Although we often criticize the environment of "traffic is king" and the operation of "malicious drainage", for industry giants, traffic is a prerequisite for users, and under the stock of users that is difficult to grow, active users have become the lifeline of Internet giants. 
Combing the development of China's economy in the past ten years, real estate is coming to an end, and the road of industrial upgrading has just begun. Looking at the decisive battle of Internet manufacturers in the past ten years, the battle for "new traffic" during the Spring Festival every year is more tragic than the e-commerce festival in previous years. The first decisive battle of the giants this year has already started around the Spring Festival Gala of the Chinese New Year's Eve. In the past few years, we have long been accustomed to penguins or Ahri or replacing traditional industry giants, naming the Spring Festival Gala to interact with the people. This year, though, is a little different. The first was announced by Xiaohongshu that it would become a note-sharing and live broadcast sharing platform for the Spring Festival Gala. Xiaohongshu said in the promotion that it would do a "companion live broadcast", and set up the live broadcast room around the stage of the Spring Festival Gala to directly perform stars online. When everyone was surprised by the sponsorship of this year's "Spring Festival Gala" settled in Xiaohongshu and the absence of first-line Internet giants, only five days later, Jingdong announced that it would become the exclusive interactive cooperation platform for the 2024 Spring Festival Gala. Jingdong's word "exclusive" makes many people suspect that Xiaohongshu's first Spring Festival Gala marketing is a "copycat". However, since the thirtieth year of the Chinese New Year's Eve, the different "playing styles" of Xiaohongshu and Jingdong have made the competition for traffic and users fierce. 
Xiaohongshu's choice of the window of "notes and live broadcast" is obviously a choice after carefully pondering its own strengths, but I glanced at the live broadcast interface a few times, although Xiaohongshu claims to be the most attractive activity of "the same style of the Spring Festival Gala stars are the first to buy", but it is more "urgent" than the live broadcast room of other platforms, and it also reflects that Xiaohongshu wants to return the "sponsorship of the Spring Festival Gala". Counting this year's Spring Festival Gala, everyone should realize that Xiaohongshu was originally not a first-line manufacturer in the two tracks of e-commerce and short ** entertainment, but from the second half of last year to the end of the year, there were especially many times of "hot searches". Judging from this point of view, perhaps Xiaohongshu, which has been rumored for many years, will be listed soon, and there will be definite progress in the first half of this year, and whether it succeeds or not, it will be necessary to give an explanation to the public. Combined with the practice of major Internet companies in the past ten years, in order to make the book data beautiful and increase the valuation in the year before listing, they are willing to pay in terms of user competition and subsidies, so this year's Spring Festival Gala, users may really be able to get wool on Xiaohongshu. Compared with the smaller Red Book, JD.com's "interactive" gameplay breakthrough in this year's Spring Festival Gala is much greater, but it has been described by many people as "Jingdong has become a **".
Jingdong is still playing the traditional game of grabbing red envelopes this time, but it has prepared "100 million products" on the platform to allow users to "0.1 yuan rush to buy "go home." 0.1 yuan is almost equal to "picking up goods for nothing", what is Jingdong? The only threshold for this event is the answer. JD.com requires that these "100 million users" need to complete 0$1 online payment. Therefore, JD.com's Spring Festival Gala is not only to sell goods, but also to "increase payment users". You should note that everyone is accustomed to knowing that the traffic of Internet manufacturers is equivalent to users, and I will express traffic and users separately in this article. Because I think the most important thing for Internet companies is that the three indicators of user acquisition, retention and monetization are equally important. Whether it was Didi's popularity back then, or Meituan's fight with Ele.me's takeaway subsidies, or the "Spring Festival Gala traffic battle" in the past decade, the traffic they competed for was only the entrance to user acquisition. After gaining users through the Spring Festival Gala, how to retain the customers of "wool once" and realize continuous realization in the future is the place where the real school is examined. Jingdong this year's Spring Festival Gala is engaged in "0"1 yuan seckill" is very like**, and it also marks that the "attention" signal revealed by Jingdong on many public occasions last year is more obvious. Relative** and Pinduoduo,Jingdong has survived in the past ten years"Relatively high forced,But the customer volume is relatively small"The model survives,This time to engage in seckill,Increase the payment habits of low-cost customers,It is obvious that it is determined to grab the cake of the sinking market。 How Jingdong will snatch users from the sinking market from the bowl of ** and Pinduoduo this year will be a very interesting show. This year's Spring Festival Gala is a competition between Jingdong and Xiaohongshu, a rising star, Alipay is not on the stage of the Spring Festival Gala, but the activity of "grabbing five blessings" during the Spring Festival has continued to be carried out for many years. Obviously, Alipay has given up the competition for "new traffic", but hopes to keep the activity of users who "like traditional gameplay", but I believe that the vast majority of people will find that they are still willing to play "grab Wufu" this year. During this year's Spring Festival, in addition to the battle for online traffic, the battle of offline large factories is also in full swing. In previous years, the offline market for the Spring Festival was the "yellow and blue takeaway war" between Meituan and Ele.me, but this year's entry of "Douyin Life" has officially entered the "Three Kingdoms War" situation. Of course, in the "Three Kingdoms War", Meituan relied on the continuous encroachment of the past ten years to completely establish its position as the leading big brother in the competition of Ele.me. This year, Ali will combine Fliggy's tourism hotel resources and AutoNavi's navigation resources with Ele.me's door-to-door delivery resources, which also reflects that if Ali is engaged in group operations, it still has the power to compete. 
Because Meituan and Ele.me both have takeaway delivery teams that have been retained for more than ten years, Douyin, a latecomer, has no advantage in the "takeaway model" of the next showdown. However, in the offline market during the Spring Festival, the competition is for eating, drinking, playing and leisure consumption, and Douyin is losing money on "going home", but in terms of "in-store" conversion, Douyin, which has the most short** and live broadcast promotion and monetization traffic, has an inherent advantage. And after Douyin's "in-store" advantage becomes more and more obvious, users will find that many merchants' Meituan stores are in a state of "not much maintenance" and "no new discounts". Compared with Meituan, what Douyin lacks most is the heritage and resources of "takeaway to home", which is why Ele.me has been circulating rumors of "packaging **" buyers since last year, which has been pointing to ByteDance. If Douyin has the resources of "Eleme", think about the gold-swallowing ability of this "offline monster", Meituan's big brother is estimated to tremble. During this year's Spring Festival, both online and offline are in the situation of "Three Kingdoms Hegemony", and everyone will find that the big penguins of the Internet are unusually silent. 
In fact, the way to monetize the traffic of the Spring Festival Gala was realized by WeChat in 2015 by grabbing red envelopes through the Spring Festival Gala. In 2015, WeChat added 200 million payment users with the help of the Spring Festival red envelope function, breaking Alipay's ten-year payment monopoly in one fell swoop. Hangzhou Boss Ma said: WeChat has been used overnight to do what Ali has accumulated for more than ten years. Looking back on the past ten years, in addition to the old marketing, perhaps in the stock market, what we need is a brainstorming like in 2015!