The Red Envelope War, a New Year Marketing Battle that is about to disappear

　　#Laogao E-commerce Online Information# Many people regard the Red Envelope War during the Spring Festival as a mobile payment war between Tencent and Alibaba, but they just ignore the most essential thing hidden behind the Red Envelope War. One of the important reasons why we chose to fight the red envelope war during the Spring Festival is that the Spring Festival is a festival that all Chinese people will pay attention to, and almost all Chinese people will participate in this festival; in addition, during this festival, almost everyone will participate in the red envelope transmission activity. With the help of people's rigid demand for sending red envelopes, promoting what they want to promote has become an excellent choice for Internet giants to fight the user market.

　　Promoting what you want to promote and using a more accurate thing is to deliver users for the next development focus of Internet giants. By attaching new things to people’s rigid needs, more users can understand new things and new functions, thereby accumulating strength for new development focus, becoming a marketing method that Internet giants have tried and tested.

　　Looking at this year's red envelope war, we can find that the withdrawal of WeChat has not reduced the hot momentum of the red envelope war. On the contrary, this momentum is even more popular due to the addition of QQ. Compared with the red envelope war in the past two years, which is linked to people's payment habits, this year's red envelope development has different characteristics. By analyzing these characteristics, we can discover the development priorities of Internet giants in the next stage.

　　The red envelope is still the same, the function is no longer the same

　　Red envelopes are a noun that is familiar to all Chinese people. Using this noun, we can do a lot of things with the help of red envelopes. Compared with the red envelopes in the past two years, this year's red envelopes seem to have a new element in them. Many people will say that the red envelope is still the same, but the things in the red envelope are no longer those things. Compared with the red envelopes in previous years, this year's red envelopes have the following characteristics.

　　With the help of new technologies, improving people's consumption habits has become the key to breaking the bottleneck of the development of current Internet giants. New technologies represented by VR and AR have become an excellent entry point to improve people's consumption habits and needs. Using new technologies such as VR and AR to change the poor consumption experience caused by people's incomplete understanding of products in the traditional e-commerce era, it has become a new mission of red envelopes.

　　Cultivating users' new consumption habits becomes the next blue ocean in the red envelope war. The traditional consumption of users is usually a model of consumption first and then experience, that is, if users want to experience a certain product, they must first purchase such product. A big problem with this model is that many users buy products that do not meet their needs, and users will encounter various problems when changing products. The existence of this problem not only makes users' consumption experience low, but also makes many merchants face many bottlenecks in product promotion, marketing and packaging.

　　Although WeChat has not participated in this year's red envelope war, we cannot ignore the role of WeChat in the development of New Year's red envelopes. The reason why WeChat has not participated in this year's red envelope war is largely because WeChat has not found the most urgent thing to get with red envelopes. Although WeChat did not participate in this year's red envelope war, many red envelopes were still carried out through WeChat. This is a zero-sum game for WeChat, that is, users are still sending red envelopes through WeChat. WeChat is just a tool for users to get red envelopes, but WeChat does not get anything from users. New technologies will be increasingly applied to the red envelope war. A major highlight of this year's red envelope war is the application of AR technology in the red envelope war. With the help of AR technology, people can participate in more scenarios, and with the help of different scenarios, they can experience the original new red envelope grabbing game that was unable to experience based on two-dimensional logic.

　　Users have obtained a new red envelope grab experience through AR technology. In the future, we can foresee that more new technologies will be applied to red envelope grabbing. With the help of red envelope grabbing games, users' consumption upgrades will be driven again, and while finding new development growth points for Internet companies, they will also drive users' consumption upgrades. AR is just the beginning, and smart technologies such as smart big data and smart cloud computing will continue to appear in the future red envelope war.

　　The application of new technologies in the red envelope war is just a manifestation. Using new technologies to find the best connection point between Internet companies themselves and users has become a new "test field" that more Internet companies will participate in the next stage.

　　Red envelopes may transcend their own meanings to become a new product type. Although the current red envelope is a product, this product is built on traditional Internet thinking and context. With the continuous intervention of new technologies, red envelopes will become a new product type without their own meaning. At that time, the red envelopes will transcend the meaning of the red envelope itself and have more value and significance. One thing that can be confirmed is that the red envelope will no longer be that red envelope. The red envelope may be rebuilt into a new product type with the help of new technology. While this new product type brings different experiences to users, it will also change people's current established impression of red envelopes.

　　With the help of new technologies, changing the underlying logic of red envelopes makes red envelopes transcend the original business logic the focus of the development of red envelopes in the next stage. The current red envelopes are closely related to the festivals every year to a large extent. In the future, red envelopes will transcend the scope of festivals and have broader significance. One of the important directions is that red envelopes will become a product type that every product will use. With this product type, people can promote and promote products. Red envelopes based on new logical thinking will change the original product logic so that red envelopes can obtain more new applications while having a welfare nature, so that red envelopes can play a new and greater role.

　　Therefore, people's enthusiasm for participating in red envelopes will decline in the next stage. Only by constantly discovering new red envelope types and constantly stimulating users to gain new excitement points will become an important topic that will be considered in the next stage. Continuously discover new red envelope types and constantly find the connection point between new red envelope styles and users, becoming an important role in which red envelopes will play the next role in the future.

　　Red envelopes have had very obvious marketing characteristics since their birth. While their strong connection with people's needs, they also provide new thinking topics for them to find new connection points under new conditions. In the context of the new era, with the help of new technologies, on the basis of exerting its original functions, users' fatigue will be reduced. By constantly discovering the integration points between it and new technologies, prominence to extend its life cycle will become the basis for the red envelope to continue to gain new development in the next stage.

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