BAT New Year red Envelope War: commercial taste overshadowed by human touch

Last year, the "inadvertently inserted Liu" overnight red letter red envelopes, by Alibaba boss Ma Yun called "Sneak attack Pearl Harbor". This year, Alibaba with its pay treasure wallet, micro-bo, MO and so on full access to the battlefield of red envelopes, to win the "Midway Is. campaign." Interestingly, this spring festival, mobile phone QQ and micro-letter red envelopes activities, In Tencent, known as the "Normandy landing", they intend to jointly seize the market share in the overall pattern of the mobile payment war. So on the eve of the Spring Festival, pay treasure purse, micro Bo, Mo mo, mobile phone QQ, Baidu Wallet has opened red envelope activities, play also increased the Internet platform subsidy, corporate or celebrity cash red envelopes, as well as corporate vouchers. In this mixed with the commercial atmosphere of the red envelope war, "in order to Sheramau, lead countless tyrants not to sleep" can continue to make efforts? How can the contradiction between human and commercial taste be alleviated? What will happen to mobile payment patterns and scenarios? It is worth watching. Beijing Times reporter Liao Feng

-Change

BAT red Envelopes close to melee

On the online social world, the New Year's festive breath is being greeted by the rush to grab a phone envelope. The most lively to pay the treasure purse launched the red envelope function, tease than red envelopes and Solitaire in the red envelopes "guess the most can get the full money" one is to be concerned about the launch.

However, objectively let the pay treasure red envelopes reputation Big noise, or because the payment Bao Red envelopes added micro-letter, friends of the Circle, QQ and QQ space to share the entrance, within 12 hours, the sharing link that was the "ban" of Tencent. After that, pay Bao red envelopes with micro-letter "Wits", because the micro-letter can not shield a string of numbers or pictures, Alipay launched the "Red Envelope password" function-users will be solitaire and red packets to share the micro-letter or QQ, Alipay will automatically generate a picture with a digital password, users click "Save the picture and open the micro-letter", you can send to the micro-letter group, Friend Circle or QQ. However, the individual red envelopes, the game can not "sneak into" micro-letter.

Ali's social media platform Weibo and unfamiliar social applications, the New Year introduced a cash bonus. Weibo not only introduced cash and group red envelopes for the first time, but also provided users with a new game of "stuffing money" with each other. From February 18 to 20th, every 8 o'clock in the evening to 9 points, the street hanging small red envelopes icon Group will have the official red envelopes drift, the so-called red envelope total of 4 million yuan, users can find the page "nearby group" or red Package Activity topic page to find "Red envelope Group".

In the case of Ali, the application of Yong Red envelopes, Tencent's micro-letter also began to use red envelopes malicious guidance users attention and forwarding behavior of the reorganization, and hung out the guide to Rob Micro-letter red envelopes. and mobile phone QQ is also a red envelope function, in addition to friends between the release of red envelopes, but also the introduction of star red Envelopes and corporate red envelopes.

Ali, Tencent borrow red envelopes close to melee, the internet three Giants (BAT) in Baidu also lonely, Baidu Wallet also played a red envelope, although also with the help of star, but the focus is on the movie ticket order. Users in mobile phone Baidu search film starring, can receive a star issued cash red envelopes, then can take a red envelope to see the film, enjoy concessions.

Enterprises borrow red envelopes to engage in marketing

In this year's red envelope war, more corporate red envelopes into the user's vision. Reporter interviewed learned that mobile QQ, micro-letter public number, micro-blog on the release of corporate red envelopes, including cash, vouchers and in-kind rewards of three kinds, of which the most "really" is cash red envelopes and in-kind rewards. Compared to the user based on the independent distribution of cash red envelopes, corporate red envelopes mainly for marketing purposes.

At the end of 2014, micro-letter on the 2015 Spring Festival red Envelopes launched investment activities, rumors of business investment threshold of 50 million yuan started. Mobile phone QQ Investment plan shows that the company can pass the mobile phone QQ group to give users the brand red envelopes, input amount of 10 million yuan start, on New Year's Eve, there will be more than 10 well-known enterprises joint mobile phone QQ red envelopes, red envelopes are composed of cash and vouchers, the amount of billion. Alipay Wallet in this year's Spring Festival red envelopes will also be introduced into business cooperation, cash red envelopes and consumer vouchers for the total size is expected to be more than 1 billion yuan.

In fact, the user on the form of vouchers is not unfamiliar to the corporate red envelopes, in 2014 the most common is the micro-letter group and the Circle of Friends drop a taxi and drop car red envelopes. In the second half of 2014, drops in the Cross-border marketing process with partners also unearthed a new game of red envelopes, through the naming of Third-party brand manufacturers or stars, so that the red envelope itself from the marketing carrier into an advertising platform.

"Corporate red envelopes have long been, micro-bo red envelopes began to do a few years ago, but are enterprises to send some vouchers or prizes, no cash red envelopes, this year the reason to send cash red envelopes, is because Alipay support." "Rui Ma Transmission General Manager, well-known since the media black Ma Liang and told reporters, micro-bo red Envelopes and micro-letter red envelopes have one of the biggest difference, is strong relationship and weak relationship difference." For ordinary users, will certainly want to send red envelopes to their close people, and micro-bo red envelopes is a "weak relationship", mostly for a kind of exposure and publicity, so the more people get red envelopes the better. Therefore, the micro-bo red envelopes are more than a kind of "information dissemination", marketing nature than social color more. and the micro-credit red envelopes is a kind of social, everyone can send, although relatively closed, but can continue.

Interestingly, this year's Spring Festival micro-letter corporate Red envelopes, in addition to corporate public number distribution, user experience product forwarding, the circle of friends in the flow of information and other forms, users can also experience a "shake" mobile phone found around the merchant red envelopes Surprise. Reporter learned that at the end of January, micro-letter "shake around" to open self-help entrance test, as long as the user opens the mobile phone in the scope of the equipment, it will be in the "surrounding" page, which can be found in the shop, restaurant, window and even before the shelves, and shake the red envelopes and coupons provided by the merchants. The industry believes that when businesses are smashing money promotions, more novel and convenient way to find red envelopes and the effect is worth looking forward to.

Ali Department

★ Pay the Treasure Red envelopes

"Characteristics" of personal red envelopes, Solitaire, red envelopes, red envelopes and five red envelopes to play. Among them, the individual red envelopes are divided into ordinary cash red envelopes and tease than red envelopes two kinds: Tease than red envelopes will be based on the amount of your red envelopes randomly generated three numbers let friends guess, guessed all take away, guess not only to take half, the remaining half can continue to share to friends; Solitaire can be shared with friends and groups, the first to guess the amount of red envelopes Enjoy the link of all the people will be divided into red envelopes, face-to-face red envelopes, must be in real life with friends face-to-face play, random red packets into a number of small packets to play the form of the game to rob Red envelopes, to the family, boss, friends and even friends of the group issued a red envelope link.

"Play" Users in the Pay Treasure Wallet home Click on the middle of the "New Year Red Envelopes" icon, you can enter the Red envelope page.

★ Weibo Red Envelopes

"Features" Weibo this year's # Let red envelopes Fly # Activities not only introduce cash red envelopes, but also provide users with each other "money" new play. When the star is stuffed, the red envelopes from the fans will show the red envelopes sent by the money-stopper and the star, which also makes the popularity of "Big V" rise rapidly. Create microblogging groups, send cash red envelopes, especially for star fans, brand fans, interest groups and so on.

"Play" Users can be in the Activity home page, Personal Weibo homepage, as well as micro-blog group to grab a red envelope. Users can select the Group/Letters Chat dialog box Selection menu, @ Group Red envelopes Letters bottom menu, as well as access to the client's micro-blog Payment page directly choose to issue groups of red envelopes.

★ The red envelopes of the Stranger

"Characteristics" of the user in the Stranger or group chat interface, click "+" select "Red Envelopes", you can give a friend or group of red envelopes. Mo Mo this Spring festival will jointly pay the treasure wallet to the user sends the spring red envelope. From February 18 to 20th, every day 20:00-21:00, the street hangs a small red envelope icon Group will have the official red envelopes drift, the total of 4 million.

"Play" "Find" page "near the group", hanging small red envelopes icon Group will send the official red envelopes. The "nearby" page, the top event entry, is recommended to the group of users who are sending red envelopes nearby. If you give one-way attention to the best friend to send red envelopes, you need to pay attention first.

Tencent Department

★ Micro-Letter Red Envelopes

"Characteristics" "Spell lucky Red Envelopes" amount of random distribution, the most test of "character", micro-letter group "simple rough" hair red envelope mode, pay attention to sighted. If you do not want to mention the amount of red envelopes, can also be directly used to send red envelopes, transfer, shopping, recharge, buy, or buy movie tickets, lottery tickets, tickets and so on.

"Play" Click on the Micro-letter Interface "I", you can find and enter the "wallet." Users in the Buddy dialog box, micro-group Drop-down box can send a red envelope directly.

★QQ Red Envelopes

"Features" In addition to friends between the release of red envelopes, there are star red envelopes and corporate red envelopes two ways to play. QQ Red envelopes have "spell luck red envelopes" and "ordinary red envelopes" two forms of red envelopes, "ordinary red envelopes" is a fixed red envelope. Users can also through the "red envelope" to see friends collect, send red envelopes ranking, to see who entered the love of red envelopes "tyrants list", and who grabbed to become "popular king".

"Play" In the Friends, group, Discussion Group Chat window click the "+" next to the input box, can find "red envelopes" entrance, can also be directly in the "QQ wallet" to find "QQ red envelopes" entrance, you can also pay attention to "QQ Red envelopes" life service number, at its bottom of the custom menu bar to find the entrance.

Baidu Department

★ Baidu Wallet Red Envelopes

"Features" Baidu Wallet launched to rob stars red envelopes, cash red envelopes and gold mining and other forms of red envelopes. "Search stars, grab red envelopes" activities, combined with the upcoming lunar festival file blockbuster, as long as the user in the mobile phone Baidu search film starring, you can receive a star issued cash red envelopes, the user with the star red envelopes to see the film, but also enjoy a discount of 10 yuan concessions; Cash red envelope activities, the user set up a red envelope to pay 1 cents, will be returned later Pay 1 cents, that can give red envelopes to friends, friends can take down the lucky draw, draw the maximum amount can be 100 yuan, but also will return to the red envelopes to create a different amount of bonuses; gold mining is a public to raise red envelopes of the interactive game, the user created gold, recharge any amount to gold, inviting friends to participate, Everyone in accordance with the amount of investment to raise gold ore funds, invite friends to reach the designated number or set time, automatic lottery, anyone has the opportunity to gold in all the cash.

"Play" users only need to be in the mobile phone Baidu on the issue of the star name of red envelopes, you can receive a special hundred-coupon Baidu wallet cash red envelopes. Users enter the mobile phone Baidu, click the "I" tab, into the "My wallet", in 1 cents exclusive scenes, click on the "End of the money!" 100 yuan can be proposed "activity page, you can play red envelopes."

-Pattern

Alipay Two cents in the world

"Bat in the Spring Festival red envelopes on the painstaking effort, is to rob traffic entrance, more mainly to push mobile payment." "In the opinion of Zhang, chief executive of the media, if the last year Tencent's drop-by-taxi and Ali-department quick taxi is the internet giant scramble for mobile payment of the first quarter, this year's red envelope campaign will be the second quarter."

Zhang that the current Ali's Alipay (mobile end products are Alipay wallet) and Tencent's Tenpay (mobile end products are micro-letter payment, Hand Q Wallet) are actively manufacturing public opinion. Baidu is a product of the lack of social chain, so Baidu purse red envelopes are basically promotional nature, if you want to achieve the reverse attack, Word-of-mouth, interaction, the scene is an urgent problem to be solved. In the mobile internet age, with O2O and many other scenes rich, the pattern of mobile payment is still actively changing.

"The weakness of Alipay is a social carrier, and the relationship between micro-blog and Mo-Bo is still not strong enough." Because for users, if the carrier to rob red envelopes is not strong, from the user's psychological said, in fact, there is no need for a few cents toss. "Zhang said, Weibo users to grab the red envelopes of celebrities must pay attention to, for the celebrity to brush powder, spend tens of thousands of of red envelopes to get the powder if not to ensure future fan activity, then the effect of the marketing behavior is limited, to micro-blog mobile payment active degree of help is limited.

"How can a Chukin person be afraid of being cheated?" he asked. Will a con man pretend to be a tyrants fishing hook? "Zhang said, the Mo user to give just add a stranger to send red envelopes or in the group to send red envelopes, need to take into account the social psychological aspects of the problem, lack of trust and" wealth is not exposed "is the general Psychology of Chinese society. He also said that it is worth studying, the people who send red envelopes need a sense of achievement or to achieve some kind of goal, if in a strange group of circumstances of the unfamiliar can not achieve these visions, I am afraid that the red envelopes between users to discount the activity.

Rui Ma Transmission General Manager, well-known since the media black Ma Liang and said, Alipay Wallet has the most powerful user base and basic services, as well as Taobao such an electric business system in support of the user to pay the experience is also better. Micro-letter is a huge user base, in addition to Beijing and the east there are growing micro-commerce and other small businesses, imagine the space is also very large. "Personally believe that Alipay and micro-letter payment two cents the world pattern will continue to exist." ”

-Analysis

Business practices make red envelopes sour

After the red envelopes are flying, the micro-credit small Wang is often open fake red envelopes worry. He has opened an unknown public number of "loss of personal information lottery win red envelopes" link, open the "pay attention to the public number and invite n friends to the circle can grab a red envelope" link, and even click to draw the jackpot, but ask the winning page to enter a bank card and the identification number of the link (in fact he was already in the micro-letter binding bank card). These chaotic images were endless during the Spring Festival last year.

As the "hardest hit" of these problems, on the evening of February 5, the micro-letter team issued a micro-letter clean-up illegal robbery red envelopes, said it will crack down on "fit Rob Red Envelopes" and other marketing classes to induce the sharing of red envelopes, such acts have violated the micro-platform operating norms, and suspected fraud, collecting user privacy data and other malicious acts

Xiao Wang Spit, "fake red envelopes" even include some business vouchers, obviously not many concessions, the validity period is also very short, for their own is actually completely unnecessary, but is not stop people sent to the group for forwarding or sharing to friends circle, a bit like "psoriasis." Maybe it's because friends just need these coupons. Xiao Wang tried to think from another angle, but he also said that if there was too much information, social space would become a spam gathering place.

Enterprise join let the scene extend

"Micro-letter, micro-blog has become the pressure, after all, the user base is large, large flow." "And to the corporate red envelope admission, to micro-letter for example, the end of 2014 micro-letter a series of actions: Public number certification, information flow advertising, are in the commercialization of the attempt to establish mobile payment and mobile operators of the scene will make its growth more imaginative space.

And said that the red packet marketing is based on the payment platform to produce, if there is no mobile payment, red packet marketing will not be so popular. Last year, the reason for the "overnight fame" of the micro-credit red envelopes was based on the precondition of micro-credit payment, on the other hand, the micro-credit has a hundreds of millions of user base and a strong social chain.

According to the data disclosed by the micro-trust, the total number of participants in red envelopes in 2014 on New Year's Eve reached 4.82 million. The highest peak occurred at 0 o ' hour, with the instantaneous peaks reaching 25,000 red envelopes per minute. The total amount of red envelopes received is more than 20 million, with an average of 9,412 red envelopes per minute. The data also shows that the national average of 7.5 yuan per red envelope, the fastest speed to rob empty envelopes is 1.7 seconds, the most red envelopes "tyrants" sent nearly 2000 red envelopes, the most of the micro-letter grab Red envelopes robbed nearly 800 red envelopes. Send red envelopes and all need to bind the bank card, so the micro-letter red envelope play stimulated the micro-letter payment of the bank card binding, but also caused by Ma's "Sneak Attack Pearl Harbor" feeling.

The red envelopes on the Spring Festival line are defined as a scene of mobile payment by and, and the addition of corporate red envelopes makes the scene extend to the wider O2O local life service. On a deeper level, the various transaction data deposited by users in many mobile payment scenarios can provide support for personal credit service and precision advertising.

(Responsible editor: Lvguang)