In the red envelope war, who is in joy who is crying?

If this year's Spring Festival red Envelope War, Alipay was micro-letter off a few street words, that no doubt, the mobile phone QQ war, let these "street" another one.

Last year during the Spring Festival, there are two hot spots, one is the micro-letter red envelopes, and the second is two taxi software so that the people of the country free taxi. Then this year's Spring festival during the hot spot is only the red envelope contest. Drops and fast already together, Lang affection concubine. "Two horses" for red envelopes is still in full swing, if the last year micro-letter red envelopes is the Battle of Pearl Harbor, then this year to pay the treasure red envelopes hope to a Midway Is. battle, but did not expect QQ red envelopes from Xiecili, staged a Normandy login, let this year's red envelope war has more to see, Of course, the ultimate benefit is our vast number of users to rob the red envelopes, although the joy to rob, not to grab the worried. There are data shows: on New Year's Eve, the QQ Spring Festival red Envelopes send and receive 637 million of the total number of red packets on the eve of 154 million users. QQ users voted 670 million times for Spring Festival Gala. QQ Spring Festival Evening Interest Tribe Page browsing volume more than 1.9 billion times. While voting for red envelopes, while watching the Spring festival evening side Spit Groove, has become the New Year's Eve a special scenic line.

Who is glad who is crying?

Ma Yun was very depressed last year, because the micro-letter red envelopes robbed too much of the limelight, let Alipay adhere to the years of mobile payment market education instant lost, micro-letter red envelopes A simple strategy directly educate users, so that mobile payment is logical. Alipay is obviously ready this year, since the beginning of the Red envelope War on a touch and hair. But unfortunately is 5 cents 8, fast red envelopes, shopping red envelopes and so on not very reliable rhythm lets the user directly on the net to open hangs the criticisms. The first gun is obviously a squib, but pay treasure know wrong to change, or a good child, immediately issued a statement of apology, at the same time increase the intensity of red envelopes. But it's even harder to snatch a bonus. Plus, the emergence of the password, in the micro-letter circle of the constant sun, let people are also tired.

Because of a lot of formalities. Always feel a layer of film, let a person uncomfortable. Many people are complaining that the password is not a good experience. This is true, not a direct effect, or even less than the red envelopes Sina Weibo benefits and simplicity. Of course, pay treasure other time period directly Rob Red envelopes is still reliable, but can seize the opportunity is too low, too low. I only robbed 2 yuan a time anyway.

So, who is the winner of this new Year's red envelope? I believe a lot of people are speculating on this. In fact, "two horses" are winners, users are "bitter" winners, because we are always in the mobile phone, there is anticipation, there is frustration, there is stabbing pain, there are sad reminders, the final hand, but also is a block of eight cents, of course, a fun to participate, as well as after the sun to bask in the glory of the burst of personality or spontaneously.

So who is the depressed? I think the major satellite TV, including CCTV should secretly cry, because the rise of mobile internet, so that more and more Third-party applications rob the original belongs to their glory, with the rapid development of mobile Internet, this iterative effect may continue, this is a kind of war on the traditional, It is also a prelude to the traditional final fading out of the market. With the evolution of the red envelope war, will advertisers directly across the original TV program, directly to the end can be more accurately presented to users of Third-party mobile application content business? For example, Tencent, such as Alibaba, such as Baidu, etc.

QQ Red envelopes get and lose?

For Tencent, this year's red envelope war is the introduction of QQ red envelopes, which is a return to their traditional social ability of the pre-sentence, but also to QQ users a feedback. Although the micro-letter red envelopes or firepower is very fierce, but also introduced into the business to send red envelopes, Rob more business market. However, the QQ red envelopes is a kind of care for the grassroots, is a retrospective effort to traditional social tools, but also a sinking to the bottom of a hope. Because QQ group is more distant, acquaintance and stranger contact more long, of course, many have begun to sleep, now QQ red envelopes appear, is to awaken this part of the sleeping users. Let the user gradually recognize the dual social properties of micro-letters and QQ, especially for children (a cluster of students), QQ viscosity may be stronger, they are more willing to stay on the QQ. And New Year's Eve micro-letter group is very card, QQ group instead of this trouble.

Of course, simply read QQ red envelopes, but Tencent this year launched a means, a means of participation in market competition, more is not Tencent to send their own red envelopes, or the use of interaction between users, with the help of a mutual role to form a reasonable market. This is also the idea of Sina Weibo red envelopes, but because the microblogging is similar to the divergence of broadcasting, and QQ itself, the user viscosity is not the same, so the loyalty is also limited. This point QQ advantage is unique.

If the star from the beginning of the red envelope is just a warm-up and let people back to the social nature of QQ itself, the introduction of corporate red envelopes, is to seek more opportunities for business cooperation. On New Year's Eve, there are more than 10 well-known enterprises combined mobile phone QQ to issue red envelopes, red envelopes are made up of cash and coupons, the total value of the two red envelopes more than 3 billion yuan. This is different from paying the Bao red envelopes a means to pay the treasure red envelopes heavy in the game sex and relevance; QQ Red Envelopes More emphasis is an interactive opportunity. The point of entry is different, and QQ red envelopes are still exploring business development opportunities. That is clearly the biggest gain for Tencent.

But what is lost? Perhaps more or wake up the cost of sleeping users, as well as a lasting, although micro-mail and mobile phone QQ have crossed, but there is always a collection of places, this interval is not good control, and some users are now a one of the first. Both the bite and the mutual Bo, for Tencent is a difficult problem. Simply from the red envelopes, individual users of the red envelope interaction is not as intuitive and simple as micro-letter. Of course, because of the huge bonding between QQ group, the user's own cross is stronger. This is not what the micro-letter does not have.

The Battle of mobile payment portals cannot be avoided

In fact, there is no doubt that the Waq mobile payment debate is still robbing the entrance, and there are many analysts in the market who have elaborated on it. Alipay and Tencent's Tenpay are a kind of positioning for the entrance. Slightly different is that Alipay emphasizes the autonomy of third-party payments, and Tencent is relying on direct docking with banks to achieve mobile payment of the entrance station. Of course, Baidu, Sina, etc. are also in the layout of mobile payment market opportunities. The same goes for Apple Pay, which is too big for the Chinese market, and so is the competing user base. Occupy a bit in the next step in marketing will be more opportunities, this is the consensus reached by the industry.

It now appears that Tencent and Alibaba are the first camps for mobile payments. From micro-letter, Alipay and mobile phone QQ red packets of data to see, QQ red envelopes can be said to make money. In particular, its sinking area is wider, so it may be more populist to occupy the entry point for mobile payments. This is also a grass-roots user attraction, because the QQ sank to 3, 4 line city basically is effortless, this batch of user's consumption ability may not be small, but the formation of the long tail effect is very large, which is the most valued QQ place. When Alipay and micro-letters are very card, QQ is happy with it.

Users through the QQ wallet, for mobile phone recharge, buy, buy movie tickets, as well as the purchase of QQ members, QQ reading, games and so have been achieved. In addition, mobile phone QQ wallet has been connected to the mass comment Group, drop a taxi and other business. QQ Wallet is the appearance of many based on mobile QQ social network life services and business model to form the final closed loop. and Tencent through QQ red envelopes is to awaken those who are still sleeping users. Let them return to the most powerful tool of social networking. If this year's red envelope battle the biggest winner is who, perhaps mobile phone QQ is the last one to laugh. Of course, the user also got some benefits, no wonder the TV station in the audience on the idea of red envelopes, everyone's praise sound or more. No matter how much it was, it was a lucky and festive omen.