Whether it's a circle of friends or a group of colleagues, you can't wait to excitedly

Today 10 o'clock in the morning the whole, no matter is the circle of friends or colleagues group, we can't wait to excitedly, pay treasure red envelopes finally came. It is claimed that from the early (February 11) to the first month (February 19), with the brand merchants to issue about 600 million yuan of red envelopes, of which more than 156 million yuan in cash, shopping consumption red envelopes about 430 million yuan.

Seems so great sincerity, in exchange for eyeball or complain?

Immediately, around 10:10, the circle of friends was spit and complained of instant brush burst. This picture is full of sunlight. Have friends directly in the circle of friends frankly: Alipay, do you prepare for crisis PR?

More benefits and less will lose!

This year, the biggest feature of Alipay is diversification, the introduction of a variety of new play, including cash red envelopes, tease than red envelopes, solitaire, red envelopes, red packets, face red envelopes and so on six kinds of play. At the same time, not only can give red envelopes to friends, but also to friends for red envelopes, you can choose one or more friends or friends to beg, you can also send a message no more than 24 characters, not only the system default interesting message to choose, but also can edit their own.

One of the more special, such as face-to-face red envelopes, red envelopes can choose 10 to 100 yuan in the amount of red envelopes, the side that receives the red envelope needs to play "receives the red envelope" the game, does not receive the red envelope to return to sends the red envelope account; Tease than the red envelopes use "Guess red envelopes" the play, regardless of the amount of red envelopes, The recipient of the red envelopes will see three different amounts of red envelopes, the recipient of the need to pick out the correct amount of red envelopes, if the guessed right can be sent to the other side of the red envelopes to take the full, if the wrong guess can only take half.

Seemingly diversified red envelopes, in fact, the understanding of the Spring Festival is equal to 0. In fact, the Spring festival holiday for everyone, not time more abundant, but more rare. A family reunion, always immersed in a variety of gatherings and activities. Such a complex red envelope way, perhaps really can only be suitable for "lonely Night" or the picture is fresh.

On the other hand, many patterns, if the benefits of more, then all the complexity can also disappear. But 600 million red envelopes, time span so long, in the face of Alipay so huge user base, it can be imagined that the face of the so-called benefits may only be a smile. What's more, you send coupons, how with cash PK?

The whole point to rob the netizens think too low

The complexity of this year's red envelope battle has been promoted to the point where you need a strategy to learn.

More netizens, made a complex and lengthy the whole point of the red envelope raiders. The point of time is the payment of a red envelope starting at 10 today. But, the whole point Rob, this kind of age-old play, is not the netizen think too low?

It is outrageous to take a red envelope to understand the Chinese Traditional Spring Festival. The Spring Festival is the time point of the Chinese tradition, the most humane group social intercourse. This point of time, is the Chinese people to play to the ultimate friendship of a point of time. So the reason for the popularity of micro-credit red envelopes is unusual, because the micro-letter solution to social space distance problem, and not just because of the petty of a red envelope, not to mention this kind of petty, may not exist at all.

Moreover, in the PK of Alibaba and Tencent, Alipay and micro-letter payment are "shielded"---------------------------------------------------- What is the benefit of such a high barrier to red envelopes?

Recently, some of the internet company's means, always put the thought of the past is too simple, actually have thought, hurt the heart of the, the stickiness may be getting lower. Young people are not offended by the group, micro-Bo's loneliness is a good example.

The first stage of the red envelope battle, apparently an ignominious embarrassment, ended. From my friend circle feedback, look, the next round of red envelopes big combat eyeball effect will be greatly reduced, lack of social elements to match the "take advantage" of psychological marketing, the damage to users immeasurable, Alipay, perhaps the calculation of how to do this round of crisis PR?

Burn money fight don't hurt users

Tencent and Ali Department of other applications have also joined the red Envelope war. Mobile phone QQ will be issued from February 11 onwards 3 billion yuan red envelopes, Micro Bo is expected to have 1 billion yuan red envelopes. This means that during the Spring Festival this year, there will be at least 8 billion yuan of red envelope resources to attack.

As the drop of a taxi and quick taxi of the burning Money war, the previous micro-letter also blocked too fast to share the red envelopes, keep a taxi of the red envelopes, now the red envelope war as before the replay of the taxi war. But no matter how the micro-letters and Alipay burn money to send red envelopes, the bottom line is Tencent and Ali's layout of their social mobile payment areas.

Chinese New Year red envelopes are the best way to combine payment attributes with social attributes. Alipay social weak, paying ability, red envelopes can improve the user stickiness, password red envelopes help to increase the opening rate of Alipay wallet; for micro-letters, social strong payment is weak, red envelopes are beneficial to use social advantages to make up for the payment of short board, increase the number of users to pay.

But burning money to burn money, if hurt users, the short plate may become the final Waterloo.