Predictions on how to play Douyin Spring Festival Gala red envelopes

Since 2014, sending red envelopes on the Spring Festival Gala has entered the audience's field of vision, and major giants have all competed for the opportunity to cooperate with the Spring Festival Gala; Spring Festival Gala red envelopes are also delivered in many forms, such as the common forwarding to get red envelopes, collecting cards to get red envelopes, etc.; the author of this article shares the predictions about the gameplay of Douyin Spring Festival Gala red envelopes , let's take a look together.

1. What is the core demand of Douyin?

We don’t know the core appeal of Douyin’s cooperation with the Spring Festival Gala this time; based on Douyin’s own functions and development trends, I have sorted out three major directions:

• Douyin payment promotion-e-commerce direction
• Douyin payment promotion-social direction
• Douyin payment promotion-financial direction

Because the popularity of the Spring Festival Gala is very short-lived, with its climax being New Year's Eve, and Douyin is a temporary replacement for Pinduoduo, time is tight and the task is heavy. I think it is likely that they will focus on one direction and will not try on all directions. Everyone should understand the principle of working together.

Red envelopes are inevitably linked to payments, so promoting Douyin payment is beyond doubt and requires no discussion; the key to the problem is that Douyin payment cannot exist independently, payment itself is a tool and must have a payment goal.

According to the latest news from Douyin, 1.2 billion red envelopes will be distributed in the live broadcast room on New Year’s Eve; the Douyin APP shows that there are 2 billion red envelopes, which means that there are still 800 million red envelopes distributed through gameplay outside the live broadcast room.

Based on different focus areas, the way to play red envelopes will be different.

2. Prediction of how to play Douyin Spring Festival Gala red envelopes

1. Douyin payment promotion - e-commerce direction

Hypothesis 1: Douyin may use the Spring Festival Gala to vigorously promote Doudian and cooperate with big brands such as Xiaomi, Huawei, Gree, etc.; general red envelopes (which can be used to buy any Doudian product) and large brand red envelopes (which can only buy designated brand products and have brand exposure {the brand must pay for the exposure advertising fees}) will pop up in the live broadcast room from time to time. This part of the red envelope fee can also be borne by the brand, and the brand must carry out large-scale promotional activities).

Hypothesis 2: Koi free of charge red envelope. Any user who places an order through Doudian on New Year’s Eve will have the opportunity to receive an equal amount of free of charge red envelope, i.e. Koi, after the transaction is completed.

Hypothesis 3: The 10 billion subsidy red envelope version, for the products in Doudian, different products can receive 10 billion subsidy red envelopes of different amounts, which can be used immediately.

2. Douyin payment promotion - social direction

You can add friends on Douyin. After adding friends, you can send text messages, picture messages, voice messages, video calls, voice calls and red envelopes. In fact, the functions are the same as WeChat.

This year, the government encourages everyone to celebrate the New Year away from home, so I wonder if Douyin will take this opportunity to promote its social functions, allowing people to video chat with relatives and send red envelopes.

In the past, we used WeChat to send red envelopes, and now we use Douyin. Why do we use Douyin to send red envelopes? The reason is simple, Douyin gives red envelopes to users.

Hypothesis 1: By participating in activities, you can receive or get red envelopes. The amount of the red envelope is large (more than 100 yuan), but you cannot use it yourself. You must send it to your friends, and your friends must open it (such as boyfriends or girlfriends, or relatives). In other words, it is useless for singles and lonely people to receive this red envelope. A second person must open this red envelope before it can be used normally. If no one opens this red envelope, it will become invalid. This is to activate people, to find their friends through Douyin, add each other as friends, communicate with each other, and send red envelopes to each other.

Hypothesis 2: Celebrating the New Year through video calls online is encouraged for users who are spending the New Year away from home to connect with their family members via video calls through TikTok. The longer the connection time and the more interactions, the more red envelope rewards they will receive.

Hypothesis 3: Free red envelopes, encouraging users to send red envelopes to each other for the New Year, and taking out 200 million yuan as red envelope compensation; for example, a new card-binding user sends a 50 yuan red envelope to the other party, but a new card-binding user can give a 10 yuan red envelope subsidy. The user only needs to spend 40 yuan, and the other party receives 50 yuan.

3. Douyin payment promotion - financial direction

Douyin took the opportunity to launch a financial management platform, just like Baidu did back then; it is said that the end of Internet companies is finance, but this is unlikely to happen. On the one hand, it is not Douyin’s current focus, and on the other hand, the users attracted by this are all trying to take advantage of it; it is said that Baidu lost hundreds of millions of dollars in the activities it organized back then.

Hypothesis 1: You will get a red envelope when you bind your card. You will get a red envelope when you bind your card, and the red envelope can be used for direct financial management.

Conclusion

Comparison of the Douyin and Kuaishou icons circulated online

Today's topic is to predict how Douyin's red envelopes will work, but at the same time I also have another concern. The players in the Spring Festival Gala are not just one company. Douyin's direct rival Kuaishou will definitely come to disrupt the situation; Pinduoduo, which has temporarily withdrawn, will not be absent and will most likely return in another form; if Douyin does not fight this battle well, it is very likely that the 2 billion red envelopes will not be delivered and will be intercepted by others in the middle.

After all, after so many years of red envelopes, most people have become immune to them and no longer have the excitement they had at the beginning.

ps: Many people think that Douyin will spend 2 billion, but in fact most of it will not; during the Spring Festival Gala, Douyin will attract investment, and there will be sponsors who will invest real money in it. Douyin is just a platform that cooperates with CCTV to buy traffic users, and then sell the traffic in other forms of advertising. The money Douyin actually spends will not be too much.

Author: Laowu said operation

Source: Laowu said operation