Soon the New Year will be over, and the red envelope war on the Internet platform has entered the final sprint stage.
"Give me a dedication blessing", "Do you have a video ringtone?" I want to call to receive red envelopes" and "You have a few tiger fu cards" have become everyone's social black talk recently.
In the Internet era, the New Year's flavor is with a "digital flavor", and going to major platforms to pick up wool and grab red envelopes has become an important IP for the Spring Festival.
The dazzling "red packet cover" of the circle of friends has long been brushed screen, Weibo # Internet company Spring Festival red envelope which is strong # topic dominates the hot search, Alipay, video CRBT, vibrato, Kuaishou collectively opened the whole people to throw money, we have entered the familiar rhythm of the national sweep sweep.
This year, in addition to the traditional gameplay that everyone has gradually numbed, we have also seen new ways of playing such as "video cremation 8# red envelope rain", and at the same time, the Winter Olympic cycle is superimposed on the Spring Festival holiday, and the sense of ceremony of the New Year has also new content.
So, which one is stronger in the 2022 red envelope war? Is the marketing of red envelopes on short video platforms still innovative? What are the new changes in the sense of ceremony during the Spring Festival and the Winter Olympics?
This article answers them one by one.
01. Which internet red envelope war is stronger?
The Spring Festival is a huge traffic entrance to the Internet platform, and the giants have thrown money and fancy red envelopes to invest in exchange for a surge in platform traffic. Up to now, the total value of red envelopes on each platform has exceeded 8 billion.
It seems to be prosperous, but in fact, after the lottery, many people can't share much money, such as last year's set of five blessings, a fierce operation, the result is only a piece of five.
This year, the total value of red envelopes has not decreased but increased, but it is obvious that most platform marketing forms are the same. Giants want to win the Spring Festival traffic war, and innovative gameplay should be more effective than red envelopes.
The earliest fast hand to start the war, the amount of 2.2 billion, interactive gameplay, level breaking, jumping, set cards... If you want to take the red envelope, you not only fight luck but also spell game technology.
Collect 5 good luck cards to divide 100 million, 5 good luck cards to form a tiger card, 5 tiger cards to continue to draw the jackpot, the routine is still the same.
Many Weibo netizens reported that the amount of cash that can be withdrawn after playing the game is much lower than the amount displayed in the red packet, which hinders more users from developing the habit of playing games and sharing red envelopes quickly.
The total amount of douyin is 2 billion, "the annual flavor is 700 million" and "the fireworks are divided into 300 million", the five annual flavors are 300 million, and the total prize pool of all the annual flavor cards is collected...
Like Kuaishou, it is also a double set card, all kinds of sharing, interaction increase the number of draws, camera games, AR Chinese year, playful New Year and other gameplay is the same as in previous years. In addition to the annual flavor card activities, there are also activities such as "Red Packet Rain", "Saving Gold Coins for 100 Million Points", and "Grabbing Cash for 100 Million Points".
In addition to Douyin, this activity also has a total amount of 8 platforms including Watermelon Video, Douyin Volcano Edition Express Edition, Today's Headlines, Tomato Novel, etc.
When the Spring Festival holiday encountered ice and snow events, the red envelope gameplay of the short video platform was also upgraded.
China Mobile's "video CRBT" has newly joined the short video red envelope rain war this year, which has become the highlight of this year.
The theme is "video CRBT red packet rain, help 300 million people on the ice and snow", and unlike the complex rules and dazzling marketing routines of other platforms, China Mobile's video CRBT red packets are simple and rude.
As long as the user watches the custom ice and snow video ringtone when making a call, press "8#" to participate in the "blind box to win the red packet".
There are 5 lucky draws every day, up to 2022 yuan red packets, video members, video ringtone membership packs, music platinum members, mobile phone awards... You can also receive the exclusive "Ice and Snow Honor Certificate" that cheers for China's ice and snow.
The activity time is up to 26 days from 1.26 to 2.20, 5 round-robin draws per day, taking a family of 5 as an example, there are 650 lottery opportunities, this frequency believes that everyone can have a satisfactory harvest.
There is no need to bother with calculations, no need to spend time every day to draw cards to share tasks, and everyone calls to visit the New Year during the New Year.
Alipay's "Set Five Blessings" campaign originated from a mini-game born during its Spring Festival in 2016. Entering its 7th year, this year's 500 million activity rules are relatively simple.
As with last year, users can still get a Fu card through AR sweeping blessings, writing blessing characters, etc. The difference is that this year, Alipay also launched a new way to set a fu card such as shaking and watching videos.
But it may be brand advertising, shaking 10 advertising brands sometimes comes out with a Fu card, which may still be repeated. Jingyefu is still a "limited edition", which determines who can divide 500 million, and no Jingyefu is a vain busy.
Some of this year's red envelope wars are coming to an end, and some are still fermenting.
It is believed that during the New Year, coupled with the long cycle of ice and snow sports, the increase in New Year's telephone calls, the new form of video ringtones and red envelope rain will continue to heat up.
02, Internet red packets: the marketing of the new year
The red envelope war of the Internet platform is in full swing, especially in this year's "local New Year" and "stay at home for the New Year" have become new choices, and for users, "grabbing red packets" is a traditional project to feel the taste of the New Year.
Although many people complain that there are many rules and are becoming more and more uninteresting, they will still "mouth and feel straight", not to rob the white and not to rob.
The Spring Festival is the most important marketing node for Internet companies and the first battle of the new year. Internet giants are taking out billions of real money, and what they want is visibility and traffic.
In 2014, WeChat relied on the magic trick of sending red envelopes at the Spring Festival Gala to successfully activate more than 8 million users to use WeChat Pay, and in 2015, WeChat and the Spring Festival Gala "shake" red envelopes to promote a large number of users to bind bank cards, and since then the WeChat payment situation has been completely opened.
Not to be outdone, Alipay, which was attacked by surprise, launched a fierce move to collect 215 million red envelopes in the Spring Festival of 2016, opening up the tradition of Spring Festival red envelopes on the Internet platform.
Subsequently, In 2019, Baidu entered the game and sent 900 million, in 2020, Kuaishou sent 1 billion, and in 2021, Douyin sent 1.2 billion.
Short video platforms and e-commerce platforms have taken a fancy to the huge amount of traffic during the Spring Festival and used the red envelope war to grab users' attention.
In the past two years, whether it is a payment platform or a short video platform, everyone's development has its own dilemmas, in the Spring Festival so large traffic marketing node, the theater effect blessing, one platform to do, other platforms have to do.
However, everyone complained more and more about the platform's cookie-cutter, complex and cumbersome red envelope play, and more and more lost the patience of sweeping the dedication, and users were tired of the Spring Festival red packet play.
At this time, the emergence of "video CRBT red envelope rain" has brought new vitality to the innovative gameplay.
Unlike others competing for user traffic and attracting attention, China Mobile video CRBT does not have any routine, but on top of China Mobile's huge user volume, it uses video CRBT as an entry point to connect users with ice and snow and the New Year.
More importantly, compared with the complexity of other platforms, the video CRBT is simple and unexpected, and the "8#" can be completed during the call process, without card collection, without sharing assistance, and without watching advertisements.
Obviously, from the perspective of user experience, video CRBT is relatively good.
The red envelope war of platforms is actually a typical manifestation of the "attention economy", and only by spilling red envelopes that are attractive enough can they attract the attention of users or consumers to the greatest extent.
It's one thing to quickly pull up a new job in a short period of time, but it's another thing to be able to truly convert and retain huge amounts of traffic.
In the seven days of the Spring Festival in 2021, the domestic mobile Internet traffic consumption was 1.975 million TB, doubling on the basis of the more than double growth of the Spring Festival in 2020, an increase of 130% year-on-year, and will only increase in 2022.
The red envelope war between Internet platforms is actually an upgrade of commercial competition. Rather than betting on the marketing of red envelopes, it is more critical for each platform to attract people in terms of pan-Lunar New Year content during the Spring Festival.
This year coincides with the winter Olympic ice and snow event, and the ice and snow theme content is undoubtedly the victory of the short video platform.
We now see that the "Video CRBT Ice and Snow Zone" has been launched on the Migu Music APP, and the advantages of the mobile Internet are more obvious, during the competition, users can watch wonderful events anytime and anywhere through China Mobile Video CRBT.
In addition, the New Year custom is not only red packets, but also the unique human touch of Chinese.
Traditional economics believes that there is no temperature, no emotion, no dependence on friends, the highest efficiency; but since the Internet, especially after the rise of the Internet red economy, there is no temperature in doing business, no emotion, no dependence on friends, and it has become very LOW.
In the post-epidemic era, the traditional sense of the New Year is getting weaker and weaker, and the generation that has been deeply affected by the mobile Internet has begun to look for a sense of new year's ceremony online.
According to the "Report on the Development Trend of Chinese New Year Customs", the collection of five blessings, cloud worship, red envelope grabbing, and family travel were voted as the "new four new annual customs" in the 21st century.
Whether it is red packets or five blessings, no matter which kind of game in the "red packet war", the meaning in the traditional Spring Festival is blessing. The carrier form of the red envelope war carried out by the Internet giants has never left the traditional sense of "New Year".
We are more and more aware that with the advancement of technology, the traditional model of blessing friends and relatives during the festival and making phone calls is far more meaningful than WeChat publishing love packets and red envelopes.
The Internet red envelope war is an undoubted marketing carnival, a reconstruction of the concept of the Spring Festival in the traditional sense of the mobile Internet era.
The constantly innovative red envelope model has gradually evolved into a social change led by Internet red envelopes.
We grabbed the red envelopes, made blessing calls, and watched the Winter Olympics, so that the Spring Festival was very "New Year's flavor".