The missing Spring Festival Gala red envelope, how did the Spring Festival Gala red envelope war that lasted for many years suddenly turn off?

Basically, every New Year's holiday, the Spring Festival Gala red envelope war has almost become a common cognition, almost every year there are Internet giants in the Spring Festival Gala to send red envelopes, but this year's Year of the Rabbit Spring Festival Gala, red envelopes have completely disappeared, many people are asking why this year can not see Internet giants in the Spring Festival Gala red envelopes? How did the Spring Festival Gala Red Envelope War suddenly turn off for many years?

First, the disappearing Spring Festival Gala red envelope

According to the first financial report, the annual Spring Festival red envelope war is always ridiculed by users for "participating in billions of big projects", but this year is a little different. This Spring Festival, Internet companies no longer appear in the Spring Festival Gala, the exclusive interactive partner of the largest IP in Chinese New Year's Eve, and the dazzling red envelope games such as card collection, lucky bag removal, and cloud New Year greeting on various Internet platforms have long been out of novelty, or full of routines. Whether the giant throws out 500 million or 2 billion, most of the pieces that can really be divided into his hands.

In fact, the total investment of Internet manufacturers in the Spring Festival red envelope war has fallen back to about 9 billion yuan last year after experiencing a peak of about 12 billion yuan in 2021.

In 2014, WeChat relied on the Spring Festival red envelope function to become a blockbuster, and the real value brought by users was the habit of binding their bank cards to WeChat and forming WeChat Pay, which Ma described as a "Pearl Harbor attack". In 2015, Tencent won the exclusive cooperation right of CCTV's Spring Festival Gala for 53.03 million yuan, and distributed 500 million cash red envelopes to harvest massive users and launch the first shot of the Spring Festival Gala red envelope war. In order to win back a game, Alipay spared no expense to win the exclusive interactive rights of the 2016 Spring Festival Gala red envelope. Even Tencent Chairman Ma Huateng lamented at the time that CCTV Spring Festival Gala did not have WeChat red envelopes, because "CCTV had a bid, we lost, the other party fought very hard."

According to Beijing Business Daily, in the past eight years, this cooperation has been officially announced a month before the Spring Festival. The background of Hong Tongtong is matched with the logo of CCTV and the enterprise, and a group photo of the two responsible persons with smiles will brush the screen on major platforms. It has been a practice in recent years to announce partners in La Yue, to start warm-up activities around the small age, and to officially "throw money" Chinese New Year's Eve night. Even in 2021, when the preparation time is the tightest, Douyin's name has been made public on January 26 (the 14th day of the lunar month).

In mid-January 2021, ByteDance's recruitment website suddenly added 57 "Spring Festival special" positions, 56 R&D positions and 1 product manager position, and CDN (content distribution network) review and "Douyin payment" were urgently launched. Behind the interaction of CCTV's Spring Festival Gala red envelope that year, there were two words - "rushed".

In the Internet circle, speculation about whether there is red envelope interaction at the CCTV Spring Festival Gala in the Year of the Rabbit began a month ago, from "the wheel should also be Meituan's turn", "It is also said that it is Pinduoduo's", "Chuanji Rabbit Express is a bit outrageous" to "I will not do the Spring Festival Gala interactive project this year" "So worthy of us? "This world is not only the Internet", the year of the rabbit CCTV Spring Festival Gala has no red envelope interaction, which has become the consensus of the industry.

When the Spring Festival has passed, everyone gradually accepts that there are really no red envelopes for the Spring Festival Gala, but why did the Spring Festival Gala red envelope war suddenly turn off for many years?

Second, why did the Spring Festival Gala Red Envelope War suddenly turn off for many years?

To be honest, in the face of the current Spring Festival Spring Festival Spring Festival Gala red envelope extinguished, people's biggest feeling is actually expected, why say so?

First of all, from the demographic dividend to the traffic dividend both dried up. As we all know, the rapid growth of the Internet industry in recent years is inseparable from China's demographic dividend, with China's huge population base, various Internet companies have shown a vigorous development trend, and constantly with the help of China's market, achieved rapid growth, and even when the demographic dividend exploded, all kinds of burning money actually do not care. However, the demographic dividend is not infinitely growing, according to data from the National Bureau of Statistics, at the end of 2022, the mainland population (including the population of 31 provinces, autonomous regions, municipalities directly under the central government and active-duty military personnel, excluding Hong Kong, Macao and Taiwan residents and foreigners living in 31 provinces, autonomous regions and municipalities directly under the Central Government) 141175 million, down 850,000 from the end of the previous year. This is the first time that the country has experienced negative growth in so many years, and there are many interpretations of negative population growth, so we will not repeat them. However, it is precisely because of the negative growth of the population that it has directly brought about the decline of various economic formats based on the population base, and the Internet industry is directly affected by this phenomenon.

At the same time, not only the failure of the demographic dividend, unlike other developed countries, other countries are the Internet dividend later than the demographic dividend failure, and our Internet traffic dividend is also facing the problem of exhaustion, data from the China Internet Network Information Center shows that from 2020 to the first half of 2022, the scale of mainland mobile Internet users were 986 million, 1.029 billion, 1.047 billion, Internet penetration rate reached 74.4%, and the proportion of netizens using mobile phones to access the Internet reached 99.6%. Growth has slowed.

That is to say, the current Internet industry, both lack of growth brought by the demographic dividend, but also lack of the increase in business formats brought by the Internet traffic dividend, the final result is that the double decline makes all Internet companies have to face the impact of business decline or slowdown, originally each Internet company can be said to be through the Spring Festival Gala to activate their own market that has not done a good job, but now there is no capital and ability to do this. Originally, the business has begun to shrink, and Tencent has cut many unprofitable businesses, and naturally has no spare energy to sponsor the Spring Festival Gala.

Secondly, the value of the Spring Festival Gala traffic itself is also decreasing. Previously, the reason why the Spring Festival Gala red envelope can become the sweet potato in the hearts of various Internet companies, more is because of the current WeChat acceleration effect, WeChat with the help of the Spring Festival Gala to achieve an unprecedented counterattack of WeChat Pay, with the Spring Festival Gala red envelope card payment requirements, in a short period of time formed WeChat Pay payment method, completed Alipay ten years has not done things, naturally for WeChat has brought unprecedented success, which has almost become a case that the Spring Festival Gala economics must talk about.

However, the success of the so-called Spring Festival Gala traffic is more effective for the first time, and how many Internet giants want to copy Tencent's previous success, but the final result is often burning a lot of money, but the real output result is quite unsatisfactory. Even many Internet giants have appeared, and the traffic and monthly activity of the Spring Festival Gala have surged, but as soon as the Spring Festival is over, it immediately breaks off a cliff or even falls like a fracture.

We have analyzed before, the reason for such a phenomenon, the key lies in the conditions of your APP itself, Tencent's success lies in the fact that WeChat itself has become a strong sticky social application, everyone must use this product, and the meaning of the Spring Festival Gala red envelope is to make the public familiar with one of the functions in this product in a short period of time, which undoubtedly further reduces the user's learning and use costs, naturally after the end of the Spring Festival Gala, everyone found that the original function was so easy to use, and continued to use. However, although other apps themselves are also users use a lot of APP, but the user's habits have not fundamentally changed, the short-term instant traffic created by the Spring Festival Gala is not enough to change the user's habits to switch to another APP, so the conversion rate of the short-term traffic brought by the Spring Festival Gala is extremely low, and the effect is very poor is expected.

At the same time, the sponsorship cost of CCTV's Spring Festival Gala in recent years can be described as rising, and when Tencent won the sponsorship of the Spring Festival Gala, it was more than 50 million in sponsorship fees, but looking at the past few years, not only the sponsorship fee has become increasingly expensive, but the amount of red envelopes has also doubled, which is actually an unbearable cost pressure for any Internet giant.

Third, the extinction of the Spring Festival Gala red envelope represents a comprehensive transformation of the Internet. In fact, the extinction of the Spring Festival Gala red envelope is a microcosm of a huge transformation for the entire Internet industry, which is the end of a big era driven by marketing and even leveraged in the Internet industry. Once upon a time, all Internet companies were obsessed with marketing, it is true that in the era of fire cooking oil, as long as you are willing to throw money, you can naturally smash a lot of profitable Internet giants, first burn money and then make a profit, how many Internet companies believe in the guideline.

However, with the great development of the times, the Internet growth model driven by money-burning marketing has become increasingly unsustainable in the absence of venture capital and capital support, and it is not necessary to rely on burning money, but to need their own product endogenous power and internal drive, consumers are less and less concerned about marketing, more and more value of the market user experience, no product marketing Internet business may be able to achieve great development with the support of high marketing burning. But once marketing stops, the end result will definitely be a cliff-like decline in large-scale user activity.

In the face of the current market changes, the gameplay of Internet companies has gradually become more meaningful, although the current Spring Festival Gala red envelopes but still sending red envelopes of the Internet giants, the common practice is to continue to expand the user's use scenarios to increase the correlation between users and business functions, through this high stickiness to really promote the conversion of users.

Nowadays, when the Spring Festival Gala no longer grabs red envelopes, how should we see the world after the traffic dividend of the Spring Festival Gala is extinguished? And where should Internet companies go?