With the Spring Festival of the Year of the Tiger approaching in 2022, the "red envelope war" of the Internet platform's routine dish has also quietly started.
On January 5, Jingdong announced that it has become the exclusive interactive partner of CCTV 2022 Spring Festival Gala, distributing red envelopes and good things worth up to 1.5 billion yuan, on January 19, Alipay launched the Five Blessings activity, the prize pool was 500 million cash red envelopes, and subsequently, Kuaishou, Douyin, Baidu successively announced the launch of Spring Festival activities, Nandu reporter statistics, as of January 25, the total amount of Spring Festival red envelopes officially announced by the above five Internet platforms reached 8.4 billion yuan.
The Spring Festival "Red Envelope War" of the Internet platform has gone through 7 years of history, from the veteran players WeChat, Alipay, Taobao, to the "rising star" Pinduoduo, Baidu, Douyin, Kuaishou, Jingdong, etc., have grown into a "super platform" with more than 500 million active users.
For these super platforms, explosive growth has become a thing of the past, what kind of business intentions are behind the Spring Festival red envelope war?
This 8.4 billion "big project", are you going to participate?
Tencent, Alibaba, Baidu, and ByteDance are significantly ahead in the number of apps and the coverage rate of netizens
From payments, short videos to sinking markets
In the Spring Festival red envelope war in 2022, without the figures of Pinduoduo and Tencent Weishi, JD.com replaced Douyin as the exclusive interactive partner of the 2022 CCTV Spring Festival Gala.
According to reports, the 1.5 billion yuan prize pool benefit of Jingdong Spring Festival Gala Interaction will be distributed in the form of red envelopes and good things. Among them, the red envelope welfare is divided into Jingdong no threshold shopping red packet, brand no threshold shopping red packet, etc.; good goods welfare is in the form of physical coupons, that is, consumers only need to pay 1 cent to redeem the special rights and interests of the physical prize.
In the eyes of industry insiders, JD.com won the exclusive interactive partner of CCTV Spring Festival Gala, intending to tap the increment of the sinking market. With the saturation of the market in first- and second-tier cities, the sinking market has become the largest source of growth for e-commerce platforms. In recent years, Jingdong has also actively laid out the sinking market, launched the Jingxi for the sinking market, and formed a two-wheel drive with the main station. JD.com's first quarter 2021 financial report shows that the new users contributed by the sinking market exceeded 80% for the first time. Coincidentally, Alibaba's first quarter report of fiscal 2020 shows that more than 70% of Taobao's new users come from sinking markets such as third-, fourth- and fifth-tier cities and rural areas. Joining hands with the CCTV Spring Festival Gala, it is worth looking forward to whether it can boost jd.com's new active users to a new high.
Looking back at the red envelope interactive activities of the CCTV Spring Festival Gala over the years, from the payment war of WeChat and Alipay to the rotation of Taobao, Baidu, Kuaishou, Douyin, and JD.com, all of them hide the commercial intentions of the Internet platform.
In the Spring Festival of 2015, WeChat directly caught up with Alipay's leading position in the mobile payment market through the linkage with the CCTV Spring Festival Gala. According to the data released by WeChat, on the day of Chinese New Year's Eve, the total number of Red Envelopes received and sent by WeChat reached 1.01 billion times; throughout the Spring Festival Gala, the number of WeChat Spring Festival Gala shake interactions reached 11 billion times.
In 2019, Baidu leveraged 300 million daily workers with 900 million Spring Festival red envelopes. The data shows that during the Spring Festival Gala, the number of global audiences participating in Baidu APP interactions reached 20.8 billion times, and the daily active users of Baidu APP directly rushed from 160 million to the 300 million mark.
In 2020, Kuaishou issued a total of 1 billion yuan of red envelopes during the Spring Festival Gala, the cumulative number of viewers in the live broadcast of the Kuaishou Spring Festival Gala was 780 million, the total number of red envelope interactions reached 63.9 billion times, and the short video broke the circle with the "old iron" into the public group.
The Spring Festival red envelopes in 2021 also hide the commercial intentions of various platforms, among which Douyin and Kuaishou are aimed at payment. Douyin, which won the exclusive red envelope cooperation of the Spring Festival Gala, is the second time to cooperate with the CCTV Spring Festival Gala, and in 2019, Douyin appeared as an exclusive social media communication platform for the Spring Festival Gala. In the eyes of industry insiders, the cooperation between Douyin and the Spring Festival Gala in 2019 is to pull new, and 2021 is to pave the way for payment.
Draft: He Xin
CCTV Spring Festival Gala red envelope interactive platform over the years
Finishing: Maninin
Douyin and Kuaishou compete for short videos, and Baidu intends to pull new app
In addition to JD.com, the main players of the 2022 Spring Festival Red Envelope War are Douyin, Kuaishou, and Baidu, which are also the three platforms with the highest investment funds and have "participated in the war" for four consecutive years.
It is reported that this year's Kuaishou Spring Festival activities are divided into the main venue of the Spring Festival and the Chinese New Year's Eve venue, users can divide 2.2 billion red envelopes by participating in various fun activities from January 19, the main gameplay includes card collection, passing, "jumping red envelope to", "guarding the old money" and so on.
The Douyin Spring Festival event "Warm China Year" was launched on January 24, 2022. From January 24 to February 6, users can divide 2 billion yuan of red envelopes by completing activities such as jinian flavor cards and participating in red envelope rain in 8 clients such as Douyin, Today's Toutiao, and Watermelon Video.
For Douyin and Kuaishou, the Spring Festival red envelope war has become a battlefield that cannot be retreated, short videos carry the two major functions of entertainment and social networking, and will usher in a peak of use during the Spring Festival, once slack, they will be seized by competitors, which is also the reason why Douyin and Kuaishou have spent 2 billion yuan for two consecutive years to participate in the Spring Festival Red Envelope War.
On the other hand, Baidu spent 2.2 billion yuan as last year to bet on the Spring Festival Red Envelope War, which is intended to promote the new pulling of Baidu's "family barrel" products including Baidu App, Good-looking Video, Baidu Network Disk, Xiaodu Smart Speaker, Du Xiaoman, and improve the stickiness of users.
It is understood that Baidu's "Good Luck China Year" sent cash red envelopes worth 2.2 billion yuan, physical prizes, digital collections and other activities through a series of activities such as collecting cards, scanning codes face-to-face, inviting new users, searching for red envelopes, and participating in the Ice and Snow Games. At the same time, Baidu announced that it will invest tens of billions of traffic in this year's Spring Festival to reach interconnection and cooperation with more than ten partners such as Meituan, Xiaohongshu, SF, Ctrip, Zhihu, Tongcheng, Maoyan and 58 Tongcheng, and use relevant smart mini programs in the Baidu App to complete one-stop hotel booking, train tickets, movie tickets and other services.
WeChat and Taobao fade out, focusing on video numbers and live broadcasts
It is worth noting that WeChat and Taobao are gradually withdrawing from the stage of the Spring Festival red envelope war, no longer emphasizing the amount of red envelopes, and the activity play focuses on WeChat video number and Taobao live broadcast respectively.
During this year's Spring Festival, WeChat mainly promoted the video number red packet, upgraded the red packet cover to a new game such as fission and shake, and launched a paid live broadcast of the video number. On January 24, WeChat posted a new feature introducing the red envelope cover "fission distribution". The creator of the red packet cover can set the number of red packets issued and the fission distribution number in the background. After the user distributes the red packet, the user who receives the red packet can click the "Receive the same money" button to directly get the cover of the same red packet.
In addition, WeChat collected 14 head mobile games to launch the Spring Festival activities: from January 24 to 31, users can participate in the activity to get game benefits by searching for "shake their wishes" on WeChat; from January 25 to February 9, 14 mobile games will also launch video number tasks, and users will have the opportunity to get cash red envelope rewards for sharing games on video numbers.
Taobao distributed "Spring Festival New Year Live Broadcast Red Envelopes" through live broadcasting. From January 29 to February 6, every day from 20:00 to 23:00, users log on to the Taobao APP and enter the designated live broadcast room through "Tmall Spring Festival does not close the brand live broadcast venue" or search for "watch live broadcast to grab the Spring Festival Red Packet", and have the opportunity to get the "Spring Festival New Year Live Broadcast Red Packet". During the same user activity, you can get up to one red envelope per day.
2022 Spring Festival Red Packet War participation platform and gameplay
Compared with the Spring Festival red envelope war in previous years, it can be seen that the number of Internet platforms participating and the total amount of distribution have declined this year. According to Nandu's previous report, during the Spring Festival in 2021, a total of douyin, Kuaishou, Alipay, Baidu, Pinduoduo, Tencent Weishi, Taobao and other platforms participated in the Spring Festival red envelope war, with a total distribution amount of more than 10 billion yuan.
The Spring Festival "Red Packet War" of the Internet platform has gone through 7 years of history, from the initial WeChat, Alipay, Taobao, to Pinduoduo, Baidu, Douyin, Kuaishou, JD.com, etc., have grown into a "super platform" with more than 500 million active users. For these super platforms, explosive growth has become a thing of the past, and it is no longer their primary goal, which may be the reason for the overall slowdown of the red envelope war.
However, the fierce competition between the platforms has not changed, and in the upcoming Red Envelope War of the Spring Festival of the Year of the Tiger, Jingdong aims at the sinking market, Taobao mainly promotes live broadcasting, WeChat forces video numbers, Douyin and Kuaishou stick to the short video position, and Baidu fully promotes its APP to pull new... The Internet of 2022 is still full of twists and turns.
Producer: Nandu Business Data News Department
Written by: Nandu reporter Ma Ningning