New Year Red envelopes singing big drama, business marketing precision low marketing objectives

"Electronic red envelopes," as early as 2004, banks have introduced, was not a time. On the one hand, the rapid development of Internet finance, mobile payment platform business model gradually clear; the other hand, the red envelope is part of the Spring Festival culture, easily lead to consumer "resonance." Spring Festival of the Year of the sheep, the Internet company sprinkled "red rain", intended to compete for user entrance, build a mobile payment platform. The face of mobile payment of the Red Sea, the traditional financial institutions will let go? Only from this point of view, the Internet and financial integration drama is still behind.

If last year's Spring Festival, the electronic red envelope is an overture, then this year, "grab the red envelope" evolved into a national movement.

This year's Spring Festival, not only Alipay and WeChat ri beat, many companies also joined the melee, even the world's highest ratings CCTV Spring Festival Gala also grab the red envelopes hooked. An industry source told reporters: "This form of electronic red envelopes and the upsurge triggered by it is likely to be sustained later, more importantly, not only created a new electronic red envelope marketing channels, and its use of mobile payment Platform changes change more and more people's way of life. "These people pointed out.

New Year red envelopes war

If a few years ago we still held a cell phone to friends, classmates, colleagues and other blessings sent text messages; then from last year, robbed electronic red envelopes became one of the important activities during the Spring Festival, and this year's Eve, grab red envelopes almost become young people The most important activity.

As far as the reporter himself is concerned, in the New Year's Eve, despite the fact that he is sitting in front of the TV with his parents watching the Spring Festival Gala, they basically can not remember the contents of the program on television. They are busy grabbing red envelopes on WeChat and Alipay. All friends circle grab red envelopes, red envelopes. "There are replays on Spring Festival Gala, red envelopes can not be grabbed in no time," and this is a universal feeling for all those involved in grabbing red envelopes.

From New Year's Eve to the beginning of the fifth day, the reporter received 19 red envelopes in Alipay, the amount of 239 yuan; issued red envelopes 11, the amount of 173 yuan. In the micro-channel received 88 red envelopes, the amount of 799 yuan; issued a red envelope 74, the amount of 733 yuan. The number and amount of such red envelopes in the Alipay and WeChat red envelope rankings simply not ranked number, only the reporter's own circle of friends, there are many people receive the red envelope up to tens of thousands of dollars.

Electronic red envelopes have become friends, friends, an important tool for contact feelings. In order to be able to get together to grab a red envelope, red envelopes, New Year's Eve before the group in the micro-instant more up, many years of junior high school classmates, high school classmates have built a group chat group, while red envelopes, grab a red envelope, chatting Recent situation, narrative old love. From a certain point of view, the electronic red envelope does play a role in connecting and enhancing friendship. In order to grab red envelopes, red envelopes, some people who previously did not have the function of mobile payment, have their own bank cards and Alipay, WeChat, Weibo and other binding.

Mobile Payment Red Sea

Public figures show that on New Year's Eve, WeChat red envelope send and receive a total of 1.01 billion, QQ red envelopes received and dispatched a total of 637 million, Alipay red envelopes received and dispatched a total of 240 million, microblogging aspects there are 15.41 million microblogging users share from CCTV Spring Festival Evening and 39 celebrities and businesses sent 101 million red envelopes.

As Alipay early publicity and game contribution to the form, New Year's Eve 8 o'clock, Alipay system peaked, the interface hits 8.832 billion times / minute. Ma Yun Spring Festival 0:00 distribution of the Chinese password red envelope, the number of participants nearly 30 million people, enter 100 million answer, 2 minutes and 36 seconds to grab 999,999 red envelopes. On the other hand, Weixin Spring Festival evening shake shake the number of interactions reached 11 billion times. With the help of the hosts of the Spring Festival Gala in real time, the peak value reached 81 million times / min around 10:30 that night, with a peak of zero and a further 1.65 million red envelopes opened every minute.

In addition, the New Year's Eve 24 hours during the Spring Festival, microblogging day more than 102 million active micro-blog red envelopes over 101 million within 24 hours, the cumulative extraction of more than 350 million red envelopes, which means that Weibo mobile payment activation rate will also be at Billion level, microblogging payment in the Spring Festival New Year real counter-attack and breakthrough, into the first mobile payment camp, and Alipay wallet, micro-channel payment tied for the three major platforms for mobile payments.

There is no doubt that with such an electronic red envelope campaign, the crowd using mobile payments has been greatly expanded. Obviously, whether it is Alipay, or WeChat, Weibo, are the winners of this red envelope game. More than 50-year-old mother holding a cell phone every day to grab red envelopes, but also quite curious, but also the bank card and WeChat binding, very interesting to try several times. One after another to go, has begun to use mobile payment prepaid calls and pay utilities. Even more surprising is that she has been teaching friends of her age, classmates using the mobile payment function.

Enterprise precision marketing

Spring Festival of the Year of the Rabbit, the winner of electronic envelopes must not only pay platforms such as Alipay, WeChat and Weibo, but also win the trust of enterprises with the three major payment platforms.

Half a month before the arrival of the Spring Festival, many enterprises started to make red envelopes on payment platforms and created the climax of grabbing red envelopes. New Year's Eve, all kinds of businesses, businesses red envelopes are pouring.

According to a survey launched by Sina, "February 18 on New Year's Eve, you remember the red envelopes weighed who sent it?" The results show that micro-stores, Taikang, Jingdong ranked in the top three, accounting for 15% , Followed by WeChat, Lu Jin Suo, China Merchants Bank and Ping An Insurance, without noticing that the proportion of merchants only accounted for 3%.

In addition, many users said they received a red envelope at the same time inadvertently paid attention to the public accounts of enterprises. Some users also get a lot of shopping coupons. Regardless of whether it is able to obtain practical application, the promotion of corporate public numbers and the distribution of gift certificates are the transmission of enterprise information.

Even CCTV Spring Festival Evening also cooperate with WeChat red packets, trying to enhance young people's attention on the Spring Festival Evening. Industry analysts said Spring Festival Evening and WeChat shake the form of a great deal of red envelopes, WeChat show Spring Festival Evening related content, and user data are also fed back to the Spring Festival Evening, which is conducive to the formation of a good interactive marketing.

However, it was also pointed out that WeChat shake red envelopes before the Spring Festival Evening awareness is not particularly high, only during the Spring Festival Evening Point found only at the entrance to see the red envelopes, the user habit of selecting a friend circle, shaking Shaking is often overlooked. On the contrary, the topic of microblogging platform features let themselves become the topic of Spring Festival Gala. Weibo's broadcast features let fans red envelopes, Spring Festival Evening topic has been fully expanded and secondary spread, but also for many grassroots users grab the amount of not too small red envelopes, high activity behind the microblogging fans red envelopes and red envelopes rely on the back Microblogging community economic configuration.

In any case, businesses and businesses with a lower cost to achieve the purpose of publicity, marketing, e-red envelopes will undoubtedly become a low-cost marketing channels. From an individual point of view, grab some of their own occasional consumer voucher red packets and other businesses, will naturally further promote consumption.