Red Envelopes vs pillars small players occasion

Tens of billions of red envelopes are flying into the pockets of consumers, but they are still the internet giants that are racing.

Starting from February 11, with micro-letter and Alipay as the representative of the "red envelope" war kicked off. According to the data show, only from the lunar evening to the first day of the first day, the major internet giants and businesses will be through micro-letter, QQ, Alipay Wallet, micro-blog, Baidu, no secret software, social platform to send out tens of billions of red envelopes.

Since early 2014, after the success of the micro-letter through the "red envelope", a nuclear-weapon-struck Alipay, all social platforms and mobile payments have recognized the enormous marketing effects of the simple action of "a little Bit" and "demolition". This year, "Rob Red envelopes" become the standard of Internet enterprises, if a company has not been netizens in the robbery after the "tyrants", means that the loss of a best exposure opportunity.

Red Envelopes vs pillars small players occasion

On New Year's Eve, the juniors will get the money from their elders, which is said to scare away the monsters called "The Spirit" in ancient times. Gradually, the spring Festival to the red envelope developed into a custom, which also pinned on the family and friends between blessing and good luck. With the popularity and development of smartphones, the way people greet each other from the telephone, text messages to micro-letter, is also constantly changing. Last spring festival, mobile phone red envelopes began to become a new bright spot.

The Spring Festival from the year of the sheep, there are several days, red envelope battle has been launched in advance, set off the first wave of red envelopes is paid treasure purse.

February 11 10 o'clock in the morning, pay the first round of the Treasure Purse red envelopes open rob. Open pay Treasure Wallet can see similar to "hit the Hamster" game, with "Come on", "poke Me" the words of the wallet on the screen "Dodge", hit can get red envelopes. It is understood that from February 11 to February 19, Alipay will and brand merchants to distribute 600 million yuan of red envelopes, of which more than 156 million yuan in cash, shopping consumption red envelopes about 430 million yuan.

On the evening of February 11, the War of QQ red envelopes began to start. According to the introduction, QQ will be in the Spring Festival total value of 3 billion of red packets, the release time from the New Year's Eve continued to the eve. QQ Red envelopes are divided into star red envelopes and corporate red envelopes, each star has 1 hours between the time, the first half hour users to the star point of praise, the second half an hour formally opened Rob. On New Year's Eve, QQ will also be a joint enterprise for all users to send benefits. Each account can rob a corporate bonus every hour, the opportunity cannot accumulate.

Although the micro-letter is not the most of the red envelopes, but with last year's Spring festival during the "Red Envelope Wind" came from behind. February 11 9 o'clock, the micro-letter Spring Festival Red Envelopes officially opened, the user through micro-letter shake a way to grab the total number of 25 million cash red envelopes. It is understood that during the Spring Festival micro-letter will be combined with various types of businesses to launch the Spring Festival "red envelopes" activities, will send the amount of more than 500 million of cash red envelopes (a single maximum red envelopes for 4999 yuan), and more than 3 billion card coupons red envelopes.

It is worth mentioning that the micro-letter also joined the Spring Festival Gala invited the brand to the National people to issue red envelopes. By then, the host will be through the form of the mouth to guide the people of the country to use micro-letter shake, into the Spring Festival Evening Interactive page, grab brand exclusive red envelopes, brand information will be through the Watermark logo and the way the message is two times exposure.

In addition to micro-mail, QQ, Alipay three kinds of red envelopes, Sina Weibo, Youku, MO, Quick Taxi, no secret, Jingdong, Cat's eye movies, Baidu, Gome and other companies have joined the war.

Mo on February 5 on the online red envelope function, users can distribute red envelopes to groups or friends; Sina Weibo is on line "Let Red Envelopes fly 2015" fan red envelope function, users can be in the Activity home page or personal microblogging home, a single red envelope to rob red envelopes; Youku will also pay the money in the New Year's Eve joint Alipay wallet in the cool client online cash red envelope activities , User login Youku home page, can participate in cash bonus activities; The fast Spring Festival will issue a total value of more than 1 billion yuan of red envelopes, including 10 million cash red envelopes and hundreds of millions of taxi red envelopes, Gome will be in the spring Festival value of 1 billion yuan of red envelopes, through the joint CCTV and micro-letter and other major channels, Implementation of the line under the multi-scene linkage distribution of red envelopes; no secret will be revealed in the upcoming update of the new version to increase the red envelope function, users can directly reflect the charges, the amount of each red envelope in 1 to 10 yuan.

What can be expected is that many companies on the idea of red envelopes, users can rob the hands of soft at this spring festival.

Rob mobile payment entrance main entertainment marketing

By the micro-letter, QQ, Alipay first opened the red Envelope war, no doubt Herald for the mobile payment market competition. QQ responsible for no disguise that the red envelope is the home in order to rob the mobile payment market, "to pay treasure, for example, before the way through E-commerce to make users pay habits, through the red envelopes can find new to attract users of the breakthrough and opportunities." ”

For micro-letters, corporate red envelopes are also a good opportunity to promote micro-credit payments. From the user to send red envelopes, Rob red envelopes, cash, or consumption, need to use the micro-letter payment function. Visible, the micro-letter and the Spring Festival Gala Joint Red Envelopes will give micro-letter payment to bring more users.

Some people in the industry said that mobile payment is the foundation of the ability, follow-up will establish the relevant business ecological model, whether it is micro-letter, mobile phone QQ, Alipay wallet, mobile payment will be the basis for the future in the access to more business models after the ability to pay will play an important role.

And for other red envelopes, there is no doubt that the opportunity to do an entertainment marketing, in the red packets of users to form a round of word-of-mouth transmission, to increase the user stickiness. It is undeniable that, as a means of entertainment marketing, the advantage of red envelopes is to make consumers have a strong sense of participation, although some red envelopes are not very practical vouchers, but the Spring Festival this special holiday ride will be given more blessings and interactive fun.

Also worth mentioning is that this year, there is more red envelopes called "fission" new play. For example, micro-letter will be combined with the Spring Festival gala for the vast number of users to issue corporate red envelopes, and for users, not only to rob, but also to share with friends to get red envelopes reward, which greatly increased the likelihood of fission, which can effectively improve the brand exposure effect.

On the whole, in the year after the beginning of last spring festival, the "Red envelope education" for the users has been very mature, and the expectation of the red envelopes is getting higher. For example, according to the information provided by the micro-credit, the total number of micro-credit red envelopes on February 10 is more than 10 times times the peak of last year's Eve.

Enterprise Board marketing users difficult to talk about satisfaction

From the planning of the Big red envelopes, the New Year's Eve is undoubtedly the most important, but in that key point of the arrival of the world, Alipay but for the red envelope War opened a bad head.

February 11 10 o'clock, Alipay opened to send 10 million cash activities. Many netizens said the entire office stopped at 9:59 in the hands of the work, waiting for the game to begin. But after the game, all the "good pity, no stamp of the winning red envelopes" of the picture end. A lot of people in the micro-trust friends in the Circle Spit: "The screen is broken, but nothing." "Too Pit Dad", "waste of affection." There are a large number of users to pay the PO wallet Weibo message below: "Liar!" Bad comment! "I am relieved to see that everyone has come to scold you." ”

The vast majority of users start with a variety of vouchers, but triggered a more crazy spit slot. An Changchun Netizen: "Finally grabbed a red envelope, the result is the Shanghai mobile phone recharge red envelopes, and the condition is to charge a certain amount of charges to use this red envelope, too pit Dad." Another netizen grabbed "five yuan red envelopes", but opened a look dumbfounded, the original is the Asian Tour fold on a discount of five yuan voucher, valid or before March 31, 2015. These wonderful red envelopes have even sparked a frenzied PS boom, such as a 15-dollar Maserati voucher and a 5 million discount card for Boeing aircraft.

By netizens crazy after the slot, pay treasure morning only updated a 2.1 million netizens in cash red envelopes, the afternoon Alipay to make a crisis PR: "wallet gentleman from the pit to climb out to apologize to everyone." "explained that due to the influx of too many people at 10 o'clock in the morning, triggered the payment of treasure-limiting protection measures, resulting in some users did not grab a red envelope." And promised 4 o'clock in the afternoon, add 12 million cash, plus the morning did not send out 3 million, the afternoon of the red envelope activities will have and only 25 million of cash, there is no such as "Asian discount folding" such a similar voucher. Then reflect the "red envelope villain" of the user significantly more, 2 yuan, 5 yuan, 100 yuan ... But did not rob a lot of people, there are many netizens said have unloaded Alipay wallet.

Obviously the first round to take out 10 million dollars in cash and n many business coupons, technology has also worked hard to rob red envelopes designed to play the rat model, the final payment of the wallet became the smack "hamster", this is for what?

This is because most of the domestic consumer has been the merchant's discount voucher education once, online restaurant, eat 100 back to 30 has become a fixed discount mode, and then to use the 30 voucher still need to spend 100 yuan.

It is clear that this is not true gold and silver vouchers caused consumer antipathy, in their view, this is the same as the white on the streets of the brochure with the same voucher does not make sense.

Micro envelope kill Alipay? The game behind

Last year, the popularity of the micro-letter red envelopes Ali has been secretly jealous.

The figures show that the total number of people participating in the red envelope activity last year was 4.82 million. The highest peak occurred at 0 o ' hour, with the instantaneous peaks reaching 25,000 red envelopes per minute. The total amount of red envelopes received is more than 20 million, with an average of 9,412 red envelopes per minute. Such a hot scene let Ma Yun called it "sneak attack on Pearl Harbor", some media believe that the micro-letter red envelopes equivalent to Alipay for eight years, micro-letter line payment channel was quickly opened.

Such a reality makes Alipay feel uncomfortable, after all, the initial red envelope model originated from Alipay's "Double 11".

Alipay early this year to the layout through the red envelope into the micro-letter system, February 2 around 12 o'clock, Alipay wallet in the payment function suddenly increased the micro-letter, Friends Circle, QQ and QQ space to share the entrance, users can "step back" way to login micro-letter.

This sudden action is believed to be Alipay in the test of micro-letter bottom line. Sure enough, just a few hours later, the micro-letter will block the payment of the treasure packet sharing links. Subsequently, the micro-letter to its suspected malicious marketing as the basis for the statement, and strongly put the words: "When Ali access to the micro-letter payment to talk about." "At the same time, many businesses through the micro-credit public platform to open shops can not use Alipay to collect payments."

Alipay gave out a long and deliberate trick, open password Red envelopes bypass the micro-letter link restrictions, that is, the user will share the red envelopes to micro-mail or QQ, pay Bao Red envelopes will automatically generate a digital password with the picture, users can directly in the micro-letter, Friends Circle, QQ share this picture with a password. Open the Pay Treasure Wallet input password, users can rob red envelopes.

Along with it, is Ali's shrimp music and every day beautiful encounter "ban", even netease cloud music also with the "lying Gun", its music content can not by mobile clients by the micro-trust users to share the circle of friends.

On the evening of February 5, the micro-letter said it would thoroughly clean up the illegal red envelopes on the platform.

With QQ and Weibo successively joined the war, red envelopes gradually evolved into a replay of the taxi wars, red envelopes behind the bottom line is Tencent and Ali of the social mobile payment area layout. Chinese New Year red envelopes are the best way to combine payment attributes with social attributes, both of which are unwilling to miss.