The coming of Spring Festival, red envelopes vs Jianzaixianshang

From the year of the Sheep Spring Festival has about 3 weeks, the internet company's "red Envelope war" ready.

2014 Spring Festival, micro-letter red envelopes blockbuster, by Ma called "Pearl Harbor attack." The upcoming year of the Sheep Spring Festival, Alipay Wallet in the 8.5 version of the online red envelopes function, app icon on the display of "billions of red envelopes" words. Alipay to the "Daily economic news" reporter said, has started the investment activities, the estimated cash red envelopes and consumer vouchers in the total size of more than 1 billion yuan.

Micro-letter is also in the planning of the 2015 Spring Festival Red envelope drama. According to people familiar with the matter, micro-letter will be reached with the Spring Festival Gala Cooperation, in the New Year's Eve combined with a number of brands to send micro-letter red envelopes, rumors of cooperation threshold reached 50 million yuan, but the above news without Tencent confirmed. Another person familiar with the matter told reporters that Tencent mobile phone QQ5.4 Android version and iOS version will be online at the end of the month, will increase the number of red envelopes to send a series of features.

According to the exact message analysis, 2015 Internet Enterprise red envelopes will be introduced into the enterprise marketing methods. TMT analyst Wang Ruichen that Alipay, micro-mail, mobile phone QQ, Micro Bo in the mobile payment market, no longer limited to the subsidy to obtain C-end users, the ability to flow powerful mobile interactive software as a marketing resource become a tool.

Pay treasure to make a comeback

The Spring Festival has always been a good time for internet companies to promote their products. Micro-letter released data show that the 2014 Spring Festival from New Year's Eve to day, more than 8 million users participated in the micro-letter launched a red envelope, over 40 million red envelopes were received, the average person robbed 4~5 a red envelope.

In fact, Alipay in the 2014 Spring Festival earlier than the micro-letter launched red envelopes function, users can click on "Red Envelopes" and "Luck", and contacts with friends and family interaction. According to Alipay disclosed data, the 2014 Spring Festival 7 days, Alipay Wallet paid a total of 200 million yuan worth of red envelopes. However, the popularity was tepid until the micro-letter blew up the red envelope spree.

Mobile payment campaign success, Ma Yun called "Sneak attack Pearl Harbor." Ma Yun praised the opponents "really strong, this spring Festival ' Pearl Harbor sneak attack ' really plan and execute perfect." ”

This year, pay treasure wallet strong force, in the 8.5 version of the special online red envelope function, is obviously want to win the battle. A person close to Alipay told the Daily Economic news reporter, "2014 ' double 12 ' after the big promotion, the Alipay Wallet team has no rest, has been planning to be able to borrow during the spring Festival to pay a treasure packet to the micro-letter payment." ”

Reporter from the Alipay wallet page to see, Alipay set up a personal red envelopes, Solitaire, red envelopes and face red envelopes and other 4 forms, enhance fun and interactivity, and through the "contacts" to share the red envelopes. Reporter experience found that through the "intercourse" to share the payment of the treasure red envelopes need to "travel" and pay the treasure between the wallet jump, the experience is weaker than the micro-letter, at the same time, from the "Contact" current user volume, or only for the payment of Treasure Purse auxiliary diversion.

Micro-letter, QQ dual-line preparation

In addition to Alipay wallet, micro-letter, mobile phone QQ, micro-BO, etc. are also in the latest version of the product set aside and strengthen the red envelope function entrance, a red envelope war has been inevitable.

Yesterday (January 26), the reporter learned from the micro-letter, the latest version of the 6.1, the red envelope function has been fully upgraded, mainly reflected in the red envelope, the experience faster, through the dialog box can be launched by the attachment bar. At the same time, the annual collection, hair red packets detail, group of red Envelopes Luck King Number of inquiries function, causing users to share spontaneously.

In addition, the micro-letter in December 2014 opened the corporate red envelopes, so that the micro-letter red envelopes play more rich, including through the participation in the enterprise online promotional activities to obtain cash red envelopes, but also through the sweep code, shaking and other forms of links to achieve O2O mode.

For example, Master Kang will be the activities of two-dimensional code directly printed on its product bottles, users to buy after scanning code can participate in activities to obtain micro-letter red Envelopes cash rewards. The traditional way is in the bottle cap inside the winning code, users need to run shops or go online to redemption, this way the process is complex, user participation is low. "The micro-credit related person said.

The reporter learned from people familiar with the phone QQ5.4 Android version and iOS version will be officially launched at the end of January, the new version of mobile phone QQ will add a series of red envelopes to send the play, while the attributes and micro-letter differences, but will be in the enterprise marketing to make an attempt.

Business hitchhiking "red envelope war"

Due to Alipay wallet, micro-letter, mobile phone QQ and micro-blog, are covering hundreds of millions of of mobile phone users of the super application, the several companies of red envelopes, but also become a lot of brand merchants during the Spring Festival important marketing platform.

Reporter from the payment of treasure Wallet confirmed that this year's Spring Festival red envelopes will be introduced to cooperate with various forms, both to the user's cash red envelopes, there are all kinds of line under the online merchants consumer vouchers, "the total size is expected to be more than 1 billion yuan." Alipay related to the reporter said, is currently in intensive investment.

December 2014, there are media exposure to the micro-letter will be reached with the Spring Festival Gala Cooperation, in the New Year's Eve combined with a number of brands of micro-letter red envelopes, rumors that the entry threshold for merchants 50 million yuan start. Mobile phone QQ Investment program also shows that enterprises can be mobile phone QQ group to give users the brand red envelopes, the amount of investment 10 million yuan started. But the news has not been confirmed by Tencent.

"The red envelope is attached to a person, a connection with money, is the mobile internet and offline business together an important means." Lixinran, a full-time researcher at the Media and Public Affairs Institute of the University of Communication, the red envelope War on micro-letters and Alipay purse is a complement to the short board, Tencent stronger than people and social, but the payment is weak, can not support its business closed loop, Alipay is stronger than payment and finance, but lack of human relationship chain. For both sides, the red envelope is a good carrier, but behind the fight is the mobile payment war.

Wang Ruichen that, along with Alipay, micro-letter in the mobile payment market share of the promotion, no longer limited to the subsidy method to obtain C-end consumer groups. "Taobao in 2014 ' Double 11 ' big promotion, the mobile end number achieves 44%, the micro-letter through the taxi subsidy and so on the way also obtains the bigger mobile payment market share, the diversion ability formidable mobile application as the marketing resources becomes the transformation tool, is a reasonable business logic." ”