The Spring Festival of the Year of the Tiger is approaching, and the red envelope war of the Internet manufacturers has started again. On January 30, the reporter noted that platforms including JD.com, Kuaishou, Alipay, Douyin, Baidu and other platforms have launched red envelope activities in conjunction with the Spring Festival, and the forms of participation include the collection of five blessings, watching the Spring Festival Gala "shake a shake", collecting New Year's flavor cards, playing games, etc. According to incomplete statistics, as of now, during the Spring Festival in 2022, the total amount of red envelopes of each Internet department has exceeded 8 billion yuan.
( ) Internet manufacturers issued 8 billion yuan in red envelopes
This year, JD.com and CCTV Spring Festival Gala jointly held a Chinese New Year's Eve night dividing 1.5 billion red envelopes and physical activities, log on to the Jingdong App in the home page location and search bar to search for "Fried Year Beast" to enter the activity page and make an appointment. The campaign lasted from January 24 to February 15, 2022, with 1.5 billion red envelopes and physical prizes, as well as a 2022 Tiger Spring Festival Gala.
The reporter learned that in terms of gameplay, users only need to participate while watching the Spring Festival Gala, the task is simple, and there is basically no too complicated operation. Users open the Jingdong App while waiting for the Chinese New Year's Eve to watch the CCTV Spring Festival Gala, and according to the CCTV Spring Festival Gala live host prompt, they can participate by shaking with the Jingdong App, and there are a total of 7 rounds to participate.
ByteDance announced that from January 24 to February 6, users can participate in the division of 2 billion yuan of red envelopes in 8 clients such as Douyin, Today's Toutiao, and Watermelon Video to complete activities such as New Year's flavor cards, video New Year's greetings, and participation in red envelope rain. At the same time, there is a special card collection activity, collecting five annual cards can participate in the division of 700 million red envelopes, and the highest single person can get 10,000 yuan of red envelopes.
The activity of Alipay's Five Blessing Cards has basically become a daily "project" for the New Year every year, and this year's Collection of Five Blessings Award Pool is 500 million yuan. What is different from the previous game is that this year's event is fully open to merchants, and more than 1,000 merchants can issue Fu cards to users across the country through their own Private Domain positions such as Alipay Mini Programs, Life Numbers, and Apps.
The Kuaishou platform launched the "Yinghu Annual Score of 2.2 Billion" activity, on the basis of map clearance and card collection, it has added innovative red envelopes such as reversing mobile phones to get red envelopes and playing jump mini games to get red envelopes. Among them, 5 "good luck cards" are collected, and 100 million yuan is divided Chinese New Year's Eve night; and the "Tiger Fu Card" (5 good luck cards are combined into 1 Tiger Fu Card) can be divided into another 100 million yuan. The first 10,000 people who collect the good luck card will receive 666 yuan of early bird red envelopes. The first 10,000 users of the Tiger Fuka can receive an early bird red envelope of 888 yuan.
Baidu threw 2.2 billion yuan at the Chinese New Year red envelope this year and last year.
( ) Kuaishou, Douyin, video number can watch the Spring Festival Gala live broadcast
In addition to dividing up red envelopes, the national custom of watching the Spring Festival Gala has also shifted from the big screen to the small screen. On January 30, Douyin and Kuaishou respectively announced their cooperation with the 2022 Spring Festival Gala of China Central Radio and Television Corporation. Chinese New Year's Eve night, users can watch the 2022 CCTV Spring Festival Gala through Douyin and Kuaishou live broadcast, and watch the live broadcast replay after the Spring Festival Gala.
According to Kuaishou, this is the third consecutive year that Kuaishou has carried out in-depth cooperation with the CCTV Spring Festival Gala, and will provide a high-quality and rich experience for Chinese people around the world to enjoy the 2022 CCTV Tiger Spring Festival Gala through live broadcast, on-demand and short videos. It is understood that users can watch the 2022 CCTV Spring Festival Gala in the official matrix of Kuaishou, Kuaishou Express Edition, Kuaishou Concept Edition, Cloud Audition Fast TV and other platforms.
Douyin said that this is the third time to cooperate with the CCTV Spring Festival Gala. On the night of Chinese New Year's Eve, Douyin will launch multiple rounds of red envelope rain and mysterious interactive red envelope activities, and users can get up to 2022 yuan in red envelopes.
The reporter also noted that a few days ago, the WeChat video number also announced that it has become an exclusive cooperation platform for watching the Spring Festival Gala on the vertical screen, and the Spring Festival Gala of the Year of the Tiger will try the vertical screen live broadcast for the first time on the video number, and the interactive mode is mainly to watch the Spring Festival Gala send blessings, send red envelopes, send circles of friends, send status, etc.
() Users call for grabbing red envelopes may wish to "less routines"
"It's another year of Spring Festival card collection, it's hard to collect a round, another round, and a series of sets to download various APPS, but none of the friends around have won the jackpot, a bit of 'waste of feelings'." For this year's Internet red envelope war, Mr. Hu, a citizen, sighed and hoped to be more sincere and less routine.
Ms. Huang, a citizen, told reporters that the red envelope play of various Internet platforms is now dazzling, and she is feeling more and more tired of these rules. "Everyone likes 'simple and rough', otherwise they really don't have the energy to toss and grab a few dollars or even less."
The reporter randomly interviewed and found that the Spring Festival red envelope war in the early years could indeed attract many users with "freshness", but with the continuous increase of participating institutions and the increasing homogenization of the red envelope play, many users felt "aesthetic fatigue" and called for "less routines" to become a common desire.
Pan Helin, executive dean of the Digital Economy Research Institute of Zhongnan University of Economics and Law, said that in conjunction with the Spring Festival, various platforms are competing for user traffic. From the current point of view of the red packet war, the participation is decreasing, mainly because the way of obtaining red packets is becoming more and more monotonous and boring, and lacks novelty.
"Internet platforms urgently need to come up with new ways of playing, or to make certain improvements in gameplay and sociality." Pan and Lin suggested that Internet giants should still innovate their gameplay, rather than simply smashing traffic with the amount of red envelopes, "otherwise these gameplay stickiness is not strong and has no effect on stabilizing traffic." ”
Image source: Kuaishou, JD.com