At the red Envelope War: The Conspiracy of the age of red envelopes

Red envelopes as the traditional Chinese New Year's fine tradition, from ancient times has been handed down a long history. However, with the continuous development of the Internet, more and more traditional things are being internet, so, "electronic red envelopes" began to provide people with a new way of life.

In the past 2014 years, China Mobile internet has ushered in a burst of growth, whether the number of intelligent terminals or mobile apps, has let most of the Chinese people, began to enter the mobile internet world. This provides a very convenient condition for the development of electronic red envelopes.

During the spring Festival of 2013, the micro-credit red envelopes in the technology/media industry to do a great way, to follow the electronic red envelopes to become the Giants pay the important link, Tencent and Ali as the current China's most important internet giant, the current domestic electronic red envelopes are divided into two major factions: Tencent Department (mobile phone QQ red envelopes, Micro-letter Red Envelopes and Ali Department (pay treasure Red envelopes, Micro Bo red envelopes).

In fact, Ali Tencent's electronic red envelope battle has been quietly in the back of the fierce fighting, but now with the introduction of the 6.1 version of micro-letters in the previous period, the micro-letter red envelopes have been able to obtain a better quality of access to the micro-letter, which is undoubtedly a more thorough fire to the public eye. As the Spring Festival Gala will become Ali Tencent's red envelope war, the two platforms covered by the user + Spring Festival evening coverage of the user is very broad, the 2015 Spring Festival evening after the national electronic red envelopes will be faster arrival, but the 2015 netizens in the red envelope in the proceeds of the war, in fact Ali and Tencent also joint brands, Access to new electronic payment subscribers at ultra-low prices. Through electronic red envelopes to drive Tencent and Ali to pay the number of users, is the biggest conspiracy behind the red envelope.

Who has a greater chance of development?

Tencent and Ali recently in the electronic red packets on the movement frequently, and this year's red envelope war protagonist is mainly Tencent and Ali.

Spring Festival evening + micro-letter Tencent 2015 red Envelopes The ultimate weapon of war

Recently, on the 2015 Spring Festival Gala Gossip, there are rumors that the Spring Festival evening will be with the micro-letter cooperation: The day of the eve will have presided over the population and early warning, and in the evening to mobilize the national audience to participate in micro-letter shake red envelopes. After learning this matter, the author consulted the micro-letter related staff and a number of brand owners. It is reported that since the micro-letter 6.1 version of the update, micro-letter and the Spring Festival Gala Cooperation has been basically finalized, but this red envelope project does not attract large areas of investment, the cooperation of the selection of carefully selected. Can get seats are all industry leaders, mother and child vertical website "Mom Nets" will also participate in this event. Mom Nets confirmed the rumor that they will be the only vertical network of media, so that the national users have the opportunity to shake the Mother ring app sent red envelopes that night.

Earlier, in the 2013 Lunar New Year, the author has written a "micro-letter Red Envelopes activities: Users crazy in the" conspiracy ", the article that the red envelopes will become a micro-credit payment layout of the important weapons. And in the 2014 Spring Festival and the Spring Festival Gala Cooperation, will be more obvious burst the micro-letter target: "Through the electronic red envelopes, to enhance the entire Tencent payment system, the number of users and quality."

Spring Festival Gala as the highest-rated program during the Lunar New Year, and micro-letter itself is currently the most mainstream mobile internet social tools, since the 6.1 version of the official update, micro-credit red envelopes to enhance the exposure opportunities, which can greatly enhance the use of micro-letter red envelopes.

Apart from the Tencent through the micro-letter and the Spring Festival Gala cooperation, and constantly improve the use of this year's micro-letter red envelopes, mobile phone QQ also reserved red envelopes function entrance. Mobile phone QQ as the largest number of domestic users of social applications, the red envelope function of Tencent's red envelope to promote the ability of the war can not be underestimated.

Shouting billions of red envelopes slogan: Ali Red envelopes can not change the situation?

26th this month to pay the 8.5 version of Bao Wallet online, played the slogan "Billions of red envelopes", while Alipay is the introduction of "personal red Envelopes", "Group of Red Envelopes", "Solitaire", "Face red envelopes" and "Get red envelopes" these fresh play. The move is believed to be Ali's official admission to the end of this year's red envelope war.

And another as the Ali Department of another right-hand man-Weibo, although it started early to let red envelopes flying activities, but because the side of this activity in the red envelopes is not want to micro-letter red envelopes as direct cash, has been mediocre performance. Now in order to tie in with Ali and Tencent War, he will continue to adhere to the "Let Red Envelopes Fly" slogan.

Although this payment treasure wallet out of billions of red envelopes, really can start from the red envelope and Tencent PK. But because Ali this year lacks this platform, and whether it is the Spring Festival gala or electronic red envelopes are an excellent marketing opportunity, Tencent 2015 and the Spring Festival Gala Cooperation, undoubtedly to Ali to save his loss in the red envelope market in the situation provides greater pressure. Therefore, because of the 2015 Spring Festival Gala, Ali Direct lack of Spring Festival Gala and a lot of influential brands jointly promote red envelopes, Ali to change his loss in the field of red envelopes is not easy.

In addition, Ali in the social deficiencies, but also indirectly let Ali in this year and Tencent's red envelope war more pressure.

Red Envelopes as the traditional custom of the spring Festival, most of the cases are spread by social relations, and electronic red envelopes are still based on social. While the microblog of Ali's investment is itself a mainstream social application, it is a social platform with open information that differs from the social networking of micro-credit acquaintances and does not have a level of user capacity. Ali to rely on Weibo and Tencent in the social properties of the battle, the advantages are not obvious.

In addition, Ali contacts although already had a certain user scale, but the number of users is still completely unable to compare with the micro-letter. Therefore, Ali in the social attributes of the deficiencies, but also indirectly affect the Ali Tencent red envelopes The results of the war.

The conspiracy behind the era of universal red envelopes: Getting a lot of users at a low price

But in any case, Ali and Tencent as the current service users most of the two major internet companies, they promote the red envelope war, regardless of who ultimately wins the negative, will speed up the popularity of electronic red envelopes speed, which will be more user-friendly, will also give brand advertisers more marketing opportunities.

From the user's point of view, with the constant popularity of smartphones in recent years, mobile users are also growing, when the mobile internet era, people have been inseparable from the mobile phone. Whether chatting friends, shopping, entertainment or communications need to go through the mobile phone, people's many lifestyles have begun to electronic, what will be based on mobile phones. Therefore, the traditional red envelope custom was electronic, is the general trend, Ali and Tencent's red envelopes will eventually speed up the arrival of the era of universal electronic red envelopes.

From the marketing point of view, if the electronic red envelopes become a social circle is very common things, because the attention to this thing the number of users is quite large, this thing has a great marketing value. The micro-letter and the Spring Festival Gala Red Envelope cooperation, is actually a brand promotion of the latest attempt. This time, with the help of the Spring Festival Gala, micro-letter influence, can also be mom nets, five tyrants enterprises can affect the users mobilized to improve the impact of the entire red envelope activities, powerful combination of the lineup can not be underestimated, to devise an excellent impact case of electronic red envelopes.

This is not so much an at the red envelope war, but rather that this is a combination of Ali and Tencent a large number of brands to obtain a large number of users at a low price integrated marketing battle. But although Ali and Tencent this time marketing has a certain plot color, Ali and Tencent combined many brands for this red envelope Battle of great investment, rely on electronic red envelopes to play brand marketing opportunities will become more and more, people will also be in the major brand manufacturers and red envelopes marketing war, get more benefits, Come to the era of universal electronic red envelopes, this is also a good side for netizens. Therefore, the 2015 Spring Festival Gala, in fact, is a netizen, Spring Festival Gala, internet giants, brand advertising customers are all the benefits of integrated marketing activities.