"Capital Beach" Hou Shuqing
During the Spring Festival holiday, in addition to the good wine and good dishes on the table, the good mountains and water outside the window, it is naturally indispensable to honor the big red envelopes of filial piety to parents. When mobile payment became the main payment method, this lack of packaging seems to have a lot less sense of ceremony. Every year, the function of changing the cover of the red envelope is highly sought after. On January 22, "Red Packet Cover" appeared on Weibo's hot search and was read 2.4 times. Initially, the vast majority of red envelope covers came from major brand officials. Make your own spokesperson or brand logo into a limited number of red envelope covers, and at the specified time, there will be fans flocking to collect the red envelope. Change on the cover of your favorite red envelope and send your blessings to your relatives and friends. Sending is not only a ceremonial blessing, but also satisfies the user's "just need" for "special feeling".
What is the red envelope cover?
On January 27, 2014, WeChat red envelopes were launched, but the function was relatively single. Until 2019, WeChat opened up the red envelope cover customization function for enterprise users. In January of the following year, WeChat launched the red envelope cover open platform, and the customized price was 10 yuan per each, and the minimum order was 100. In December 2020, WeChat further reduced the price of cover customization to 1 yuan per each, 1 minimum order. Since then, the small market for red envelope covers has become more and more diverse. The cover of the red envelope makes the traditional custom of "pressing the old money" bloom on the mobile phone screen.
From the traditional Fuzi couplet, to the corporate customized logo and star image, from the trendy original IP image to the funny "golden leopard" and so on. In addition to the common static patterns, some merchants have also produced dynamic red envelopes, and some covers will play music during the process of opening. Some merchants also provide customized services for drawings, and will make the customer's ideal red envelope cover according to the requirements.
Trendy business on Taobao
When you open Taobao and search for "red envelope covers", you can find more than 4800 related products. What catches the eye is a variety of red envelope covers, which were originally only issued by major brands, and have now become a stage for large and small merchants to play.
The price of a single cover ranges from 1-9 yuan, and the sales of some goods have exceeded tens of thousands. For consumers, spending a little money to change their WeChat red envelopes for a time-limited 3-month skin to satisfy the small vanity in front of friends is a fairly affordable price.
The Taste of the Year in the Red Packet
Since the end of last year, the topic of Douban's "red envelope cover discussion group" has been continuously updated, among which, one reply has won a high number of likes: "It is that I feel that sending red envelopes looks good, and now in the New Year, I grab red envelopes with friends a lot of times to play 0.01 yuan, and everyone is also happy to grab them."
In addition, when a user who has not received a red envelope cover receives a red packet with a cover, this "people have me" situation will also push users to take the initiative to find their favorite red envelope cover. It can be seen that whether it is "grabbing" or "sending", it reflects the user's emphasis on the matter of "sending red packets". Between comings and goings, red envelopes are issued, and harvests are new year flavors.