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Ali Tencent incoming red wars "two" why crazy money?

via:CnBeta     time:2018/2/11 19:11:58     readed:198

The red packet war has struck each platform and piled into it

The Spring Festival is coming, Tencent and Alibaba have launched their own red plan, Tencent will launch 200 million "lucky red envelopes" for the first time, the Alibaba will continue to launch "set five activities", this year the amount is 500 million yuan.

Tencent joint payment products department director Jia Pengfei said that during the Spring Festival, we eat a lot, playing a lot, but rarely moving. We have launched a lucky red bag, hoping to start a healthy lifestyle from the first day of the new year.

Chen Wenbi, director of Alibaba red box project, said Alibaba introduced a new technology of cross screen interaction black technology. Through this way, many stars and mystery guests will send new year's greetings to consumers.

This year, in addition to the Tencent, Ali, e-commerce platform Su Ning, even the content platform today, the headlines are involved in today, the amount of red envelopes are over 100 million yuan.

Li Yutong, the head of the promotion of China's annual red package project, said he hoped to provide happiness for the users, while also improving the brand's good sense and warmth.

Cheng Feng, deputy general manager of Beijing suning.com, said Suning invested a total of 5 hundred million of its cash and hoped that more users could play a role in Suning's red envelopes.

The network red packet will bring the marketing effect beyond the traditional advertisement for the enterprise

What does it mean for ordinary users? What are the commercial interests behind it?

Experts say, for ordinary users, grab red packets has social significance and entertainment function. Most users don't care about the amount of money they grab, but pay more attention to process and experience. The real purpose of sending red package companies is to dig more business values from users, including increasing customer activity and stickiness.

Li Yongjian, an Internet Economics Research Institute of the Chinese Academy of Social Sciences, introduces that the cost of obtaining customers is very high in Internet industry. The cost of a premium customer is between 100 and 300 yuan.

People in the industry also remind that there are many false red packets on the network now, to pay attention to the security of personal information.

Li Zhengbo, chief analyst of China international e-commerce center, said that the Internet now has a fake red envelope to get information, or a red envelope cheater. You are equivalent to the money you paid him. From a regulatory point of view, we should strengthen supervision.

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