Alipay's Jiwufu campaign began in 2016 and quickly attracted the attention and participation of Internet users across the country. Every year, new ways to play and perks are introduced to make people look forward to this event. Some people think that the collection of five blessings has become a ritual for the New Year, and even if the money is not much, the fun of participating is irreplaceable. After all, in the first year of the collection of five blessings, Alipay released 21.5 billion yuan in cash red envelopes, each participant can get 271 in the end66 yuan, so that people are full of confidence and expectation for the collection of five blessings.
However, some people began to question the gameplay and effectiveness of the Jiwufu event. I think that the gameplay is becoming more and more complex, lacking creativity and fun. Some even feel that the activities have become commercialized and used by merchants to promote online spending, and that the activities that were originally based on cash red envelopes are no longer so attractive. They felt that the difficulty of the game was getting lower and lower, and the commercial setting was getting more and more, which made it feel a little erratic. Coupled with the fact that the cash red envelopes distributed each year are not much, some people are no longer keen to participate in the Five Blessings activities.
2. Since 2016, Alipay's Jiwufu activities have been constantly innovating and launching a variety of different ways to play. Here are some of the ways to play the five blessings over the years:
, 6 years: the first collection of five blessings, 790,000 people equally divided 21.5 billion cash red envelopes.
2017: Launched AR Sweep Blessing Collection Wufu, participating users randomly divided 200 million cash red envelopes, and the highest score could reach 666 yuan.
2018: In addition to AR sweeping, it also added ways to collect golden eggs in Ant Manor and watering in Ant Forest, and participating users randomly divided 500 million cash red envelopes, with a maximum score of 666 yuan.
2019: On the basis of the previous year, the form of answering questions to get a Fu card was added, and participating users were lucky enough to share 500 million cash red envelopes, and limited benefits such as helping to return Huabei throughout the year were added.
2020: On the basis of the previous year, the "Family Portrait" and "Fortune Global" gameplay were added to encourage users to send each other lucky cards, and lowered the game threshold to attract more users to participate.
2021: Continued the gameplay of the previous year, and added the gameplay of writing blessing characters to collect five blessings.
2022: Merchants can join the Jiwufu activity, users can not only collect Fu cards on Alipay, but also get Fu cards on the online event pages of some partner merchants.
2023: Continue the gameplay of the previous year, and cooperate with the Bureau of Culture and Tourism to launch the "Customized Blessing" activity.
In 2021, the Jiwufu event, which entered its 9th year, was upgraded to the Wufu Festival, and four new AI gameplay methods were added, including the Soaring Opera Small Theater, the Time and Space Photo Studio, the Talking Red Envelope, and Everyone Comes to Find Blessings. With the help of the current explosive AI technology, these gameplay methods allow users to collect Fu cards in more ways.
Different people have different views and mentalities about the activities of the Five Blessings. Some people are full of anticipation and enthusiasm for the event, they feel that it is a fun and interactive game, they can get cash red envelopes through Jifu cards, and they can also experience various innovative gameplay and benefits. They believe that this activity can increase the fun of the New Year, and at the same time improve the usage rate and user stickiness of Alipay.
Others are skeptical of the Blessings. They believe that today's events are becoming more and more commercial, lacking in fun and creativity. They feel that the way to obtain Jifu cards is becoming more and more complicated, and the red envelopes they receive are getting fewer and fewer. They believe that this activity has become a means for merchants to use consumer behavior to promote online consumption, and has lost the original intention and fun in the beginning.
Whether it is an expectant or skeptical person, the Jiwufu event is an attractive and influential event for Alipay and the Internet user community. It can not only increase the user's engagement and frequency of use, but also provide users with a fun and anticipatory mentality, so that people can feel more joy and surprises during the Chinese New Year.