Businesses do not buy red envelopes, netizens spit slot: advertising color is too heavy

Consumers unknowingly and was involved in a feast for the artificial festival, when the Spring festival Rob Red Envelopes have become a new trend, behind the laughter is through this fresh advertising way to earn enough attention of smart businesses.

The 2014 Spring Festival red Envelopes and more is a micro-letter exclusive game, let a person's eyes a bright "small function", to this year has developed into a nationwide participation in the rush of red envelopes. Alipay, Sina Weibo and so on, become important players. Catch a red envelope this ride, there are Baidu wallet, gold map, where to go nets and so on.

If two or 11 of the key words is "discount", the festive atmosphere of the Spring Festival began to incorporate the key words: "Red envelopes" "Coupons." In addition to the traditional festival, another marketing festival is taking shape. This edition/Beijing News reporter Liu Xia

The merchant is not buying the red envelopes

Although the main force of the Spring Festival robbery is a new year, but for the merchant's red envelope war, their recognition level is not high.

The young Zhang's dinner did not eat well, side with the elders watching the Spring Festival evening mobile phone. A participant in the micro-letter in the group playing "Red Envelope solitaire", while staring at the unit colleagues in the group whether there are leaders to throw out large red envelopes, but also from time to again in the hour to open Alipay, QQ poke red envelopes luck.

As the "Aborigines" of mobile Internet, the New year has become the main force of red envelopes. Dinner, dumplings and other traditional elements, more network culture infiltration into their spring festival.

According to Tencent disclosed data, from New Year's Eve to the beginning of the month of five (from February 18 to February 23), QQ red envelopes sent 1.16 billion times total. Is the absolute main force, accounted for 55.6% of the number of participants, grabbed 62.3% of the red envelopes, more than whenever, after, after 00 accounted for more than the sum.

By contrast, the number of participants who accounted for 24.9% of the red envelopes was only 17.4%. And after 00 is also an up-and-comer, the number of participants accounted for more than 16.2%, and almost flat.

Alipay, the official data released on February 24, showed that among all the users who paid the jackpot, the number of users was up to 50.03%, and the amount of red envelopes issued was the highest. Alipay believes that this subversion of traditional red envelopes must be the inherent concept of the younger generation to the elders, the red envelopes represent more intimate interaction between friends and emotional exchanges.

Renren is further targeted at a 2015 year old college students to conduct a survey of the Spring Festival attitude, the investigation process, a lot of people said that years, but almost, during the Chinese New year, they spend more time on the network and mobile phones.

But for the merchant's red envelope war, the recognition degree of the students is not high. Micro-credit and Alipay are in the red, but only 18.3% of the party said it would participate in this form of the red envelope game.

User Spit slot: Advertising color is too heavy

Rob Red Envelopes "Traffic jam", platform failure, red envelopes and coupons and consumer vouchers flying in such situations repeatedly occurred, netizens spit the sound constantly.

Because the red envelope is too crazy, micro-letter red envelopes in the New Year's Eve such a "critical moment" there have been many "traffic jams." New Year's Eve 8 o'clock, the micro-letter red envelopes are difficult to send and receive status, to 23:50 around, the micro-letter again congestion. A netizen shouted: "And missed a good hundreds of millions of!" ”

January 29, 2014, such cases have also occurred, the night after 8 o'clock, micro-letter red envelopes can not send, receive the phenomenon. After the failure, Tencent intensified repair, until 9 o'clock in the evening after the gradual recovery.

For this year's New Year's Eve "Big Traffic jam", Tencent official said, Tencent company backstage monitoring network congestion, and actively communicate with the network operators. Tencent, however, did not call it "failure", which only means "delay".

Similarly, the Spring Festival gala "Shook" also was the netizen spit trough. New Year's Eve 22:30, the people all shook up the hands of the mobile phone, but with the reality of the number of red packets gradually become less, many netizens complained, "shaking cramps or nothing", and netizens disappointed that, "red envelopes hundreds of millions of how does it not my share?" ”

The payment of red envelopes filled with coupons and coupons also caused a lot of discontent, is considered advertising color too heavy, not really.

Some wonderful consumer coupons have been basked in social media, such as 10 Yuan home purchase voucher, 15 Yuan Maserati car purchase voucher and so on. Netizens ridicule: Thanks to Ma's Maserati 15 Yuan red envelopes, the car has been brought back!

Despite a lot of grievances, from the various platforms disclosed in the Spring Festival red envelopes data, it does not seem to affect the enthusiasm of everyone to rob red envelopes.

Micro-letter data show that the New Year's Eve to Duanwu micro-letter red envelopes received 3.27 billion times, the total number of New Year's Eve to send and receive 1.01 billion times; Only on New Year's Eve, the total number of packets paid to the treasure is more than 240 million.

The winner behind the red Envelope war

In the process of robbing red envelopes, the platform has raised the habit of mobile payment, participating in the corporate brand of red envelopes has also been exposed many times.

Reporters from the micro-letter, Alipay, Sina micro-blog learned that the joint brand to give users the pattern of red envelopes is probably: Brand owners pay, micro-letter and other platforms, which means the latter did not charge a platform to use fees, but also confiscated any advertising fees.

Develop mobile payment habits, accumulate offline merchant resources, activate fan interaction ... From last year's New Year micro-letter red envelopes "attack Pearl Harbor" General introduction, to this year with "Internet flavor" of red Envelopes Carnival feast, platform side has been one of the big winners.

In everyone to rob red envelopes to soft process, the involvement of red envelopes in the company's brand also exposed in front of consumers again and again. Partner companies have also become the big winners behind the madness. Business people involved in advertising, said the main focus is that micro-letters in the interactive comparison of traditional advertising is much stronger.

In the middle of the micro-letter Spring Festival evening, "Shake red envelopes" sent a total of 500 million yuan, from Beijing-East, Taikang, micro-shop, Lu Jin, China Merchants Bank, Huawei and other cooperative enterprises.

On the same day, there are 75 million users through micro-letter shake a shake to receive 378 million business coupons, value 3 billion, business involved in catering, aviation, finance, electricity and other fields, including 25,000 stores.

As of March 4, Sina Science and Technology launched the "February 18 New Year's Eve, you still remember the micro-letter to shake the red envelopes who sent it?" In the poll, the top five merchants were micro shops, Taikang, Jing Dong, Lu Jin and China Merchants Bank.

Lu Jin participated in the micro-letter Spring Festival evening Red Envelopes 21 Prime Time paragraph package paragraph cooperation, the relevant person in charge to reporters that the micro-letter has not provided relevant details to the manufacturer. But it is evident from the open iOS app rankings--the first two days, when Lu Jin app rose to 4th place in the free finance class, which floated just over 30.

It is understood that jingdong in this event to establish a special temporary team, about 30 people, respectively, responsible for brand marketing, wireless marketing, PR communication, as well as project and product follow-up work. Jing Dong in the past in 6 18 shop and double 11 will send a red envelope to users, but the nature of the red envelopes and the past is different: cash distribution. For the ratio of cash and coupons, 82 principles are used.

Jingdong Brand Marketing senior director Men Jipeng said that the choice of the Spring Festival gala time and micro-letter cooperation, is a more fancy micro-letter of the crowd coverage and utilization rate. "Send your brand image and shopping coupons to the three or four-line area, or even rural areas, with cash and coupons." It is in order to achieve the goal of the channel sinking in Jingdong this year. "he said.