These giants may all hope to gain national attention on the stage of the Spring Festival Gala, just like Zhao Benshan of that year.
Editor’s note: This article is from WeChat public account “Koi Finance” (ID: jinlifin) , author: koi content group. 
Although it is less than half a month before the Spring Festival Gala, the curtain on this stage has already begun for the Internet circle.
Recently, Kuaishou has announced that it will become the exclusive interactive platform for the Spring Festival Evening 2020. A 1 billion yuan red envelope will be distributed on New Year’s Eve. Then, on January 11, Taobao also announced with CCTV that it will become the exclusive e-commerce cooperation for the Spring Festival Evening 2020. The platform, at the same time, Ju cost-effective will bring 1 billion subsidies for the Spring Festival Gala.
It’s not hard to see that behind the Spring Festival Gala stage this year, there are Internet giants after you. In fact, starting from 2015, CCTV Spring Festival Gala has thrown “olive branches” to the Internet. First, video platforms such as Aiyouteng took over the live broadcast permission, and then everyone started the red envelope war. For example, during the Spring Festival Gala in 2015, WeChat issued a red envelope of 500 million yuan in 6 days from New Year’s Eve to the fifth day of the year; in 2016, Alipay distributed 800 million red envelopes; in 2018, Baidu distributed 900 million red envelopes.
Although there have been a lot of rumors in the Spring Festival Gala in recent years, there is no doubt that the Spring Festival Gala is still an annual traffic feast. CCTV data show that from 2001 to 2017, the national TV ratings of the CCTV Spring Festival Gala Basically maintained at more than 30%, this is self-evident for Internet companies.
And these giants may all hope to gain national attention on the stage of the Spring Festival Gala, just like Zhao Benshan of that year.
The Spring Festival Gala that cannot be underestimated
It is undeniable that the Spring Festival Gala has evolved into a national IP over the years. As early as 1984, the Spring Festival Gala held the Jinan Kangbasi Watch Factory and opened the first corporate sponsorship model. The changes in sponsorship in the following years are to some extent closely related to the current national consumption boom, and also reflect the economic realities of an era.
For example, the Spring Festival Evening mainstream sponsors of the 1980s never got aroundTable, Combas and Seagull appeared back and forth in the eyes of the audience; the 1990s was the stage of home appliances and bicycles, Zhonghua Bicycle appeared in the Spring Festival Gala in 1994, Haier and Midea could not compete. Before the Internet, Spring Festival Gala has always been the “white moonlight” in the minds of traditional companies. Brands such as Mengniu, Yili, Wuliangye, Dream Blue, etc. are our common Spring Festival Gala regulars, or sponsored titles, or strategic cooperation … < / p>
Of course, the Spring Festival Gala costs of companies in hand have always been high. It is reported that the CCTV Spring Festival Evening countdown advertising price of Midea Group in 2005 was 6.8 million yuan. In 2011, Midea Group again received 57.2 million yuan. The advertisement has increased by 8.4 times in 6 years, and the zero hour advertisement has a total of 10 seconds. If calculated at the price in 2011, it is equivalent to 5.72 million yuan per second.
It is not difficult to see that sky-high prices cannot stop corporate enthusiasm. It is worth mentioning the significant effect brought by the Spring Festival Gala. Especially in the Internet era, traffic empowerment is better than traditional enterprises in terms of speed and scale. One chip.
Taking the Spring Festival Evening Red Envelope as an example, according to data released by Analysys Think Tank, in the Q3 of 2014, Alipay occupied 79.26% of the transaction share of China Mobile Internet Payments. Tenpay (including WeChat Pay, Mobile QQ and others) ) Only accounted for 7.37% of the transaction share, and by the Q3 of 2018, WeChat has been able to share the world with Alipay.
The Spring Festival Evening’s assists should not be underestimated. According to relevant data: Before the Spring Festival of 2014, the number of card bundles paid by WeChat was only 8 million. During the Spring Festival Evening of 2015, WeChat received a total of 11 billion interactions. By 2015 In May, WeChat Pay users exceeded 300 million; the “WeChat Spring Festival Data Report” shows that from New Year’s Eve to the fifth day of 2017, the total number of WeChat red envelopes sent and received reached 46 billion, a year-on-year increase of 43.3%.
Coincidentally, Tmall appeared in the Spring Festival Gala in 2018. In order to deal with the traffic brought by the Spring Festival Gala, the capacity resources of Tmall Taobao increased to three times that of the Double Eleven. As a result, the peak traffic of the Spring Festival Gala was 15 times the peak of Double Eleven. . During the Spring Festival of 2018, Douyin entered the stage of the Spring Festival Evening, and the number of daily active users rose from less than 40 million to nearly 70 million. In the Spring Festival Gala of 2019, global audiences participated in Baidu APP interactions reaching 20.8 billion times, and Baidu ’s DAU peak exceeded 300 million.
To this day, short video platforms have begun to replace Internet giants on the Spring Festival Gala. This is undoubtedly another game that you catch up with in traffic. According to statistics from multiple survey agencies, it shows that At present, it seems that the daily life of the fast hand exceeds 200 million, but the daily life of Douyin exceeds 320 million, and the gap between the two has widened by more than 100 million.
For fast players, the 2020 Spring Festival Gala is undoubtedly the best time to catch up with Douyin.
Spring Festival Gala on the Internet, a successful compromise
In fact, the Internet is invariably giving the traffic banner to the Spring Festival Gala. On the other hand, the Spring Festival Gala frequently holds hands with Internet giants. In fact, it can also be seen as a disguised “curve to save the country.”
The prototype of the Spring Festival Evening was born in the documentary “Spring Festival Gala” in 1956. After the live broadcast was first launched in 1983, it gradually became a must-have event for Chinese New Year’s Eve. The ratings continued to be high, even as high as 80% in the early years. The Spring Festival Gala, which we are all familiar with, gathers well-known artists and classic shows that are the most memorable memories of the Spring Festival.
Unfortunately, the good times are not long. On the one hand, the “Taiwan Pillar” artists in the audience’s minds have retired one after another, and the content of the program has shrunk sharply. On the other hand, the entertainment activities of Chinese people are now diversified. No longer confined to the Spring Festival Gala, in short, compared with the early years, the ratings of the Spring Festival Gala have started to decline. Although the average ratings of the Spring Festival Gala has exceeded 30% since 2001, the highest value is only half of the glorious period (the highest in 2010 was 38.26 %), And in 2015, it once fell to the lowest level in history, only 29.6%.
Obviously, the Spring Festival Gala seems to be aware of the precarious ratings. With the opening of the annual curtain, we can also see the various changes made by the Spring Festival Gala to retain the audience, such as the hordes of teams in recent years. Traffic stars, the awkward use of annual hot words, and the dancing atmosphere created by new technologies.
Even so, it is still difficult to get rid of the embarrassing dilemma, so that the habit of watching the Spring Festival Gala while watching the Weibo has become the habit of the nationwide carnival feast. Also in 2015, WeChat settled in the Spring Festival Evening Red Envelope Event. With the participation of the Internet gene, the immutable Spring Festival Evening was upgraded into another New Year entertainment method in the eyes of the audience.
The joining of the Internet in the Spring Festival Gala has played a substantial role in the ratings of the Spring Festival Gala. According to data, the cooperation between the Spring Festival Gala and Alipay in 2016 has directly increased the ratings, rising to 30.98%; by 2017, Weibo In cooperation with the special program of “Aite Spring Festival Gala”, the cross-screen viewing rate was as high as 31.46%.
However, sadly, although the Internet has innovated the red envelope activity and directly mobilized the national enthusiasm and enthusiasm, it has also caused many viewers to “invert the cart before the horse”. Compared to the content of the program, red packets are grabbed by viewers The presence of consciousness seems to be better. The most intuitive manifestation is that today’s New Year interaction, whether on Weibo, WeChat and other social platforms, or in contact with friends offline, when talking about Spring Festival Gala, the topic that cannot be avoided is the red envelope.
Take this year as an example. Quickly announced that after the distribution of 1 billion red envelopes on New Year’s Eve, the “Like China Year” campaign was launched on the platform. So far, the number of likes has exceeded 400 million.
I have to admit that instead of the Internet giants frequently holding Spring Festival Gala is an innovation of the times, it is better to say that this is the Spring Festival Gala for the current national entertainment trend.Compromise once. However, this compromise method is intensifying. Gradually, the Spring Festival Gala is no longer the Spring Festival Gala, and the Internet is undoubtedly the biggest winner.
Nianwei Entertainment, has the Internet done it?
What does Spring Festival Gala mean to us? After all, it is the taste of the year, it is the joy, and it is a beautiful symbol of family reunion. It is not difficult to see that the participation of Internet companies is to mobilize the active participation of citizens to achieve the purpose of snatching traffic and realizing transfer. Although the annual Spring Festival Gala marketing battle is in full swing, but also have to admit that how to maintain the enthusiasm of the audience is a key issue that every Internet platform needs to consider.
Especially, after experiencing the freshness of previous years, the red envelope activities of each family gradually found that although they faced huge numbers, but only a few yuan were allocated to themselves, the red envelope envy of the Spring Festival Gala. It was then affected. Earlier, according to Sina Technology interview report: Many users think that this Spring Festival Gala grab red envelope interaction is time-consuming and labor-intensive, and wo n’t get much money, and will not participate again.
In fact, the Spring Festival Gala grab has been going on for many years, and the traffic attenuation caused by it is expected, not to mention that in the traffic pool of Spring Festival Evening, more and more new players enter the game. At the same time as the thickness of welfare, innovative and interesting new gameplay is undoubtedly the magic weapon that makes the platform stand out.
Of course, the giants are also aware of the importance of gameplay. Taking this year as an example, although there is still some time before the Spring Festival, various games have already begun. Alipay upgrades the “Five Blessings” campaign and launches a “family portrait”; JD.com launches the “Famous Year of the Nation”, distributing multiple awards, including annual lying awards and free annual awards; Weibo is launching “Let Red Packets Fly” Activity, users can divide up to 100 million red envelopes by collecting 6 fortune cards …
Every indication is that every company is trying to attract more eye traffic with new tricks, but there are some suspicions of changing the soup and not the medicine.
On the other hand, although money marketing can gather traffic in a short period of time, it can’t escape the embarrassing scene of traffic coming fast and going fast. Relevant data shows that the “Red Envelope Battle” has indeed promoted the daily activity of the APP in the short term, as well as the length of use and frequency of use. The related APPs have achieved a peak in traffic during the Spring Festival holiday. Mark.
However, after the red envelope, most APPs have lost their stickiness to users. The daily activity, user duration and number of users have fallen rapidly. The 7-day retention rate of new users is extremely bleak.
It is reported that the IFC Research and Innovation Center monitored the retention of new users in each app within 7 days before 24:00 on February 4, last year. Taking mobile phone Baidu as an example, although it has gained over 100 million new users, it reached February On the 9th, the retention rate was only 2%; today’s headlines and Douyin have a retention rate of just 30%.
Yu Dazhong, the Spring Festival Gala is an annual relaxing moment, and on the Internet, this has always beenIt is the war that should not be lax in one year.
Cover image from pexels
In fact, the Internet is invariably giving the traffic banner to the Spring Festival Gala. On the other hand, the Spring Festival Gala frequently holds hands with Internet giants. In fact, it can also be seen as a disguised “curve to save the country.”
The prototype of the Spring Festival Evening was born in the documentary “Spring Festival Gala” in 1956. After the live broadcast was first launched in 1983, it gradually became a must-have event for Chinese New Year’s Eve. The ratings continued to be high, even as high as 80% in the early years. The Spring Festival Gala, which we are all familiar with, gathers well-known artists and classic shows that are the most memorable memories of the Spring Festival.
Unfortunately, the good times are not long. On the one hand, the “Taiwan Pillar” artists in the audience’s minds have retired one after another, and the content of the program has shrunk sharply. On the other hand, the entertainment activities of Chinese people are now diversified. No longer confined to the Spring Festival Gala, in short, compared with the early years, the ratings of the Spring Festival Gala have started to decline. Although the average ratings of the Spring Festival Gala has exceeded 30% since 2001, the highest value is only half of the glorious period (the highest in 2010 was 38.26 %), And in 2015, it once fell to the lowest level in history, only 29.6%.
Obviously, the Spring Festival Gala seems to be aware of the precarious ratings. With the opening of the annual curtain, we can also see the various changes made by the Spring Festival Gala to retain the audience, such as the hordes of teams in recent years. Traffic stars, the awkward use of annual hot words, and the dancing atmosphere created by new technologies.
Even so, it is still difficult to get rid of the embarrassing dilemma, so that the habit of watching the Spring Festival Gala while watching the Weibo has become the habit of the nationwide carnival feast. Also in 2015, WeChat settled in the Spring Festival Evening Red Envelope Event. With the participation of the Internet gene, the immutable Spring Festival Evening was upgraded into another New Year entertainment method in the eyes of the audience.
The joining of the Internet in the Spring Festival Gala has played a substantial role in the ratings of the Spring Festival Gala. According to data, the cooperation between the Spring Festival Gala and Alipay in 2016 has directly increased the ratings, rising to 30.98%; by 2017, Weibo In cooperation with the special program of “Aite Spring Festival Gala”, the cross-screen viewing rate was as high as 31.46%.
However, sadly, although the Internet has innovated the red envelope activity and directly mobilized the national enthusiasm and enthusiasm, it has also caused many viewers to “invert the cart before the horse”. Compared to the content of the program, red packets are grabbed by viewers The presence of consciousness seems to be better. The most intuitive manifestation is that today’s New Year interaction, whether on Weibo, WeChat and other social platforms, or in contact with friends offline, when talking about Spring Festival Gala, the topic that cannot be avoided is the red envelope.
Take this year as an example. Quickly announced that after the distribution of 1 billion red envelopes on New Year’s Eve, the “Like China Year” campaign was launched on the platform. So far, the number of likes has exceeded 400 million.
I have to admit that instead of the Internet giants frequently holding Spring Festival Gala is an innovation of the times, it is better to say that this is the Spring Festival Gala for the current national entertainment trend.Compromise once. However, this compromise method is intensifying. Gradually, the Spring Festival Gala is no longer the Spring Festival Gala, and the Internet is undoubtedly the biggest winner.