What is the keyword of this year's Spring festival? Red envelopes, red envelopes flying in the sky

What are the key words of this year? Red envelopes, red envelopes flying all over the sky.

Alipay, micro-credit, micro-Bo, Baidu, QQ, MO, mobile internet giant products are waving hundreds of millions of of billions of dollars, put into the game of burning money. And their main goal is to hit the money to get users to change the active degree, especially mobile payment users.

In the competition for the users of the New Year's Eve, especially in the micro-letter and Alipay/Weibo confrontation is most obvious. The micro-letter wants to be new to pay users, promote their own mobile payments, shake the foundation of Alipay. and Alipay and micro-BO Alliance is the demand, Alipay is to resist the impact of micro-trust, consolidate their own user base, micro-Bo is to continue to play a big event marketing platform value, promote the interest based on the user pay closed loop.

Micro-credit wins the data, but the scene is still missing

Micro-letters seem to be the biggest winners, just looking at the data. According to the published data, New Year's Day micro-letter users Red envelopes total sent 1.01 billion times, shaking the interaction reached 11 billion times, red packets peak sent 810 million times/minute. And Alipay's red packets to send and receive 240 million times, the number of participants reached 683 million, the total amount of red envelopes 4 billion yuan, the peak of 883 million times/minute.

At first glance, micro-letters seem to have shaken the industry dominance of Alipay, and some media have even created the illusion of defeating Alipay and the microblog alliance, similar to the "2-day micro-letter-bound personal bank card 200 million, dry Alipay 8 years," the rumors sprang up again. However, if in-depth analysis of the value of red packet Marketing in the Spring Festival, it can be found that the marketing effect of micro-letter is not as perfect as the data, Alipay is still the preferred means of mobile payment, and micro-bo or a big event marketing the best platform.

Micro-letter of the massive red envelopes data more from their exclusive cooperation with the CCTV Spring Festival Gala. During the Spring Festival Gala, the temptation to shake a little letter to take a red envelope has been attracting hundreds of millions of of users nationwide. Each audience can be free to shake dozens of times, 11 billion of the shake and shake the amount of interaction will be born. Especially considering that the Spring Festival Gala audience is the most coverage of the three or four-line and even rural areas.

When you shake a red envelope, you want to bring it up. Micro-letter also accumulated a huge amount of new users. But the actual scene of mobile payment, money transfer, financial management, travel, taxis, shopping are Ali's life pay circle firmly occupied, which is also the integrity of micro-letter. There is no perfect use of the scene, the user because the red envelopes into the embrace of micro-trust, to the actual need to pay the time will continue to use Alipay.

Pay treasure Sneak attack success, complement social short board

In the New Year's Eve Red Envelope campaign, social interaction has been the killer of the micro-letter red envelopes. This is also the most lack of Alipay characteristics. Although the user will still use Alipay to pay for the move, it is more of a social need to send red envelopes. In the micro-letter interaction closed loop to complete the red envelopes, than to reopen Alipay application has a natural advantage.

No social and no red envelopes. In fact, Alipay has done its best. After being killed by the micro envelope, the payment BMW launched the payment password, using the image to bypass the micro-letter blockade, in the micro-trust and friends to challenge the limit of the micro-letter. Although this kind of play is quite cumbersome, but still in the micro-letter played the effect of the brush screen. This also shows that users still have a high degree of acceptance of Alipay. In addition, in order to the red envelope war, Ma Yun also personally to send 1 million red envelopes, in micro-BO micro-letter spread widely. Weibo, which publishes a red envelope password, has been transferred more than 190,000 times in 2 hours on New Year's Eve.

Yes, even if Alipay is an unshakable leader in mobile payments, they still need social connections to push the red envelope campaign. This is the shortage of Alipay, but also the place where they need Weibo most. Without Twitter's help, Alipay will be more passive in the red envelope with the micro-letter. Especially in this year's Spring Festival gala by Micro-trust monopoly, micro-blog by virtue of the star effect and a variety of "God spit trough" attracted a large number of users. Only during the gala broadcast of 34.7 million micro-bloggers to participate in interaction, discussion of the Spring Festival Gala to 45.05 million, the total reading volume of related topics reached 4.15 billion.

By using the password to kill the letter of the "Home", and the use of micro-bo to some extent offset the micro-letter social advantage. It can be said this year Alipay to micro-letter also came to a "sneak attack." Although the effect is not as obvious as the sudden killing of the last year's micro-letter red envelopes, the user habits of Alipay for many years and the openness and social skills of Weibo are just beyond belief. Perhaps after this year's micro-letter red envelope bombing, next year Ali will devote more energy and Tencent to bid for the Spring Festival Gala, and the cooperation between Alipay and Weibo will be more closely.

Micro Bo New Year's Eve outbreak, interest scene or into a breakthrough

Although on a scale, the strength of micro-blogging and Ali and Tencent compared to the size of the two giants, so the data is also slightly lower than the two giants, but Weibo is the most social, marketing and closed-loop value platform. Although users are less than micro-credit, microblogging is not available for public platforms and social media attributes.

New Year's Eve Weibo active users to 102 million, this is a powerful signal. The figure is 46% higher than last year's microblog as the exclusive social media partner for the gala, which shows the star effect and the appeal of red envelopes.

At the same time, more than 15 million users of cash bonuses in the day, although this size looks much smaller than micro-letters, but after all, Weibo is an interest aggregation of open social platform. Building a payment scenario based on interest and then attracting users to complete the consumption on Weibo is much less difficult than micro-mail. Since last year, Weibo has built an interest-paying scenario, such as buying a car to buy a tourist product and buying a movie ticket, which is done directly through the payment of Bora. For example, today's micro-blog has become the best film marketing platform, you can directly complete the purchase of tickets to achieve marketing closed loop. The movie "hurried that year" in Weibo on the pre-sale ticket, only one day sold 100,000 tickets, set a domestic social platform ticket sales record.

On the one hand, while micro-blogging and micro-letters are social platforms. But the communication model of micro-credit is based on the relationship, the marketing effect is in one circle to another, and the propagation mode of Weibo is based on interest, the scale of marketing is spread by point and then the fission diffusion is continued. In terms of diffusion breadth, Weibo has an innate advantage.

This breadth also provides the value of multiple marketing. Whether it is star marketing, SME marketing, or high-end brand marketing, you can find the right channel on Weibo. and micro-letter marketing more suitable for a large advertising brand with strong strength. Weibo launched to let red envelopes fly activities have been 5 years time, a variety of advertising owners of the red envelope marketing has a wealth of experience, with a fan-tong and other auxiliary tools.

Take this year to let red envelopes fly the main Four Seasons Mu song as an example. The traditional company originally only planned to distribute 250 million red envelopes on Weibo, but from February 2 to 12th after the issuance of 3 million red envelopes, netizens to jingdong into the shop is usually 5 times times, product turnover has increased 3 times times. This led directly to the company's decision to increase the number of vouchers to 500 million. The company originally estimated that the number of brand exposure must be over billion, but in fact it only took a day or two to reach this number, and 76% of visitors from the mobile end.

Whether micro-mail, Alipay or Weibo, the red envelope battle is only the first step of March. In a short time to increase the size of the user is not difficult, but to provide users with the appropriate use of the scene, improve the user's activity to pay, this is the real test. Judging from the past year, micro-letter and pay treasure needle in the taxi market, the red envelope war is escalating, but according to the data of the three quarter of 2014, as at the end of the 82.6%, Alipay in the domestic mobile payment market accounted for the market share, Tenpay (micro-credit payment) for 10%, still not much improvement. This shows that the micro-letter payment scenarios and user transformation is still very difficult, and Alipay and the combination of micro-bo in social communication and payment of the scene on the steady progress, mobile payment is only just beginning, who can laugh to the end, perhaps to wait until next year to see the Spring Festival.