year holidays, sometimes become a way to activate the atmosphere and express feelings.

Under the background of the arrival of the new consumption era and the rise of Generation Z, electronic red-envelope's sameness is somewhat monotonous. As a result, once the red envelope cover was launched at the end of 2020, there was a rush to grab the cover.

Sending a red envelope with a cover not only shows your keen sense of smell, but also shows your distinctive taste.

Xiaohui got a total of 13 brand red envelope covers through various channels last year, but in the end, she really liked two or three models when giving out red envelopes. "Other red envelope covers were once favored when they were showing off among girlfriends. After all, I can't afford a LV, and it is also very emotional to grab a LV red envelope cover. "

When it comes to grabbing the cover, we have to say that WeChat and Alipay have two different red envelope cover games and mechanisms.

As a social media, the red envelope cover of WeChat is mainly for the brand, and it can only be purchased at the price of 1 yuan/piece after the application for the official account of enterprise WeChat is approved. Of course, individuals can also make a red envelope cover, but they need to apply for a personal video number to achieve it.

Alipay, which started with online payment function, has a red envelope cover function that is directly open to individual users. Last year, Alipay launched games such as "Visiting the Red Packet" and "PK Red Packet". Users can directly use their daily photos and videos on the customized red envelope cover.

This year, the red envelope covers of the two major players also have their own new ideas: WeChat launched a special-shaped red envelope cover. As long as you see an advertisement with the words "shake a surprise" in the circle of friends, shake your mobile phone and you will have the opportunity to shake the cover of the special-shaped red envelope;

Alipay connects the "Gathering in Five Blessingg" activity that has been played for seven years with the function of red envelope cover. Users can exchange Fuka for their favorite red envelope cover, and different cover designs require different amounts of Fuka.

Interestingly, this year Alipay also launched the "Digital Collection" in cooperation with Guo Chao Art College of China Academy of Fine Arts, where five Fuka cards can be exchanged for a digital avatar with a unique digital voucher number. Thanks to the technical support provided by Ant Chain, this digital avatar can also be used on any social platform.

It seems that in the competition for the Spring Festival file, the battle between WeChat and Alipay is far from over.

It is marketing and emotional value.

From June 5438+ 10 this year, the brand began to enter the marketing carnival of WeChat red envelope cover.

According to incomplete statistics, in the published red envelope cover list, the top brands in various industries are still the protagonists.

There are Internet companies such as JD.COM, Meituan You Xuan, and Bi Li, as well as traditional fast-moving brands such as Mengniu, Jin Dian and Imperial Capital, as well as luxury or fashion brands such as Vacheron Constantin, Hermes, Jack Jones and Hot Air. ...

This year, 52TOYS, a collection toy brand, newly launched Panda Roll, Sleep Senzhi, Tong Fei&; Seven covers, including Miki, are designed based on 52TOYS' own IP.

According to 52TOYS, although these seven IPS have the common ground of "national situation", they all have relatively independent fan groups, and the red envelope covers are mainly distributed free of charge in batches through WeChat official accounts and WeChat groups.

Some international brands that are not bad money distribute red envelope covers by placing advertisements in their circle of friends.

Hermes is one of them. It sets a link below the advertisement in the circle of friends. Users can directly enter the Hermes WeChat applet after clicking, and get the red envelope cover after completing the interactive game.

However, it may be that there are too many people playing, or that the number of red envelopes is limited. The cover of each batch of Hermes red envelopes is basically seconds.

There are also media reports that the official account of WeChat, the brand that launched the cover of Yibo red envelope, was paralyzed because fans competed for the cover of WeChat red envelope.

For big brands, the cover of red envelopes is not only an event marketing about festivals, but also the transmission of brand emotional value.

For example, Yongpu's WeChat red envelope cover has played its own IP "Ten Lights", and this image is highly recognized by Yongpu fans. In their minds, stone is not a cold symbol, but a lovely and interesting three-dimensional image with temperature. Therefore, when Yongpu released the cover information of the red envelope, fans were gearing up, showing off, communicating and evaluating in the group after grabbing it.

Obviously, the red envelope cover at this time is not just a small cover, but an emotional bond between the brand and fans.

However, compared with the competition tide caused by the cover of some brands' red envelopes, there are still some brands with completely different body feelings.

The founder of a brand said that trying to put thousands of WeChat red envelopes on fans last year was like throwing a sesame seed into the sea, which had no effect. "Maybe our product itself is not suitable for this kind of socialization, so we won't join in this excitement this year."

Another brand founder said that in the Spring Festival, a national carnival festival, there are actually no small brands. It is not very likely that you want to make a marketing circle with a small red envelope cover.

He believes that "the red envelope cover is actually a special marketing method, and the future is mainly a game of big brands. Even if you grab the cover of a small brand, how many people will use it? "

Is it innovation or new grey production?

This year, the official officially announced that the brand released the cover of WeChat red envelope on 202165438+February 3 1. The first participating brands include Vacheron Constantin, Harry Potter, Hot Air, Amherst, and Dr. Diamond Ring.

However, long before the official release of the red envelope covers of these brands, the red envelope covers have appeared on various platforms such as Tik Tok, Taobao, Xianyu and even Kuaituan.

Based on the imbalance between supply and demand, behind the cover of a small red envelope, a gray industrial chain composed of various stakeholders has been formed.

Because the application for the cover of WeChat red envelope has certain qualification requirements, qualification provision has become the most upstream of this industrial chain. Of course, this qualification is divided into enterprise qualification and personal qualification.

The qualification problem is solved, and then the design problem. In addition to some designers to undertake business, Taobao also has sellers who provide red envelope cover design services.

The designed red envelope cover will eventually reach the consumer side, so Taobao, Xianyu, Tik Tok ... and even WeChat itself have become explicit or implicit sales channels. According to media reports, in this industrial chain, some people earn millions a month.

On the other hand, WeChat issued an announcement at 65438+ on June 30, 2020, clarifying that it is illegal to sell the cover of red envelopes for a fee. Once found, the cover of the illegal red envelope will be removed. This means that users who buy red envelope covers by paying will face the risk of stopping using them at any time.

However, the sales of red envelope covers are still very prosperous.

"The price is not high, the hand speed is not good, and I am too lazy to squat" is the main reason why many consumers buy red envelope covers. In addition, this year's red envelope cover also bid farewell to last year's relatively simple design. Many brands adopt the way of "dynamic+music+effect", which enhances the interest and uniqueness of WeChat red envelopes and naturally attracts more people's attention.

Judging from the first launch of the red envelope cover by WeChat last year, only qualified enterprises are eligible for customization, and WeChat obviously hopes to provide a new marketing method for the brand.

As for the customization rules of personal red envelope cover associated with video number, the purpose is to promote the production of original content of video number, which is also in line with the actual development needs of video number at that time.

This year, WeChat continued to launch new functions such as fission in the form and delivery of the red envelope cover, and helped brands retain public domain traffic into the private domain pool through WeChat official accounts, small programs and other channels.

On the one hand, these innovations of WeChat will bring good marketing transformation to the brand, on the other hand, due to the limitation of distribution cost, it will inevitably bring some scarcity. If the huge demand is not met in formal channels, grey production will be inevitable.

On Taobao, many WeChat red envelope covers have sold tens of thousands. If wechat really needs strict governance, such as stopping illegal serial numbers, one may trigger a big chain reaction, and the other is more difficult to investigate.

In the future, we may wish to wait and see whether WeChat will choose to block or sparse the gray industrial chain on the cover of red envelopes.

The cover of the WeChat red envelope breeds all kinds of chaos, so be careful when buying. The Spring Festival is coming.

The cover of a small WeChat red envelope.

It has become a hot commodity.

"It's not that difficult to grab a red envelope."

Compared with the default red envelope cover, the customized red envelope cover is more novel and unique, which also attracts the attention of the audience.

In the little red book, someone shared the list of their "squatting pit" plan to grab the red envelope cover; In Tik Tok, a ten-second red envelope cover display video can attract many people to ask how to get it; In idle fish, you can see all kinds of sellers by searching for "red envelope cover" ...

In order to facilitate users to grab the cover of red envelopes, WeChat even made a small program called "Red Envelope Alarm Clock" to provide the latest cover receiving messages and reminding functions. (Note: When searching for "red envelope cover" in WeChat applet, there will be many results of "getting serial number for free", but these applets are basically fake. )

It has also become a routine operation to establish a WeChat group and exchange information on the cover of WeChat red envelopes. In a WeChat group of more than 250 people, the group owner occasionally "@ Everyone, let's go!" And post related links. Someone cheered in the group: "I finally got Xiaojun (Karry), thank you." Some people also cried: "Not many seconds, I can only say that it has never been so difficult to grab a red envelope." Others said, "I have 15, so I must hurry!" "

Mix, a post-90s sister, is among them. As an iron fan of 17, she knows that a milk brand endorsed by Chris Lee has recently released the cover of a red envelope every noon 12 and set an alarm clock. However, after three days in prison, she repeatedly missed. ...

"It took ten seconds to get it. Simon missed it before. It is estimated that there are more people robbing. This year feels harder than last year. " Mix opened WeChat to show the covers she grabbed last year, including The Forbidden City, Tom and Jerry and Eighty-Nine.

Young people's "social currency"

If it was first launched in the 20 19 WeChat open class, the cover of the red envelope has reached its fourth year. At that time, it was only a function of enterprise WeChat users testing water certification enterprises to design their own red envelope covers. Last year, the WeChat red envelope accessed the video number for the first time. Individual users open the video number, publish a content, and get 10 likes, which can be used as a personal red envelope cover (price 1 yuan/piece).

The low-cost and high-spread drainage method has covered Xiaohong's new battlefield of brand marketing war. In the WeChat red envelope cover alarm clock applet, you can see the customized red envelope cover news of many brands, including big brands and new consumer brands, involving clothing, beauty, offline retail, logistics, and even games, movies and other fields. The design is very distinctive, similar to advertising posters.

The red envelope cover of enterprises is for drainage, and the red envelope cover collection information released by the media and WeChat merchants is also for powder absorption. Why did the young man grab the covers of these red envelopes with brand logo?

"Can't get it is not a big problem? After all, there will be no urgent need to give people red envelopes every day. " "There is no money in red envelopes, so why grab the cover?"

Mix explained, "Actually, most friends don't know how to use it. I basically send it to my classmates (fans who like the same idol) and then' show off'. " Mix said that when she opened a new WeChat, the other party sent a cover of Chris Lee that she didn't grab. "This friend has also liked Chris Lee for many years."

"I have never owned Vacheron Constantin's watch, but I want to have a red envelope cover of Vacheron Constantin. This is probably the closest thing I have to luxury. " Another post-95 girl, Ye Zi, recently accumulated more than 100 covers, and she teased herself. "Grab the beautifully designed and interesting ones, turn them out and share them with friends. Use a current buzzword, just think of it as' social currency', and the Spring Festival atmosphere group will be responsible. "

After the threshold for customizing the cover of red envelopes is lowered this year, it is also very popular to make covers for couples' own use, for friends' birthdays and for pets, not only for holiday preparations, but also for the sense of ritual in life and society.

The gray industry behind the red cover

Under the dual influence of social needs and festive atmosphere, the cover of red envelopes has also become a hot business.

In addition to the free covers issued by enterprises, which are known as sweet cake, WeChat red envelope covers with different styles are on sale on various platforms, and the unit price ranges from two or three yuan to ten or twenty yuan. On 10 yuan, it is mostly an advanced version-click on the red envelope, and there will be special effects animation and music. There is also a blind box version, a set of 60 yuan, including three dynamic covers and 1 unknown rare covers.

On a short video platform, more than 654.38+million top seven products have been searched for "red envelope cover". Among them, the best-selling classic emoticon IP's red envelope cover series of the Year of the Tiger (unit price1from 0 yuan) has shown a sales volume of 295,000.

Last year, the profits from the cover of red envelopes were very high. In addition to sellers, there are also producers and qualification providers.

On the seller side, sales and agency are often carried out at the same time, and the gameplay is exactly the same as the common WeChat business model.

"It's not too early. We have been selling it since Tanabata ... "

"This industry has never lacked opportunities to make money. You just lack the ability to seize opportunities. "

"A month can earn 65438+ ten thousand+..."

"30 yuan is my agent, give you the background, and directly synchronize thousands of red envelope covers."

Compared with WeChat merchants' skin care products and health care products, they can only pay thousands of dollars as agents, and the agents only need tens or one or two hundred dollars, and the threshold is much lower. Of course, the agency fees paid are different, and the things you can get are different. Merchants with low agency fees only give you a certain number of red envelope covers wholesale, while merchants with high agency fees provide more services, including teaching you how to open a micro-store, how to drain it, and even how to develop your own offline agency.

The words of the merchants are very tempting, but when asked, is it compliant to do this? They are all careless.

In fact, as early as June 5438+ 10, 2020, WeChat issued an announcement explicitly prohibiting illegal sales of red envelope covers. Once the sales behavior is detected, the cover of the red envelope will be removed, and users cannot continue to use or distribute it.

Faced with the supervision of the platform, many shops scratch the ball, write and buy wallpaper or expression packs, and send WeChat red envelope cover redemption codes.

Of course, among the entrants, there are always people who are not willing to just be a "middleman" to earn the difference. The most upstream design producers, students or part-time painters and designers can participate. Last year, the covers of red envelopes were all pictures, so as long as you can draw, you can take orders. This year, covers with selfies, personalized signatures and dynamic video versions are more popular, and those who can do this design can also receive more personalized customization services on major social platforms. A up owner who shared his experience in making money in the mile said: "It is not an exaggeration for you to receive a 13 1.4 yuan for a set of customized couples' covers."

There is also a link that can make money, called qualification providers. As mentioned above, WeChat has qualification certification requirements for red envelope producers, so these businesses provide more "gray" services: helping enterprises pass the red envelope certification, "brushing powder" for personal video numbers, or directly helping you open permissions. However, providing qualifications requires false information, which may lead to information leakage.

With the help of festive atmosphere and users' needs,

A marketing tool that used to cost only one yuan.

This has become a "hot business" involving many parties.

But in the face of ashes,

Still need an extra pair of eyes to ensure safety.

After all, grabbing the cover of the red envelope is also a pleasure.

Losing privacy is a crime.

But it's not worth the candle.