Reaching out to a wider crowd, embracing a bigger market
Editor’s note: This article comes from WeChat public account ” Zinc scale “(ID: znkedu) , author Li Yanlin, Meng Huiyuan, Chen Dengxin, Li Ji, editor Xu Wei. Authorized release.
On January 13th, the fifth cycle of Alipay’s five blessing activities ushered in.
It was also in January that JD.com smashed “ten billion yuan subsidies” in the Spring Festival snatch battle for the first time.
The fast hand that just won Tencent’s $ 3 billion lead, successfully grabbed the traffic center of Spring Festival Gala with 1 billion red envelopes.
Indeed, in addition to the special significance for the Chinese people at this time of the Spring Festival, the accompanying explosive traffic growth has also become the focus of competition among Internet companies.
In the new economic era of social fission and the emergence of short videos, the giant Spring Festival Internet marketing battle that the giants have come together also has more innovative taste.
Heavy subsidies for the demographic dividend
The Spring Festival in 2020, accompanied by the strong smell of gunpowder from major Internet companies, came earlier than before.
Fast players have become the exclusive interactive partner of CCTV Spring Festival Evening 2020. It has been warming up since late December 2019, running through the peak of Spring Festival Evening to the Lantern Festival, and spending more than one billion in cash on red envelopes. Later, Taobao became the exclusive e-commerce partner of the Spring Festival Gala in 2020, which will empty 50,000 shopping carts, and cost-effectively subsidize the Spring Festival Gala by 1 billion yuan.
The new gameplay not only symbolizes the increasingly fierce battle for the golden advertising space of the Spring Festival Gala, but also explains to some extent the focus of Internet companies on business development.
Spring Festival Gala is a bond that promotes reunion for Chinese people at home and abroad. Despite the continuous vomiting every year, it is difficult to obliterate the significance of the Spring Festival Gala.
Data shows that the total number of viewers at home and abroad in the spring evening of 2018 reached 1.131 billion, and in 2019 it reached 1.173 billion. So For Internet companies competing for the golden advertising space of the Spring Festival Gala, this is undoubtedly a good opportunity to reach more users quickly.
Last spring evening last year, as an official content distribution platform, Kuaishou completed a positive interaction with Spring Festival Gala with its own traffic and technology. And this year, it became a fast hand to become the exclusive interactive partner, and vowed to take down a lot of money to win the city. For the fast hand who has just claimed to complete 300 million DAU (daily live), the performance of the Spring Festival may be a new growth breakthrough.
For Taobao, which joined hands with the Spring Festival Gala for the second time, the activity of emptying the shopping cart was not new, but it showed greater sincerity. worth itIt is mentioned that the “July Cost-Effective 10 Billion Subsidy” that has just been launched for a month also appeared this time, and took out 1 billion yuan in e-commerce subsidies for the Spring Festival Gala.
“Ten Billion Subsidies” is an event that was only launched during the “Double 12” event in 2019. In the first phase, dozens of popular products such as iPhones, Dyson hair dryers, and Nintendo game consoles were launched, and the prices were all announced on the entire network lowest.
Compared to Taobao’s original crowd coverage, the cost-effective “ten billion yuan subsidy” was originally a supplement. The force in the spring evening will undoubtedly attract more traffic.
No matter how it is played, how much subsidy is paid out, in the final analysis, it is actually looking at the billion people behind the Spring Festival Gala screen. Take this opportunity to reach out to a wider group of people and embrace a larger market (From a first-tier city to a sinking market, a broad, direct, and effective full penetration may be the Internet What the business wants to achieve).
It is worth a billion yuan subsidy
How to effectively retain traffic behind red packets
In addition to the newly launched “ten billion subsidies”, it was ignited by WeChat in 2014 and has since become the most influential and most engaged in the red envelope grabbing activities of the Spring Festival. There are new ideas almost every year, and even can It is said that the gameplay is getting richer every year.
“The red envelope is essentially a light application used to convey emotions, and should not be a naked monetary relationship.” Just a few days ago, WeChat CEO Zhang Xiaolong revealed in a WeChat public class that there will be two major WeChat red envelopes this year. New changes:
First, a new capability will be launched during the Spring Festival, that is, corporate WeChat users or enterprises can apply for red envelopes in corporate WeChat, and then use such envelopes to send red envelopes; second, it will The red envelope makes a change, that is, in the future, the self-made expressions are added to the red envelope to strengthen the weight of the emotion and the interest of the interaction.
From the experience of the zinc scale, although the “red envelope cover” still has limited use conditions, for example, individual users cannot customize the WeChat red envelope cover and can only receive it. For organizations, not only is it interesting, but the huge potential advertising opportunities behind it are also expected to be more released.
With the help of the Spring Festival “red envelope cover”, mini-programs, mini-games, Souyisou and other key WeChat 2020 strategies are expected to get more communication and application, which is the cleverness of WeChat.
Red envelopes become a drainage tool updated every year
As another highlight during the Spring Festival each year, Alipay’s “Five Blessings” event has also made a big move this year.
On January 13, 2020, shortly after Alipay ’s “Five Blessings” event was officially launched, it was reported that “as of 9:40 am today, more than 300,000 people have collected the five blessings, more than 2.94 million people. I won a family card. “This” family card “is a new gameplay that Alipay launched on the basis of the” flower card “that helped pay back the year-round flowers last year. If you have it, you will have the opportunity to extract” help the family flower cards “. Grand prize.
But the large team of 2.94 million people is still expanding, and many people sigh, “Such a large base, to compete for a total of 888 prizes, up to 18,888 yuan, hope is a bit slim.
In fact, this is related to Alipay’s red envelope strategy. In order to change the embarrassment of the “collecting the five blessings” event when it was first launched in 2016, to allow more users to participate, Alipay has also continuously increased the investment of fukas in recent years. According to Guan Hua, project manager of the Wufu project team, “The dedication for the first year will be returned to everyone in the Wufu activities in the following years.”
Besides these two giants, JD.com, Weibo, and other Internet platforms have also entered the battlefield through related activities: JD.com launched the “Nationwide Explosion of Beasts” campaign, distributing annual lying awards, year-round free tickets, etc. One big prize; Weibo is continuing to launch the annual “Let Red Packets Fly” campaign. Users who collect 6 fortune cards can share 100 million red packets …
The fundamental reason why these platforms spare no effort to attract users’ attention with red envelopes is not difficult to guess, is to grab traffic. Alipay data shows that from 2016 to 2019, the number of participants in the Alipay Wufu event during the Spring Festival was 200 million, 300 million, 360 million, and more than 450 million. Such a powerful drainage capacity really makes many Internet platforms hard to resist.
Even more, This is also a good opportunity for corporate and brand promotion. Industry insiders said, “With more and more users participating, platforms and merchants have gradually realized the commercial value of red envelope grabbing activities during the Spring Festival.”
However, the red envelope grabbing campaign has been popular for many years, and the traffic brought by it is gradually declining. In order to strive for the remaining traffic as much as possible, the entrants are constantly adding benefits and innovating the form.
At this stage, Taiwan’s more important thing is how to effectively retain the traffic brought by the red envelope grabbing activities and how to convert the traffic into real business value.
The first year of “Nianwei” short video burst
In addition to red envelopes, short videos are more year-round.
The “year taste” of short videos dates back to 2017. That year, it was hailed as the first year of the short video industry outbreak, with Douyin and Qiaoshou taking the lead, and second shot and beauty shot were in the second echelon. The competition was not fierce.
All major platforms strongly recommend New Year’s short videos, setting off a trend of fashion. At that time, the most eye-catching new year’s video of stars and New Year’s greetings were numerous, but the participants were not enthusiastic. They quickly smelled the opportunity and encouraged ordinary people to record short videos of New Year’s greetings and New Year’s card short videos. The distance between people.
So, the Internet giant’s game around “Nianwei” short videos has been heating up year after year, and it’s a success. Public information shows that the first short video of “Nianwei” was the quick hand, and the first time it was climaxed was the vibrato.
In 2019, Douyin became the exclusive social media communication platform for Spring Festival Evening. Douyin ’s Spring Festival theme special effects on New Year ’s Eve were shot more than 20 million times, and the total number of video broadcasts for the Spring Festival Evening on Douyin exceeded 24.7 billion times. In addition, the “2019 Spring Festival Big Data Report” released by Douyin shows that during the Spring Festival in 2019, multi-person co-production video increased by 43%, and the video card check-in volume in third- and fourth-tier cities increased by 117% month-on-month.
In 2020, the exclusive interactive partner of the “Chinese New Year Gala” became a fast hand. In the original short video activity of “Finding Chinese Fuwa”, the village or community where the selected lucky man will become “Fufu Village” “, Get 6.66 tons of annual goods, that is, one person wins the prize, and the whole village or the whole community enjoys a blessing.
However, other platforms have not been idle, planning their respective Spring Festival activities: Douyin launched the “Buy New Year” show to buy, buy, and “2020 Chinese New Year Fairy Fighting”, which New Year’s film, etc.? Weishi launched “2020 Good Fortune”, imitating Liu Yan’s archery action, and “New Year Talent” to demonstrate personal abilities and other activities; Good Looking Video initiated activities such as “2020 Good Looking New Year’s Festival” and “Dancing Chinese Year”.
Happy New Year gift / p>
With the blessing of the Spring Festival Gala, the fast-handed audience has the highest attention.
Current, Douyin Sheng firmly controls the high-tier cities, the challenge lies in how to expand the sinking market; fast hand wins is holding the sinking market tightly, and the challenge lies in how to penetrate the high-tier cities. The Spring Festival Gala that takes all the high-end cities and sinks the market is a vibrato and a fast hand. Both sides come and go, and the offense and defense are interchangeable.
The Spring Festival is a day of family reunion and happiness, and it is also an annual “carnival day” for Internet giants. Real gold and silver give back to existing users and attract incremental users, and it is also a battlefield with competitors.
The internet giant’s Spring Festival has more innovative flavor.
In addition to the newly launched “ten billion subsidies”, it was ignited by WeChat in 2014 and has since become the most influential and most engaged in the red envelope grabbing activities of the Spring Festival. There are new ideas almost every year, and even can It is said that the gameplay is getting richer every year.
“The red envelope is essentially a light application used to convey emotions, and should not be a naked monetary relationship.” Just a few days ago, WeChat CEO Zhang Xiaolong revealed in a WeChat public class that there will be two major WeChat red envelopes this year. New changes:
First, a new capability will be launched during the Spring Festival, that is, corporate WeChat users or enterprises can apply for red envelopes in corporate WeChat, and then use such envelopes to send red envelopes; second, it will The red envelope makes a change, that is, in the future, the self-made expressions are added to the red envelope to strengthen the weight of the emotion and the interest of the interaction.
From the experience of the zinc scale, although the “red envelope cover” still has limited use conditions, for example, individual users cannot customize the WeChat red envelope cover and can only receive it. For organizations, not only is it interesting, but the huge potential advertising opportunities behind it are also expected to be more released.
With the help of the Spring Festival “red envelope cover”, mini-programs, mini-games, Souyisou and other key WeChat 2020 strategies are expected to get more communication and application, which is the cleverness of WeChat.
Red envelopes become a drainage tool updated every year
As another highlight during the Spring Festival each year, Alipay’s “Five Blessings” event has also made a big move this year.
On January 13, 2020, shortly after Alipay ’s “Five Blessings” event was officially launched, it was reported that “as of 9:40 am today, more than 300,000 people have collected the five blessings, more than 2.94 million people. I won a family card. “This” family card “is a new gameplay that Alipay launched on the basis of the” flower card “that helped pay back the year-round flowers last year. If you have it, you will have the opportunity to extract” help the family flower cards “. Grand prize.
But the large team of 2.94 million people is still expanding, and many people sigh, “Such a large base, to compete for a total of 888 prizes, up to 18,888 yuan, hope is a bit slim.
In fact, this is related to Alipay’s red envelope strategy. In order to change the embarrassment of the “collecting the five blessings” event when it was first launched in 2016, to allow more users to participate, Alipay has also continuously increased the investment of fukas in recent years. According to Guan Hua, project manager of the Wufu project team, “The dedication for the first year will be returned to everyone in the Wufu activities in the following years.”
Besides these two giants, JD.com, Weibo, and other Internet platforms have also entered the battlefield through related activities: JD.com launched the “Nationwide Explosion of Beasts” campaign, distributing annual lying awards, year-round free tickets, etc. One big prize; Weibo is continuing to launch the annual “Let Red Packets Fly” campaign. Users who collect 6 fortune cards can share 100 million red packets …
The fundamental reason why these platforms spare no effort to attract users’ attention with red envelopes is not difficult to guess, is to grab traffic. Alipay data shows that from 2016 to 2019, the number of participants in the Alipay Wufu event during the Spring Festival was 200 million, 300 million, 360 million, and more than 450 million. Such a powerful drainage capacity really makes many Internet platforms hard to resist.
Even more, This is also a good opportunity for corporate and brand promotion. Industry insiders said, “With more and more users participating, platforms and merchants have gradually realized the commercial value of red envelope grabbing activities during the Spring Festival.”
However, the red envelope grabbing campaign has been popular for many years, and the traffic brought by it is gradually declining. In order to strive for the remaining traffic as much as possible, the entrants are constantly adding benefits and innovating the form.
At this stage, Taiwan’s more important thing is how to effectively retain the traffic brought by the red envelope grabbing activities and how to convert the traffic into real business value.
The first year of “Nianwei” short video burst
In addition to red envelopes, short videos are more year-round.
The “year taste” of short videos dates back to 2017. That year, it was hailed as the first year of the short video industry outbreak, with Douyin and Qiaoshou taking the lead, and second shot and beauty shot were in the second echelon. The competition was not fierce.
All major platforms strongly recommend New Year’s short videos, setting off a trend of fashion. At that time, the most eye-catching new year’s video of stars and New Year’s greetings were numerous, but the participants were not enthusiastic. They quickly smelled the opportunity and encouraged ordinary people to record short videos of New Year’s greetings and New Year’s card short videos. The distance between people.
So, the Internet giant’s game around “Nianwei” short videos has been heating up year after year, and it’s a success. Public information shows that the first short video of “Nianwei” was the quick hand, and the first time it was climaxed was the vibrato.
In 2019, Douyin became the exclusive social media communication platform for Spring Festival Evening. Douyin ’s Spring Festival theme special effects on New Year ’s Eve were shot more than 20 million times, and the total number of video broadcasts for the Spring Festival Evening on Douyin exceeded 24.7 billion times. In addition, the “2019 Spring Festival Big Data Report” released by Douyin shows that during the Spring Festival in 2019, multi-person co-production video increased by 43%, and the video card check-in volume in third- and fourth-tier cities increased by 117% month-on-month.
In 2020, the exclusive interactive partner of the “Chinese New Year Gala” became a fast hand. In the original short video activity of “Finding Chinese Fuwa”, the village or community where the selected lucky man will become “Fufu Village” “, Get 6.66 tons of annual goods, that is, one person wins the prize, and the whole village or the whole community enjoys a blessing.
However, other platforms have not been idle, planning their respective Spring Festival activities: Douyin launched the “Buy New Year” show to buy, buy, and “2020 Chinese New Year Fairy Fighting”, which New Year’s film, etc.? Weishi launched “2020 Good Fortune”, imitating Liu Yan’s archery action, and “New Year Talent” to demonstrate personal abilities and other activities; Good Looking Video initiated activities such as “2020 Good Looking New Year’s Festival” and “Dancing Chinese Year”.
Happy New Year gift / p>
With the blessing of the Spring Festival Gala, the fast-handed audience has the highest attention.
Current, Douyin Sheng firmly controls the high-tier cities, the challenge lies in how to expand the sinking market; fast hand wins is holding the sinking market tightly, and the challenge lies in how to penetrate the high-tier cities. The Spring Festival Gala that takes all the high-end cities and sinks the market is a vibrato and a fast hand. Both sides come and go, and the offense and defense are interchangeable.
The Spring Festival is a day of family reunion and happiness, and it is also an annual “carnival day” for Internet giants. Real gold and silver give back to existing users and attract incremental users, and it is also a battlefield with competitors.
The internet giant’s Spring Festival has more innovative flavor.