The year of the Sheep Spring Festival red envelopes to what extent?

Summary: The year of the Sheep Spring Festival red envelopes to what extent? Even Xinhua has issued a robbery to rob red envelopes is destroying the Spring festival! When the micro-letter pay treasure fierce fighting, micro-BO, mobile phone QQ and MO, etc. is also full fire. Mobile phone QQ Play red envelopes are not strange, are Tencent's home;

The year of the Sheep Spring Festival red envelopes to what extent? Even Xinhua has issued a robbery to rob red envelopes is destroying the Spring festival!

When the micro-letter pay treasure fierce fighting, micro-BO, mobile phone QQ and MO, etc. is also full fire. Mobile phone QQ to play red envelopes are not strange, are Tencent's home, the last year on the market, it seems also should play red envelopes to try the water, the problem is the micro-letter payment Treasure Red envelopes so busy, has been playing for many years of red envelopes why still stick to the red envelope position?

Because the data is not bad. In fact, since 2011, Sina Weibo has been holding "red envelopes" activities for five consecutive years during the Spring Festival. So lively this year, the last data obtained is also surprising,

According to Weibo, New Year's Eve, more than 101 million people in Micro-blog robbery Red Envelopes, grabbed cash red envelopes more than 15 million netizens, set a new high since the beginning of activity. So far, Weibo has issued more than 370 million red envelopes this year.

Previously analyzed, and micro-letter different, micro-bo relationship is weak relationship, media attributes are stronger, the most typical relationship between stars and fans. The traditional advantage of the microblog is also the star, so this year the homeopathy has introduced a cash bonus play. Red envelopes are the equivalent of stars to fans, which is added value. For fans, buying a star CD at a high price is not a problem. Can get a star red envelopes is happy, do not care about money and less money. In addition, this year's micro-blog red envelopes can not only Rob, but also to the inside of the money, and the star to send a joint red envelopes. The start of a red envelope that can be stuffed with money also gives fans the opportunity to express their true love. In order to stimulate the iron powder, the microblog also specially placed in the star homepage to put the money list, spends money to be able to list.

When it comes to the fan economy, it's easy to reap criticism. But it must be admitted that this is a good business model, if you despise the stars you do not like the brain residue powder, you can think of fruit powder, small rice noodles and hammer powder.

This led to a micro-blog red Envelopes during the Spring Festival muffled rich. Although Alipay and micro-letter of the red envelope is larger, but the simple way of participation, the first advantage (Micro Bo February 2 officially launched the campaign), the attractiveness of celebrity celebrity and the Star "money" of the new play, so that micro-blog data is also good.

In addition, the square of the spread of the environment also let micro-blog red envelopes have sprung up a lot of nodes. Although the micro-blog is only allied, but on New Year's Eve, on the micro-blog, the consistent low-key Ma Yun issued a number of micro-blog, for its pay treasure platform on the red envelopes. February 19 0:20, Ma Yun on Weibo announced red packets password, within 2 hours of a single micro-blog to review the amount of more than 190,000 times.

Tyrants is to let more people know. In addition to the well-known "richest man", the road hidden "soil trench" also surfaced on the micro-blog, users @ Chanfengrei at the beginning of the 10-point wayward 1234567 yuan large red envelopes, so that the people who grabbed the popular, not rob the envy of the person.

Of course, in the end, the red envelopes let Weibo gain, the effect is directly apparent in the growth of dau. Data show that February 18 0 o'clock to the end of the gala, microblogging day active users more than 102 million, compared to last year's Spring Festival gala growth of 46%. It is worth mentioning that last year, micro-Bo is the CCTV Spring Festival Gala New Media partners, the big increase in this dau fully demonstrated this year's microblog red envelopes market

In addition, during the Spring Festival evening broadcast, there are 34.7 million micro-bloggers to participate in the Spring Festival Gala Interaction, discussion of the Spring Festival Gala to 45.05 million, the total reading volume of related topics reached 4.15 billion. Many star celebrities are the first choice of the Micro Bo, to participate in the Spring Festival Gala Star, there are 39 of people in micro-bo or issued cash red envelopes, star celebrity participation in the number of more than all other social platforms combined. One of the Angelababy released that night, but also in 4 hours to be praised 1.4 million times, set a single micro-bo points of the record of praise, as of February 24 noon, this micro-blog has been point of praise more than 3.7 million times.

For micro-letters and Alipay, the red envelopes during the Spring Festival also need to undergo a long line of conversion before landing. At that time, I also said that for companies that are not giants, red envelopes are a boon, especially the square type (probably because of the same truth, the MO also want to play red envelopes). For Sina Weibo, this is dau first breakthrough 100 million mark. The app list has long been dominated by bat, and it's hard for other companies to hit the 100 million-day job.

Quoting a piece of data here, Cnnic, who published an analysis before the festival, points out that Sina Weibo users have risen steadily in the market centralization trend, from 2012-2014, Micro-blog Overall per capita daily access to maintain a rapid growth from 1.6 to 2.6, indicating that the use of micro-BO users is still rising, including Sina Weibo per capita daily visits from 1.7 to 2.8 times, leading the microblog market.

From the growth rate, the recent two years of micro-blog reported earnings, its active users every quarter of the year-on-year growth rate of about 30%, New Year's Eve dau growth reached 46%, is usually more than 1.5 times times, this fully explained that as long as there is a suitable product and timing, Weibo users are still very useful, do not forget where Ma Yun issued a red envelope password. Think about it as the most appropriate platform.

But we have to ask what kind of ambitions lie behind Weibo. Is it not a supporting role for Alipay but to rob the old of mobile payments?

According to China Internet Information Center recently released the "35th China Internet Development Status Statistics report," 2014 China's Internet users scale of 649 million people, mobile phone payment user size of 217 million, mobile payment market still has a larger growth space.

In the case of Sina Weibo, in the mobile payment market, although belonging to the recruits, but in the support of Alipay has been accumulating strength. In April 2014, Weibo began to pay for its products on the basis of cooperation with Alipay. Since then, based on the payment for the media users to introduce paid subscriptions and rewards and other functions, in the two-month testing phase, there have been more than 30,000 people on the microblog on the reward, paid subscriptions to the total amount of more than 1.5 million yuan. In more than a quarter, the revenue from media authors ' share of advertising and business topics has been close to 3.5 million yuan.

And in terms of creating a scene, star red envelopes have been successfully built. Advertisers sponsorship, star bag, fan interaction, is not subject to the holiday restrictions, can play at any time. And the scene is directly attached to the business model.

The Spring Festival has already passed, at this time to talk about Weibo, because the two Reggie wrestling, the balance is often ignored by those events decided to move. Micro-letter and Alipay mobile payment will only be more and more fierce, now the taxi on the fight, 2015, many areas will change. Weibo is now playing a less-than-visible role, but its accounts are open to Alipay. This time Alipay should be more willing to nurture it, make the situation more complicated!