Users who collect a full set of five cards can win money in virtual red packets that are opened on Chinese New Year’s Eve. Alipay users get a virtual fortune card when they use the app’s augmented reality (AR) to scan anything that looks like the Chinese character fu (福), which is commonly seen on Chinese New Year decorations. The sixth year of collecting luck from AlipayĪlipay has an annual “Five Fortune Card Collection” campaign, known as Wufu (Five Lucks) that has become a modern tradition. This year, Kuaishou’s game revolved around rolling a dice to move around 7 levels of maps to get various red envelope rewards like cash bonuses, coupons, fortune cards, virtual coins, virtual props and so on. In 2020, it’s red packet offerings focussed on the regional cultures of the country. On top of that, in early February, the very successful Kuaishou IPO in Hong Kong boosted the platform’s profile regionally and internationally. It used to be considered the underdog as it mainly served users in lower tier cities but it’s shedding that image as it expands beyond this market. Last year, grassroots platform Kuaishou got the exclusive gala rights. Kuaishou sends 2.1 billion red packets on Chinese New Year This, no doubt, contributed to China’s astounding CNY box office receipts. Users could unlock free movie tickets, vouchers and cash subsidies by inviting friends to team up. In addition, Douyin gave out movie-related incentives worth 400 million yuan to encourage friends and family to watch films together during Chinese New Year. More envelopes are also given out over the Golden Week. From there, they can transfer it to their bank account or use it to buy things in Douyin stores. The money from them goes into the user’s Douyin wallet. Once the hosts announce this, people have about 10 minutes to go on their phones and use Douyin’s app and an online game to collect virtual lucky red envelopes. On New Year’s Eve, during the gala’s live broadcast all over China, the hosts announce 5 rounds of red packet collection. WeChat, Baidu and Kuaishou all spent huge amounts of money vying for the role.ĭouyin promoted its sponsorship by promising 2 billion RMB worth of red packets. The gala averages 1 billion views every year and these rights give platforms access to a huge traffic pool. On January 26th, Douyin announced that it had exclusive red envelope interaction rights for the 2020 Spring Festival Gala. In 2020, the app established an e-commerce department and in January, 2021, along with news of its Spring Festival Gala role, Douyin Pay was officially launched.īytedance and Douyin’s entry into the “social + payment + e-commerce” space is now a reality,īut it remains to be seen whether they can make a dent in the sector given strong user dependence on Alipay and WeChat Pay.ĭouyin’s 2 billion RMB Chinese New Year slogan This year, the launch of Douyin’s payment function, along with its primary role during the gala, means that Douyin Pay, and its parent company Bytedance, may now be a viable third competitor in the online payment space.īytedance’s and Douyin’s payment ambitions weren’t a secret. Since then, they have been the big two competing in the online payments game. It expertly leveraged new year red envelopes to hugely boost the payment app’s usage. WeChat refreshed its red envelope covers and RED sent out 3 billion RMB with a blind box element that attracted young users.ĭuring the 2014 Spring Festival, WeChat Pay was the new kid on the block for online payments. Alipay innovated by adding new elements to its annual campaign with a card collection format. Then Kuaishou upped the ante to 2.1 billion. It was replaced at a late stage by Douyin as the CCTV Spring Festival Gala sponsor due to serious concerns about Pinduoduo’s harsh working hours.ĭouyin’s slogan was that it would be sharing 2 billion yuan in red envelopes. ELECTRONIC AND HOME APPLIANCE INDUSTRY GUIDEįor Chinese New Year, 2021, China’s major online platforms staged a red envelope battle.CHINA’S LOWER TIER CITY YOUNG PEOPLE GUIDE.LOGO DESIGN, BRANDING AND BRAND GUIDELINES FOR CHINA.CHINESE BRAND AND PRODUCT NAMING SERVICES.WHAT YOU NEED TO KNOW ABOUT CHINESE CONSUMERS.
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