Source: See the truth
For some large companies, this "year" is estimated to be rolled up, and the first is Alipay.
On the afternoon of January 23, Li Jun, vice president of Ant Group and Alipay APP, announced that the 2024 Spring Festival "Five Blessings" event has been upgraded to the "Five Blessings Festival", and the biggest and most obvious change is that the time of the event has been extended from about 10 days before Chinese New Year's Eve to an astonishing 45 days!
That's not all, on the basis of the 500 million yuan of Jiwufu sharing funds, another 300 million yuan of video funds have been added. Compared with the competition in the past night (Chinese New Year's Eve competing for the sponsorship of the Spring Festival Gala), Alipay suddenly extended the time of the volume to "month".
01 Three "new" catches the Five Blessings
At the press conference, Li Jun divided this series of changes into three sections, namely new cycles, new gameplay, and new friends.
New cycle: "Wufu New Year Festival" and "Chinese New Year Joy" have been added, and the duration has increased by 34 days compared with the previous one.
Among the 34 additional days, there are 19 days (January 10-29) of the "Wufu New Year Goods Festival", and there is also the traditional 11-day "New Year's Day" event that will be launched on the first day of the Lunar New Year (February 9-24) after the traditional 11-day collection of Wufu red packets.
New gameplay: AI technology supports the Five Blessings, and four major gameplay methods enhance user stickiness.
Four AI interactive gameplay methods, including "Drama Theater", "Talking Red Envelope", "Time and Space Photo Studio" and "Let's Find Blessings", bring more interaction and fun to users.
At the same time, in addition to the traditional activity of collecting 500 million bonus points, users can also participate in the activity of sharing 300 million red envelopes by watching short videos, participating in comments, and playing rankings.
Throughout the Five Blessings Festival, users can redeem gifts in nearly 300 merchant mini programs to enjoy an affordable and convenient consumption experience.
New Partners: For the first time, the Five Blessings Festival is open to content creators, and the content quality is rolled together.
Alipay has opened the Five Blessings Festival to content creators and set up a corresponding sharing plan. At the same time, the Wufu Festival Creator Challenge was also held, and there will be a ranking challenge for 11 consecutive days, with a maximum cash reward of 100,000 yuan for high-quality creators. Incentivize content creators to produce better content.
As Alipay's largest IP event, during the 2023 "Jiwufu" event, Alipay will arrange at least 360 live broadcasts every day, covering different topics such as merchants and influencers, live streaming and live streaming of scenic spots. Within three days after the start of the Wufu activity, the total number of live broadcasts in the scenic spot alone has exceeded 100 million, such as the slow live broadcast of the Yuyuan Lantern Festival, when the actual tracking and observation was seen on January 14, the total number of views has reached 40 million, and the Harbin Ice and Snow World and Chagan Lake Winter Fishing Slow Live Broadcast have exceeded 10 million, and they are still rising. In a live broadcast on January 12, 2023, a live broadcast in the live broadcast room of Alipay's merchant life account exceeded 21 million views. This is the first time that the number of people in the live broadcast room of Alipay's merchant life account has exceeded 20 million.
This is enough to see the important position of Jiwufu activities in Alipay's public domain activities. It is also the underlying logic of this Jiwufu upgrade.
02Let the new hope be renewed
In the article "Alipay's new "Hope for the Whole Village": A live broadcast broke 20 million online", it was mentioned in the article "Alipay":
Now, the short video and live broadcast of the life account have opened up multiple entrances including Alipay search, home page waist seal, home page card recommendation, Alipay payment success page, Alipay home page basement, consumption voucher channel, etc., and the graphics, videos, and live broadcasts released by merchants will not only appear in the life channel information flow, but also appear in these public domain locations, and can be served and converted through the applet. Content marketing + mini program conversion has always been a complete closed loop.
Now, the focus of content marketing is leaning towards the new "hope" - short videos and live broadcasts.
Combined with the situation at this press conference, it was found that Alipay still focused its operations on the short video and live broadcast side.
Many of the events in the Five Blessings tend to lead users to short videos and live broadcasts:
1. The ultra-long event time planning has lengthened the marketing front of the entire Spring Festival, and Alipay's short video and live broadcast business will reach users to a greater extent, and users can socialize through various ways such as collecting blessings, sending blessings, and grabbing blessings, increasing the communication and interaction between users. It not only helps to improve user stickiness, but also helps to cultivate users' social awareness and habits.
2. In addition to the 500 million Jiwufu red envelopes, Alipay spent another 300 million to attract users to the short video section. Compared with the planning of this part of previous years, this incentive is more direct, and it must be more rapid, and during this year's Spring Festival, the number of users of Alipay's short videos will inevitably grow explosively.
3. In the new cycle, the "Wufu New Year Goods Festival" is mostly carried out in the form of live broadcasting, which promotes the development of the digital economy through the integration of online and offline. During the Wufu Festival, a large number of users will make purchases and transfers through Alipay, which not only increases the activity of Alipay's users, but also drives the growth of the digital economy.
4. Not to mention new partners. The influx of a large number of content creators will increase the degree of involution of Alipay's content quality, which means that the video content that can reach users will be screened layer by layer and tend to be of high quality. This competitive environment will push content creators to deliver more creative and valuable content.
Through a variety of activities and creative gameplay, it has attracted the attention and participation of a large number of users, effectively enhancing the brand influence of Alipay. At the same time, Wufu Festival has also become an important platform for brands to interact with users, and many merchants have launched customized activities and benefits through cooperation with Alipay, increasing user stickiness and loyalty.
Compared with competitors such as WeChat Channels and Douyin, Alipay's short video business shows great potential, covering almost all users' public domain traffic, which is Alipay's unique advantage. How to take advantage of the opportunity of the Five Blessings Festival may become the key for many enterprises to break through the predicament and seek growth in 2024.