Can Chinese red envelopes stimulate domestic consumption?

China's Lunar New Year has an unprecedented "red envelope war", Tencent, Alibaba and other Internet companies to launch a large-scale festival network marketing, the unprecedented "red envelope rain", "red envelopes" has become a major phenomenon, "spring Festival Economy" further presents the virtual economy, the characteristics of the network industrialization. Some analysts believe that the popularity of virtual "network red envelopes" to a certain extent activated the Internet economy, to stimulate the consumption of people played a certain role.
Reuters, 24th, reported that the "red envelope War" from the Spring Festival several weeks ago in China's Internet and mobile terminals, New Year's Eve became the internet companies to sprinkle the "red envelope Rain" peak moment, Tencent and Alibaba and other internet giants to invest billions of yuan. The data show that only on New Year's Eve, Tencent issued a total of 1 billion yuan worth of red envelopes through the micro-letter platform.

Alipay related staff 24th in an interview with the Global Times, said that this year's red envelopes can be divided into two major categories, such as cash-like red envelopes. According to statistics, the New Year's Eve a total of 683 million people involved in the payment of Bao red envelopes game, the total amount of red envelopes reached 4 billion yuan. The other part is the consumption of red envelopes, such as the introduction of their own consumer discount coupons and so on, to participate in this part of the number of offline stores are also very large. The staff revealed that although there is no clear statistics, but the "red envelope war" to stimulate domestic demand is expected to reach billions of.

Now the network is also in full swing to discuss "red envelope war" who is the winner, the media and related institutions have begun to study the "red envelope economy" effect. According to Reuters, the data show that during the spring Festival, all kinds of businesses online distribution of "marketing-type red envelopes," the total amount of nearly 20 billion yuan. Some analysts believe that this year's "red Envelope War" is expected to make the Chinese New year during the net shopping consumption growth of 10%-20%.

More importantly, Chinese electric dealers have uncovered a large number of potential purchasing power through red envelopes. "The growing affluence of the middle-aged and young middle class, which has a trust in the Internet economy and new credit payments, has become the main force driving the" Internet red Envelope, "Forbes magazine said. Experts who specialize in consumer trends in Chinese electronic media point out that while China is still an immature market, all sales strategies tend to be integrated into video, social media, mobile phones and e-commerce.

Zhang, director of the Foreign Economic Research Institute of the National Development and Reform Commission, said in an interview with Global Times 24th the issue of electronic red packets to the real economy also has a real pull role, because the business through online activities to attract customers, and customers grab a lot of online coupons will eventually turn into offline consumption, so that online, Offline business between the gradual linkage and get through, this is the internet era of the new economic shape of the salient features.

But the "red envelope economy" also has many drawbacks. Take the micro-letter as an example, some experts said, although the "red envelope War", micro-letter red envelopes initially occupy the upper hand, but also faced with the Spring Festival, users no longer use related clients, cancellation and the binding of bank cards and so on. and micro-letter Spring Festival Red envelopes allegedly cover more than 180 countries around the world, foreign financial regulatory authorities have not asked for overseas micro-letter to pay the landing to be required to obtain financial supervision permission, but the future does not exclude this.

And a lot of foreign analysis, China's internet finance is still in the initial stage, "China's Internet payment system in security, transparency, there are obvious loopholes", if the system and regulation failed to keep pace with the time, it will make "red envelope economy" and even the entire Internet business in the reality of setbacks.

The Financial Times reported 24th that the "red envelope economy" can dramatically change the lives of Chinese people remains to be seen, after all, from the current situation, the red envelopes "pry" of domestic demand and consumption in the national economy accounted for a very limited, far from the big. And from the point of view of marketing, the Internet Enterprise "red packets marketing" is still in "a lot of money" of the extensive marketing stage, how to make red envelopes with a variety of network and physical products, service marketing better combination, activating people's consumption enthusiasm, still need further excavation.

In this respect, Zhang Analysis said that in the initial stage, the emergence of various problems is inevitable. But there is no denying that by stealing red envelopes such activities attract consumers, you can build a large database. If businesses want to continue to gain, we must further provide value-added services, around the economic characteristics of the Internet era to create new growth points.