The 1 billion red envelopes that WeChat has made heavy use of this time will become a key battle for it to seize users.
Editor’s note: This article comes from Interface News , author Lu Keyan. The original title “Three Ways to Play with a Billion Subsidy, Tencent’s Microvision Powers the Chinese New Year Red Envelope”
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Tencent WeChat also joined the Red Packet battle of the Spring Festival.
On January 15th, Weishi announced the play of the red envelope in the 2020 Spring Festival. According to reports, Weishi will start the “Chinese New Year Red Packet Envelope Year of 1 billion Red Envelope Carnival Year” as the theme from January 17th, including “Personal Video Red Envelope”, “Star Red Envelope Rain”, “Jijia Township Card “Three major games.
Among them, personal video red envelopes are divided into three subdivisions: one penny is a big battle, and users put a penny into their personal red envelopes. Based on this, Weishi can subsidize each user’s red envelopes to form Big red envelope, the maximum single subsidy amount is 800 yuan.
Weishi will also randomly select a certain number of users to give away red envelope experience money, allowing users to send video red envelopes for free, and the experience money is up to 888 yuan. When a user sends a video red envelope to a friend through Weishi, friends who receive the red envelope can also randomly obtain a video egg red envelope, and the amount of the egg is also up to 888 yuan. The amount of red envelopes can be directly sent to WeChat payment, without cash withdrawal.
It is worth noting that Weishi also launched a campaign to collect bonus cards for hometown cards this year. From January 22 to February 8, Weishi will release five types of hometown cards: food card, landmark card, scenic card, cultural card, and new era card. Users only need to collect five cards from the same hometown. Can be combined into a set of hometown cards.
Weiwei introduced that users can obtain card drawing opportunities through various methods such as swiping videos, taking videos, and inviting users to participate in activities. In addition, users can also collect cards by exchanging cards with other users.
It is reported that a set of hometown cards can be divided into 200 million cash, divided into two distributions, each with 100 million yuan. A single user can synthesize up to five sets of hometown cards and participate in sharing up to 10 prizes.
At the same time, Weishi is also accelerating its commercial exploration. Just a week ago, a program called “WeiShihaoThe “small circle” mini program is online. It is understood that this mini program uses the video mode to plant grass and bring goods, which is an exploration of Weishi ’s e-commerce load mode, allowing short video content traffic to begin to transform into e-commerce. .
Not only WeChat, short video platforms have joined the red envelope subsidy war on the eve of the Spring Festival. Just yesterday, Douyin also announced the launch of the 2020 Chinese New Year Red Envelope Campaign, with a total amount of 2 billion, which has also doubled from last year. In terms of gameplay, it includes card collection, red envelope rain, and interactive mini-games. The other big short video platform fast player, in cooperation with the Spring Festival Gala, will issue 1 billion red envelopes on New Year’s Eve.
In addition, Alipay’s five blessings have already started. Quick hands and watermelon videos have entered live broadcasts to give red envelopes, and Weibo also launched the “Let the red envelopes fly” activity. Although the subsidy methods of the major platforms are different, they all serve the same purpose: to use the traffic during the Spring Festival to collect dividends.
This is also a key battle for Microvision.
At the recent Tencent employee conference, Ren Yuxin, the person in charge of Tencent’s COO and PCG, revealed the new goal of WeChat in 2020: “I hope that WeCast will reach 50 million DAU next year.” WeTV did not disclose its DAU results in 2019, but according to “Late Post”, WeTV’s DAU target for 2019 is 40 million.
In order to achieve the new target of 50 million DAU, WeTV must build a user base with the Spring Festival Red Envelope. This is also the reason why the amount of red envelopes of Weishi this year has doubled compared to last year, and the gameplay is more diverse.