This New Year's Eve, the change is not only the Spring festival model

Before the micro-letter grew into a big tree, it described itself as: "Send and receive messages, photograph and share, and contact friends." "And now the slogan of the micro-letter has become:" micro-letter, is a way of life. ”

Today's micro-letter, has long been a not app app, friends, entertainment, shopping, financial ... All into it, which allows the micro-letter to form a natural business closed loop.

And in the water Test friends Circle Advertising, once just share the happiness of the micro-letter red envelopes have been branded marketing. What are the goals of those companies that have pulled out real money?

New Year's Eve, the micro-letter war Alipay

At the beginning of 2014, micro-letters to the use of red envelopes to overtake, a move to pay the concept of the popular. This year's "red envelope" war is still to micro-letter and Alipay as the main battlefield, but with the last year alone Lele different, this year's red envelope war has become a user, platform, business of the national carnival.

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.

In the evening, the micro-letter will be with Alipay to start the peak showdown.

According to the micro-letter, micro-letter users can be in the Spring Festival evening through the micro-letter "discovery-shake" entrance, Rob by the corporate sponsors to provide more than 500 million yuan of micro-letter cash red envelopes. This time in the whole live broadcast of the Spring Festival Gala, micro-letter "Shake" will open for New Year's Eve custom mysterious entrance, shake out of the various surprise features will be closely related to the design of the Spring Festival evening.

And Alipay took the place to surround the central policy, Aliyun will join hands with the source and many other partners, CCTV, Hunan Satellite TV, Jiangsu Satellite TV, such as a number of TV Festival Gala program of the National Interactive Carnival.

And the electric business platform of the dual 11 similar, platform out of the channel, behind the bill is the company took out the true gold and silver.

Can these money-taking bosses get real rewards?

The marketing tool in the internet age

In the era of Internet channels has not yet risen, CCTV advertising is the battleground of enterprise marketing, those extravagantly of the king of almost all become well-known brands, such as Qin Qi, love more VCD and so on.

But with the rising cost of CCTV advertising and the decline of user stickiness, the CCTV standard King began to become a marketer's nightmare, a lot of high advertising fees did not bring huge returns.

According to Tencent Science and technology to understand the data show that this year's Spring Festival gala advertising Price has more than 300 million, was divided by 10 enterprises. This means that the average company in order to show the gap in the Spring Festival gala nearly 30 million, but this 30 million of the huge money is difficult to get a good brand transformation.

By contrast, the precise marketing effect of micro-letter red envelopes is naturally much higher than the former CCTV standard.

For example, the second warm red envelope of the Chinese New Year's Day, 12 million red envelopes were robbed and emptied in 1 minutes. And in the robbery before the Beijing-east, Kang life, etc. have also received a high degree of concern.

Obviously, with the wide participation and concern of many enterprises, the micro-letter red envelopes have become a wonderful platform for corporate carnival from a blessing tool. Some companies involved in micro-credit red Envelopes said: "And during the Spring Festival evening ads compared to the micro-letter red envelopes relatively low prices, but also has a natural brand revealing effect." ”

One can make business Mister Smile of the data is that 2014 watch the Spring Festival gala the number of viewers more than 700 million, which means that the micro-letter red envelopes will receive huge attention.

Cash, no vouchers.

Alipay opened a 10 million cash campaign earlier in February. But after the game, most of the users to the "good pity, no stamp of the winning red envelopes," 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.

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.

This year's Eve, the change is not only the spring Festival model, perhaps the enterprise's marketing model will also get subversive changes.