Author丨Fang Poetic.
Editor丨Six sons.
The Spring Festival has passed, during this time, where does the smell of the New Year come from? Different people will have different answers, but for young people, the major APP channels on mobile phones have become a special kind of New Year's flavor**. Through special gameplay such as grabbing red envelopes and New Year marketing activities, having a "cyber" New Year has become for young usersThe new "New Year's Customs".。And when it comes to the app that takes these "cyber customs" to the extreme,AlipayAbsolutely unavoidable - just oneThe gameplay of Jiwufu, which has maintained a very high level of national popularity in the past nine years. But as time goes on, new changes are happening, the gameplay is upgraded, and new technologies are quietly implantedOther products of AlibabaIt also joins the ranks of the New Year with greater strength, and even plays with traditional games such as WufuDream linkage, innovation。Among Ali's products, the most indispensable thing is "New Year's flavor". In these cyber customs, not only users have reaped the joy of the New Year, but Ali itself has also found new opportunities for change from practice.
Ali's "New Year's flavor" has not diminished
As a giant with e-commerce and finance as the core, Ali has two key words, which have been deeply integrated with the flavor of the year. One is Wufu and the other is a red envelope. Set five blessings, already a kind of ChineseCollective memoryThis is not an exaggeration. Since the first launch of the Spring Festival Five Blessings event in 2016, Alipay has maintained this "cyber custom" for the ninth consecutive year, so that many users are accustomed to sweeping and watering on time during the New Year. According to statistics, Alipay Jifu activities have been issued cumulativelyThe red envelope is as high as 3.3 billion yuan
*To Alipay.
According to the official data, within 24 hours of the opening of this year's Jiwufu event, there was an astonishment370,000Gather the number of people. This number actually means that many users will not receive a large amount of money. However, this will not stop the enthusiasm of users to participate in the activity, precisely because the meaning of the Wufu activity and the connection with their friends or relatives have become an additional harvest in the process of collecting blessings. The point is not the amount of money that is harvested at the end, but the process, which is used by users all over the countryAlternative "Spring Festival Gala".It's all about engagement. Starting from the characteristics of users, Alipay has also mastered more upgrade inspiration. On January 19 this year, Alipay's image logo was updated after four years, and its logo surrounded"Openness, science and technology, warmth".Three core concepts have been upgraded. Then, Alipay announced that it would collect five blessings this yearUpgraded to "Five Blessings"., and launched four major AI gameplay: Soaring Small Theater, Time and Space Photo Studio, Talking Red Envelopes, and Everyone Comes to Find Blessings. Obviously, in the face of the trend of younger users and technological upgrading, Alipay is trying to strengthen its position in the minds of users, using the new gameplay of Wufu activities to make the value of the year greater. And,The linkage between Alipay and Ali's e-commerce products, but also enhance the gold content of the Spring Festival activities. Take 1688, for example,In addition to launching the "Spring Festival does not close" activity, which is a must-have for e-commerce, it also carried out joint marketing with Alipay WufuLaunched the customized "Fortune Fortune".。On the one hand, the Jifu activity was copied into the 1688 APP, enriching the gameplay scene, and on the other hand, it launched the membership card giving and red envelope activities, extending Wufu as the right-hand man of its own brand marketing. Obviously, it was once cultivated by AlipayWufu ecologyAt this stage, we already have the ability to cooperate more deeply with the overall business of AliEmpower the Group's integrated businessto better activate the value of each traffic. This can also be seen from Alipay's opening of Fu cards to merchants in the early days, which was intentional by Ali. Therefore, during this Spring Festival, Ali's e-commerce level of the New Year flavor has also been more prominent. In addition to the traditional marketing of New Year's goods, Taotian Group has taken the red envelope New Year custom to a new height. Among them, the main one is simple and straightforward, launched1 billion Fa Le red envelopesFrom February 5th to February 17th, users can get exclusive Chinese New Year red envelopes through the app and share them with friends. The highlight is that both parties can win awards by sending red envelopes with WeChat and Tao passwords, and the offline red envelopes are perfectly migrated to online, helping the New Year's flavor for 13 consecutive days. 
*In e-commerce headlinesTmall New Year's FestivalThe theme activities are brain-opening and play-oriented. On the one hand, it will be launched early from January 18 to January 31"Longyun brand".In the event, as long as users collect 9 tickets, they can share 100,000 red envelopes; On the other hand, it is to combine online and offline and launch subway windows for key cities"Good luck one".Marketing, users can scan the code to participate in the New Year's Festival activities, and have the opportunity to get customized mahjong tiles. Whether it is a red envelope or a New Year's gift, it is said that Ali has precipitated a set based on its ecologyNew "New Year's Customs"., not an exaggeration at all. In the early days, Alipay Jifu and Ant Forest watering linkage, and at this stage, Taotian New Year's red envelopes and New Year's Festival marketing, all reflect the effect of using New Year's flavor gameplay to enhance the internal activity of products. This obviously amplifies the volume of the product and brings added value - a typical example is this year's Wufu Festival, Alipay will connect it with internal live streaming and Spring Festival marketing, and only on the live broadcast data, it will achieve more than 7,000 live broadcasts of New Year's festivals. As a result, Alipay has realized the integration of gameplay and commercialization, which is not obtrusive and can attract users. Ali rallied"Ingenuity".The products within the group have different traffic scales and target user positioning, but at this special moment in the New Year, effective operation methods can realize the simultaneous activation of multiple products, which greatly improves the effectiveness of brand building and commercialization. This ingenuity is also reflected in the use of new technologies, Alipay's AI gameplay is only one aspect, from the perspective of New Year's activities, more changes are taking place in Ali, and the New Year's customs it shapes are also upgrading and evolving.
「aiTechnology helps evolve in the future
The key word in 2023 is undoubtedly AI, and the focus of AI applications is AIGC. The five blessings festival has newly launched four new AI gameplay methods: "Soaring Opera Small Theater", "Talking Red Envelopes", "Everyone Comes to Find Blessings" and "Time and Space Photo Studio", which are not ideas that were conceived out of thin air, but consider the technical application direction of Alipay and Alibaba, as well as the public's demand for New Year's flavor gameplay. For example, in the activity of "Soaring Theater", users upload **, and AI will integrate it with classic movie clips to fulfill a user's acting dream. Users can also rely on AI to synthesize speech and ** to generate "talking" red envelopes. Alipay further leverages these features to make unique social announcements for Spring Festival movies such as "Bear Infested" and "Hot and Hot". 
*This is one on AlipayA clear closed loop from technology to business。In previous years, when paying attention to the "Cyber New Year" gameplay made by Alibaba's products, users were often more likely to associate the impression that Alibaba's server is very strong and Alibaba's e-commerce brand is very heavy. But this year, Wufu user traffic is quietly monetized by AI technology, and users may not realize that business and technology can be interestingly integrated, without disturbing users too much, to achieve the renewal of the New Year's gameplay. An example of more innovative value is the real large-scale model player - Tongyi Qianwen. When Tongyi Qianwen was released last year, many outsiders called it the demarcation point for e-commerce to enter the AI era. But looking at it today, it is clear that technology does not limit its own boundaries, and they have infinite possibilities. This Spring Festival, Ali Tongyi Qianwen Photo StudioBroughtAI free family portrait feature, upload** can easily generate a variety of family photos**. This is just the foundation,The biggest highlight is the combination of Ali Tongyi app and "National Dance King",Through the template given by the app,The image uploaded by the user can be dynamic,Make New Year's greetings、Paste Spring Festival couplets、Red envelopes、Dance with the God of Wealth, etc.,Family、Friends、Couples can also choose a variety of templates to work together。 "Cyber New Year's Greetings" not only makes young people feel fun, but also more suitable for users of all ages to find new ideas for New Year's greetings. It is not difficult to see that with the blessing of technology, Ali is not blindly continuing the regular New Year gameplay. AI gameplay in Wufu, which greatly enhances the novelty of this "old activity", also excavates new traffic utilization value, and realizes the expansion of the business model. From a technical point of view, whether it is a New Year's greeting or a family photo, AI technology has not only tested the technical level in this national application for a large number of users, but also verified the market, which is of great benefit to future upgrades and further productization. In the AI interactive function of Wufujie, it only takes no more than 1 minute for users to generate the content they want, and Alibaba's algorithm and computing power, on the surface, provide a silky experience for operational activities, but in the future, it will obviously be a test node for the deepening and development of its AI layout. Through the New Year's event, Alibaba is gradually verifying the feasibility of AI technology. Therefore, there are so many ways to play in the New Year, and the essence is the result of the joint development of technical heritage and market demand. Everything changes, allIt stems from Ali's dedication to reform and renewal
The user's 'mind' evolves
Analysys Qianfan's statistics show that in November 2023, the Alipay appThe monthly active is 1016.7 billion people, and the scale of the total mobile Internet users is only 10With 800 million people, Alipay is indeed a national-level application for everyone. Similarly, ** is the same, 1688 and Tongyi Qianwen are still in the growth range. The point is that the reason why they racked their brains to give new ideas to the Spring Festival gameplay is precisely forCapture the commonalities of the user's mind。From the user's point of view, the essence of pursuing happiness and praying for blessings and fortune during the New Year remains unchanged. However, due to changes in the social environment, users will naturally continue to change the definition of happiness and happiness, so as to fall in love with different ways of playing - among them, there are some constant factors, mastering it and deriving new ways to play, which means that the product can obtain continuous **. A typical example is that Ali's wonderful duck camera became popular all over the Internet last summer, and the "H5 military uniform photo" that generated exquisite photos by uploading photos and swiping the screen early also had a similar road to popularity. Presenting yourself in a different way will always make a large number of users feel fresh. As a result, as AI technology continues to develop, more similar gameplay is brought to the stage. This is a case of the organic integration of continuing commonalities and updating gameplay. 
*It is worth mentioning that there will be many "new paradigms" for the Chinese New Year, which essentially correspond to the complex structure of the audience, such as different ages, different content consumption preferences, different consumption consciousness, different kinship relationships, etc. The diversity of Alibaba's product matrix, as well as the diversity of content and product offerings on its platform, can be used as a base to undertake the different preferences of users. For example, for the same e-commerce sales, 1688 and Tmall can use red envelope play, but their accurate users are different, which can maximize the value of users. The updated and interesting platform of Tongyi Qianwen is of greater significance for cultivating future users and strengthening the outside world's perception of Alibaba's technical image. According to the "2023 Alipay Annual Discovery Report" released by Alipay, the post-00s most like to watch "Get Rich", "Only Two Tricks to Make One Million a Year", "New Model of Selling Flowers at a Stall" and other related content, and the insight will guide the iteration of the gameplay and maintain the brand's position in the minds of young people. That is, whether it's a New Year's event or other themed marketing, yesAlibaba's "training" opportunity for the overall mobilization of its technologies and products。In particular, AI technology, an element that still needs to be honed by the market, will absorb more real demand from the market in more and more frequent public appearances. When these gameplay updates become the norm, Ali's evolution will also be traceable. It can be said that in addition to the daily "style" and operation of each product, many of Ali's products will be staged once a collective every year"Spring Festival Performance".to further strengthen your presence. On the User Operator**, this is:Typical "wake-up".。When this kind of daily use and regular awakening form an organic cycle, just like the nine-year journey of Jifu, Alibaba and its product matrix will continue to leave an indelible mark in the minds of users. - end -