Alipay password red envelope: common scenarios and gameplay summary

Passwords are not as simple as they seem. I will try to explain the tricks behind passwords through several real application scenarios.

You have seen all kinds of weird passwords and set up fun passwords, but do you understand the logic and deeper meaning behind the passwords? Why do Alipay and QQ invest hundreds of millions of dollars to send password red envelopes to users every Spring Festival?

Let’s start with the basic concept and figure out what the password is? What are the specific categories?

Understanding fixed and timed passwords

Passwords can be divided into two types: fixed passwords and timed passwords .

A fixed password refers to a password that is set before the activity starts and cannot be changed until the end of the activity. It includes two types: unique and random. When combined, they form a " fixed unique password " and a " fixed random password ".

A timed password means that during an activity, multiple different passwords can be set according to different time periods.

The following chart can more intuitively reflect the characteristics and differences of the two passwords:

Now that we understand the different types of passwords, we will talk about how to use them.

Common password application scenarios

The role of a password depends on the scenario in which it is used.

Example 1: Alipay Spring Festival Red Packet in 2015

1. Password type: fixed unique password

During the Spring Festival of 2015, Jack Ma announced the first Chinese red envelope password of Alipay on his Weibo. Starting from 00:19 on February 19, by entering the correct password on the Alipay wallet homepage, you can receive 999,999 Alipay red envelopes sent by Jack Ma, while stocks last.

This is a typical fixed unique password activity. During the entire red envelope grabbing period, only a unique password (the answer to the question) is set, which cannot be changed in the middle. All participants enter the same password.

According to the WeChat Moments of Wang Lijuan, general manager of Ant Financial's O2O business unit, Jack Ma's 999,999 red envelopes were snapped up by netizens within 2 minutes.

Wang Lijuan, General Manager of Ant Financial's O2O Division, WeChat Moments

Alipay has always been a tool , and its tool attributes have always been emphasized in the past. This time, the password red envelopes allow them to find the feeling of using tools for social interaction . Chinese passwords appeared in Alipay for the first time, opening up a new red envelope business model .

In terms of prize setting, Alipay is used as a payment tool and money as a prize. After users obtain the red envelope through the password, the money is deposited into the balance. If they need to withdraw cash, they must bind a bank card. This achieves Alipay's purpose of stimulating users to bind their cards and invisibly promotes mobile payments.

Fixed unique password only requires setting a single password, and everyone enters the same password. Once a person knows the password, he or she can share it with other people around him or her, which can bring in more participants. The unique password has a low threshold and is easy to verify, making it easier to trigger a sharing trend. Therefore, its prizes are of lower value and larger in quantity.

Therefore, fixed unique passwords are more suitable for e-commerce , game and other merchants that have their own coupons and points redemption. They set prizes to stimulate use and consumption and ultimately achieve conversion effects.

2. Password setting: guess the answer by looking at the question

The answer is the password: Who do you think aliens should look like? Simple and powerful, no more than one word. The self-deprecating and funny pictures and texts immediately attracted the attention of a large number of netizens, and they joined in the comments and guessing, forming a password carnival.

It can be said that the design of the command copy can sometimes affect the communication effect of the entire activity and needs to be paid attention to.

Example 3: Alipay password red envelope on Double 11

Password type: Timed password

I just finished shopping on Double Eleven and am still living on dirt. Has anyone received the Double Eleven red envelope from Alipay?

The following are some of the red envelope codes for Alipay on November 10, 2016:

This is a typical timed password: set a corresponding password in each time period.

These slogans are all keywords about Double Eleven: "Carnival Countdown", "Red Envelopes Raining All the Time", "Midnight at Midnight", "Must-Buy List", "Get Ready to Shop", "Global Countdown" and other slogans constantly remind users that Double Eleven is coming. As time gets closer, the slogans become more and more intense, creating an atmosphere approaching a climax. Brand slogans such as " Alibaba Cloud", "Ant Huabei", "Green Panda " and " LeTV TV" received good exposure and publicity when participants entered the slogans.

Since Alipay launched Chinese passwords during the Spring Festival, brand passwords have been more widely used.

For the pre-heating of some new product launches, large shopping festivals, etc., you can plan timed password activities.

Regarding using timed passwords to expose brands, Alipay has opened a brand red envelope platform for corporate users. Merchants with Alipay corporate accounts can create brand group red envelopes by themselves.

Brands can use customized Chinese passwords. For example, Xiaomi can define its brand slogan "Born for Enthusiasts" as the red envelope password, so that every fan needs to enter this slogan when receiving the red envelope. This kind of brand communication and interaction is very clever.

A brief summary of the password activity

【Birthday style】

Today is Jack Ma’s birthday, and to celebrate, senior executives at Alipay are asking you to enter 7688517 in the Alipay search box, and receive a cash red envelope of up to 99 yuan. After receiving the red envelope, forward the message to the WeChat group , and your Alipay diamond level will be permanently lit up.

[A large sum of money to seek a child]

My name is Yang Li, female, 30 years old, 1.65 meters tall, fair-skinned, beautiful, and charming. I married an elderly wealthy businessman from Hong Kong. My husband has lost his fertility, and there is no heir to his huge assets.

I am specifically looking for a healthy man to help me fulfill my dream of becoming a mother and enjoy the happiness of being a woman at the same time. If you are satisfied with the call, I will quickly remit a deposit of 300,000 yuan. If I get pregnant, I will be rewarded 1 million yuan. If you are interested, please search on the Alipay homepage: 7688517, and my profile picture will be visible!

【Wang Sicong style】

To celebrate the opening of the 150th Wanda Plaza, Wang Sicong is giving out red envelopes again. Enter 7688517 on the Alipay homepage to grab 1 million red envelopes at random. It’s time to test your hand speed! !

【Message Body】

[Alipay] Dear Alipay users, open the Alipay homepage and search: 7688517. Today you can receive a Double 12 red envelope worth up to 99 yuan, and you can receive it every day! Reply T to unsubscribe

【Shock Style】

shock! A hacker just discovered a system vulnerability in Alipay. Copy this code and search on the Alipay homepage to receive a 666 yuan red envelope: Alipay *alipay=[AliSDKrequestMoney];alipay.shareCode= @”7688517″;[alipay finishIncreaseMoney].

【Discount】

Tao Piaopiao is having a Double 12 discount carnival, with popular movies such as Nobody, Venom, and Wreck-It Ralph for only 8.8 yuan. Search for the welfare code "7688517" on the Alipay homepage to purchase the Double 12 discounted movies! Be quick, only 10,000 tickets are available for giveaway! !

【Movie Body】

Preparations for Venom 2 have begun. The unknown alien symbiote returned to Earth and took Annie away. After Eddie learned that his girlfriend was held hostage, he set out again with Venom to rescue Annie.

After the injured Annie was brought back, she developed symptoms of being infected with "alien venom" and often sent out a string of mysterious numbers inexplicably: 7688517. After being cracked by the US FBI, it was discovered that this was an Alipay red envelope code!

In her half-consciousness she could vaguely hear her say: Hurry, hurry! Copy and open Alipay! !

source: Levin