Wechat Alipay Upgrade Spring Festival Red Packets War! Seize The Right To Speak Red Packets

During the Spring Festival of 2015, the red envelope war will resume again in 2016.

Just got the exclusive cooperation with CCTV Spring Festival Gala at high auction price. WeChat is easy to deal with the strategy of exposure recently. It will give all the advertising revenue of friends circle 5 days before and after new year's Eve in cash to users.

In order to seize the right to speak red packets, the two faced a tough challenge again.

Throwing money away from each other

Tencent official said yesterday that the advertising circle of friends circle around the eve of new year's Eve will be distributed to users in cash in 5 days and will provide a more diversified interactive experience.

However, WeChat has not yet disclosed the specific way of issuing red packets.

In addition, WeChat said, "business red bag" mode will continue to upgrade, this year has financial, fast,

And other offline retail brands.

Identify cooperation.

According to the investment documents of last year's "2015 Spring Festival evening WeChat red brand branding", WeChat WeChat brand package provided 3 brand cooperation opportunities, the participation threshold was 50 million yuan, the random red envelope provided no more than 10 brand cooperation opportunities, and the participation threshold was 10 million yuan.

In addition, it is reported that the advertising of friends circle is 5 million yuan.

According to this kind of investment price and the frequency of advertising promotion, it is foreseeable that the amount of WeChat red envelopes will be knocked out during the Spring Festival of 2016 will be very impressive.

It is noteworthy that the CCTV Spring Festival Gala program group jointly announced with Alipay last week that Alipay became the exclusive interactive and interactive platform for CCTV Spring Festival Gala in the monkey year.

Alipay has revealed that the interactive platform of the CCTV Spring Festival gala will open to more partners and recruit more brands.

According to legend, the exclusive auction of Alipay's Spring Festival Gala cost nearly 300 million yuan.

Old hate adds new blood.

The application of red envelopes is an application launched by WeChat during the Spring Festival of 2014. It was born out of the world and was called "sneak attack on Alipay" by Alipay Chairman Ma Yun, chairman of Alibaba.

Alipay in 2015 during the Spring Festival online red envelope function, is known as "Midway Islands counterattack", innovative password red packets, group red packets, solitaire red envelopes and other games, and soon WeChat took a blocking strategy boycott.

In the Spring Festival Gala, the red envelopes were more like WeChat's "Normandy landing" to Alipay, which made Alipay slightly passive.

According to official data of WeChat, the total volume of WeChat's red envelopes rose rapidly to 3 billion 270 million times during the 2015 Spring Festival. On the eve of new year's Eve, the total amount of WeChat's red envelopes reached 1 billion 10 million times. On the eve of new year's Eve, the total amount of WeChat's shake was 11 billion times, and the peak value of red envelopes was 810 million times per minute.

Therefore, Alipay this year pushed WeChat to win the exclusive cooperation of 2016 Spring Festival Gala.

"WeChat's 5 day forthright package strategy is exactly the confrontation with Alipay". Xu Xuru, the industry observer, judged that the two sides launched several rounds of red packets war last year and will continue this year.

Essence is still marketing.

"CCTV Spring Festival Gala has a wide coverage of users, and by means of red envelopes, payment tools can tap more potential users."

Xu Xu analysis said that the number of users in the first two years of WeChat accumulated, the contribution of red envelopes during the Spring Festival is very large. Therefore, Alipay is willing to invest heavily in cooperation with the Spring Festival Gala platform.

However, she does not think that WeChat will lose the right to speak in the red envelope battlefield during the Spring Festival. "WeChat has obvious advantages in the social field, and the social needs during the Spring Festival are very large," she said. Alipay is also complementing the social functions. The two will still focus on social interaction in the new package of red envelopes.

It is worth noting that although WeChat and Alipay spend a lot of money, in fact, there is still someone else who pays the bill.

During the Spring Festival of the year of the sheep, the two brands cooperate with several brands. The number and frequency of the brand red envelopes are very large, and the promotion effect is obvious.

As the red packets war is about to start, WeChat and Alipay's investment promotion will also be put on the agenda.

Alipay also revealed that it will link up the resources such as e-commerce platform, cloud computing, advertising and marketing system of Ali department, and provide brand communication, membership marketing, data precipitation, paction drainage services to the participating enterprises.

Some analysts predict that the scale of investment will exceed two this year.