More than 8 billion red envelopes are coming, how to correctly "shearle wool" during the Spring Festival of the Year of the Tiger?

Figure: Figure worm

Source: 21tech

Author: Yang Qingqing

Editor: Li Qingyu

Following JD.com's announcement that it has reached an exclusive interactive partner for the 2022 Spring Festival Gala with CCTV, and will distribute red envelopes and physical objects worth a total of 1.5 billion yuan on Chinese New Year's Eve Night, other Internet companies have also begun to lay out the red envelope war during the Spring Festival.

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

In addition, Alipay's 6-year-old activity of sharing red envelopes with five blessings also arrived as scheduled, and users who collected five blessings will jointly divide 500 million red envelopes. Different from the previous gameplay, this year's event is fully open to merchants, more than 1,000 merchants will become the protagonist, merchants can issue Fu cards to users across the country through their own Alipay Mini Programs, Life Numbers, Apps and other private domain positions.

"If the amount of red envelopes is not bad, it is interested in participating," users who pay attention to the Spring Festival red envelopes told the 21st Century Business Herald reporter, "but if it takes half a day's effort, and in the end it is only a few pieces of a few cents, it will feel bored." ”

The Red Packet War is coming

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

The first to confirm the news was JD.com. On January 5, at the press conference of the exclusive interactive cooperation project of the 2022 Spring Festival Gala of China Central Radio and Television Corporation, Jingdong became the exclusive interactive partner of the 2022 Spring Festival Gala of the Central Radio and Television Corporation. Shao Jingping, vice president of Jingdong Group and head of Jingdong Retail Marketing and Commercialization Center, introduced on the spot that the Spring Festival Gala interaction not only has a red envelope activity, but also a massive physical award, and the whole people will share 1.5 billion red envelopes and good things.

Specifically, starting from the 22nd of the 22nd lunar month (January 24), users can book the Spring Festival Gala interaction in advance and invite friends to share red envelopes; on the night of Chinese New Year's Eve (January 31), users can watch the Spring Festival Gala while going to the Jingdong APP to participate in the "Drumming and Welcoming Spring" activity and participate in shaking the red envelopes and good things. From the first day of the Lunar New Year (February 1st) to the fourteenth day of the Lunar New Year (February 14), users can still continue to send blessings for the New Year through the "Drumming and Welcoming spring" activity, and receive benefits online throughout the process; on the day of the Lantern Festival (February 15), Jingdong will continue to bring good gifts and good things to users.

Recently, the red envelope war of Internet companies has become more and more intense, including Douyin, Kuaishou, Baidu, Alipay, etc., which have gone down, allowing users to "shear the wool".

Among them, Douyin's Spring Festival red envelope is said to have 2 billion yuan. At present, the content of the activities learned is that from January 25 to 31, users can divide 700 million cash by participating in the activity of collecting new year flavors; participating in the interaction of red envelope rain and fireworks can divide 300 million cash. From February 1 to 6, users can participate in more "Warm Chinese Year" activities in Douyin Express Edition.

In terms of Kuaishou, this year's Spring Festival activities are divided into warm-up venues and Chinese New Year's Eve venues, and users can divide 2.2 billion red envelopes on the day of Chinese New Year's Eve by participating in various fun activities from January 19. According to the official introduction of Kuaishou, users who participate in the customs clearance activities in the main venue of the App Spring Festival will receive 36 yuan in cash red envelopes; the first 10,000 people who complete the card collection activities will receive 666 yuan in cash red envelopes; flip the mobile phone to welcome the god of wealth up to 6666 yuan cash red packets.

Baidu's red envelope scale is not lagging behind. According to reports, baidu 2022 "good luck China year" activity total red envelopes total 2.2 billion, equal to Kuaishou. During the Spring Festival, Baidu will also cooperate with more than ten enterprises such as Meituan, Xiaohongshu and SF to create one-stop Spring Festival services. Baidu will also distribute the Digital Collection of the Spring Festival Edition of the Year of the Tiger during the "Year of Good Luck in China", including the museum series Thousand Hands Guanyin, the Collector's Edition of the Temple of Heaven Rui Beast, Baidu Good Luck Tiger, etc., which is also the first digital collection series released by Baidu.

In addition, Alipay's Five Blessings collection activity was also recently launched, and 500 million red envelopes will be divided at 10:18 p.m. on the Chinese New Year's Eve.

It is understood that this year's user set card play is more abundant, in addition to AR sweeping fu, writing fu characters, ant forest, etc., but also increased the shake and life channel two kinds of access channels. Users can use Alipay to scan the code to pay offline, and they have the opportunity to obtain a Fu card, and they can also get a Fu Card in the Alipay Mini Program of more than 1,000 merchants. However, as of press time, more than 2.18 million people have gathered their blessings. This means that by Chinese New Year's Eve day, the amount of Alipay red envelopes may only be at the level of single digits per capita.

Prepare for the battle in many ways

In the face of a hair-trigger red envelope war, Internet companies are also continuing to prepare for the war.

As the exclusive partner who participated in the Spring Festival Gala red envelope interaction for the first time, JD.com is particularly solemn. The 21st Century Business Herald reporter learned that at present, Jingdong has set up 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 start of preparation on January 5 to the opening of the Interactive Appointment Of the Spring Festival Gala Red Packet on January 24, Jingdong's Spring Festival Gala Red Packet Preparation Time was only 19 days. The need to dispatch a large number of resources in a short period of time also means collective participation from top to bottom. It is reported that the project is personally responsible for the overall situation by Xu Lei, president of Jingdong Group, led by Xin Lijun, CEO of Jingdong Retail, and its attention can be seen.

"The time is really rushed, from January 6 to January 17, we have completed five rounds of pressure testing of the entire computer room system, and in the past we usually did one or two rounds a week (stress testing)." Li Junliang, R&D department of JD.com's retail technology and data center technology platform, recalled in an interview, "In the whole process, it was basically a closed operation, basically sleepless to operate. ”

In this process, the JD preparation team also found and solved some problems, so as to more effectively ensure the final presentation effect. "The complexity of Jingdong's Interactive Activities for the Spring Festival Gala is far higher than that of other companies, because other companies mainly send red envelopes, we not only send red envelopes, but also send coupons and physical objects, with more complex gameplay," Li Junliang pointed out, "E-commerce is destined to be a more complex scene, in order to ensure that there is no mistake, we designed a number of scenes." ”

If JD.com's preparation is a "big training" focusing on interactive complex scenes, Baidu intends to "combine vertical and horizontal". On January 17, Baidu, together with Meituan, Xiaohongshu, SF, Ctrip, Zhihu, Tongcheng, Maoyan and 58 Tongcheng, announced the opening of in-depth cooperation on interconnection, which will take the Spring Festival as the starting point to carry out interconnection cooperation at the three levels of traffic, technology and service ecology.

It is understood that the above more than ten enterprises have launched smart mini programs in Baidu App, and Baidu will open tens of billions of traffic to interconnection partners during this year's "Good Luck China Year" event to jointly create one-stop Spring Festival services for users.

The relevant person in charge of Baidu App said that the interconnection of more than a dozen Internet companies can effectively improve the user experience, and users can directly complete high-frequency services such as booking hotels, purchasing train tickets, movie tickets and other high-frequency services by using the corresponding smart mini programs in Baidu App, and no longer need to jump between different Apps.

Different enterprises have their own intentions in issuing Spring Festival red envelopes, but really giving back to users is the king. "I'm looking forward to this year's Spring Festival red envelopes, not only can there be more ways to pass the time during the Spring Festival, but also have more topics with relatives and friends, and can also raise the wool of the big factory, why not enjoy it?" Some users said, "However, I still hope that behind the red envelope is really giving back to users, rather than guiding the routine of downloading APP and experiencing new products." ”

Editor: Lu Taoran