The Spring Festival Gala of the Year of the Tiger arrived as promised, and the praise or not was still secondary, but one of the biggest winners was definitely JD.com.
Chinese New Year's Eve rice, agricultural products, and even other products, in the opening two hours of the Spring Festival Gala, JD.com's inter-provincial orders have increased by 35%. In addition, related to red packets, from the beginning of the Spring Festival Gala to 23:00, the cumulative number of interactions between Chinese people around the world participating in Jingdong APP red packets reached 52.3 billion times.
The secret of the Spring Festival Gala lies in the traffic. In the 40th year of the Spring Festival Gala, it is another excellent traffic preview, for which JD invited the whole people to share 1.5 billion red envelopes and good things.
Even Jingdong Retail CEO Xin Lijun said that Jingdong should strive to be a good spokesperson for consumers, and the Spring Festival Gala is a cultural feast that accompanies the people of the whole country to spend the Spring Festival.
After all, the flow of the Spring Festival Gala is precious: the uniqueness of IP, the endorsement of its own trust, the huge traffic, and the temptation of sinking the market have followed. Even though it may be a small gain to know, it is difficult to resist its great temptation.
The miracle of traffic
A recent classic case of the Spring Festival Gala economy came from the 2015 WeChat Spring Festival Gala, which was launched in a payment battle that Ma Yun later called "sneak attack on Pearl Harbor".
This is Ma Yun's testimonial in his "Coming and Going" app the night before the Chinese New Year's Eve on January 29, 2014, and said that the Spring Festival is still long and the lessons are profound. To this end, Ma Yun also returned to China early from the Spring Festival holiday to hold a high-level meeting. In the previous group letter, Ma Yungang told all employees, "We must not despise this rapidly changing era."
It is reported that according to WeChat official data, in the past 5 hours of the Spring Festival Gala in 2015, The total amount of red envelopes issued by WeChat reached 1.01 billion, which was more than 60 times that of 2014, and the number of peak time interactions was as high as 810 million times per minute, which alone exceeded the total number of participants in Alipay red envelopes that year.
But the number of red envelopes and the number of money is not the most important, the key is that the red envelope must be bound to the bank card, the Spring Festival Gala national carnival, to WeChat brought a huge number of new card users: 200 million, thus, WeChat successfully solved the key problem of the card binding, and this is Alipay spent 7 years to complete the thing.
Before the huge traffic of the Spring Festival Gala, this is obviously a battle for the platform to win over payment users, and it is also a contest for the platform to compete for the attention of users.
To this end, Ali's response is that in the next three years, the Spring Festival Gala will become Ali's one-man show, and Fan Zhiming of Ant Financial also admitted after winning the Spring Festival Gala red envelope project in 2016, "How much money is actually not important." Behind this, in 2016, Ali's naming fee in order to become the exclusive partner of the Spring Festival Gala increased by 5 times compared with the previous year.
Of course, in the three years since, Ali has also successfully turned "Gathering Five Blessings" into a regular activity during the Spring Festival Gala, and has distributed more than 1.4 billion red envelopes through interactive methods such as "Xiu Yi Xiu".
Everything may be worth it: in 2018, Taobao directly prepared three times the server resources for the Spring Festival Gala, and its server was also overloaded at the moment when the host's oral broadcast activities began, and follow-up data showed that the instantaneous traffic of the Spring Festival Gala was 15 times that of its Double 11 that year.
The data shows that from 2016 to 2021, the audience of the Spring Festival Gala increased from 1.03 billion to 1.272 billion, and the ratings that once fell below 30% in 2015 have also been pulled back since then, continuing to rise above 30%.
It is not difficult to explain why the subsequent Baidu, Kuaishou, Douyin, and even now JD.com have joined the sequence of Spring Festival Gala partners. After all, taking the 2021 Spring Festival Gala as an example, a total of 1.272 billion people around the world eventually watched the Spring Festival Gala, generating more than 70 billion red envelope interactions, which is the huge traffic that these companies dream of.
For example, Baidu data shows that during the Spring Festival Gala in 2019, Baidu App's daily activities directly rushed from 160 million to 300 million; for example, the number of red envelope interactions in Douyin's 2021 Spring Festival Gala reached 70.3 billion times, and the daily activities during the Spring Festival period reached 680 million to 700 million; the technology companies cooperating with the Spring Festival Gala almost all achieved a new peak in data traffic.
This time, Jingdong also directly won the exclusive interaction of the Spring Festival Gala, took the road of WeChat and Alipay: that is, the exclusive red envelope interactive platform cooperated, with the help of the CCTV official platform and the huge traffic of the annual Spring Festival Gala, to further activate its payment system...
Behind the scenes, Jingdong said that during the Spring Festival of the Year of the Tiger, even if it is Chinese New Year's Eve and the first day of the Chinese New Year, consumers in 30 provinces and cities, more than 300 cities, and nearly 1500 districts and counties across the country can place orders and receive goods normally, and some areas can even achieve 211 time-limited delivery and same-day delivery.
It can be seen that Jingdong also hopes to make a breakthrough in the business with the help of the huge traffic pool of the Spring Festival Gala, Xin Lijun directly revealed, "The future of Jingdong retail is not only retail, nor will it be limited to the consumer field, while maintaining high-quality growth, it is also necessary to expand its own value efforts to the industrial end, and promote the efficiency improvement of all aspects of the entire value chain from the consumer end to the industrial end."
This background is that JD.com, which is very hungry for traffic, from Pinduoduo to live e-commerce to community e-commerce, JD.com's traffic pool is also constantly being eaten away. Especially in the context of the erosion of stock space, it is particularly important to compete for incremental markets and users. Then, at this time, the Spring Festival Gala, as an excellent traffic supply period, was taken down by Jingdong, which is also logical.
The data can also be used as evidence: as of the end of September 2021, the number of active purchase users in the past 12 months was 552 million for JD.com, 953 million for Alibaba, and 867 million for Pinduoduo. For the thirst of sinking users, it can also be seen through Jingdong's frequent actions such as Jingxi and Jingdong Express Edition.
What's more, the Spring Festival is the peak consumption season of the year, other platforms and logistics are almost collectively closed, as mentioned above, Jingdong Logistics is also on standby at any time, and the brand's heart is revealed.
The scramble behind the traffic economy
Since the Spring Festival Gala in 1983, many companies have returned to the scene many times, such as The Cambas clock as the beginning, sponsored 9 times in a row, the United States is also as many as 11 times, and even Ali has won the laurel for three consecutive years. The company's multiple returns can fully illustrate that sponsoring the Spring Festival Gala is a cost-effective business with a return greater than the expenditure.
On the one hand, although people have been criticized for the Spring Festival Gala, as a natural traffic aggregator, its super scarcity has not changed. Even if it is 6.18 or double 11, it is not worth mentioning in front of the Spring Festival Gala. According to JD.com's forecast, the number of queries per second required by the Spring Festival Gala project will easily reach tens of millions.
Luo Zhenyu once revealed that in 2017, he and the team wanted to bid for the Spring Festival Gala interaction of the Year of the Dog, but they were told that if the Internet company wanted to go to the CCTV Spring Festival Gala, the product had to live at least 100 million a day, otherwise the server would collapse in the instant of advertising."
Of course, this can also be seen from the huge amount of money thrown by the bidding enterprises. Watches, liquor, medicines, home appliances, have become the familiar face of the CCTV Spring Festival Gala, in addition to the beginning of the Kangbas clock, in 1994, confucius family banquet wine won the bid king with 30.79 million yuan, and in 1996, Qinchi Distillery won the bid king became 66.66 million yuan.
The price of the CCTV Spring Festival Gala Zero Countdown advertisement also changed from 6.8 million in Midea in 2005 to 57.2 million in 2010, up 7.4 times in six years, and the value of the countdown per second was nearly 6 million yuan.
Only now, behind the money, because of the interactive brushing screen such as red packets, the CCTV Spring Festival Gala also has strict requirements for servers and daily life, so the first to stand out must be the leader who led the outlet. What is immediately in line is that behind the high ratings of the Spring Festival Gala is the amount of users and traffic, which is the most valuable resource for each family to fight for your life.
On the other hand, the Spring Festival Gala naturally has a brand endorsement, and people are accustomed to trusting the brand of the Spring Festival Gala, such as Kangbass, with the help of the Spring Festival Gala, just produced China's first quartz clock in 1983, and the annual production and sales in 1989 have exceeded 2 million, ranking first in the country; the Midea, which has dominated the screen for 11 years, has also doubled its revenue by 6 times to 142.3 billion yuan from 2004 to 2014.
But now, with the advent of the digital economy, traditional brands continue to write digitally, and emerging Internet brands are booming, especially the latter combining online and offline, becoming one of the main forces of the economy, which is also reflected in the Spring Festival Gala.
As a national IP, in addition to its own topics, it is also one of the most expensive ways to reach all cities and even more remote rural areas in the country at one time.
According to Quest Mobile data, the monthly active growth rate of mobile Internet continues to slow down, the growth rate is almost stagnant, the number of monthly active users of mobile Internet in 2018 has increased to 1.13 billion, the annual net increase is only 46 million, the year-on-year growth rate has slowed down from 17.1% at the beginning of 2017 to 4.2%, the growth dividend of mobile Internet has faded away, and the overall platform competition has changed from incremental competition to stock competition.
On top of the red packet, the business of the Spring Festival Gala is more cost-effective. After all, nowadays, the market relying on the demographic dividend is entering the era of stock fighting, and traffic is crucial. For example, relying on the traffic dividend, underwear brand Ubras reached a staggering 800% year-on-year growth rate in 2020.
For another example, in order to attract attention during the Spring Festival, major Internet platforms have launched red envelope activities, Alipay set the Five Blessings activity prize pool of 500 million, but also fully oriented to merchants; Kuaishou increased the total amount of red envelopes to 2.2 billion; Baidu 2022 "Good Luck China Year" activity Total red envelopes also increased to 2.2 billion; Douyin also distributed 2 billion red envelopes.
After all, in the traffic hand-to-hand battle, competitors add a user, they are likely to lose a user, then, even if they can't grab the market, they must also do a good job of defense with the right posture, not to mention that now consumers turn their faces like turning books, the Boston Consulting Group report shows that in the past two years, only 36% of users continue to buy the same brand, while 81% of users are wandering around different brands.
In addition, we also mentioned that sinking is also the key to traffic pulling, and this is what the Spring Festival Gala is best at. Or maybe this is also the reason why JD.com's drunkenness is not in the wine.
Relevant reports show that in 2020, the average monthly income of Chinese is 1-8,000 yuan, and the scale of the internet population is nearly 600 million, but in 5 years, the retail sales of rural online shopping have directly soared from 0.35 trillion to 1.79 trillion, a 5-fold increase.
In Ali's latest financial report, as the dark horse of the sinking market, Taote was mentioned for the first time, which precipitated 240 million annual active users in 18 months, and pulled more than 40 million new for three consecutive quarters. Nowadays, it is already the fastest growing business of Alibaba users. In addition to transactions, for Ali, when the growth rate of its e-commerce slowed down, it found a second curve of high-speed and sustained growth.
In this way, the traffic of the Spring Festival Gala is even more valuable: the uniqueness of IP, the endorsement of its own trust, the huge traffic, and the temptation of sinking the market follow.
Of course, after the contact, it may be a little sad, in 2019, Baidu App's 20.8 billion interactions ended up with only 2% user retention rate; Kuaishou's total cost in the spring evening of 2020 was 5 billion, and the net loss of that year was as high as 116.6 billion.
I hope that the Spring Festival Gala of 40 years can bring good luck to Jingdong. After all, under the traffic, it is still the essence of business, beautiful and cruel. (Text/Zhang Lijuan Source/Zhongzhong Network)
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