Whip cattle report The Spring Festival of the Year of the Tiger is approaching, the major Internet platforms 2022 Spring Festival red envelope war has also started, looking at the red envelopes of internet manufacturers, this year, Baidu and Kuaishou issued the highest amount of red envelopes, respectively, 2.2 billion yuan were issued, Douyin followed by 2 billion red packets, Jingdong, which successfully won the exclusive interactive cooperation right of CCTV Spring Festival Gala, issued 1.5 billion yuan, and Alipay Set Wufu Activity issued 500 million red packets.
In terms of the amount of red envelopes that have been announced today, the total amount of Internet red envelopes this year has exceeded 8 billion.
Among the many red envelope games, the activities of Kuaishou and Alipay were the first to be launched. It is reported that the main venue of Kuaishou's Spring Festival activities and the Alipay Collection Of Five Blessings activities were launched on January 19, and as of now, Kuaishou and Kuaishou Express App have jumped to the 1st and 2nd places in the Apple App Store free app list, and Alipay and Douyin are temporarily ranked 3rd and 5th.
Click on the homepage of the Kuaishou App to find that it has specially added a Spring Festival channel in addition to the daily channel. It is reported that this year's Kuaishou Spring Festival red envelope play is divided into the main event venue and the Chinese New Year's Eve venue. At present, the main event venue on the line, on the basis of map breaking and collecting cards, has also added interactive gameplay such as playing the jump mini game to get red envelopes and guarding the old money.
In recent years, the Spring Festival red envelope has become a must-have item for the Spring Festival on major platforms. The amount of red envelopes and the form of activities that have been increased year by year have not only brought cash benefits to users and added flavor to the Spring Festival, but also provided valuable opportunities for the platform to seize the traffic highland and pull new platform users daily activities.
It is worth mentioning that this year's Spring Festival also coincides with the Beijing 2022 Winter Olympic Games, and the platforms have begun to launch Winter Olympic-related activities in the station in addition to the Spring Festival activities.
As the official broadcaster of the Beijing 2022 Winter Olympics and one of the world's first short video live broadcast platforms to participate in the broadcast of the Winter Olympics, Kuaishou also entered the "Winter Olympic Time" early, from multiple dimensions such as events, content, interactive gameplay, etc., to present every wonderful moment inside and outside the Olympic Games in a panoramic manner.
Spring Festival marketing is a year-end test for major Internet companies, and from 2020 onwards, Kuaishou's Spring Festival activities are innovating year by year, both in terms of interactive gameplay and product experience. The biggest difference this year is that after the Spring Festival, the Winter Olympics are coming, and Kuaishou, as one of the official broadcasters, may also bring new breakthroughs and possibilities to its year-end answers this year.