John UM
After six years, the red envelope war, which had been reduced in heat, was re-ignited this year. After the mobile payment popularity war came to an end, a new round of war around new video, social and user growth began
In 2014, the micro-credit red envelope opened the door to the Spring Festival marketing for the first time. With the red envelope, a new product of emotion, interaction and payment, the Chinese traditional festival of the Spring Festival has become the arena of Chinese Internet companies
After the competition between Tencent and Ali Shuangxiong, this year’s protagonist became Baidu, Byte Beat, Fast Hand and Microvision
This year, Baidu won the sponsorship of the CCTV Spring Festival Evening Red Packet. On the Spring Festival Evening, 900 million red envelopes were issued. During the Spring Festival, the red envelopes invested more than 1 billion. The byte jump combined with its current headlines, vibrato, multi-flash and other products, the amount of red packets invested more than 1.6 billion. The two red envelopes this year accounted for nearly 60% of the total investment in the Spring Festival red envelope. In the short video field, the head platform vibrato, fast hand and microvision also have no less than 500 million in cash to make red packets
Regardless of the amount of red envelopes or the number of participants, this year’s red envelope war is far more than a few years
This year’s Red Packet Wars party reflects the competition in the mobile Internet fields in the past year. Baidu and bytebeat have been complaining for a long time in the information flow business. In the short video field, the vibrating and fast hands and Tencent microvision are opponents. In the social business, the multi-flash launched by the byte jump began to impact Tencent’s social base camp
The Spring Festival red envelope war is a continuation of competition in the past year. At the node of the social gathering and population movement in the Spring Festival, each family wants to use more resources and inputs to fight a more intense war. The core purpose is to gain more growth and users
In the year-end Spring Festival red envelope war, the protagonists take turns, but the more active, the more anxious
Re-ignite the red envelope war.
From the 19th day of New Year’s Eve, Baidu announced its own red envelope plan. It won the exclusive red envelope sponsorship of CCTV Spring Festival Evening in 2019, becoming the third company to launch a red envelope in the Spring Festival Evening after Tencent and Ali. This means that Baidu has won the most exposed and vital city in the red envelope war of the Spring Festival this year
On the day of the Spring Festival Gala, Baidu’s red envelopes were issued at a total of 900 million, which set a record for the Spring Festival Evening Red Packet. In addition to the 100 million activities of the card, Baidu’s total amount of red packets in the Spring Festival this year exceeded 1 billion
The main position of the red envelope activity, in addition to the Baidu App, also includes good-looking videos, national small videos, Xifan, and many more Baidu products. Among them, Xifan is a lifestyle community product launched by Baidu. Watch good-looking videos, go to Baidu Express Edition, open and watch a lot to get red or gold coins
Following Baidu, today’s headline App released a red envelope plan called “Finance China Year” on January 25, with a total amount of 1 billion. The user set card can be divided into 500 million, and there are 500 million cash bonuses. This activity also covers a number of products in the byte beating, downloading volcanoes, pulling friends to watermelon and pimp shrimp can take red envelopes
Vibrato independently launched the “Beautiful Notes Year” campaign in the form of a collection of 500 million in cash. It is worth noting that the vibrato specifically marks the associated address book or mobile phone number to get extra notes. The social products of the vibrating hatching have launched a 100 million red envelope event in the Spring Festival. Users can get red packets with the shoot, invite friends, and send the New Year video
Baidu, which invested more than 1.6 billion bytes in the Spring Festival red envelope and won the Spring Festival Evening Red Packet sponsorship, formed the first echelon of this year’s red envelope war
As the main force of the red envelope war in previous years, WeChat and Alipay are slightly regular this year. WeChat has not launched a red envelope plan for the Spring Festival for the third consecutive year. On the Spring Festival red envelope, WeChat mainly launched two new functions: the WeChat red envelope and the red envelope to add expressions. Alipay’s red envelope activity this year is still a collection of Fu card, users of the Qifu card can share a total of 500 million cash red envelopes on New Year’s Eve, the same amount as last year
The new video platform is the second echelon of the red envelope war this year. In addition to the aforementioned vibrato, both the fast video head platform and Tencent Microvision have launched a red envelope event worth more than 500 million this year
On January 28th, Tencent Microvision announced that it will jointly send 500 million red envelopes to hundreds of stars and more than 60 corporate organizations during the Spring Festival. On February 1st, Tencent Microvision launched a personal video red envelope game, users can create video red envelope WeChat or QQ through micro-vision interactive gameplay
On January 31st, the fast-handed officially launched a total of 600 million red envelope activities, which reached 3 times the amount of red envelope investment in the Spring Festival last year. The gameplay includes teaming up cash, inviting friends to earn cash, and taking video to receive red packets. The user can also use the magic expression of the quick hand red packet to shoot a short video and upload it, and send a red envelope to the friend by sharing the link
The new video platform has joined the competition to bring a new game to the Spring Festival red envelope. This year, Vibrato, Multi-Flash, Micro-vision and Quick Hands have launched a video red envelope game, which is a product innovation that combines short video with red envelope. Xu Wei, the person in charge of the multi-flash product, once commented on the mode of the video red envelope: the behavior of the red envelope is mostly scenes, such as the festival, and shooting a video expression can make the red envelope more sincere
In addition, this year’s red envelope war also includes a group of accompanying runners, they use the Spring Festival red envelope for regular festival operations, and there is no particularly strong targeted purpose. For example, Weibo launched the “Let Red Bag Flying” campaign for the fifth consecutive year. The main gameplay includes the star red envelope calendar and the koi red envelope. QQ released the blessing bag activity. The user opened the QQ and got the blessing bag to share with friends to unlock the cash. Red envelope and card vouchers
In 2018, the star company and many small books also launched their own red envelope activities. On January 29th, the fight for the “Spring Festival is not to fight” was promoted. On the basis of the “New Year’s Day” 100 million yuan red envelope, an additional 100 million yuan of red envelope allowance was added. Xiaohongshu also launched an activity of collecting 10 pigs and collecting 10 million cash
New World discovered by WeChat.
Red Packet Wars was provoked by WeChat in 2014. That year, WeChat launched the red envelope function on the eve of New Year’s Eve and launched the “New Year Red Packet” campaign. Through the spread of WeChat group, a total of 8 million people received 40 million red envelopes during the Spring Festival holiday. The fiery heat of WeChat red envelope even caused Tencent’s share price to rise for three days, and the market value exceeded 1 trillion Hong Kong dollars
Ma Yun, who was beaten up and down, called the WeChat red envelope activity of this year a “sneak attack on Pearl Harbor” incident. “A WeChat red envelope has exceeded Alipay’s 8 years of doing things.”
In 2015, WeChat cooperated with Spring Festival Evening to launch the “Shake and Grab Red Packet” campaign. On New Year’s Eve, the total number of WeChat red envelopes received and received reached 1.01 billion times. With this wave of Spring Festival red envelopes, WeChat paid more than 200 million card users..
WeChat Red Packet re-created a new product form and explored the new scene of Internet business marketing in the Spring Festival. The appearance of WeChat red envelope has turned “red envelope” into a new species that combines online and offline online and emotional culture, interactive communication, payment and marketing. The cooperation between WeChat and Spring Festival Evening has made Internet companies realize for the first time the value of Spring Festival Gala for Internet product promotion
Keso said that third-party payments have been linked to security, seriousness, and cumbersome since the birth. WeChat red packets have made it a breeze, a panic, and become easy, simple, and happy. After the WeChat red envelope, WeChat and Alipay began to compete for the mobile payment market share around the Spring Festival stall
In 2016, Alipay beat WeChat’s 260 million offers with a price of 268.8 million to become the red envelope interactive partner of Spring Festival Gala. Alipay has prepared 800 million red envelopes for the Spring Festival Gala, four of which are red envelopes, each of which is over 100 million
At the beginning of the design, Alipay believes that the user’s favorite should be the whole red envelope, but the last hot thing is the Wufu mission. The latter’s popularity has set a new example of red envelope products for Alipay and later. The gameplay of the card-distributing package is similar to a card game. This gamification mechanism is very addictive. Users also need to exchange cards with others to collect cards. The exchange reflects the user’s social relationship chain
Under the stimulation of the Wufu activities, Alipay added 1.1 billion pairs of social relationships in 2016. “We don’t want everyone to use Alipay to chat, but I don’t want to use other people’s systems when doing my own thing. The 1.1 billion relationship chain is a platform, and many things can be done.” Ant Kingswear brand and the public Chen Liang, general manager of the communications’ department, said
At the WeChat Open Class at the end of 2016, Zhang Xiaolong announced that he would no longer do the official Spring Festival activities. The reason is that the WeChat red envelope has already completed the mission of promoting payment. No official activities are required, and users will play. Alipay also announced its withdrawal from the Red Packet Wars in 2017, and only retained the gameplay of the Five Fortunes
After this, WeChat and Alipay shifted their competitive focus to the offline and sinking markets, and the era of using the Spring Festival red envelope to promote mobile payments gradually passed
Taobao took over Alipay in 2018 to become the spring and evening red envelope interactive partner, issued 600 million Spring Festival Evening red envelopes and prizes, the total amount of red envelopes during the Spring Festival exceeded 1 billion. However, Taobao’s focus is mainly on sinking market users and relationship chains. Taobao uses the red envelope to promote the family account. After the user who binds the family account wins the prize, the bound family will receive the same reward. Less than an hour before the opening of the Spring Festival Gala, nearly 60 million families participated
Anxiety and ambition.
And Taobao use the Spring Festival Evening Red Packet to get middle-aged and old users and sink users. The core theme of this year’s Red Packet Wars is also growth and customer acquisition
The company that first joined the battlefield was a company that was at the forefront of competition in the past year. Baidu, Byte Beat, Fast Hand, and Microvision all had direct or indirect competition
The core conflict between Baidu and Byte Beat is the distribution of information and the corresponding advertising market. At the same time, the vibrato is the direct competitor of the fast-handed and Tencent micro-vision in the new video field, and the short video socialized by the vibrato The product flashes and it has a new competition with Tencent in the social field
They all face the upstream traffic market with rising costs and the confrontation between each other in the sales market. In the third quarter of 2018, Baidu’s operating profit fell for the first time in 2018, mainly due to the significant increase in content, traffic and cost of sales
Due to the high degree of competition and the large-scale product matrix, Baidu and Byte Bounce need to grab more customers and user sources. The Spring Festival is providing such an opportunity. As a national scene of family and friends reunion and population movement, products can be spread through social relationships between people. Population mobility can also help products penetrate different circles and age groups, reaching the third- and fourth-line population and middle-aged and elderly people
The one that triggers this series of reactions is the red envelope. The Red Packet War has also become a continuation and epitome of the competition of mobile Internet companies. Because the gameplay is homogenous, the competition between enterprises can only be the red envelope amount and the Spring Festival Evening red envelope sponsorship
In this year’s red envelope activity, Baidu and Byte Beat have adopted the “product family bucket”, which is the best embodiment of growth anxiety
Baidu’s 1 billion red envelope activities cover more than 10 products such as Baidu App, good-looking video, national small video, and many more. Users can get red envelopes by downloading the app, shooting videos, and sharing the apprentices. The byte-hopping red envelope activity also covers today’s headlines, watermelons, volcanoes, Pippi shrimps, and today’s headline speed editions
Red packets are obvious for the download volume. As of 6:00 pm on February 5, the top ten of the Apple Store free list has been swept by Baidu and Bytes. Among them, Baidu, good-looking videos, all-people small videos and other Baidu products accounted for seven seats, many flashes, today’s headline speed version and vibrato accounted for another three seats
Quick hands and micro-visions are ranked 16th and 18th respectively on this list. Last year, Vibrato rose from 30 million to 70 million during the Spring Festival, which made the vibrato directly subvert the market pattern of the new video field in the following year. In January of this year, Vibrato’s daily data in the Chinese market reached 200 million
It is worth noting that this year, both the vibrato and the fast hand have adopted the mode of collecting cards or team red packets. Similar to the Alipay set five-five gameplay, the card and team play methods use the user’s own relationship chain. Relationship chains can be applied to products to enhance social relationships and recommendation accuracy
Such a chain is especially important for the vibrato that has just started to compete with WeChat on the “replication relationship chain” and the fast-paced socialists
Payment is another theme of this year’s red envelope war, the protagonist is Baidu and byte beating. The ideas of the two companies are reflected in the changes in the way the red envelopes are presented. This year, Baidu’s product red envelope will be stored in a small wallet, and users want to withdraw cash. The multi-flash of the byte hopping, today’s headline only supports the binding of the bank card, and the vibrato red envelope supports the Alipay and the tying card
Multi-flash is the beginning of bytebeat to promote your own payment method. After multiple flashing of the card, it will be displayed that the bank card has signed a fast payment service with Hezhong Yibao
The latest news is that the byte jump has been 100% acquisition of Wuhan Hezhong Yibao, which means it has already won the payment license. Having your own payment business is extremely important for the long-term development of bytebeat
In April last year, Baidu split the financial business and set up Xiaoman Finance to provide financial services and consumer finance services. For Baidu, who wants to open up its position in consumer finance, if there is a payment tool with high user stickiness, it can open up the situation for its financial business
“It’s easier to pay for some business, and I really have to admit this fact.” Zhu Guang, CEO of Xiaoman Financial, said in an interview with “First Line”
Byte Beat is building the ability to charge consumers directly through finance, e-commerce and lifestyle services to increase the diversity and initiative of business realization. Byte jitter needs to break through the limitations of traffic “intermediary” to create a more complete business closed loop, and payment tools will be the key to this business closed loop
As the two companies that invested the most in the Spring Festival red envelope war, Baidu and Bytes also reflected the anxiety of the entire Internet industry after the thinning of the demographic dividend. It is also a flash point of fierce competition, affecting the pros and cons of a period. Situation
The next traffic growth point is where every company is facing problems. For these companies that rely on traffic to realize a single company, it will become more urgent to solve this problem. Therefore, although the red envelope seems to be routine and rude, it cannot be missed