Alipay's "Five Fortunes Collection"

Alipay’s “Five Fortunes Collection”

#Alipays #Fortunes #Collection

It’s the time when everyone asks each other “have you gathered the five blessings?”

Since Alipay first launched the “Five Fortunes Collection” in 2016, this activity has become a “reserved program” that many people must participate in every Spring Festival. More money and less money are the second best thing. Participation is the secret. For example, after this year’s Wufu event was officially launched on February 1, some users expressed emotion on social platforms, “It is time to collect Wufu, and finally feel that the taste of the New Year has begun to thicken.”

Most of the time, “verification of proper nouns” is a sign to measure whether something is deeply rooted in the hearts of the people. For example, people will say “Baidu click”, “Didi”, “I WeChat you”, “Have you been nucleic acid?” There is no need for overly cumbersome prefaces and afterwords, just use the nouns directly as verbs, which is convenient for communication and can understand.

If a noun is fortunate enough to have such treatment, it means that the things behind it have become important enough and have even been deeply embedded in the daily lives of Chinese people.During the Spring Festival, people are used to asking each other “Have you gathered the five blessings?” In fact, it also means that “collecting the five blessings” has become a New Year custom that Chinese people are widely participating in.

Although it has only been a short 6-year history, the popularity of the “Five-Five” is indeed not to be underestimated: Since 2017, the number of users who have collected the Five-Five has exceeded the 100 million mark, even in 2019. In 2020, 327 million and 318 million consumers will gather the five blessings. Considering that Jiwufu requires users to participate more deeply, the user scale of this function alone has surpassed the active users of most apps on the market.

As of the time of publication, more than 250 million users have successfully collected the five blessings this year, and the activity is as hot as usual.Although the real red envelopes may only be a few dollars in the end, not many people care about the new income brought by the collection of five blessings. “Take a happy” is the original intention of many people to participate in it.

What’s the difference this year when you hit Nian Beast and write blessing?

Although “Jiwufu” seems to be an ordinary “card game”, it still insists on launching some new gameplay every year to increase the novelty and interest, and this year is naturally no exception. In addition to the traditional AR sweeping blessings and collecting blessings through Ant Forest, Barba Farm, etc., there are more ways to obtain Foca or Red Packets in 2021.

For example, this year the platform introduced the interactive mini game “Beast Fighting the Nian Beast”. The Nian Beast continues the idea of ​​translating the traditional offline Nian custom online. In the traditional Nian custom culture, the Nian Beast is considered to be a monster with its horns on its head as a weapon, and will attack humans at the end of the year. Whether it’s setting off firecrackers or sticking Spring Festival couplets, they are all in response to the attack of the Nian Beast. Since Nian Beast is also called “Xi”, the term “New Year’s Eve” also has the meaning of hitting Nian Beast.

In the process of gathering the Five Fortunes this year, users can directly attack the Nian Beast with “cyber-firecrackers” in interactive mini games instead of setting off firecrackers outdoors.When the user gathers the five blessings, he can enter the interactive mini-game. The Nian beasts appearing on the screen will randomly appear in different corners, and all the user needs to do is to aim and shoot. Based on the value of the blessings won, people still hope to get a red envelope of up to 671.88 yuan.

By making the traditional annual customs online, people can not only get more red envelopes outside the collection of five blessings, but also draw good luck for the coming year in fun games.

Of course, in addition to offline projects such as Da Nian Beast, this year’s Jiwufu also tried to integrate online and offline behaviors in a deeper way. For example, it also launched a “fu character writing” activity. Every day, people can go to the homepage of the event to write blessing characters and produce their own special blessing cards, and they can also transfer these blessed cards with their own hearts to others.

This activity is even more valuable in the context of this year’s epidemic prevention and control. After all, many people choose to celebrate the New Year on the spot and cannot go home to reunite with their families. Therefore, giving away their handwritten Fuka has become a new choice for family members to connect with each other.

In this year’s five blessings event, there are many elements related to the epidemic. At the same time that Alipay officially announced the beginning of the 2021 episode of the Five Fortunes, the platform also released a well-produced short video. This short film was produced in cooperation with Alipay and the Chinese Medical Doctor Association. Its content is that more than 400,000 medical staff across the country have jointly written the word “Fu”. The value of “Gathering Five Goods” has also been highlighted in actively following up and responding to mainstream social issues.

Doctor Tao Yong’s handwritten blessing

Of course, if you still think that “Jiwufu” is just a solo carnival on the Alipay platform, then you are wrong. It has completed the leap from single-platform play to the establishment of a multi-platform and multi-play ecosystem. Today, people can apply for Fuka in a total of 59 apps or mini programs, including Kuaishou and Douyin. , Sina Weibo, NetEase Cloud Music and other heavyweight apps.

All Internet platforms hope to launch enough activities called “New Year Customs”, but most of them have failed to get what they want. The reason is,If the influence is limited to a single platform, it can only be called a “marketing campaign” at best. If it is to be truly defined as an annual custom, its influence must cover a large enough audience and scenes.

We can think of it this way. The reason why the Spring Festival couplets and firecrackers finally settle into the annual customs after a long history of baptism happens precisely because any manufacturer, any consumer and any family can participate in it with a low threshold. Obviously, even if Alipay’s Jiwufu is an operating activity launched by Internet companies, it has recently been moving towards this path: consciously changing from a private operating activity to a public product belonging to the entire society.

When “Fu” becomes a social behavior

In 2016, the emergence of Alipay’s “Five Fortunes” turned out to be a hot topic during the Spring Festival that year. In addition to the public’s active sweeping and exchange of blessings, especially the scarcity of “dedication” has also been on the hot search lists of major social platforms for many consecutive days, and has become a hot topic in the streets. Since that year, it has successfully entered the public opinion field of view, and the “Five Blessings Collection” has continued to have a strong influence in the following years.

Beginning in 2017, Jiwufu has got rid of the pure card-based activities, and has introduced different innovative gameplays almost every year. For example, in 2018, for the first time, there was a “Almighty Blessing” that can be exchanged for any lucky card, swiping the gesture of “Five Blessings” from friends around you, and you can also get lucky cards through Ant Manor and Ant Forest; in 2019, Alipay launched another 2019 Huahua card , Users who get this card can get the rights of “help you pay back the flowers all year round”; and in 2020, Alipay’s flower card will be upgraded to “family photo card”, and the most attractive benefit is “help you pay back the whole family flower”. chant”.

With the introduction of new games every year, “Jiwufu” has begun to have a continuing appeal to users. Every year at the end of the year, expecting the arrival of the Wufu event has become quite ceremonial, and it has also begun to precipitate as one of the CNY marketing (Chinese New Year marketing) events with strong influence in the Internet field.

CNY marketing is currently a battleground for the operation of Internet platforms. In addition to gaining incremental users through this rare window of opportunity, the major platforms also make consumers more willing to participate in various marketing activities. It is easy to have a good impression on the platform.

Most of the platform’s CNY marketing programs are mainly to issue red envelopes. For example, this year’s red envelope wars on Internet platforms have shown a trend of “high involution”, with Douyin, Kuaishou and Baidu offering 2 billion, 2.1 billion and 2.2 billion red envelopes respectively. However, it is worth noting that if you look back at the evolution of the Internet red envelope war, you will find that Alipay, which paid 500 million for the collection of five blessings in 2016, is one of the true “initiators”.

Although the enthusiasm of latecomers for the red envelope war has not faded, the list of participants has also changed rapidly like a revolving lantern. However, Alipay has quietly withdrawn from the competition for the amount of red envelopes since 2017, and announced that it will no longer engage in red envelope wars. 500 million has also become the total amount of red envelopes that it has maintained for several years, without a slight increase.

Even if it seems that the amount of red envelopes is not “atmospheric”, there is no doubt that “Gathering Five Fortunes” is still a popular CNY marketing activity. why is it like this? This is because compared to other platforms’ motivation to gain strong exposure in a short period of time through the amount of red envelopes, “Jiwufu”, which has a first-mover advantage at the user’s cognitive level, focuses more on interaction and sharing. The actions that people can complete are not only “grabbing”, but also more actions such as “playing”, “sharing” and “interacting”.

Therefore, the final result is likely to be that you don’t remember which platform offered 2.2 billion yuan in red envelopes, but you must remember that the platform behind “Jiwufu” is called Alipay. This is what CNY marketing is for the platform. The real value lies.

In fact, the “Jiwufu” launched by Alipay is also redefining the culture represented by the word “Fu”. In the past, “Fu” was only used to put stickers on the door and at various places in the home during the Spring Festival. People hope to get the psychological comfort of being happy and welcome by posting “Fu”. In essence, it was an independent experience at the individual or family level before it was developed into a New Year custom by the Internet.

However, after the launch of “Jiwufu” and the realization of diversified gameplay, it is no longer just an act of “sweeping the snow before the door” by independent individuals or families. A wider range of social activities and social behaviors. On the surface, it is the change of the scene from offline to online; but from the inside, it is an infinite extension of the form and connotation.

Traditional cultural elements such as “Fu” have a brand new and sustainable vitality in the online virtual space through the “Five Fortunes”.

Doing a ceremony is more important than anything

In fact, at the node of festival marketing such as CNY, all major platforms are trying to launch popular and popular operating activities, and “Gathering Five Fortunes” is no exception. Essentially, this type of operation is also the communication behavior of the platform, and different platforms have different ideas about communication eventually leading to completely different operating directions.

From the actual situation of CNY marketing this year, it is not difficult to find that most platforms define the value of this type of communication as “transmitting information.” They hope to have more “explosive” information as much as possible, and highlight such elements in the dissemination process to trigger users to forward or discuss. For example, 2 billion, 2.1 billion, and 2.2 billion red envelopes fall into this category. Obtaining attention and grabbing traffic through information transmission are the purpose of this type of model.

However, if you think about it carefully, the problems with this type of model are also obvious. People enter the platform because they are attracted by the red envelopes. After grabbing the red envelopes, what is left is “a chicken feather”, and the connection between users and the platform is easily interrupted. Too utilitarian to attract users, the final result is a short-term high point, long-term return to normal.

But if you change the model and define the value of communication as creating a ceremony, the ending will be very different.The ceremony itself emphasizes the interaction and sharing. It does not focus on the information itself, but the process of information transmission. As shown in the Jiwufu gameplay, the user’s goal is not to finally get a red envelope of one or two dollars, but to share the lucky card with relatives and friends or complete a fun game.

This type of mode has obvious advantages over the more general information transmission. On the one hand, people do not particularly care about the number of red envelopes at the end, but more about the process; on the other hand, whether it is the connection between the platform and the user or the user and the user, it will also make users more dependent on the platform and have a more favorable impression. Strong.

In fact, analyzing all the successful festivals at the moment, its core feature is to successfully create a ceremony that fits the festive atmosphere.

Overseas, department store John Lewis insists on advertising every year during Christmas. Today, watching John Lewis’ Christmas advertisements has become an important ritual for people to spend Christmas, and has become an indispensable part of the Christmas atmosphere. In China, Alipay’s Jiwufu has also begun to play a similar effect. It is no longer passive by the platform. The behavior of users pushing information has gradually become a ceremony for users to actively wait for the platform to launch.

The reason why the ceremony is important is that the information that the business wants to convey is easily lost in the flood of information in the festival marketing. After all, almost all brands can’t wait to speak up at this moment.But the ceremony is different. It has the characteristics of attracting consumers to actively participate or discuss. In other words, activities like Jiwufu itself have the effect of attracting traffic.

So to some extent, since its launch in 2016, “Jiwufu” has become a benchmark case of Internet New Year customs. The reasons for achieving such a result are nothing more than the following: unremitting operations, continuous micro-innovation and fresh gameplay, and deep insights into traditional culture and consumer psychology.

Finally, I still want to ask: have you gathered the five blessings this year?

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