Original title: CCTV Finance Review 丨 3.5 billion "Red Packet Wars" to start! Enterprises are smashing their heads, what?
In recent years, “grabbing red envelopes” has become a new folk custom in the Spring Festival. Every year, the Red Box Wars in the Spring Festival will always set off a wave of national action. Compared with previous years, all the Internet giants including Alipay, WeChat, Baidu and so on participated in this year's red envelope war. There are more and more ways to play, and the intensity is getting bigger and bigger.
According to incomplete statistics, major Internet companies are expected to save 3.5 billion for this year's red envelope war! What are the competitions for companies competing for admission? The enthusiasm of the people has increased, and where is the vitality of the red envelope? On the evening of February 2, Internet expert Bao Zheng and financial commentator Hu Yinglian were invited to the CCTV Finance Review Studio for in-depth analysis.
The red envelope war continues to heat up. What is the battle?
Package 冉: pull new retention activate robbing bonus
Internet experts Bao Zheng: This year's red envelope war has a background, which is a new change in the mobile payment landscape. The rise of a similarly popular social e-commerce platform, as well as the rise of new information streams represented by vibrato, will scrape traffic. When the user's time and attention are occupied by the new platform, the new red envelope war for the purpose of pulling new users, retaining users and revitalizing the users will be triggered at a glance.
Hu Yinglian: Red envelope war, Ming dynasty flow, dark tree image
Financial commentator Hu Yinglian: Flow is of course a very important aspect, but these admissions companies are also fighting to see if the quality of products can be accepted by users during the communication process. In order to attract increments, new users may get more; but the image needs innovation and improvement is the product method, product quality, used to segment consumer groups and guide consumer behavior.
What is the increase in participation enthusiasm?
Hu Yinglian: I grabbed the red envelope and took it.
Financial commentator Hu Yinglian: The current electronic red envelopes can be divided into three categories. The first category is to transfer your money, which is similar to the transfer. The second category is a kind of trust. When one is more, some people get more and some people. If you have less, you will have a happy one; the third category will be upgraded to a sense of participation and gain, such as common online tree planting or other public welfare. This kind of acquisition is not only the amount of the red envelope representative itself.
Bao Wei: Red envelope + social Chinese new folk custom
Internet expert baggage: The red envelope war counts this year is the fifth year. In most of these years, most users get a handful of eight hairs. It may be lucky to have dozens of pieces, but everyone is very happy, maybe not Really to make money.
I think, first of all, this is more and more like a new sense of ritual in the New Year; secondly, under the guidance of the platform, the red envelope war is paying more and more attention to the consumer experience, as well as the public welfare color, such as participating in platform activities, the platform is Planting trees and planting shelter forests in the desert area, it’s good for you to raise your hands and help yourself. Why not? In the past, I received a red envelope from my elders. It is a traditional folk custom; now I am making a red envelope on my social network or receiving a red envelope for the online platform. It can be said that it is becoming a new folklore, and this power can be very long-lasting.
Hu Yinglian: The red envelope may disappear. Culture is endless.
Financial commentator Hu Yinglian: In a longer historical perspective, the blessings of the ancient Chinese New Year are more face-to-face, which is the best way; later, with letters, telephone calls, text messages, and electronic Red envelope. These are all vectors of emotions or expressions that may or may not disappear, but the culture behind them can be endless.
Pack 冉: Little Red Packet Refraction of the most dynamic Internet market
Internet experts Bao Wei: We have seen big and small Internet platforms, all red packets. Why do you want to make a red envelope? Because they have money to make, they subsidize consumers. It has a large number of new products and services to tell consumers that this is the supply side; the consumer side is also very dynamic. It can be said that Chinese mobile Internet users are the most brave and willing to Try out new product, new service user groups, otherwise we won't see so many new apps springing up. Therefore, the red envelope reflects the mobile Internet market with a very strong vitality in China.
Hu Yinglian: Let the red envelopes be inserted into the wings of culture and technology.
Financial commentator Hu Yinglian: In the red envelope war, we see more and more players, and the scale of investment is getting bigger and bigger. But if it's just a game that keeps increasing the scale of the investment, it must have a day to play. Because of this single stimulus, companies can't afford it, and users will become more and more difficult to be impressed. Therefore, in terms of red envelopes, it is very important to strengthen cultural heritage and technological innovation. Culture is a gene, which is the source of more connotation and more value. The technological innovation will empower the enterprise, create more fresher gameplay, and at the same time cultivate and attract a larger and more active user group. Nothing.
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