The Spring Festival Gala is China's most influential and popular mass communication event, and this super traffic pool has attracted many cooperation between major Internet companies and FMCG brands in the past. In 2023, the main sponsorship of this event will be liquor companies.
This year, a number of Internet companies announced their cooperation with the Spring Festival Gala to promote the CCTV Spring Festival Gala to once again set a new record for multiple communication data: as of 2 o'clock on February 10, the total number of people in the Spring Festival Gala of the main station has reached more than 14 billion people, an increase of three percent over last year, and the proportion of young users aged 15 to 44 has also reached a new high of 5159%。
Ahead of the Internet companies are JD.com and Xiaohongshu. JD.com, which won the exclusive interactive cooperation platform for the second time, needs to let more users re-establish the platform awareness of "province" in addition to "fast" and "good". During the Spring Festival Gala, JD.com sent 100 million copies of 1 cent wallet to your home in the form of interactive** to maximize the efforts of users in the sinking market.
Xiaohongshu, which cooperated with the Spring Festival Gala for the first time, has found a new way to become a note-taking and live broadcast sharing platform for the Spring Festival Gala. On Chinese New Year's Eve, February 9, Xiaohongshu and CCTV jointly launched a companion live broadcast "Everyone's Spring Festival Gala", inviting Spring Festival Gala actors, hosts and Xiaohongshu buyers to chat in the live broadcast room, reveal behind-the-scenes highlights of the Spring Festival Gala, give 100 million yuan in gifts, and recommend the same style of the Spring Festival Gala. According to the data released by Xiaohongshu, the number of interactions in the live broadcast room of "Everyone's Spring Festival Gala" reached 1700 million. As of February 10 (the first day of the Lunar New Year), there were more than 80 million users searching for content related to the Spring Festival Gala in the Xiaohongshu community, and more than 25 million users participated in posting notes and writing comments.
According to the previous introduction of "Latepost", Xiaohongshu integrated the e-commerce business and the live broadcast business last year, established a new first-level department trading department, and chose to bet on buyers with professional capabilities in the vertical field to provide high-quality live broadcast content to form a differentiation. During the Spring Festival, Xiaohongshu's live broadcast activities are more inclined to interact with users, in addition to the live broadcast of "Everyone's Spring Festival Gala" at the same time as the Spring Festival Gala, Xiaohongshu also launched the New Year Truth or Dare Party, including Yang Tianzhen, Yu Zheng, Zhong Hanliang, Da Zhang Wei, Yang Di and other more than 40 celebrities and more than 30 bloggers carry out interactive live broadcasts every day to connect with ordinary users.
Another important change for Xiaohongshu during the Chinese New Year is the first-level entry "Nearby" at the top bar of the mobile app's homepage. Previously, the "Nearby" feature only showed user notes, but after the update, it also showed live streams and group chats. "Late Finance" understands that "nearby" is more of an entrance to content aggregation to help users find content and people that are geographically close and have common interests. This function is used by Xiaohongshu for user activities during the Spring Festival - map check-in, milk tea, and pets.
Last year, Xiaohongshu was already using "offline events" and "online communities" to promote user growth. A series of new attempts throughout the Spring Festival means that it is still trying to maintain a good community atmosphere, user stickiness and interaction.