Although the popularity of the CCTV Spring Festival Gala has declined in the past two years due to the popularity of the short ** and the rise of the Internet Spring Festival Gala, recalling that ten years ago, the festive atmosphere of the four seas and the ritual sense of family reunion accompanied by "the end of the world at this time" made it unique and attractive.
Chinese have a soft spot for red envelopes, a tradition deeply rooted in our culture. In all aspects of life, such as ushering in the send-off, weddings and funerals, and festivals, red envelopes play an important role.
To some extent, sending, giving, and receiving red envelopes has become an important means of maintaining interpersonal relationships.
The distribution of red envelopes at the Spring Festival Gala undoubtedly captures the common emotions of the people of the whole country - on the days that Chinese value most, sending a red envelope is simply the most intimate move.
And how could the product managers of smart Chinese Internet companies miss this great opportunity?
The real gold ** red envelope war of the Internet giant has been fighting for eight consecutive years
In 2015, Tencent invested 53 million yuan to become the "exclusive new interactive partner of the Spring Festival Gala", opening the curtain of the Internet as the exclusive interactive partner of the Spring Festival Gala, and sending a total of 500 million cash red envelopes through WeChat. That year, viewers shook their phones in front of the TV, which became a new New Year's custom, and WeChat gained nearly 200 million new users.
Not to be outdone, the old rival Alibaba cooperated with the Spring Festival Gala for two consecutive years in 2016 and 2017, launching activities such as "Jiwufu" and "Xi Red Envelopes", attracting as many as 324.5 billion participations. Among them, the phenomenon of "dedication to work" has become a hot topic.
In 2018, Ali scored a hat trick, and this year** formed an alliance with the Spring Festival Gala and distributed 600 million red envelopes under the slogan of "emptying the shopping cart", which aroused heated discussions and participation among the whole people. In that year's financial report, Alibaba specifically mentioned that the significant growth of its annual active users and monthly active users was due to the increase in advertising and ** expenses.
In 2019, the "Department" app came as scheduled, and spent 900 million yuan to promote it through voice password search for red envelopes and small ** red envelopes. Within one day after the end of the Spring Festival Gala, the daily active users of the app increased from 1600 million jumped to 300 million.
Source: Internet.
While the old "BAT" giants are competing, new players are also gearing up for the stage, waiting to shock the world when they take the stage.
The advent of the vertical screen era has blown the east wind of sending short ** clients to join the battle for the Spring Festival Gala. In 2020, Kuaishou reached a cooperation with the Spring Festival Gala, and Lao Tie broke the record for the highest amount of red envelopes in history held last year, and sent a record high of 1 billion cash red envelopes in one go, making the number of daily active users of Kuaishou reach a peak of 28.2 billion.
The amount of red envelopes on major platforms continues to rise, which seems to indicate their ambition. Capturing a wider user base is only part of the goal, and using red envelopes as a fulcrum to leverage financial scenarios such as consumption and financial management is the deeper purpose.
In 2021, Internet upstart Douyin will appear on the stage of the Spring Festival Gala with a red envelope worth 1.2 billion sincerity, taking this opportunity to create its own closed loop of payment and open up new territories, and by the way, provoke the nerves of the older generation of Internet giants.
In 2022, JD.com, as the exclusive interactive partner of the Spring Festival Gala, made a grand debut with red envelopes and physical objects with a total value of 1.5 billion yuan, once again refreshing the record of sponsorship by large manufacturers.
Source: Internet.
Just as netizens were speculating about which heavyweight would sprinkle the red envelope rain in the Year of the Rabbit in 2023, on January 18, CCTV Weibo announced that the exclusive interactive partner of the 2023 Spring Festival Gala would be Wuliangye. This means that Internet companies have given way to liquor companies after sponsoring interactive red envelopes for the Spring Festival Gala for 8 consecutive years.
The reason for the truce is because of money
Why did the Spring Festival red envelope war, which lasted for 8 years, suddenly cease to exist?
On the one hand, after eight consecutive years of activity, the Spring Festival red envelope grabbing activity has greatly reduced its appeal to young people.
Young people are the main target of Internet companies to attract new customers, and they are also the mainstream group of the Spring Festival red envelope war, but in recent years, short ** and mobile games have diverted too many people's attention.
On the other hand, the number of Internet platform users has peaked, and the increase in red envelopes has been small. The main motivation for Internet companies to distribute red envelopes in the Spring Festival Gala is to attract and expand the user base. However, given the current high penetration rate of the Internet in China, the significance of continuing to use red envelopes to stimulate user growth has been relatively limited. At the same time, each era has its own unique marketing methods, and in the current environment of reducing costs and increasing efficiency, enterprises are more inclined to choose more efficient and targeted ways to attract users.
However, friends who want to continue to grab red envelopes don't have to be discouraged, the latest news, on January 24, Jingdong officially announced that it has become the exclusive interactive cooperation platform for the 2024 Spring Festival Gala of the main station, and after two years, the man who is second only to Xiang Yu in Suqian's historical status is back again! I just don't know if this will be the clarion call or a swan song for the resurgence of the Internet red envelope war?
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