(Report Producer/Author: Cinda Securities, Feng Cuiting)
1. The traffic competition for the Spring Festival Gala continues, and the marketing of the Spring Festival in 2022 has new ideas
1.1. The traffic pool helps to pull new vitality, and JD.com exclusively cooperates to welcome the top of the App download list
The Spring Festival Gala has always been a super traffic entrance covering a billion-level audience across the country. According to CCTV Literature and Art, in the past 2022 CCTV Spring Festival Gala set a new rating record, through television, network, social media and other multi-terminal live broadcast, the total audience size reached 1.296 billion, the total rating of the national TV channel and the total rating reached 22.01%, and the number of new media reached 7.133 billion times, all higher than last year. CCTV Spring Festival Gala still has irreplaceable strong communication and influence.
Since 2015, Tencent, Alibaba, Baidu, Kuaishou, and Douyin have taken turns to cooperate with the CCTV Spring Festival Gala, spending huge sums of money to seize the spring festival gala traffic and promote new activities in interaction. The cooperation with the Spring Festival Gala, a huge pool of traffic, has indeed helped to promote user downloads and increase user activity. The major platforms not only reached a higher than usual number of active users in the spring festival month, but also increased the average number of monthly users in the whole year after the Spring Festival, and successfully achieved new promotion in the marketing of the Spring Festival Gala. Among them, the most significant is that after Alipay and Kuaishou reached cooperation with the Spring Festival Gala in 2016 and 2020 respectively, the number of user activities in the spring festival month increased by more than 40%, the average number of monthly users of Alipay increased by more than 50% year-on-year, Kuaishou was close to 30%, and the average monthly user activity of other platforms and the Spring Festival Gala also increased by about 20%.
In the Spring Festival of 2022, JD.com became the exclusive interactive partner of CCTV Spring Festival Gala for the first time, and Chinese New Year's Eve rushed to the first place in downloads on the same day. In the Spring Evening, there are 7 rounds of red envelope activities, almost every 40 minutes will be a red envelope rotation, after the release of the host password, users can randomly receive red envelopes by drumming on the App page, and have the opportunity to receive brand coupons and share more drumming opportunities. According to Qimai data, on January 31, 2022, Jingdong APP rushed to the first place in the total list of IOS downloads, and before that, Jingdong has been hovering at 20.
1.2. Red envelope marketing is mainly based on stability, and the Spring Festival in 2022 focuses on innovation and transformation
Over the years, the Spring Festival marketing of various giants has not only included online New Year customs such as Jifu, Fireworks Rain, Cloud Worship, and Lantern Collection, but also developed various fun mini-games such as playing New Year beasts, guessing pictures, and breaking through customs, and the huge red envelope marketing that encourages users to use, interact and share runs through it. 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, an increase of about 3 times year-on-year, reaching the peak of the calendar year.
After seven years of "grabbing red envelope wars", various Internet platforms realized that as the amount of red envelopes rose and the sense of novelty of users declined, the return of Spring Festival Gala marketing and traffic growth dividends were no longer what they used to be. In the Spring Festival of 2022, major platforms including Kuaishou, Baidu, Douyin, JD.com, Alipay, Weibo, Xiaohongshu, etc. have issued more than 8 billion red envelopes, almost maintaining the same amount of red envelopes as last year, while Taobao, Tencent Weishi and Pinduoduo, which invested up to 2.8 billion yuan in red envelopes last year, have not announced red envelope distribution and lottery activities this year. Compared with previous years, this year's major Internet giants can no longer deliberately pursue the "gold content" of the Spring Festival network red envelope activities, spend huge financial resources to drain the flow, but choose to use a certain red envelope incentive to maintain the heat, in the Spring Festival marketing activities to dig some practical, interesting, scientific and technological, service play, in order to promote the platform to pull new, retain, promote revitalization and transformation, expand the application ecology.
1.3. JD.com: Red envelopes and good things promote Spring Festival consumption, highlighting the strength of brand resources
In the Spring Festival of 2022, JD.com became the exclusive interactive partner of CCTV Spring Festival Gala for the first time, and compared with the cash red envelope withdrawals in previous years, jd.com's 1.5 billion yuan worth of distribution content this year includes both cash red envelopes and good gift packages, highlighting the platform's strong supply chain and logistics capabilities in the complex Spring Festival network. From the confirmation of cooperation to the official opening of the event, JD's technology preparation time was less than 20 days, facing the double test of Chinese New Year's Eve red envelope interaction and e-commerce support on the same day, requiring the superb mobilization ability of JD cloud resources. JD.com successfully completed this challenge and increased its brand influence in the traffic war. According to JD.com, during the spring of the Year of the Tiger in 2022, the cumulative number of interactions in Jingdong APP red envelopes reached 69.1 billion, and the inter-provincial order increased by 35%, and the first single "shake a shake" physical prize was delivered to Guizhou consumers at 22:06 Chinese New Year's Eve.
1.4. Baidu and Alipay: taking advantage of the "meta-universe" and incorporating the concept of NFT and Spring Festival digital collections
The year 2021 is considered the "First Year of the Metacosm". As a pioneer of domestic NFT projects, Baidu launched the first digital collection platform, Baidu Super Chain Digital Collection Mini Program distributed a number of digital collections for the Spring Festival of the Year of the Tiger from January 22 to January 31, including the museum series Thousand Hands Guanyin, the rare edition of the Temple of Heaven Rui Beast, and the Baidu Good Luck Tiger series of digital collections. This is not only Baidu's first digital collection series, but also the first Spring Festival-themed digital collection in China.
Alipay also followed the trend of the meta-universe and integrated the NFT concept into the five blessings activities, and more than 20 museums (institutes) used digital technology to participate in the collection of five blessings for the first time, and released 3D digital collections derived from "tiger cultural relics", "zodiac cultural relics" and "treasures of the town museum" with the help of whale detective mini programs. Gathering wufu can not only share red envelopes, but also exchange the extra five blessings for digital collections in the "Fuqi Shop", such as the two digital collections of tiger cultural relics in the Palace Museum and the National Museum.
1.5. Alipay, WeChat: "Set up a platform" radiation marketing, the value of private domain began to appear
Alipay Set Wufu activities continue to innovate, fully open to merchants, more than 1,000 merchant institutions can issue Fu cards through Alipay Mini Program, Small Shop Red Envelope Code, Life Channel Merchant Institution Life Number, Merchant App and other private domains. At the same time, in the activity link of the card, the merchant can also attract users in the form of coupons and membership rights, and continue to achieve transaction conversion through Alipay contacts in the five blessing activities and even after the end of the activity.
WeChat red envelopes are more "set up" for merchants through strong social networking to achieve more fission. WeChat advertising special launch circle of friends advertising receive red envelope cover calendar, users can "shake out the surprise" through the circle of friends to get Lancome, Cartier, Longines, FAW Fengtian, Jingdong and other more than 50 brand red envelope covers, have the opportunity to unlock hidden Easter eggs to get red envelope cover gift cards or directly shake out the double cover, after sharing friends friends can continue to shake and share again, to complete the social fission of the brand red envelope cover. At the same time, it will also cooperate with more than 100 brands such as Burberry, Balenciaga, FENDI and other brands to distribute 20 million limited red envelope covers, guiding users to search and collect them through WeChat. Through brand customization and limited red envelope covers, the association with brand mini programs is strengthened, and the degree of social topics is also increased, which is conducive to targeted customer acquisition and can also create more and longer exposure for brands. (Source: Future Think Tank)
1.6. Baidu, Douyin: A series of activities to promote new products and focus on expanding ecological products
In the Spring Festival of 2022, Baidu's "Good Luck China Year" series has been launched for the fourth year, spending 2.2 billion yuan to launch eight major Spring Festival activities such as set good luck cards, draw enough gold jewelry, invite download apps, "search tens of millions", "ice and snow games" and other eight major Spring Festival activities to distribute cash red envelopes, physical prizes, digital collection surprises, and the entrance to the activity involves Baidu App, Baidu network disk, Xiaodu APP, Baidu Express Edition, Good Looking Video, iQiyi and other Baidu series products. In addition, Baidu has cooperated with more than ten partners such as Meituan, Xiaohongshu, SF, Ctrip, Zhihu, Tongcheng, Maoyan, 58 Tongcheng, etc., and can use relevant smart mini programs in Baidu App to complete services such as booking hotels, buying train tickets, movie tickets and so on in one stop.
Douyin launched the "Warm China Year" activity, users can participate in 8 clients such as Douyin, Douyin Volcano Edition, Douyin Express Edition, Today's Toutiao, Today's Headline Express Edition, Watermelon Video, Tomato Novel, Tomato Listening, etc., and divide 2 billion cash rewards by completing activities such as Ji nian wei card activities, red envelope rain, watching video reading information, and "Tiger Tiger Piggy Bank" and "Friends Help Open Red Packets".
1.7. Kuaishou: Classics and innovations, cash and fun
Kuaishou not only retained the classic links in the 2022 Spring Festival event, but also developed some new gameplay. In terms of classics, the Break through ring festival sets up its own unique New Year scenes, each level can receive red envelopes, through 5 levels will get 36 yuan cash gift, and on the set card game, the first 10,000 people will get 666 yuan early bird red packets, and will also randomly distribute theme fragments such as King Glory, Gourd Brothers, and Big Trouble Sky, with the opportunity to obtain epic skins and IP blind boxes. In terms of innovation, it has added the inverted mobile phone to trigger the "god of wealth" to get red packets, play a jump mini game to get red packets, and guard the old money. On the day of the Chinese New Year's Eve, the gameplay was upgraded again, pushing out the "number lottery", "poking me to solve the puzzle", "shaking the whole family", "splitting the red envelope into 200 million", etc., guessing correctly 4 numbers can be divided into 100,000 red packets, the secret can be divided into millions of red packets, and the red envelopes distributed for free can be withdrawn after completing the task. Kuaishou's series of activities are both classic and innovative, with moderate difficulty, reward temptation, full of fun, and fully scheduling users to participate, interact and socialize in the game.
1.8. QQ: Super QQ Show + Game Development Engine, triggering meta-universe imagination
QQ's 2022 Spring Festival activities are similar to usual, releasing the "Tiger Leaping Stars" series of QQ Spring Festival red envelope activities, collecting fu cards and receiving lucky stars to receive red packets, and limited to the cover of limited red envelopes in the Year of the Tiger.
Earlier, in January 2022, the mobile PHONE QQ ushered in a major update to the 8.8.55 version of the iOS installation package with a volume of 889MB, and some developers found that it contained unreal 4 engines commonly used in high-performance AAA games including PUBG, Fortnite, And Peace Elite, etc.
On January 24, Tencent launched the Super QQ Show on some users' mobile phones QQ, which evolved from the original QQ Show 2D painting style to 3D painting style, and integrated Avatar (avatar), face pinching, sandbox games, short videos, party games, QQ social friends fission and other functions into one. The launch of the super QQ show is expected to use social fission means such as red envelopes, party games, and linkage of "Glory of the King" to revitalize QQ's huge traffic pool.
In the future, using UE4's powerful game engine functions to enhance UGC performance, the Super QQ Show will become a large-scale comprehensive meta-universe platform entrance for benchmarking Applications such as Roblox and Discord, and is expected to become an important pillar of Tencent's next-generation Internet.
2. Short videos continue to exert their strength in the spring festival gala + winter Olympics double festival
2.1. The Spring Festival Gala live video platform "Three Legs Standing", Tencent and Kuaishou won the copyright of the Winter Olympics
Douyin, Kuaishou and video numbers are all live broadcast platforms for the 2022 CCTV Spring Festival Gala. The Spring Festival Gala short video platform is easier to contact young people, and the short video platform also uses the influence of the Spring Festival Gala to promote new development, and the CCTV Spring Festival Gala, Douyin, kuaishou have already had a basis for cooperation in live broadcasting and red envelope interaction, and have successfully helped WeChat promote mobile payment. On the eve of Chinese New Year's Eve, Douyin and Kuaishou announced on the same day that they had reached a cooperation with the 2022 Spring Festival Gala of the Central Radio and Television Corporation, which could be broadcast live, replayed, short videos and interactions, and the WeChat video number became the exclusive cooperation platform of the Central Radio and Television Station's "Vertical Screen Watching the Spring Festival Gala", not only the official video number of the Spring Festival Gala, but also the filming team specially arranged a number of vertical screen shooting cameras to ensure high-quality live broadcasting from a unique perspective.
In terms of the live broadcast of the Winter Olympics events that the whole people are concerned about, Tencent and Kuaishou have obtained the rights to the event. The live broadcast of the event that the whole people are concerned about will bring more traffic growth to Tencent and Kuaishou.
2.2. Short videos are high According to the App list, the copyright of The Douyin No Winter Olympics remains hot
The 2020 and 2021 Spring Festival Gala can be called a short video battle, and Douyin and Kuaishou occupy the peak of traffic with massive red envelopes and rich activities. With the vigorous support of the "local New Year" and "Stay-at-home New Year" and the vigorous blessing of Spring Festival marketing, users have invested more time in the field of short videos than ever before, and the use of Douyin and Kuaishou has been further deepened.
During the Spring Festival and Winter Olympics in 2022, short videos and related downloads are still high on the free list, and Douyin, which has no event copyright, continues to be popular. From January 29 (27th of the year) to February 7 (the seventh day of the Chinese New Year), JD.com, WeChat, Kuaishou, Today's Headlines, Migu Video, Watermelon Video, Douyin, Douyin Express Edition, Central Video, Tomato Listening, etc. took turns to occupy the top 3 list of the total application download list of the iOS free list. Since the opening of the Winter Olympics on February 4, CCTV and Migu Video have improved significantly in their rankings by the Winter Olympics, and according to QuestMobile data, migu video has 7.27 million daily active users on February 4, an increase of 114% over February 3. It is worth noting that in these 10 days, Douyin and Douyin Speed Edition have been on the list continuously, and the Speed Edition is almost in the top 4. Even after the opening ceremony of the Winter Olympic Games, the short video system douyin, which does not have the copyright of the Winter Olympic games, still dominates the list with its super high degree of event-related topics, and shares the traffic with the long video central video and Migu video with the rights of live broadcast and broadcast of the event. Other products of the headline series also performed extraordinaryly, such as the watermelon video of the medium video, the express version of today's headlines, the tomato novel, and the tomato listening. Tencent's WeChat and QQ, JD.com, Alibaba's Alipay, Baidu's iQiyi, CCTV, etc. jointly occupy the free list.
2.3. Douyin: Returning to the essence of content, movie celebrities live broadcast + ice and snow athletes settled in to detonate hot spots
During the Spring Festival, Douyin returned to the essence of content, and at the same time used the Spring Festival movies to further increase its popularity. During the Spring Festival, Douyin developed the camera New Year gameplay, launched core highlights such as cross-dressing challenges, continuous shooting, AR special effects, and new year records such as the same screen connection, jointly launched the AR Chinese Year with figure worms and several trend artists on the station, and launched the sharing of "Beautiful Life Pictures and Texts Full Raiders" to win the New Year limited gift package. In addition, Spring Festival movies are an indispensable entertainment project, Douyin launched the "Invite You to See Movies" series of activities to gather 8 Spring Festival movies, stars parachuted into the live broadcast room, and distributed movie-watching benefits and coupons.
During the Winter Olympics, Douyin launched the "Ice and Snow 2022" special page, covering the hot spots, popular schedules and various short videos, and more than 100 ice and snow athletes entered Douyin, including Wu Dajing, Gu Ailing, Xu Mengtao, Gao Tingyu, Liu Jiayu and other world champions. During the event, Douyin will launch live broadcast activities such as "Champion Driving", "The Lord is Coming", "Big V Moment", etc., and well-known commentators, Douyin masters, champion athletes, etc. will share the stories of winning the championship and comment on ice and snow hotspots. Obviously, in the above-mentioned iOS total application free list, the content development of Douyin's Spring Festival Gala + Winter Olympics has been extremely successful, and Douyin and Jitter Speed Edition continue to dominate the list, and there has been a lot of discussion in recent hot events. Judging from the top 10 of the Douyin hot list on February 7, February 8 and February 9, 97% of the topic items are related to Winter Olympic events, athletes, mascots, etc.
2.4. Video number: red envelope cover + video number + status, WeChat ecological combination fist sprint Spring Festival Gala and Winter Olympics
Compared with the large amount of money thrown by other major platforms and the red envelope marketing of Tencent on WeChat in previous years, WeChat focused on the refinement of video numbers this year, and made every effort to sprint to the Spring Festival Gala and Winter Olympics with the participation of the whole people. During the Spring Festival, WeChat promoted the "live red packet" function in the group chat for a limited time, and after the live broadcast was turned on, the live broadcast link appeared in the group chat and prompted that the red packet would be issued. The circle of friends that has always been able to publish only 9 photos, the new function of releasing more than 9 photos in the form of video can be released online, users can select the video production App "second cut" with one click to generate videos and publish them, and users can select the video native and interface of the video number as the weChat voice, video notification ringtone and interface. It is believed that these new features promoted online during the Spring Festival will have a greater role in promoting the rapid development of video numbers in the future.
Earlier, WeChat has launched the function of adding status after WeChat name, and the red envelope cover has also launched a personal customization function, and as the official broadcaster of the Beijing Winter Olympics, the video number brings content breaking the circle through multi-component linkage. Enter the "Beijing 2022 Winter Olympics" video number live broadcast room, users can click to get a "Beijing 2022 Winter Olympics Torch Network Runner" honorary certificate with the official certification number, which can be directly set as the WeChat status background map, and the status is displayed as "Escort Torch" after successful setting, and a small torch icon will appear in the WeChat name extension. At the same time, you can also receive the red envelope cover, and the page guides attention to the official video number of the Winter Olympics. Driven by the Winter Olympics, which is of national concern, the creation of ice and snow content is in full swing on WeChat video accounts.
Earlier, the WeChat team mentioned that the video number will be launched in the paid live broadcast room, including "charging for live broadcasting, charging for medium-long videos or short videos, and tipping capabilities." It is worth noting that on January 24, the Jazz vs Warriors NBA regular season was broadcast on the video number "Tencent NBA", which is the first time that the WeChat video number has launched a paid live broadcast room with a playback function, which can be described as the first step in the commercialization process.
2.5. Kuaishou: Panoramic pursuit of the Winter Olympics, strengthen the sense of participation of the whole people
As the official broadcaster of the Beijing 2022 Winter Olympics, Kuaishou planned the "Main Venue of the Winter Olympics" activity, making all-round efforts from the aspects of events, content and interaction, and comprehensively strengthening the sense of interactive participation of the whole people. In terms of events, during the Winter Olympic Games, Kuaishou will broadcast all the wonderful events of the Olympic Games through appointment and on-demand. In terms of content, the launch of the "Winter Olympic Hundred Big Coffee Group" led by a number of stars, athletes, talents, volunteers, institutional media, etc., ice and snow sports athletes will share the story of the Winter Olympics through short video + live broadcast on the Kuaishou platform, and Kuaishou has also made two programs of "Ice and Snow Hero" and "Ice and Snow Express" to explore the preparation status and competition feelings of the Chinese legion, and create multiple perspectives with dense and real-time Olympic derivative content.
In terms of interaction, Kuaishou launched a short video challenge, more than 30 magic emoticons and more than 30 kinds of popular interactive gameplay, including double-clicking short videos that like Olympic-related content to have the opportunity to trigger ice hockey, ski games, Olympic knowledge quiz competitions, etc. It is worth mentioning that Kuaishou makes full use of the platform's own talent resources to launch the "Winter Olympic Atmosphere Group Recruitment" activity in the station to encourage users to share ice and snow-related content. From February 1 to February 3, users can simply participate in the torch relay online to receive the honor badge and create a sense of participation. Event on-demand + diversified self-made + interesting interaction, Kuaishou panoramic presentation of fun and good-looking Winter Olympics, is expected to create a new round of traffic peak.
3. Spring Festival elements + short video live broadcast have become the new marketing of mobile games
3.1. Game Spring Festival Gala: Chinese New Year Garden attracts vertical fans
The subculture around the game is becoming more and more popular, and various Internet platforms are also igniting the game culture around the New Year and gathering vertical fans. The WeChat video account will exclusively broadcast the WeChat Game Spring Festival Gala, gathering 9 head Tencent games and "Original God" such as "Glory of the King", "Happy Landlord", "Call of Duty", etc., featuring NPC catwalks and star guests. Tianmei Studio also held the "Rice Alliance New Year Party" to promote studio culture with games as the carrier. Station B hosts the Fandom Spring Festival Gala created by up masters for the game, covering 47 domestic and foreign games including "Crossfire", "The Fifth Personality", "Game King", "Original God" and so on, including direct play delivery and positive film unlocking. According to Qimai data, under the promotion of the Fandom Spring Festival Gala, from January 31 to February 6, B stood at no. 5 in the iOS best-selling app list and No. 3 in the entertainment list.
3.2. Cross-platform cooperation: clever linkage output, game culture expansion
In addition to the joint evening party of Internet manufacturers, single-product games such as "Original God" and "Wilderness Action" also skillfully cooperated with Gaode Map and Spring Festival movies during this year's Spring Festival, and cross-border linkage publicity. "League of Legends" tries to use film and television works to promote, online beautiful Screen New Year animation, and further expand the game culture.
3.3. Live streaming of chess and casual games
In addition, thanks to the live marketing of douyin and kuaishou, game live broadcasting has become a new marketing method for chess and card and leisure. According to DataEye-ADX delivery monitoring statistics, the top 10 games in the past 30 days are all chess and leisure games, of which chess and cards account for 7. In terms of advertising, some board game companies have also turned to new marketing methods such as live broadcasting and video marketing of talents, such as Zenyou Technology's "Fingertip Sichuan Mahjong" held 13,000 live broadcast activities in 30 days, an average of more than 400 per day.
3.4. "Glory of kings" has been on the best-seller list for many days, with TOP10 including 3 tencent and netease new hair
Affected by the fading of the "home economy" dividend in the later stage of the epidemic, the new policy of game supervision and the game version number, the classic products of the game Spring Festival file dominated the list, and the explosive models were even more explosive. During the Spring Festival in 2022, according to the statistics of Qimai, from January 29 to February 7, "Glory of the King" won the iOS game best-seller list for many days, and "Peace Elite", "League of Legends Mobile Game", "Original God", "Three Kingdoms Chronicles • Strategy Edition" occupied the top 3 in turn.
According to the data collation of Qimai, from January 31 to February 6, the iOS game best-seller list ranked in the average top 10, 5 are Tencent mobile games, namely "Glory of kings", "Peace Elite", "League of Legends Mobile Game", "Crossfire: Gunfight King" and "Battle of the Golden Shovel", of which "League of Legends Mobile Game" was newly released in September 21, and "Battle of the Golden Shovel" was newly issued in July 21. The rest are Ali's "Romance of the Three Kingdoms Strategy Edition", NetEase's "Fantasy Journey to the West", "Harry Potter: Magical Awakening", Gigabit's "A Thought runaway", Miha's "Original God", of which "Harry Potter: Magical Awakening" was newly released in August 2021. In addition, classic games such as NetEase's "Yin and Yang Division", "Coast of the Land", and "After Tomorrow" still entered the average ranking of the Top 20 during the Spring Festival. (Source: Future Think Tank)
4. The spring festival + winter Olympics double traffic stimulation, related companies deserve attention
JD.com's first exclusive cooperation with the Spring Festival Gala is expected to further enhance user activity. Since 2015, Tencent, Alibaba, Baidu, Kuaishou, Douyin major Internet giants have taken turns to cooperate with the CCTV Spring Festival Gala, and successfully achieved new promotion in the marketing of the Spring Festival Gala, of which the average number of monthly users of Alipay in that year increased by more than 50% year-on-year, Kuaishou was close to 30%, and other platforms also achieved about 20% growth. In the Chinese New Year's Eve, JD.com completed the double test of red package interaction and e-commerce support on the same day with its superb mobilization ability of superb cloud resources and strong supply chain resources, highlighting the strength of brand resources, and is also expected to gain more attention and user activity with the help of the Spring Festival Gala traffic platform.
WeChat video number + WeChat red envelope + super QQ show + head game, Tencent further opened up the combination ecology. The video number obtained the copyright of the 2022 Spring Festival Gala live broadcast and the Winter Olympics event, and the red envelope cover + video number + state combination sprint to increase traffic, while accelerating the commercialization process, has been online paid live broadcast function; innovative Spring Festival red packet marketing, with circle of friends advertising + WeChat red envelope + Mini Program, released a limited edition Spring Festival red packet, through strong social networking for businesses "set the stage", guide social interaction fission; QQ, the new online version contains game engine + super QQ show, initially with Avatar (virtual image), face pinch, Sandbox games, short videos, party games, social friends fission and other features.
Video App continues to exert efforts to spring festival gala + winter Olympics double festival, Kuaishou, Migu video, B station has new ideas. Kuaishou not only retained the classic links in the Spring 2022 marketing campaign, but also developed some new gameplay, rewarding temptations, full of fun, and fully scheduling users to participate, interact and socialize in the game. After the opening of the Winter Olympics, through live broadcasting of events + self-made programs + interactive game panoramas, the Winter Olympics will be chased to strengthen the sense of participation of the whole people. During the Spring Festival and the Winter Olympics, Kuaishou and Kuaishou Express Edition have repeatedly entered the TOP10 download list. Since the opening of the Winter Olympics on February 4, Migu Video's ranking promoted by the Winter Olympics has also increased significantly, and migu video users have increased by 114% per day, which is expected to be retained through the traffic of the Winter Olympics. B Standing during the Spring Festival, as always, give full play to the advantages of the second dimension, carry out fandom Spring Festival Gala activities, and rank high on the best-selling application list and entertainment list.
NetEase relies on "Harry Potter: Magical Awakening" to generate increments, focusing on 22 years of overseas performance and the launch of the new game "Diablo". The "Fantasy Journey to the West" debuted in 2015 still occupies the 5th place on average in the 2022 Spring Festival holiday best-seller list holiday, and the newly released "Harry Potter: Magical Awakening" in 2021 entered the TOP10, while classic games such as "Yin and Yang Division", "Coast of the Land", and "After Tomorrow" also entered the TOP20, but the flow performance has declined.
(This article is for informational purposes only and does not represent any of our investment advice.) For usage information, see the original report. ）
Featured report source: [Future Think Tank]. Future Think Tank - Official website