This year's Spring Festival Gala, the biggest difference from previous years is that the major Internet factories returned to the Spring Festival Gala after a period of silence, but this year's Spring Festival Gala Internet manufacturers are a little different.
1. Internet giants return to the Spring Festival Gala?
According to the 21st Century Business Herald, the Internet giants that have returned to the Spring Festival Gala have much greater pressure to settle accounts than before. After a year of collective absence, in 2024, Jingdong will become the exclusive interactive cooperation platform for the Spring Festival Gala, and what will be given is no longer a red envelope, but 100 million physical gifts, each of which only costs 1 cent.
Xiaohongshu has found a new way, focusing on the interaction between the front and back of the Spring Festival Gala, starting from the same model of the Spring Festival Gala, chatting, buying and buying things, and strengthening the closed loop from "planting grass" to "pulling weeds".
Krypton games are not easy to play, and behind the bells and whistles, it is a common concern of Internet giants - user generalization and sinking. With the military order of "digging into the sinking market", we look forward to taking advantage of the "greatest common divisor of Chinese consumer groups" to find a way to solve growth anxiety. Kunpeng Project
2. What do the big Internet companies that no longer pay money want to do?
With the 2024 Spring Festival Gala approaching, Internet giants have once again become the focus of attention. In the past few years, major Internet companies have successfully attracted a large number of new customers by handing out money at the Spring Festival Gala. However, there has been a big change in the gameplay of the Spring Festival Gala of major Internet manufacturers this year, and they no longer give money directly, what should we think of this change?
First of all, in the past few years, China's major Internet companies have reached a climax in their cooperation with the Spring Festival Gala during the Spring Festival, and they have achieved rapid customer acquisition through the distribution of huge cash red envelopes, interactive games, etc., with the help of the Spring Festival Gala, a super traffic platform that has attracted national attention. At this stage, the main goal of the major factories is to use the national coverage and high degree of the Spring Festival Gala to attract a large number of new users to register and activate their own applications in a "money-throwing" way, so as to rapidly expand their market share, especially in the fields of mobile payment, social networks and various life services. However, with the saturation of the market and changes in consumer behavior, this model of relying solely on high-value red envelopes to attract new users has begun to show fatigue, and its effect has gradually weakened and the cost is high.
Secondly, Jingdong's physical objects can better reflect the gameplay. Faced with the problem, large manufacturers realized that simple and crude cash subsidies could not ensure long-term user retention, so they turned to physical prizes or service coupons to improve the user experience and deepen the brand image. JD.com's "1 cent" shopping campaign, which seems to be a small amount on the surface, is actually a well-planned brand promotion action. It cleverly takes advantage of the opportunity of the Spring Festival Gala to convey Jingdong's core competitiveness to a wider sinking market - rich in commodities and close to the people. Through the gimmick of "1 cent", JD.com has successfully attracted the attention of a wide audience and further strengthened its position as the preferred affordable e-commerce platform for consumers.
Third, Xiaohongshu is more purposeful. Content e-commerce platforms such as Xiaohongshu do not regard the Spring Festival Gala as a simple battlefield for customer acquisition, but as an opportunity to strengthen the characteristics of the platform. Based on its unique content community, Xiaohongshu encourages viewers to participate in the content-guided consumption process on the platform during the Spring Festival Gala through the interactive experience of "watching and buying". This approach aims to build a seamless user experience from content appreciation to purchase decisions, so that users can perceive Xiaohongshu as not only a community for sharing lifestyles, but also a destination for one-stop shopping, thereby increasing user stickiness and activity.
In the long run, in the cooperation of this year's Spring Festival Gala, the core pursuit of various Internet manufacturers is how to establish a unique brand positioning and value cognition in the minds of consumers, that is, the so-called "building consumers' cognitive minds". Compared with the simple and extensive user acquisition in the past, enterprises pay more attention to winning consumers' recognition and loyalty through deep customization, creative interactive forms, and marketing activities that accurately convey the brand concept. In this way, the Spring Festival Gala is not only a window for short-term gathering of traffic, but also an important carrier for creating and disseminating corporate culture, values and product concepts.
When the Internet industry enters a mature period, the adjustment of the marketing strategy of the Spring Festival Gala reflects the transformation from the pursuit of user quantity expansion to the pursuit of user quality and value mining. Nowadays, their goal is not only to attract attention and increase the number of people, but more importantly, through innovative marketing methods, to improve the frequency, duration and satisfaction of existing users, and then promote the long-term retention and conversion of users, and ultimately achieve sustainable growth.