Spring Festival Evening iron, water the “red envelope ambassador”

Editor’s note: This article is from the micro-channel public number “Entertainment Business Watch” (ID: wenyushangyeguancha), Author: Amu.

“The red envelope is not what you want to send, you can send it if you want.”

When it’s the Spring Festival again, all major Internet platforms are shouting big red envelopes at the end of the year, but among them, there is a chance to There is only one red envelope on the Spring Festival Gala stage and on-site, and this place has become the top priority of all major platforms.

Recently, Pinduoduo, originally scheduled to be the exclusive red envelope interactive partner for the 2021 CCTV Year of the Ox Spring Festival Gala, was told to withdraw from the Spring Festival Gala. After some competition, Douyin eventually became the “receiver” of the Spring Festival Gala red envelope.

Since 2015, many Internet companies have come to play the role of red envelope partners in the Spring Festival Gala, from the BAT Big Three, which are fiercely competing in the whole field, to the big screens. The short video duo, the red envelope messenger on the Spring Festival Gala stage invisibly turned into a microcosm of the times, and giving the audience red envelopes became their last sprint at the end of the year.

Pinduoduo exits and TikTok refills

On September 24, 2020, at the CCTV Brand Power Project Conference, it was officially announced that Pinduoduo, a new e-commerce platform, will become CCTV’s 2021 Spring Festival Gala The exclusive red envelope interactive partner of “The Evening Party” has attracted widespread attention both inside and outside the industry.

It has been less than six years since its establishment. Pinduoduo now has nearly 700 million users, and the platform has an annual transaction volume of more than 1.2 trillion. It has become China’s second largest e-commerce platform and the first platform for agricultural products to go up, and it has become a red envelope for the Spring Festival Gala. The partners are undoubtedly challenging Taobao, which has occupied this seat for many years.

However, things backfired. In this month, Pinduoduo frequently appeared on Weibo hot searches, and was surrounded by negative news. An employee of Pinduoduo died suddenly on the way home from overtime work, and then some employees took time off and jumped off the building. Then it was revealed that Pinduoduo remotely deleted user photos and other related topics, which made Pinduoduo continue to sway in 2021.

According to relevant sources, due to the comprehensive consideration of these negative factors, the red envelope cooperation between CCTV and Pinduoduo came to an abrupt end, and the news broke The specific channel of Pinduoduo is that members of the team responsible for the Spring Festival Gala project have withdrawn one after another, signaling to the outside world that both parties intend to stop cooperation.

In recent years, Pinduoduo has occupied the chairmanship of major platforms, and was once named “the best gold master”. After the first battle of the CCTV Spring Festival Gala was frustrated, the replacement for this role was Douyin, who was also unrelenting in sponsorship.

When it was only a month before the Spring Festival, Douyin took over such a “big market”, it would inevitably be a little hasty, but Douyin is already in a big way Fully recruit troops and buy horses, and work in special positions for the Spring Festival. Among them, the biggest difficulty lies in the affordability of the server. After all, the people of the whole country are grabbing the red envelopes of the Spring Festival Gala together, which requires a strong background as the foundation.

Of course, although Douyin is the first time to work as a partner of the Spring Festival Gala, but before that, in 2019, Douyin had already become the Spring Festival Gala that year. Exclusive social media communication platform, equivalent to a new media platformThe copyright of the Spring Festival Gala.

Even if you did not actually participate in the Spring Festival Gala to send red envelopes, Douyin is also on the new media platform and issued 500 million yuan in cash red envelopes in the event of collecting notes. In short, Douyin is not a newcomer on the Spring Festival Gala red envelope stage.

In the past BAT is now a short video

“Watching the Spring Festival Gala on TV, complaining about the Spring Festival Gala on the phone.” This is a true portrayal of the Spring Festival Gala broadcast on New Year’s Eve in recent years, and in 2015, The central government has turned from passive to active, directly introducing new media and multi-screen interaction on the stage of the Spring Festival Gala, and embedding new media technology in the whole process of the show.

That is to say, since 2015, there will be a “red envelope ambassador” every year, able to send electronic red envelopes to people across the country on the Spring Festival Gala stage.

Looking at the evolution of the Spring Festival Gala red envelope interactive cooperation platform in recent years, it can be clearly seen that the cooperation platform is basically occupied by Internet companies, and has undergone the process of transition from the BAT Big Three to short video rookies, and On the whole, the amount of red envelopes is also showing a positive upward trend with the replacement of platforms.

As early as the Spring Festival in 2014, WeChat took the lead in launching the Spring Festival red envelopes. At that time, the online payment market was monopolized by Alibaba with absolute advantage. The turning point occurred on New Year’s Eve in 2015. WeChat made a big move on the Spring Festival Gala stage and found the golden red envelopes to the audience through the form of “shaking”. And WeChat only used the 53 million yuan of Tencent’s bid for the cooperative seat, and other red envelopes and gift vouchers were basically distributed to other companies to pay.

First, this is an upgrade of the Spring Festival Gala. In recent years, the word-of-mouth of the Spring Festival Gala has continued to decline. The audience is not very satisfied with the most important gala of the year, especially for the implanted advertisements in the previous Spring Festival Gala. How to upgrade from it is what the Spring Festival Gala has to do. Faced topic.

Since 2011, in the public opinion, the Spring Festival Gala directly gave up on the placement of advertising. In the following years, except for public service advertisements and zero-point timekeeping, there was almost no other business cooperation during the Spring Festival Gala broadcast until 2015. Interaction, through the new gameplay, increased the freshness of the Spring Festival Gala, once again dragging the young audience back to the TV.

Secondly, this is the welfare of the audience. Originally it was the interest relationship between the producer and the brand. Because it brought some benefits and benefits to the audience, it also made it easier for the audience to accept the commercial content of the Spring Evening.

In addition, I need to praise that the interaction of the TV screen is often a little hesitant, but after the participation of the major mobile Internet platforms, this interaction has become convenient and visible. After the audience’s participation is mobilized , For the evening party, it can also be counter-propaganda.

Third, this is a victory for the brand. The Spring Festival Gala is already a Chinese New Year custom, and it is the program with the highest ratings and the most viewers each year. This means that the Spring Festival Gala is a huge traffic pool, and major brands can show their faces a little, which is also for brands. The significant increase in influence, not to mention the red envelope interaction that requires deep participation.

Take the first WeChat Pay that interacted with the new media of the Spring Festival Gala. According to official data, during the Spring Festival Gala broadcast this year, the total number of WeChat interactions exceeded 11 billion times, of which the peak period reached 810 million times. Minutes, and the total number of WeChat red packets sent and received by individuals that night reached 1.01 billion, 200 times more than the previous year’s New Year’s Eve.

However, with more and more platforms joining in, the attractiveness of this kind of red envelopes is diminishing year by year, especially in the Spring Festival Gala, other types of customized evening parties, and even the broadcast interface of regular programs. With the benefits of red envelopes from customers, this form of temptation