Shenrancaijing original
Author | Li Qiuhan
Edit | Wei Jia
In the Spring Festival of 2022, did you grab the red envelope?
The annual Spring Festival arrives, and the Internet giant red envelope war arrives as promised. According to the official news released by the collection, the people who joined the battle this time are JD.com, Baidu, Kuaishou, Douyin, etc., and the total amount of red envelopes is 8.4 billion. Among them, Kuaishou and Baidu spent the most money, 2.2 billion yuan respectively; Douyin followed, the amount reached 2 billion, the number is consistent with 2021; as the exclusive interactive partner of the 2022 Spring Festival Gala, Jingdong took out 1.5 billion, which is not small; in addition, Alipay also took out 500 million.
According to the "Report on the Development Trend of Chinese New Year Customs" released in 2020, 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. In contrast, annual customs such as lion dances, firecrackers, pig killing, and handwritten Spring Festivals have gradually faded out of public life.
Grab red envelopes into a must-have project for the Spring Festival, there are too many "money" giants, some netizens sighed on social media Chinese New Year's Eve night, "Tonight I am so busy, busy shuttling between Alipay, Kuaishou, weibo ..."
On the one hand, more and more giants are joining the war, and on the other hand, the topical breakthrough that the red envelope war can bring has become more difficult.
According to the statistics of Ai Media Consulting, during the Spring Festival in 2021, the amount of red envelopes issued by major Internet platforms exceeded 18 billion yuan, far more than this year. According to the bills posted by netizens, each platform took out funds in the unit of "100 million", and most of the individuals divided it up for a few yuan. On social media, there is no shortage of "a meal operation is as fierce as a tiger, and there is only one piece of five in hand", "after a few days, this is it?" " and other sounds.
But whether it is a giant or a user, there are still many people who are happy to do it.
In 2014, WeChat red envelopes became popular during the Spring Festival, and in 2015, WeChat moved the red envelope activity to the CCTV Spring Festival Gala stage, opening the tradition of Internet giants scrambling to send red envelopes at the Spring Festival Gala.
Taking this as a starting point and aiming at the Spring Festival traffic dividend, Internet giants have opened a red envelope war, which has been eight years. During this period, the Internet giants who boarded the Spring Festival Gala came and went, and more and more giants participated, and this article tries to explore how much benefit a series of activities will bring to the giants by 2022? Who is the biggest winner? Is the red envelope robbery still useful?
Who is involved in grabbing red packets?
In order to grab the red packet, Li Pingping from Nanchang, Jiangxi Province, indulged in the "jump one jump" game on Kuaishou. This game relies on the operation of the villain to charge the jump, the gameplay is simple and interesting, and it was once all the rage. In 2018, shortly after he first came into contact with the game, he won the championship of the Jump Guangzhou Division at the Small Game Masters Tournament that year, turning his hobby into a career, and then he simply opened the live broadcast to play a jump, but now, the red envelope on the grab fast hand also came in handy.
This is just one of the major platforms to grab red envelopes this year. The essence of the red envelope grab war is the major App of the Internet, for the new and old business to pull new ways to promote life, the logic of the activity mainly revolves around "how to let users come", "come to let users do what", "how to let users stay, bring substantial benefits" three steps.
How to get users to come? Throw money at it. The eye-catching numbers on the logos of major APPS are the most direct advertisements that attract users.
So, what do you want users to do? It's not just about receiving red envelopes. Collecting fu cards, playing games, and directly receiving red envelopes are the main "throwing money" methods adopted by major platforms at present. However, it is worth noting that the red envelope grab war has lasted for many years, and the major platforms have played the logic of "throwing money to attract users", the activity goal is obviously oriented, and there is not much innovation in the gameplay in recent years.
Some user bases are already large enough to focus on promoting activity and playing less.
Alipay this year focused on the "set of five blessings", but the "set" method focused on enriching, such as users in Alipay search for the corresponding business institutions, or scan their Alipay Mini Program QR code, or in the Alipay App to participate in AR sweeping, writing fu characters, ant forest, watching "Alipay life channel" and other ways, you can collect Fu card. This style of play, intended to be direct, aims to increase user activity in various sections of the platform.
Some focus on pulling new ones, linking grabbing red envelopes with inviting friends to help.
This year's Spring Festival Gala partner JD.com, in addition to sending red envelopes, also set up three rounds of real-time activities to watch the Spring Festival Gala shake, beat the drum, and invite friends to help. Among them, drumming interaction and inviting friends to help, the intention is to pull new. According to the official release, it has the purpose of targeting the sinking market through a series of activities to attract small-town youth.
Some are pulling new promotions and grasping with both hands, and the activities are diverse, but the procedures are relatively more.
Baidu broke up the amount of 2.2 billion yuan, and the general welfare was mainly divided into 6 ways to participate: good luck, reunion red packets, ice and snow games, search for red packets, benefit life, and ask a question. The gameplay looks relatively richer, involving inviting users to get cash, searching for red envelopes, 1 yuan second sale, etc., compared to Alipay' ambitions, more goals to achieve, specific functions /APP involves search, local life, paid consulting, Baidu network disk, Xiaodu APP, etc.
Source / unsplash
Douyin is similar to Alipay, and also bets on the interactive and direct set cards and their gameplay. For example, the collection card activity is divided into two stages, enriching the way of collecting cards, in the vibrato, today's headlines, watermelon video and other 8 clients, you can complete the collection of new year flavor cards, download today's headlines express version, watch friends page videos, share activities to friends, etc., but also increase the opportunity to draw cards. Respectively, they point to the new purpose of promoting revitalization and pulling, and strive to promote the "invite friends to watch videos together" function.
In terms of Kuaishou, more efforts have been made in the gameplay, and the classic gameplay and innovative gameplay have been taken into account, and the new promotion of survival has been considered and planned.
In terms of classic gameplay, it involves two major activities, breaking through the level and collecting fukas, focusing on interactivity. The game of breaking through the level has set up a unique New Year's flavor scene, and you will get a cash gift of 36 yuan when you pass the level. In terms of collecting cards, Kuaishou has also launched two rounds and carried out fine operations: collecting five good luck cards can participate in the activities of Chinese New Year's Eve 100 million points, and the first 10,000 users who complete the task will receive 666 yuan of early bird red envelopes; the second round of collection has the opportunity to divide another 100 million cash red packets. At the same time, in the game of card fragments, it is linked with the classic IP of "Glory of the King" and Shanghai Fine Arts Film Studio, which also increases the attractiveness of cross-circle crowds.
In terms of new gameplay, Kuaishou has launched a game called "God of Wealth", focusing on innovation. That is, open the Kuaishou or Kuaishou Express APP to reverse the phone, that is, there is a chance to trigger special effects, harvest Kuaishou New Year greetings, and have the opportunity to get 6666 yuan cash red envelope. In addition, games such as "Jump a Jump" and "Guard Pressing Old Money" can also allow users to "stay" in games and fun.
The follow-up kuaishou game was upgraded again, opening the Chinese New Year's Eve event venue, and launching the "number selection lottery", that is, the user guessed 4 numbers correctly to divide the red envelopes in the time period; "shake a shake to win cash", that is, find a nearby friend to PK by shaking the dice, and the winning party has the opportunity to win cash; "200 million red packets to the end", the user opens the red packets through small tasks, you can participate in the division of 200 million cash, the more tasks are done, the more they are dismantled. Taking into account interactivity, sociality and entertainment, with more elaborate gameplay, actively mobilize user participation.
According to official news, on the day of Chinese New Year's Eve, on Kuaishou, on average every 60 seconds throughout the day, users can participate in the division of 100,000, most of which are the platform's independent innovation play.
In the context of the increasing aesthetic fatigue of users in the red packet war, improving interactivity and fun and attracting users to actively participate is a more conducive way to the continuation of the red packet war, and it is also what major platforms need to pay attention to. In contrast, Alipay is the most direct, Baidu is the most ambitious, short video platforms want to increase the length of time users stay, Kuaishou focuses on gameplay interaction and innovation, and also pays great attention to user experience. For example, in the "number selection lottery" link, taking into account the number selection habits of different users, Kuaishou has set up two ways of random mode and independent number selection, and also launched "one number to the end", users can choose numbers at a time and participate in 10 rounds of lottery.
Who is the biggest winner?
"I look forward to making everyone a part of the Spring Festival Gala, not only enjoying the audiovisual feast, but also getting happiness in the interaction," Ha Wen, the director of the Spring Festival Gala in 2015, said in an exclusive interview with the media, talking about the purpose of introducing new media interactive creativity for the first time. That is, this year's Spring Festival Gala, WeChat shook a shake, to achieve the participation of the whole people. It can be said that the red envelope war has been related to interaction since its birth.
The criteria for testing the success of the red envelope grab war, the interaction coefficient and the results are the indicators that have to be seen.
Ai media consulting data shows that during the Spring Festival in 2021, after participating in the platform network red packet, nearly 80% of users chose to bind bank cards; after binding bank cards, more than 50% of users had no intention of unbinding bank cards. The Spring Festival network red envelope activity has become an important part of the payment business layout of major platforms, and can effectively pull new payment business.
Judging from the data, the biggest winner of the red envelope war in the past years is WeChat. According to Tencent's official data, in 2014, from the Chinese New Year's Eve to the eighth day of the first year, more than 8 million users participated in the red envelope snatching activity, and the peak of the activity was Chinese New Year's Eve night, and 25,000 red envelopes were collected every 1 minute. With the east wind of the Spring Festival, WeChat red envelopes became popular overnight.
Then, in 2015, WeChat sponsored the Spring Festival Gala, and the "shake red packet" of that year was once again successful, and official data showed that from 20:00 Chinese New Year's Eve to 00:48 on the first day of the first year, the total number of WeChat shake interactions at the Spring Festival Gala reached 11 billion times. During the national red packet rush period, that is, Chinese New Year's Eve 22:32-22:42 that night, a total of 120 million red envelopes were issued, making WeChat Pay achieve a huge leap.
Second, the second biggest winner is Alipay. After the success of WeChat, in 2016, Alipay launched the Five Blessings campaign, and the red envelope was set at 200 million yuan. This is a successful marketing campaign, the game of the user by adding 10 friends, forwarding to invite friends to give away and other ways to get a Fu card, to promote the development of Alipay's long-awaited social function, although because of the dedication of the Fu too little, at that time a lot of spit, but Alipay and users are also counted as each of the gains, and finally a total of 790,000 people successfully collected five Fu cards, and finally each person got 271.66 yuan, and the collection of Wufu activities has also continued to this day.
So, who is the biggest winner of the red envelope war this time?
According to Qimai data, since January 19, after the giants opened the red envelope war, the ranking on the APP Store free list has changed a lot, alipay, Kuaishou, Byte-based tomato listening, Douyin, and Jingdong have all climbed to the top of the list. Among them, Kuaishou won the longest time, from January 23 to January 28, it continued to climb the top for six days, followed by Alipay, which ranked first in three days, followed by Douyin, which reached the top for a total of two days. Fast Hand came out on top in terms of downloads.
In terms of interactivity, The official data of Kuaishou shows that the total number of interactions of this year's "2.2 billion points on Kuaishou" red envelope activities reached 11.46 billion times, and the users who received the most red envelopes received a total of 1261 times, as of the day of Chinese New Year's Eve, the "jump a jump" activity has accumulated more than 40.4 billion jumps, calculated by jumping 2 meters at a time, which can circle the earth in 2016. At the same time, as of January 30, 20,000 people had received 666 yuan or 888 yuan of early bird red envelopes through the collection card.
Source / Kuaishou Big Data Research Institute
Previously, when analyzing the successful cases of WeChat red envelope marketing, Wang Chao, founder of Wenyuan Think Tank, said, "WeChat red envelopes combine the custom of sending red envelopes for the New Year, in fact, first of all, the product itself needs to be good, and secondly, it must conform to the atmosphere of people's New Year, and retreat from the water, rather than creating a new trick that deviates from the foundation."
That is to say, the basic functions of the platform are first needed to lay the foundation, and the second is the platform's activity planning ability.
Previously, it was committed to moving traditional businesses from offline to online, influencing consumer decision-making through the "trust" basis of private domain traffic, and Kuaishou built a digital market ecology that is closely connected with users.
This time Kuaishou mobilized the resources of the whole site, in how to attract users, how to make users play interesting, how to let users stay, each step combined with the platform's digital market ecological characteristics, made a differentiated integration. Such as the game settings of the red envelope grabbing activity, whether it is the interface setting or the gameplay, pay attention to fun and rejuvenation; based on the private domain traffic characteristics of the platform, the traffic inclusive background, the "New Year Koi" activity mobilizes the enthusiasm of the creators in the station, realizes the benign interaction between the creators and the user, and makes it more connected; and a series of Spring Festival PGC programs are fully prepared for user retention and consumption of high-quality content.
The playing style pays great attention to the user experience, which is the result of the mutual choice between the user and the platform.
How do I retain users?
Sprinkling red envelopes during the Spring Festival is the antidote to the flow of giants. Use red envelopes to attract users, after the traffic comes, how to retain them, how to operate is the key to this activity.
Why is Kuaishou the first in terms of downloads?
In addition to focusing on user experience, "in essence, Kuaishou's gameplay is exploring the combination of interaction and content," said an industry insider.
In addition to grabbing red envelopes, kuaishou's innovative gameplay of "New Year Koi" really allows users and creators to play and realize content interaction. The platform's activities have leveraged a large number of creator stars to spontaneously go down, and together with the platform, they provide a variety of gifts for lucky users. The stars involved are Ella Chen Jiahua, Lin Xinxin, SNH48, Tang Jianjun (played by Xie Guangkun), Yi Nengjing, Zheng Kai, etc., and the vertical creators come from the fields of automobile, pan-knowledge, finance, games, entertainment and other fields in the Kuaishou community.
According to the official introduction, the event is divided into two stages, the first stage is the main "pet powder", for ordinary users, January 19 at 00:00, January 23 at 8:00 pm lottery, the second round of lottery lasts until January 28 at 8 pm, the second stage is dedicated to the "koi", that is, for lucky users, January 30 drawn the final prize, the winner exclusively enjoyed 200 + popular prizes.
The largest koi fast hand account "Qizai's big frog" and the anchor Lian Mai, can not hide the joy, said that they have drawn more than 500 awards, none of them hit, when they are about to give up did not expect to win the biggest prize, get gifts such as iPhone13 mobile phones, full gold jewelry, Sanya luxury car experience a day and so on. What impressed him the most was the cart of cabbage prepared by Tang Jianjun (played by Xie Guangkun), who said that if he had the opportunity, he would send the cabbage back to his hometown and let everyone in the village be blessed.
"Blessings are passed on", which reflects the background of Kuaishou traffic benefits. Koi activities link the resources in the platform site, mobilize the enthusiasm of platform creators, enhance the sense of connection between users and creators, and truly realize the benign interaction between the platform, users and creators, with surprises, interactions and warmth.
In terms of how to let users stay, the high-quality content matrix under the kuaishou PGC guidance plays an important role.
According to official sources, Kuaishou has reached strategic cooperation with 11 provincial-level television stations, including Guangdong Satellite TV, Shandong Satellite TV, Anhui Satellite TV, and Southeast Satellite TV, to continue the IP form of "Kuaishou Watching the Spring Festival Gala" and simultaneously broadcast live programs on large and small screens. At the same time, Kuaishou and CCTV Spring Festival Gala reached a cooperation, users can watch the 2022 CCTV Spring Festival Gala in the official matrix of Kuaishou, Kuaishou Express Edition, Kuaishou Concept Edition, Cloud Audiovisual Express TV and other Kuaishou official matrices.
On the short video platform, you can watch the Spring Festival Gala, and Kuaishou successfully transferred the "New Year's Flavor" to the cloud. The data also proves the strong connection between Kuaishou users and the Spring Festival Gala. At the end of the Spring Festival Gala in the early morning of February 1, the live broadcast page of Kuaishou's "Central Video" showed that more than 170 million people watched the CCTV Spring Festival Gala in the Year of the Tiger.
Source / Kuaishou screenshot
Not only that, in May 2021, Kuaishou announced the signing of an authorization cooperation agreement with The Central Radio and Television Corporation, and the platform has obtained the right to video on demand and short video for the Beijing 2022 Winter Olympics. That is to say, during the Winter Olympic Games, Kuaishou will broadcast all the games of the Olympic Games through on-demand, and the "24-hour" report will not be interrupted.
Kuaishou's content ecology has formed a combination of PGC + UGC content, and is using diversified, professional and upgraded proprietary content to retain users and extend user residence time. This is also where its strength to actively participate in the red envelope war lies.
Users can play in the platform and stay.
Hit 2.2 billion funds to attract users, with practical and interesting gameplay, attract users to stay, so that creators continue to interact with users during the Spring Festival, consolidate trust and private domain traffic, in the "digital city ecology" atmosphere created by Kuaishou, users also have the opportunity to experience a different form of festival with temperature.
The red packet grab war is a way to attract users, but it is not the purpose. In the activity, sort out the money that is thrown out, what can be brought to the platform, and whether it can use activity planning, operation control, and organizational capabilities to undertake traffic, which is the problem that the platform should think about more. This time, the giants represented by Kuaishou handed over a good answer.
*The caption image is from Visual China.