Author|Not empty
The aftermath of the Spring Festival Gala continues on social media.
In just a few days, the public opinion trend of "Shangchun Mountain" has changed from "new Chinese gentleman's style" to "wheel C" Rashomon incident. Netizens zoomed in on the details of the program frame by frame, carefully studied the various content materials inside and outside the venue, and derived the popular course "Spring Mountain Learning".
On Douyin, the parody show of "Shangchun Mountain" spread rapidly, from clothing to gestures, netizens strive to improve in details. On station B, the representatives of excellent courses continue to polish the new courseware of "Spring Mountain Learning", promoting the continuous fermentation of events. Xiaohongshu is even spreading the true and false news of people from all walks of life, and even some professionals have come down to open up the multiple perspectives of "Spring Mountain Studies". Weibo summarized the news of all parties for the first time, pushing the heat to a climax.
图源:B站up主@特格Tego
From the spread of Nigmaiti's second creation emoji to the vigorous public opinion of "Spring Mountain Studies", it can be seen that the symbolic meaning behind the symbol of the Spring Festival Gala has changed, and it is no longer a one-way viewing party, but also a "collective event" with national discussion and multi-party interaction.
In such a fierce traffic wave of the Spring Festival Gala, major Internet companies are also facing a competitive battle to grab the "C position" and go to the top of the mountain.
Jingdong and Xiaohongshu, the two "krypton gold players", entered the Spring Festival Gala competition in the form of sponsors. As early as January 19, Xiaohongshu officially announced that it would become a sharing platform for notes and live broadcasts of the 2024 Spring Festival Gala of the main station, firing the first shot of the marketing of the Spring Festival Gala of major manufacturers. Subsequently, Jingdong, which won a lot of noise at Hunan Satellite TV's New Year's Eve party, appeared on the stage of the Spring Festival Gala with the "generous" investment of 100 million physical gifts and 3 billion yuan of red envelopes.
Source: JD.com, Xiaohongshu
Although content platforms such as Weibo and Station B do not have the courage to spend a lot of money, they also build momentum in the public opinion field in the form of meme interaction and second creation, actively undertake the back-end traffic of the Spring Festival Gala, and truly hold the "C position" of traffic.
As for the short video platforms represented by Douyin and Kuaishou, they have invariably built their own stages, entered the sinking market in the form of "Village Evening" and "Iron Evening", and seized the enthusiasm of users during the Spring Festival with the help of unique content arrangement and live broadcast forms.
For major Internet companies, how to capture the traffic "mountain" of the Spring Festival Gala requires more flexible and diversified strategies and gameplay.
The position controversy caused by "Shangchun Mountain" verifies the long-tail value of the Spring Festival Gala topic.
The first to gain insight into the problem of movement was Douban users, whose doubts about the stage movement set off the first round of heated discussions on the station. Subsequently, the topic was moved to social platforms such as Weibo and Xiaohongshu, and more and more users began to pay attention to this incident.
At the same time, the users of station B analyzed the program video frame by frame, and the number of online viewers once exceeded 6W+, and its narrative method made netizens call "as if they were taking online classes", and netizens turned on the "microscope" mode to carefully and meticulously analyze every detail on the stage and the micro-expressions of the actors. Douyin, Kuaishou and other short video platforms have also appeared in the second creation video of "Shangchun Mountain", and netizens imitate it, promoting the topic to continue to go out of the circle.
This round of topics spread faster and wider circles than before, releasing a signal that the competition for platform traffic is becoming more and more fierce. The public's discussion no longer focuses on a single platform, but wanders and swings between multiple platforms, and the different content tones of the platforms continue to extend and excavate hot topics, and finally achieve a circle-breaking effect.
With more and more abundant media, the communication mode of the Spring Festival Gala has changed from one-way communication on TV to two-way interaction of multiple media, and the audience has changed from "watching the Spring Festival Gala" to "chatting about the Spring Festival Gala" in real time, and the topic of the Spring Festival Gala has spread and spread infinitely.
Twenty or thirty years ago, every Chinese New Year's Eve, the whole family would squat in front of the TV. "Tango is a trip and a trip, three steps and a turn, five steps and a beckon..."Zhao Lirong invented this set of formulas spread all over the country; "palace jade liquor, one hundred and eighty glasses" is also deeply engraved into the DNA of the Chinese people. At that time, the Spring Festival Gala was not only a stage for "dreaming", but also a stage for "making stalks".
Now, as soon as Liu Qian's magic show ended, some microscope netizens dismantled and analyzed it in detail on social media. A few minutes after Zhang Ruonan stepped down, the same sweater cardigan was urgently sold out on the e-commerce platform.
With the continuous construction of the public opinion field, the long-tail value of the Spring Festival Gala content has been highlighted and continuously developed.
Weibo, which has reached in-depth cooperation with CCTV Spring Festival Gala for ten consecutive years, has also become a copyright video partner of the party again this year. From the warm-up before the live broadcast, to the real-time discussion and interaction during the live broadcast, to the long-tail fermentation after the broadcast, Weibo uses social interaction to open up a back-end traffic pool in addition to watching the Spring Festival Gala on the big screen, aiming to compete for topic advantages.
Since February 1st, Weibo has begun to build momentum for the Spring Festival Gala on the topic side, launching activities such as "Finding a partner to welcome the Year of the Dragon, Spring Festival Gala Mixed Cutting Competition", relying on the star ecology of the station, and stimulating users' enthusiasm for discussion by reviewing the collective memory of the Spring Festival Gala.
On the night of the live broadcast, Weibo continued the annual "Spring Festival Gala Joke Test", and netizens could spontaneously make memes and make jokes while watching the Spring Festival Gala program. In recent years, netizens' witty jokes and hot stalks on social platforms have given the IP of the Spring Festival Gala a more long-tail value. Because of this, many content platforms and communities have joined the traffic battle for the Spring Festival Gala by encouraging users to play memes.
As soon as Yue Yunpeng and Sun Yue appeared, Weibo netizens compared the difference in size between the two to themselves before and after the Chinese New Year, echoing the international practice of "gaining three pounds every festival"; Nigmaiti's panicked eyes during the poker magic goofs were captured by Weibo netizens for the first time, becoming the most popular stalk of the night.
Source: @春晚大赏官方微博
After the Spring Festival Gala ended, the discussion on the Spring Festival Gala on social platforms continued, and Weibo took the opportunity to launch the "Light Up the Spring Festival Gala Stage" activity, encouraging netizens to vote for the Spring Festival Gala stage of the Year of the Dragon, continuing the topic of the Spring Festival Gala.
In addition to the Spring Festival Gala of the main station, Weibo has also reached cooperation with 24 satellite TV evenings such as Beijing Satellite TV, Hunan Satellite TV, Henan Satellite TV, Dragon TV, Zhejiang Satellite TV, and Jiangsu Satellite TV to cater to the topic trend of the "party season".
The gold content of the Spring Festival Gala lies in its national degree and influence that penetrates into all circles, and it is not only stars from all walks of life in culture and sports who have become famous on the stage of the Spring Festival Gala, but also brands and platforms.
The "shake" that disappeared in the latest version of WeChat was originally opened by virtue of the Spring Festival Gala. During the Spring Festival in 2015, WeChat launched a shake red envelope activity and interacted with it during the Spring Festival Gala, creating a record of 810 million shakes and creating the binding of 200 million personal bank cards. In the second year, Alipay entered the Spring Festival Gala with the gameplay of "collecting five blessings", and incorporated "collection of blessings" into the New Year's customs of contemporary netizens.
With a precedent in the past, major Internet companies are naturally reluctant to give up the Spring Festival Gala dividend. It's just that the demands of big factories for the Spring Festival Gala have changed from the early "new customers" to today's "transaction transformation".
One of the reasons why JD.com once again invested in the stage of the Spring Festival Gala is that it sees the driving effect of the gala on e-commerce transactions. As an internal warm-up, this year, Jingdong also exclusively named Hunan Satellite TV's New Year's Eve party, and its transformation effect provided a lot of confidence and confidence for Jingdong to enter the Spring Festival Gala.
For JD.com, which wants to break into the sinking market, the Spring Festival Gala marketing not only has the macro goal of linking various business lines, but also has a more focused core goal.
The macro goal is reflected in the gameplay level of the Jingdong Spring Festival Gala. Compared with JD.com's "first stage" in the Spring Festival Gala in 2022, JD.com is a little more "bold" in terms of gameplay. In 2022, JD gave away red envelopes and prizes with a total value of 1.5 billion yuan, and this year, JD omitted the redundant "routine" link, and the strength of the red envelope was doubled to 3 billion yuan.
"Penny" has also become a loud slogan on the stage of Jingdong on the stage of the Spring Festival Gala this year, and the repeated release of low-price information is precisely to leverage the sinking market that is more sensitive to prices. From the fight of "the lowest price on the whole network" on Double 11, to the out-of-the-circle of JD.com's live broadcast of procurement and sales, it can be said that low prices are JD.com's marketing actions throughout the year.
However, in the crowded e-commerce track, JD.com's mind in the sinking market has not been fully established, and Pinduoduo, which has grown from the sinking market, and Taobao, which has a more mature national mind, are obviously better. Therefore, the Spring Festival Gala with such a high national degree has become the fulcrum of Jingdong's integration with the sinking market.
The core goal is hidden in the list of physical prizes distributed by JD.com, that is, the right to use 100 VOYAH cars, as well as 10 sets of super awards worth a total of 6 million yuan for "Huawei's all-scenario flagship products and AITO M9 cars". Cars frequently appear in the list of physical prizes of JD.com,At the New Year's Eve party of Hunan Satellite TV,JD.com also joined forces with Tesla,Gift7Model 3The new version of the cumulative maximum 10-year use right,The off-road vehicle Dongfeng Mengshi M50 as a lottery gift。
The importance of the automotive business within JD.com has become more and more prominent, and it has become a key track. In June last year, JD.com readjusted its business framework internally, and JD Retail integrated omni-channel businesses and teams such as vehicles, car products, two-wheelers and car maintenance, and established a new automotive division, demonstrating JD's ambitions in the automotive field.
Although they are both krypton players, Xiaohongshu's intention is to strengthen the platform's grass-planting mentality and forcefully promote live streaming to bring goods, so as to open up the commercialization logic.
As a content platform, Xiaohongshu is well versed in the traction of high-quality and exclusive content, and has worked with the main station to create a companion live broadcast program - everyone's Spring Festival Gala, and added a first-level entrance to the "Spring Festival" in the top bar of the APP homepage.
From the content level, this live broadcast has become the "second backstage" of the Spring Festival Gala, complementing more diverse perspectives in front of and behind the scenes of the Spring Festival Gala. After the Spring Festival Gala performance, the actors directly entered the Xiaohongshu live broadcast room and interacted with the audience live, realizing the effective undertaking of topics and traffic.
Nigmaiti, who had just experienced the magic goof, walked directly into the Xiaohongshu live broadcast room, revealed the reason for the mistake, and took the initiative to admit his mistake and apologize;
Source: Xiaohongshu @ everyone's Spring Festival Gala
The topics of the Spring Festival Gala began to ferment from Xiaohongshu, and became the core field of the second creation of the Spring Festival Gala. Hua Xiaoyi's aesthetic stage provided inspiration for Xiaohongshu's beauty bloggers, who launched a tutorial on koi makeup, and education bloggers also interpreted the Spring Festival Gala from the perspective of geography and ancient poetry to sort out the test points for candidates. Xiaohongshu plays an increasingly important role in the field of public opinion, and is bound to have a certain impact on platforms such as Weibo and Douyin.
However, in this live broadcast of Xiaohongshu, "planting grass" and "bringing goods" are still the main themes, and the link of the same style of the Spring Festival Gala is hung in the live broadcast room, directly guiding users to one-stop shopping.
Zhang Ruonan, who came out of the circle with a pink sweater cardigan, personally Amway into your lip clay in the live broadcast, Song Yanfei and Dong Jie taught the new Chinese dressing rules in the live broadcast room. In addition to celebrity planting, Xiaohongshu buyers @一kk, @Purple Azi and others also appeared in the live broadcast room to share dry goods, releasing Xiaohongshu's determination to make efforts to buy e-commerce.
In Xiaohongshu's e-commerce planning, live streaming has become an important means. After creating cases such as Dong Jie and Zhang Xiaohui last year, Xiaohongshu has made frequent moves in live broadcasting. In addition to the live broadcast activities on the day of the party, Xiaohongshu also launched a series of "Everyone's Spring Festival" activities during the Spring Festival, inviting dozens of stars and creators to settle in the live broadcast.
At the same time as the "Spring Festival" entrance, there is also a "nearby" function, which can show the surrounding eating, drinking, and entertainment, as well as notes, live broadcasts and other content according to the user's geographical location. The launch of this feature caters to the travel needs of users during the Spring Festival, and also shows Xiaohongshu's efforts in the local life business.
Source: Little Red Book
It is worth noting that in addition to the e-commerce ambitions of Jingdong and Xiaohongshu, the national mentality accumulated by Taobao for many years cannot be ignored. On the day of the Spring Festival Gala, Taobao hot search successfully attracted traffic to the same product and promoted transaction conversion. The same style of many celebrities comes from Taobao stores, which has become the living water of Taobao marketing.
Different from other big factories taking advantage of the main strategy of the Spring Festival Gala of the main station, this year, Douyin and Kuaishou, the two short video platforms, are taking the initiative to build the stage of the Spring Festival Gala and launch the "content label" of the Spring Festival Gala on the station to grab user traffic during the Spring Festival with rich self-made content.
Driven by popular activities such as "Village BA" and "Village Super", Douyin really entered the village during the Spring Festival this year, creating a "village evening" with a strong New Year atmosphere, and taking a bigger step towards the sinking market.
From February 8th to February 22nd, Douyin will hold 13 "Village Evenings" in Henan, Jiangsu, Zhejiang and other places, and the whole process will be broadcast live online through Douyin.
The uniqueness of Douyin's "Village Evening" is first reflected in the content arrangement. Different from the evening party with spring and snow as the main tone, the "Village Evening" focuses on the local cultural characteristics and the real humanistic customs of the countryside, and Douyin focuses on the characteristic folk customs, costumes, songs and dances and other content, and shows the New Year customs of various places through unique program arrangement.
"Village Evening" has also become an important stage for high-quality anchors on Douyin to show their talents and enhance their influence. The inheritor of intangible cultural heritage @suona village walked into Mazhuang Village, Zhecheng County, Shangqiu, Henan Province, and played a play "Hundred Birds and Phoenix" at the local "Village Evening"; This kind of personalized local folk content not only inherits the cultural tourism boom during the Spring Festival, but also can link the user preferences of the sinking market.
Source: Douyin
It is worth mentioning that the high-quality content live broadcast has also opened up the imagination space for commercialization, and the popularity of the "Village Evening" live broadcast has also provided a springboard for agricultural products to be brought in, and its potential should not be underestimated.
In order to cover the content consumption needs of users during the Spring Festival to a greater extent, Douyin also launched the 2024 Douyin New Year live broadcast season with the theme of "Add happiness every day, don't miss it at 8 pm", uniting nearly 200 artists and head creators to continue to launch more than 100 contents, aiming to retain users through more diverse and rich content.
Source: Douyin
Kuaishou's Spring Festival Gala brand is the "Iron Evening", a carnival party for Kuaishou veterans. On Kuaishou's "Iron Evening" stage, Kuaishou also narrowed the distance with ordinary users as much as possible, which was reflected in Kuaishou's guest lineup.
Different from the star-studded lineup of traffic at major parties, Tiewan pays more attention to the content needs of users on the site.
Kuaishou "Lao Tie" likes a real and lively atmosphere, so @粥饼伦推着手抓饼车, he appeared on the stage of the Iron Evening, and @三品大叔, @工地吉他哥, @工地小杜, and @农村大萍子等普通劳动者演绎的 "The Most Beautiful Sun" looks simple and moving. Subject 3, Big Pixiu, is Tie Wan's response to the current hot spots.
Source: Kuaishou
During the Spring Festival, Kuaishou launched a series of activities called "Celebrities Accompany You for the New Year" to create a lively and joyful Spring Festival atmosphere through celebrity live broadcasts and seize traffic dividends during the Spring Festival.
However, as the Spring Festival enters the second half of the year, the traffic potential energy of the Spring Festival Gala will gradually fade. After the huge manpower and capital investment, in addition to the temporary traffic carnival, the Internet giants also need more detailed consideration and preparation in order to escape the bad luck of "Wheel C" and truly continue the Spring Festival Gala dividend.