Text / Yang Junjun
Zhang Xiaolong said that this year's WeChat will not do the Spring Festival red envelopes. This is like a very heroes of the curtain call, campaign for many years, fame and fortune after the announced retirement.
But the WeChat quit and can not change the Spring Festival has gradually become a new red envelope, and Tencent and Ali around the Spring Festival red envelopes of war will not easily dissipate. The annual Spring Festival and Tencent wait for Tencent users, it seems that is not happy to see the play better than the Spring Festival Evening disappear. Therefore, from the demand to determine the macro-level market, the Spring Festival red envelope war is not entirely to the time it should curtain call.
Micro - letter does not do the Spring Festival red envelopes
In the announcement of the Spring Festival do not do red envelopes activities, Zhang Xiaolong to two reasons:
On the one hand is a WeChat as a tool, should not have too many festivals of the operation. "Tools are used daily, and should not change due to some festivals & rdquo ;;;
On the other hand is the mission of the WeChat Spring Festival red envelope has been completed, the first two years of WeChat reason to do during the Spring Festival 'shake' shake the red envelope, the reason is to drive more people through the Spring Festival red envelopes with micro-red envelope. And now, do not need to do similar to the official activities, there will be a lot of users to play. Every holiday, WeChat only need to worry about their own server will not bug out on the line.
Typically, an official push of the activities, the purpose of most of the time are to pull the new, or pull the new user, or pull the new product. Ali was the reason will do "dual eleven," the beginning of the purpose is to push the day cat Mall. Later, the reason will be out of control, continuous now, in addition to a little Jingdong factors, in fact, most of the time are considered to be "riding a tiger", forced to become a network culture icon.
WeChat rapids retreat, which allow themselves to avoid repetition of the "double eleven" of the mistakes believe Zhang Xiaolong is another reason to consider.
In fact, WeChat does not do the Spring Festival red envelopes activity is not without signs. Set aside the first year of WeChat has just launched a red envelope function is not, two years, WeChat is constantly in the Spring Festival red envelope to do more and more light.
2015 Spring Festival, WeChat with the Spring Festival Evening cooperation, the introduction of "shake" the red envelope, with the Spring Festival Evening pull, in the promotion of WeChat and television interactive at the same time, the true definition of the Spring Festival grab red envelopes for a new age; The Spring Festival, the WeChat has been handed over to the Spring Festival Evening "Alipay" to pay treasure to 169 million won the Spring Festival Gala, to Tencent's power, there will not be too many concerns about this figure, the only reason to give up, abercrombie and fitch, Only may feel that there is no need to & mdash; & mdash; eventually only in their own platform to do "shake" shake the red envelope.
WeChat to withdraw from the Spring Festival of the Red War, pay Po sing solo show
A new Kaopu news is that Alipay has been to billions of cooperation fee to win the Year of the Dragon, and the decision is not to do the Spring Festival in Zhang Xiaolong red envelopes after the event, Alipay only do.
You know, the reason why Alipay will be deployed for two consecutive years at the heavily involved in the war of red envelopes, in fact Alipay spotted the red envelope both social and pay two properties. Alipay to do red envelopes, not only to protect the WeChat to the nibbling of the payment market, there is a more important reason is that you can take this to develop their own social.
So, even Alipay for two consecutive years, but WeChat, but from Alipay's point of view, at least the red envelope war is not blindly passive defense, or have active offensive elements in it, the original intention of this war is not particularly bad .
However, WeChat suddenly announced this year do not do the Spring Festival red envelopes, and this is not a good news for Alipay. In the field of the Internet, "strong defense, weak attack" is the eternal truth, WeChat announced not to do the red envelopes, Strong ", only need to do defense.
Another level, WeChat does not do the Spring Festival red envelopes activities, will make Alipay suddenly lost to the target opponent. About 10 days ago, Alipay announced the AR technology-based "real red envelope", trying to counter WeChat. But now, this is like, Paypal practiced a variety of similar to the dragon eighteen palm, nine yin scriptures like martial arts to find the opponent, but found the opponent has come to the heart of the sword, everywhere there is. Sword & rdquo; realm.
WeChat is based on the platform based on the C2C red envelopes, to play Alipay B2C red envelopes, which makes Alipay how to do? Here have to mention B2C and C2C red packets. The so-called B2C red envelopes, refers to the official red envelopes activities, generally by the platform side with the business cooperation to the user red envelopes, such as WeChat "shake", QQ brush, Set Wufu "are considered B2C red envelopes. The C2C red packets refers to the user to the user in the social chain to send red envelopes.
In general, B2C red packets for the C2C red packets of services, the reason the platform side to push B2C red envelopes, is to pull the C2C red envelope. Social and pay from the social point of view, the two are usually pulling social and pay, but the focus is different, B2C is focused on paying, and then social; and C2C is the first social, after pulling the payment. B2C and C2C of the original dual battlefield, and now suddenly became only the C2C, the main tone of the battlefield to pay to pay, Alipay no matter what will be a disadvantage.
So, I guess Alipay won this year's Spring Festival Evening, must be done a "difficult" decision. Whether from the social or pay the market, Alipay can not give up the opportunity of the Spring Festival. Alipay, of course, want to microblogging free and easy as the announcement of "red envelopes this year, do not do the activities of the Spring Festival", but helpless, and now Alipay payment and social support are not enough, so teeth should also play the Spring Festival red envelopes to play down.
The last question, Tencent how to deal with?
Here to clear a premise, Zhang Xiaolong said the red envelope of the activities of the mission is over, not to say Tencent Spring Festival red envelope mission of the end, this is two levels of things. For Tencent, in addition to WeChat, there QQ.
QQ access WeChat? And Alipay launched a red envelope war
Alipay continued to do in the Spring Festival red envelopes under the premise of the activities, has always been adopted "dual platform" strategy Tencent obviously will not be so relieved, after all, Alipay has a small strength is not. For Tencent, this year can not do the Spring Festival red envelopes activities - Tencent, even if not from the Spring Festival, what the red envelope war, to a certain extent, blocking Alipay is also a success.
Another aspect is that the so-called Spring Festival red envelopes war, the participants are to achieve a certain offensive and defensive balance, in order to figure in this battlefield will not be blindly passive beaten. When the micro-red envelope has been a certain sense of success, the Tencent, the WeChat to participate in the red envelope war only defense, there is no attack, the battle loss big.
Now, if only the QQ war, so that you can form an offensive and defensive balance. After all, from the payment market point of view, in the WeChat, QQ and Alipay tripartite, QQ payment is the weakest, through the Spring Festival red packet-driven QQ payment, which is completely no loss. So we can see that in November this year, QQ first announced the "AR + LBS" red envelopes. Tencent's intention is very obvious that this year is to use QQ to fight against Alipay, in order to form a balance of social and pay market offensive & defensive in the payment market attack, social market defense.
Therefore, the WeChat announced that no longer do the Spring Festival red envelopes after the activities have been announced in disguise this year's red envelope war, but this does not mean that there is no red envelope war. From Tencent, Ali's action point of view, in fact, the theme of this year's Spring Festival red envelope war has become a QQ VS Alipay. Tencent is bound to invest a lot of resources, even more than two years ago to give WeChat resources to fight such a tough battle, and Ali will try not to participate in the WeChat, through two years of accumulated experience to achieve a Jedi fight back.
If you guessed right, this year's war of red envelopes will be more exciting, because both sides are not allowed to be lost. QQ on behalf of Tencent, Tencent can not allow themselves lost in the red war; and Alipay is against QQ, Tencent will not allow another platform in the face of still less than the cheap.
As for the next year, the following year, and the future, I believe that QQ VS Alipay war of red envelopes will last long, long time,
For Zhang Xiaolong announced not to do the Spring Festival red envelopes, we can say, micro letter to establish a rivers and lakes, but in the WeChat exit, the rivers and lakes will not exit with the WeChat, on the contrary, it will continue, and stretches .
Author WeChat public account & ldquo; yangjunjun420 & rdquo;