Red Pack Wars Are Winners: Users Are Calm And Aggressive.

With the frequent switch and anxious waiting, we were willing to accompany BAT to participate in the red envelope war.

In the face of massive time and Block 80 Fen, users are becoming more and more calm, but businesses are becoming more and more excited.

Alipay, who has won the exclusive red envelopes of the Spring Festival Gala, successfully built up social relations by relying on red packets.

During the Spring Festival Gala, Alipay red packets threw 800 million red packets, creating a 324 billion 500 million interaction. A total of 208 countries and regions of the user participated in the Fu card interaction.

Tencent

On New Year's Eve to the fifth day of the fifth year, the number of red envelopes received by WeChat reached 32 billion 100 million times, and 516 million people shared holiday cheer with friends and relatives through red packets, 10 times higher than the Spring Festival in the year of the sheep.

On the eve of new year's Eve, the total QQ pceiver reached 4 billion 200 million, nearly 7 times that of last year.

Baidu

By the time of noon on the first day of the lunar new year, 12 of Baidu's wallet had been opened, and a total of 4 billion 200 million worth of bags had been released.

"Kai Fu bag" activities of voice interaction totaled 320 million times, on the eve of new year's Eve 23:56, about 5700000 "New Year's good" together to greet the bell.

All winners.

This is actually a collective victory of BAT.

On the face of it, the Tencent missed the Spring Festival Gala and missed the chance to create historical data again. It also gave Alipay the opportunity to win the social relations that had not been built successfully for many years in the first half of the Spring Festival.

But in addition to the evening party, WeChat red envelopes have been used by the Tencent Inc's "little fun" products to become the new year's artifact that users spontaneously use. From the short clip of WeChat on the eve of new year's Eve, we can see that there is no spring festival gala and WeChat's red packets are still frequent.

Of course, BAT understands that relying on a spring festival and a party to compare who wins and loses is not meaningful. The object of data is never the user, but the investor and advertiser.

Therefore, the data caliber given by WeChat red packets is the total number of pceivers during the Spring Festival, while Alipay gives the number of interactions during the Spring Festival Gala, because advertisers and Alipay are more concerned about the number of brand exposure that the huge amount of money they have invested.

Baidu's data for the first time in the war are exactly the same. The lucky bags are almost all Baidu coupons. The most popular destination for coupons in the lucky bags is the waxy rice tickets.

The advent of Internet payment Era

This Spring Festival has made more users realize that free lunch is getting less and less easy.

The final data of Alipay's "Xi Yi Xi" Fu Fu card was criticized by users.

A few people get a huge sum of 271 yuan and most people get "a few dollars". What is the case that users are happier? This shows that the purpose of this game is not to make everyone happy, but the commercial attributes of chululu.

A small number of people may be retained because of the "huge sum". Most people's "complaint" is also a continuation of the red envelopes topic after the Spring Festival.

The purpose of a red envelope is to pay.

Zhou Ziheng, a researcher at the Financial Research Institute of the Academy of Social Sciences, said that hundreds of millions of people participated in the war of red envelopes on the Internet, so that individuals learned, understood and practiced the convenience and effectiveness of capital pactions between individual funds on the Internet.

After this round of network red packets war, the personal network fund account system has the ability to replace the personal commercial bank account system. In this sense, it marks the official opening of the era of personal Internet finance.

Close up

Alipay's brainstorming:

The red envelope war has won.

How to use the relationship chain precipitated?

In the new year's sixth year, when many office workers were blocking the way back to the city, the ant's gold clothing had already held a brainstorming of the whole company - winning the red envelope war, and how to use the precipitated relationship chain. Chen Xiaohe, a worker in the ant's gold suit, made a lot of thinking about the brain hole, and a new world seemed to beckoning to him.

Clockwise return to 8 days.

On the new year's eve of family reunion dinner, the Huanglong Times Square in Hangzhou is brightly lit. In the 14 floor of the headquarters of the ant's gold clothing, non core technical members are strictly prohibited.

This is a big battle. As an exclusive interactive platform for Spring Festival Gala, there must be no guarantee.

268 million 800 thousand taking the Spring Festival Gala is just the beginning of a duel with WeChat.

"Before and after the eve of the new year's Eve, around 8 o'clock, WeChat was paralyzed, sending and receiving information was badly jammed, and the red envelope could not be released.

We are not gloating, but super nervous and scared.

As a peripheral security personnel, Chen Xiaohe felt like playing a big battle of life and death. "Although Alipay has already done 5 different schemes, it has prevented accidents such as paralysis, loopholes and jammed."

At 8:36 in the evening, the first round of Alipay began to start with 67 billion 700 million times in 5 minutes, and last year's total number of interactions was 11 billion times.

Deo gratias.

The clock struck, but it was still 18 minutes from the end of the last victory, and the issuance of lucky cash cash.

"Only 18 minutes, the money to each person can not be a difference.

The only thing we can do is to calculate quickly. "

Chen Xiaohe said.

How many people got it?

How much did it cost? In the sound of a piece of Tucao, Alipay announced that 790 thousand users gathered five blessings, equally divided into 215 million awards, and each received 271.66 yuan.

This is definitely a losing business.

In addition to giving Alipay the long-awaited social relationship, Wu Fu has made money.

On the eve of new year's Eve, the total number of participation in Alipay's interactive platform has reached an astonishing 324 billion 500 million times, 29.5 times that of last Spring Festival Gala.

The Beijing Morning Post reporter learned from the ants' gold clothing that although Alipay spent 268 million 800 thousand yuan for the Spring Festival Gala, the amount of investment in the later stage was far beyond this figure. Even with the 215 million cash of Fu card, Alipay's red envelope still achieved a profit.

Beijing Morning Post reporter Sun Yu

Experts say

Looking at the future of mobile payment from the war of red packets

In the red envelopes war, Alipay red packets and WeChat red packets undoubtedly become the leading role.

Behind the red envelope war, for the Internet giants, the deep competition is actually the entrance to the mobile payment market.

Mobile payment is the most basic capability of platform operation in the Internet era, and the business ecological mode will be built on the basis of payment.

According to Tencent data, on the eve of new year's Eve, the total number of WeChat's red envelopes was 8 billion times. A total of 420 million people took part in it. The number of participants was 180 million.

Alipay official data show that during the Spring Festival Gala, the total number of participation in Alipay's "Xi Yi Xi" interactive platform reached 324 billion 500 million times, 29.5 times the number of red envelopes in the Spring Festival Gala last year. At 21 minutes and 09 minutes, the participation enthusiasm of users reached its peak, and the peak of "Xi Yi Xi" reached 21 billion times / minute.

It is innovation to find business models that others do not have or can not imagine.

For a long time, Alipay has been filled with the nature of payment tools in the process of public use. However, the version after 9 quietly added social functions such as chatting, life circle and other social functions. This change also highlights the strategic intention of Alipay Purse: making efforts to change from payment tool to social payment platform, and enter a benign Internet financial ecosystem.

Because this is the payment tomorrow.

With the opportunity of the Spring Festival red envelopes, Alipay will speed up the layout of mobile social interaction and consider using red envelopes as a carrier at any cost. This is because the issue of red packets is not only an issue of economic allocation, but also a social interaction.

Simply speaking, no one can get rich by relying on red envelopes, but the issuance of red packets will activate the communication power of social groups and strengthen the interactive relationship with weak friends.

So from

In essence, the more important thing is its social attributes rather than its trading attributes, which also determines that the red envelopes without social settlement may not bring real social precipitation.

And the activity of private letters based on true friends can make the relationship between the relationship and payment more coherent.

Whether it is

Mobile QQ and other mobile payment will be the foundation to connect more payment scenarios. This is the tipping point that mobile payment really needs to pay attention to. It is the first step to connect users to pay through Alipay's wallet in the new year's red envelopes.