2015, the red envelope is just the beginning.

32 years ago, Li Guyi's "New Year song" opened the Spring Festival Gala Big Curtain; 32 years later, the Spring Festival Gala has almost become a "shake" of the micro-letter "interactive" excellent notice; perhaps only 32 years from now, the Chinese netizens who participated in the national carnival will know what the 2015 year of the Goat Spring Festival gala means.

"Shake" sound completely replaced the previous year's Eve not stop the splinters Mahjong sound, almost all people are staring at the phone screen, for fear of missing a red envelope. It is understood that there are people in the family with a mobile phone, but also in their own golden retriever tied a mobile phone, as long as it lay down to rest and kicked it around, and even more, there are viewers to the phone directly tied to the electric fitness equipment to shake red envelopes.

In these crazy moves behind, is the bat three big giants all joins the red envelope war, Tencent besides main force micro-letter, also joined QQ Wallet, Alipay and micro Bo, the Mo and so on formed the red envelope matrix;

At the end of the Spring Festival Gala, the host said the number of interactions has been more than 10 billion times, but the real attraction of the audience, is not to return to the stage of Liu Fresh meat, not the first Spring Festival gala, but the small red envelopes on the screen.

The first social networking gala is a perfect fusion of micro-letter shake and Rob Red Envelopes Interactive form, not only the program itself greatly enriched the interactive form, thus subverting the original shallow interactive live mode, but also on this basis triggered a new business imagination.

First social networking gala: Alipay lost

2014 Spring Festival Gala, micro-letter red envelopes "surprise Pearl Harbor", in Alibaba's moat mercilessly dug a spade. This makes Ali have to in the goat's red envelopes in advance layout, early release 600 million Yuan red envelopes plan, in order to regain lost ground.

At the beginning of February Alipay started a red envelope game, but after the game many people in the micro-trust Friends Circle Spit: "The screen is broken, but nothing." "Too Pit Dad", "waste of affection." The vast majority of users start with a variety of vouchers, a netizen grabbed "five yuan red envelopes", but opened a look is the Asian Tour discount discount Five Yuan voucher, valid or before March 31, 2015.

Wake up to pay treasure quickly removed those worthless coupons, increased cash red envelopes to put into force.

New Year's Eve of the red Envelope war, from Alipay to give the data to look pretty: Nearly 700 million people participated, the total number of red envelopes reached 240 million, the total amount of 4 billion yuan. Considering the payment of 190 million of the treasure Wallet active users, user activity is not bad. But limited to pay treasure Purse tool attributes, even MA (micro Bo) himself issued nearly million red envelopes, also need to password this so-called black technology means through micro-letter to spread.

But obviously, after the micro-letter shake and the Spring Festival Gala live the perfect fusion, the payment treasure Red envelope performance is difficult and the micro-letter red Envelopes Compare.

According to the micro-letter, the New Year's Eve micro-letter red envelopes received 1.01 billion times, 18th 22:34 Spring Festival Gala shook the interaction peak: 810 million times per minute (this number has exceeded the total number of paid Bao red envelopes).

The model of Spring Festival Gala is overturned: Interactive red envelopes lead

This micro-letter red envelope is very familiar with the true meaning of the Spring Festival Gala TV Live, in a time of click Sharing, a strong wave of user growth has come quickly.

But for micro-letters, is it enough to tie a few bank cards? Stop joking.

The crazy spread of micro-letter red envelopes makes the year of the Goat Spring Festival Gala 32 years of history, but this means that the Spring Festival Gala in the center of the New Year's Eve will be replaced by the wave of red envelopes of internet companies.

2015 micro-letter and CCTV Spring Festival Gala Cooperation, in the course of the Spring Festival Gala broadcast by the host, let the audience "shake" to rob the red envelopes, and red envelopes are sponsored by advertising brands, grab the red envelopes will also show "a brand to you sent a red envelope" similar content. The move is a formal shift from a personal social scene to a corporate marketing scene.

In the Internet channel has not yet risen in the era, CCTV advertising has been a battleground enterprise marketing, those extravagantly the king of almost all become a household name brands, such as Qin Qi, love more VCD and so on. But with the rising cost of CCTV advertising and the decline of user stickiness, a lot of CCTV standard King put a high advertising fees did not bring huge returns.

According to the data showed that this year's Spring Festival gala advertising Price has more than 300 million, was divided by 10 enterprises. This means that the average company in order to show the gap in the Spring Festival gala nearly 30 million, but this 30 million of the huge money is difficult to get a good brand transformation.

The marketing model of micro-credit red envelopes clearly subverts the traditional business promotion, and the business logic of sending money to ordinary users is unheard of. The rewards of those who dared to eat crabs were clearly satisfactory.

According to the investigation, February 18 New Year's Eve, do you remember who sent the red envelopes on the micro-letters? "Show the micro-shop, Taikang, Jing Dong ranked in the top three, accounted for in the 15% or so, cast to" did not shake to "accounted for 14.5%, only more than 3% of netizens said" did not pay attention to who sent. "

With the further popularization of mobile payment, such a precise advertising marketing effect will obviously let more businesses into the micro-credit red envelopes marketing platform, this accompanying with the red envelope of the sharing of advertising may be a long time to become the focus of business attention.

When the Spring Festival Gala meets the micro-letter: Interactive red envelopes contain greater business opportunities

On the stage of horse New Year's Eve gala, the micro-letter once again tamping its status as a universal app, becoming the best equipped for all users of the mobile Internet. At the same time, micro-letter also defeated the Spring Festival Gala Director Group carefully built all the programs, become a well-deserved protagonist.

In the past few years, the mobile internet has changed almost all industries, but most of the interaction between mobile social media and television still remains responsive and shared with television content. For example, people who are watching TV and tweeting or "sharing" or "spitting" are typical behaviors of the user. Many of the independent development of the app also stay in this link, which makes the "barrage" became the interactive form of last year's popularity

and the micro-letter red envelopes and the Spring Festival Gala Seamless docking means that can really achieve a wide range of people across the screen interactive mode began to appear, the cooperation may become China's interactive marketing landmark classic case.

So, the question is, can the micro-letter red Envelopes Change, just the Spring Festival gala?

Before the emergence of the micro-letter red Envelope marketing model, the brand media advertising in the arrival of consumers, the dissemination of activities immediately ended. The vast majority of ads remain in the brand-telling stage, which is the root cause of the brutal "brain platinum" advertising in China. But the red envelopes in the micro-credit are provided by advertisers, which means that the advertisers ' information is not only present on TV, but also accompanied by the process of user sharing, which can change the traditional mode of advertising. This is a weak relationship between television media and mobile internet strong relations of a precipitation and filtration, not only enhance the spread of value, but also enhance the value of the micro-letter red envelopes.

In the future, the marketing model that can be changed by the micro-credit red envelopes will not just stay on the TV screen. A variety of offline models can be combined with the micro-letter red envelopes, to become a precise marketing model.

Once the business logic of group buying is that online service businesses will save the advertising costs directly to consumers, so that consumers get cheap services. Now the business logic of micro-letter red envelopes is basically similar to that of the advertising costs directly to consumers in the form of red envelopes or consumer coupons, simple and straightforward and more easily accepted by consumers.

In this sense, the micro-credit red envelopes aimed at more than just mobile payments in the small market, in the future, micro-credit red envelopes + social more subversive scenes can be expected.

The combination of micro-letter rocking and Spring Festival Gala has contributed to the national entertainment. Red envelopes, coupons, greeting cards, blessings, various forms of participation have also increased the interest of interaction and the enthusiasm of the user's participation. With the increase of participation, the future of interactive television and its commercialization prospects are more worthy of anticipation.