"Red envelope War" promotes the transformation of Chinese traditional social customs

Summary: How many red envelopes did you Rob? has become many Chinese in this spring festival greeting the New way, and elders to give the younger generation of traditional red envelopes, the current popular internet red Envelopes is the 2015 New Year's fashion. New Year's Eve I was busy stealing red envelopes, the same day issued

"How many red envelopes did you Rob?" "has become many Chinese in this spring festival greeting the New way, and elders to the younger generation of traditional red envelopes, the current popular internet red Envelopes is the new year of 2015."

"New Year's Eve I was busy robbing red envelopes, the day issued 36 red envelopes, a total of 127.5 yuan, received 42 red envelopes, a total of 155.4 yuan, of which 10 have the best luck." Gao Kai, who lives in Shijiazhuang, Hebei, said that friends around the Spring Festival are playing the internet red envelopes, less a few cents, more than dozens of dollars, we mainly figure a happy.

"Congratulations, get rich, red envelopes." "Every Spring festival, elders to the younger generation to distribute red envelopes, commonly known as" lucky Money ", is the Chinese Spring Festival a traditional custom. However, with the internet and mobile phone mobile payment increasingly popular, this traditional holiday customs, in the Internet era has been given a new form, more and more people choose to use mobile phone red envelopes.

Mobile phone grab red envelopes, began flourishing in 2014 Spring Festival Internet company Tencent's micro-letter launched the "New Year Red envelopes" application, into the 2015, Ali, Baidu, Tencent and other internet giants have joined the Spring Festival "Rob Red Envelopes" war.

February 11, Alipay launched the "poke" red envelopes began 2015 years of network red Envelopes War, after the Spring Festival a week before the warm-up, February 18 New Year's Eve of the major internet giants staged a "grab red envelopes" the ultimate Showdown.

The rules are different for the red envelopes, which are attended by a number of internet giants. Alipay fixed time every day in the form of game to let users "poke" red envelopes, and the introduction of "Password red packets"; Sina Weibo launched the "Let Red Envelopes fly" activities, let the star Weibo send cash red envelopes; micro-letter in addition to "Spell Luck red envelopes" and "ordinary red envelopes" outside, New Year's Eve and CCTV Spring Festival Gala Linkage launched "Shake" red envelopes.

Data show that the New Year's Eve, micro-letter red packets received 1.01 billion times, is 2014 200 times times, QQ red packets send and receive 637 million, the number of red packets to 154 million; The total number of micro-blog robbery is more than 101 million times, of which more than 15 million netizens grabbed cash red envelopes.

"New Year's Eve micro-letter Shake hand cramp, early in the morning to rob a jack Ma (micro bo) Red envelopes," "desperately poke mobile phone screen, cell phone screen is fast broken, nothing to rob" ... A lot of netizens spit out the New Year's Eve because of robbing red envelopes did not eat well, the Spring Festival evening did not look, for fear of a wandering "missed a few billion."

"The whole spring Festival mobile phone has been ringing, the normal life are red envelopes ' kidnapping '!" Zhang, who works in Beijing, joked that he had been keeping a close eye on a group of micro-trust friends, and was also holding the phone in one hand, each time the red envelopes in the group were robbed.

Beijing Business University School of Economics professor Thy billows, Internet red envelopes, is the inevitable result of the development of technology in the mobile internet era, the Internet red envelope instant interactive strong, relying on "red envelope war" to create a booming, can use this to increase user stickiness, cultivate user mobile payment habits.

Wan Jianzhong, director of the Institute of Folklore and Cultural anthropology, Beijing Normal University, said that China is a social society, red envelopes a traditional Chinese New year, with the participation of the Internet, red envelopes become a participatory activities, so the traditional folk custom should be with the development of the Times, people should accept the new changes in the Internet Adapt to the combination of traditional folk custom and internet age.

However, the mobile payment, the Internet red envelopes at the same time, may also have some problems.

Your billows pointed out that the Internet red envelopes generated cash flow, a large number of not be picked up and the red envelopes will make micro-letter, Alipay accumulated a lot of precipitation funds, these funds belong to no plan. In addition, the Internet red envelopes involve many interests, red envelopes, red envelopes, platform operation and other related rules need to be perfected.

Wan Jianzhong said that the red envelope is likely to make people more concerned about the amount of red envelopes, distributing red envelopes is the traditional custom of the spring festival, mainly in order to get a good luck, so people should not care about the number, more should pay attention to the feelings of red envelopes "Temperature" and the reunion of the festival, (Reporter Gaobo)