What do foreign media think of China's red envelope?

As the most popular mobile internet products during the Spring Festival, micro-letter red envelopes, pay treasure red envelopes into tens of thousands of households, become the Chinese New Year's fashion, and the Chinese people "Rob red envelopes" phenomenon also caused by foreign media attention and interpretation.

"Red Envelope culture new Vogue"

CNN 19th, "2015 Chinese New Year: Traditional gift digitization" as the title of the report. The article said that traditionally, Chinese people meet during the spring Festival to say "Happy New Year, congratulate the rich, bring the red envelopes" auspicious words, and then send a full of new banknotes filled with red envelopes. This year, Alibaba and Tencent's electronic red envelopes have made the traditional custom of a "digital" change.

Mao Hui, a 27-year-old Shanghai resident, said: "It's so much more convenient ... Traveling with cash is not the safest, especially with the money on the train. She believes that sending an electronic red envelope can save a lot of time during the busy Spring festival holiday. "Many Chinese work in the city, far from their loved ones," says Core Peng, who works for Canalis in Spain. It's easy to pass a red envelope in such a form. ”

The Chinese have a traditional tradition of sending red envelopes to parents, unmarried youths and children during the Spring Festival, the U.S. consumer News and Commerce Network (CNBC) recently reported. Nowadays, people use smart phone to transmit electronic red envelopes, which become a new fashion of red envelope culture.

Huang, a 26-year-old Guangzhou resident, told CNBC that although she was single, she had already started exchanging red envelopes with friends. She said that the amount of electronic red envelopes can be as low as 1 yuan, she and her friends in the micro-trust in the distribution of red envelopes, and then see who has the best luck, lucky best.

"There's a business war behind it."

Agence France-Presse reported the Chinese New Year "Rob Red envelopes" phenomenon, that is behind Tencent and Alibaba's commercial war. In 2014, Tencent, which has more than 400 million users of mobile phone applications, launched the electronic red envelope business and soon succeeded. This year, Alibaba's Alipay to join the electronic red Envelopes war.

reported that the Alibaba Group board Chairman Ma Yun had thought that micro-letter electronic red envelopes is to pay treasure "sneak attack Pearl Harbor".

In recent weeks, Alibaba and Tencent's electronic red envelope battle has intensified. Alipay allowed its 190 million users to pass the electronic red envelopes via Alibaba's Sina Weibo Weibo share. Tencent banned Alipay from sending red envelopes through micro-letters, saying the red envelopes could pose a "security threat". Recently, the micro-letter also shielded the Alibaba's shrimp music.

To compete for the market, two companies have made huge sums of money, using online games and electronic red envelopes to pay users. Tencent said it would send a 800 million-dollar red envelope over a 10-day period through micro-mail and QQ platforms. The amount of red envelopes received by each user may be as low as thousands of. Alibaba Alipay promised to issue nearly 600 million yuan in red envelopes, in addition to the value of hundreds of millions of yuan of electronic coupons and so on.

Agence France-Presse said Tencent and Alibaba are not just playing the role of "Santa Claus", the generosity of the money behind the promotion of demand, the goal is to occupy more users.

According to the Eric Consulting Group's data, Alipay controls 82.6% of China's mobile phone payment market, compared with Tencent's Tenpay, which accounts for 10% of its share. But it is worth mentioning that the Tenpay only accounted for 4% of the market before the introduction of the micro-letter red envelopes in 2014.