Author: Zhang Sheng
Source: Mingjin Network
Hundreds of millions of big projects are coming again, and Internet giants are scrambling to send red envelopes.
Businesses are not philanthropists, but this is a rare win-win project!
One
Hundreds of millions of large projects are available every year, especially this year!
From the beginning of 500 million, all the way up to 8 billion this year.
On January 19, the traditional protagonist "Alipay Set Five Blessings" took the lead in the debut, and many people were chanting in their hearts for 2 or 3 yuan, while they could not wait to take out their mobile phones to sweep the blessing word.
In just one week, nearly 200 million people have gathered all the Fuka cards, far more than the previous 5 years record, which shows how enthusiastic everyone is to participate.
Jingdong, which won the Spring Festival Gala for the first time, waved 1.5 billion red envelopes with a big hand, which is more luxurious than Alipay!
In addition, ByteDance 2 billion, Baidu 2.2 billion, Kuaishou 2.2 billion... The Internet giants who are not short of money, one by one, are more generous than the other, intending to set off round after round of red envelope wars, and none of the participants in last year's war have fallen behind.
Although the gameplay is also different, to put it bluntly, there are more routines, but in the end it is inseparable from "letting the platform merchants sing the protagonist", because they are the real masters of money, and only more exposure opportunities can make up for the real money and silver.
To put it bluntly, using other people's money to achieve their own goals, the result is that everyone is happy, which is a feat of countless companies to achieve their dreams.
But behind this game of national carnival, the truth is not simple!
Two
Everything has always been a joy for someone and some worry.
In 2020, Alipay set five blessings, suddenly there is a "family portrait", seemingly inconspicuous, but it is another counterattack of Alipay on WeChat, after being attacked by WeChat red envelopes in Pearl Harbor in 2014, Ant has never given up its plan to win back a round.
Alipay encourages users to form virtual families, more social attributes are given to it, many people will naturally pull their parents to Alipay, which will not only bring more new users to Alipay, but also further increase user stickiness.
WeChat did not dry, the next day directly released by users in the circle of friends about the "Alipay set five blessings" activities quietly blocked, in addition to the publisher, their friends can not see.
WeChat, which started with social networking, adds payment functions to itself, and Alipay, which starts with payment, frantically makes up for its own social attributes, and there should be an iron rule behind it: the promotion of the payment map is inseparable from the blessing of social networking, and Alipay has never given up its social dream.
This year's Alipay set five blessings, especially launched a new way of playing the "Zodiac Card", you need to invite a relative or friend to help you activate on the same day, and then both have the opportunity to get red envelopes, or in order to increase social attributes, so as to facilitate the deep binding of more users.
But in this battle, Baidu may be an invisible big winner.
Set card method, quick raiders, no one understands the psychology of the Chinese people better than Du Niang, in the era of traffic is money, Baidu's search is only in the past half a month of collecting five blessings and grabbing red envelopes, which is the highest period of search activity.
Baidu, whose sense of existence is getting weaker, never thought that the brightest moment in the hands of users was actually given by Alipay.
Three
The major Internet giants are starting to scramble to send money to everyone, are they crazy? Of course not, not to mention that most of the money is from advertisers, look at their rules of the game, but also more or less understand what medicine is sold in the gourd.
Compared with "Double 11" for Tmall, "618" for JD.com, and "Alipay Set Five Blessings" for the Spring Festival, the height and meaning of "Alipay Collection" for the Spring Festival are far from the first two, which may be the only commercial activity with the highest participation of the whole people and does not require users to spend money and can really get money.
Therefore, countless Chinese people have scolded and cursed on the surface, but they still can't help but participate.
In this game of national red packet grabbing, in addition to the user still having expectations for the final amount of red packets, he also gained a rare sense of achievement. On the other hand, through the preparation of the previous years, Alipay has successfully linked itself with the supertags of "New Year" and "New Year's Flavor", which are recognized by the whole people, no less than another "festival", and the rest of the Internet platforms are well versed in it, and there are huge traffic and business opportunities behind it.
To put it simply, the giants are mainly based on the following considerations.
1. The annual drama that is very easy to spread, the best time for brand promotion.
The Spring Festival is a rest day for almost all industries, including e-commerce, and it is easy to get the widest user participation and dissemination by getting red envelopes for free, and at the same time gain a fairly concentrated social attention.
2. Interpret the customer acquisition and presence to the extreme.
It is an indisputable fact that the cost of Obtaining customers by Internet companies is high, but the Spring Festival, a national event, not only gives enterprises a good opportunity to obtain more sinking market users at a lower cost, but also can activate sleeping users to the greatest extent, and at the same time, they can also present their own products to users in a more kind way, such as ant forest and ant manor.
Is 500 million, 1 billion a lot? If you know they're going to invest billions or even tens of billions of dollars a year in marketing, you wouldn't think so.
3, traffic is money, even if scolded is a good thing.
In 2016, when Alipay Ji Wufu first came out, it was really scolded, but if you think that their account manager is decadent, it is very wrong, through continuous "filling the pit", Alipay has won itself the attention of the whole people again and again. So every year they are scolded and welcome more user participation.
In this era, whether it is praise or insults, it is the heat pursued by a company, and the most feared thing is that users and the market are lazy to scold you, just like the national football team, no one pays attention, that is the biggest crisis.
So we see that Mercedes-Benz knows that the "squinting" advertisement will be scolded, or it is done, the reason is the same.
4, cultivate the habits of users, perhaps there is no more suitable scene than the Spring Festival.
These days of the New Year are undoubtedly the most abundant time of the year for everyone, and it is also the time when everyone turns over the mobile phone the most, if you can let users think of their own APP first and open it, it is a huge success. This is the thought, and there will be an echo. In the long run, expectations are more easily translated into user habits.
5. Passive defense at a specific time.
Nowadays, there are more and more cross-cutting businesses between major enterprises, cross-border robbery may happen at any time, the same thing you do not do, your opponents do, even if you do not do wrong, you may still face a fatal blow.
Baidu paid 900 million yuan for the 2019 Spring Festival Gala, and the number of active users soared by 100 million on the day, but in the end there were not many real users left. But this year, it still comes up with 500 million to fight, because the cost of the game's absence may be higher.
Four
Of course, one might say: wool is always out of the sheep.
Yes, but the key is to see who pays.
This year, we have hardly heard the voice of "high-priced acquisition of Jingye Fu" and the sale of Fuka being deceived, indicating that everyone is treating this marketing campaign of Internet companies with a more mature mentality.
Iron Spring Festival, flowing water passers-by.
Even behind the laughter, there are undercurrents of fighting, and everything is just a scene.
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