Red envelopes Activate more social chains, contain circle culture and fan culture can not be ignored

If the last year's micro-letter red envelopes is the relationship between people spread, then this year many domestic first-line internet companies with heavy firepower to kill into the spring Festival red Envelopes Battlefield, it is to achieve the connection between the enterprise and people, which hidden more business value. In addition to using the chain of relationships to allow users to send red envelopes, several big internet companies are spending a lot of money on red envelopes, and from the results of the red envelope war, we can see the micro-letter, Alipay and Weibo three platform to use their own characteristics to achieve the growth of fan economic potential, as well as the activation of social chain.

Activation of the chain of social relations

In three platforms, red envelopes as a bridge between enterprises and users, in the collection of many enterprises, the platform also with the help of red envelopes to reach more users, which in virtually also activates more social links.

New Year's Day, the micro-letter packet sent to send and receive the total is an astonishing 1.01 billion times, the payment of the treasure is 240 million of the total received and received, the total number of packets to rob Micro Bo also more than 101 million times. From the social point of view, every time the red envelopes are user interaction, each interaction request corresponds to the social chain of an activation. A long-standing and no contact with the micro-trust friends, may be due to the Spring Festival when a few dollars of red envelopes, revived this friendship. And Weibo a celebrity red envelopes, may also attract some inactive users of the onlookers.

Although not in the data on the micro-letter and Alipay, but Weibo harvest is really not small. Red envelopes on New Year's Eve, microblogging active users more than 102 million, compared to last year's Spring Festival gala growth of 46%. With the rapid development of mobile Internet, the domestic mobile society is becoming more and more prosperous. As a social media platform, Weibo raises the user's desire to speak and cultivates the user's habit of interacting, and the user is no longer just holding a spectator attitude. The Spring Festival evening bonus data can also support this point, the Spring Festival evening broadcast, there are 34.7 million micro Bo netizens participate in interactive, discussion of the Spring Festival Gala to 45.05 million, the total number of related topics read more than 4.15 billion.

If everyone has the desire to speak, everyone has the desire to interact, the Spring Festival red Envelopes is the most people interactive motivation format, everyone can easily and pleasant interaction, maintain the vitality of the social relationship chain. In my opinion, although everyone is keen to rob red envelopes, but few people would say that the dozens of hundred will not survive. Rob a red envelope is a chain of relationships, more is to enjoy the fun of interaction.

Red envelopes contain circle culture and fan culture

The role of red envelopes from the Spring Festival, three platforms are converging, have activated the respective platform of the relationship chain. In the distribution of red envelopes, the three are different. As we all know, the main battlefield of micro-credit red envelopes or micro-trust group, micro-trust group is the representative of the circle culture. Since ancient times, China has been the custom of sending and receiving red envelopes, whether it is the Spring Festival or bereavement, family and friends with red envelopes to express the close relationship. In the micro-letter, the group is the circle of culture to play to the extreme, family and friends and peers or a variety of interests in the circle, you come to me, this red envelope to send and receive a total of all of a sudden went up, more in the group played a red envelope solitaire.

On Weibo, the red envelopes are more of a mass media effect, reflecting the potential energy of the fan economy. As the largest social media in China, Weibo's potential for fission communication is still impossible to reject. For Celebrity Big V, Micro Bo is a natural propaganda position, in micro-blog on how large wrist can have their own fans. Many star stars as the first choice for a happy year and red envelopes, the star of the Spring Festival Gala, there are 39 of people in micro-blog red envelopes, celebrity celebrities participate in the number of more than all other social platforms combined. And entrepreneurs in the red envelope activities in a wayward, have to pay fans to send red envelopes, playing the red envelopes "ice bucket challenge" relay. More such as the Almighty bear and Tingchenling such as media people by virtue of their own industry influence called everyone together "play" up, but also achieved very good results.

As for Alipay, at present, more still by micro-bo, micro-letter two social platforms, as well as the powerful appeal of horse richest man, embodies the circle of culture and the combination of fan economy.

Social red envelopes can be further

The Spring Festival Gala is called the Spring Festival gala for internet companies. Internet companies use red envelopes to successfully draw users ' attention from television to mobile phones. In this red envelope war, micro-bo, micro-letter and Alipay three platform of red envelopes are reaping unprecedented results. In the author's opinion, the social red envelopes of the Spring Festival can be further.

From the social aspect of acquaintances, with the growing sophistication of mobile social and mobile payments, the group of micro-credit groups will have a better performance, and the variety of benefits will be flooded with friends. Weibo also opened a group of red envelopes during the Spring Festival function, using a group of red envelopes to maintain the relationship between the core fans, which in the future also has a lot of room for development.

From the point of view of enterprise marketing, several platforms also show different characteristics. Micro-letter Spring Festival Red Envelope Advertisers are mainly large enterprises, the high threshold may be a problem. But from the effect of shaking, the user is not particularly impressed with the advertisers, exposure and interactive effects are difficult to be satisfactory. I believe that in the year of the Sheep Spring Festival red Envelopes to achieve such a big success, more small and medium-sized enterprises have already itch, plotting how to participate in the coming year. In addition to the brand, small and medium-sized enterprises more value or effect, can be used to express the effect of data. If the micro-letter can not be a breakthrough in this area, marketing value will naturally be affected.

In contrast, micro-Bo for the company's general suitability of better, regardless of the exposure of the brand enterprises or value the interactive effect of SMEs, can find suitable play. For example, Four Seasons Mu song, Micro bo red packets on the line 10 days on the issue of Oar, Jingdong into the shop is usually 5 times times, product turnover has also increased 3 times times, can be said to be an astonishing effect. This year Weibo also has a lot of small and medium-sized enterprises to participate in the red envelope flying activities, bring a good exposure and interactive effect, achieved with small broad effect. After the year of the Sheep Spring Festival, the success of red envelopes, micro-BO red packets will attract more SMEs to participate in, perhaps interactive play will be more diversified.

During the Spring Festival, whether you collect red envelopes or send red envelopes, it is the energy transfer of the chain of social relations between people. Relationships between users need to be maintained, businesses need to connect with users, and platforms also activate the social chain through red envelopes.