However, when Xiaohui clicked on the link sent by her friend and completed the task step by step as required, the page showed that the red envelope had been received. Compared with the red envelopes she grabbed from more than a dozen brands last year, Xiaohui's record this year is really bleak, and she has only "squatted" to 2 so far. Xiaohui feels that there are relatively few brands participating in the distribution of red envelope covers this year, and the number of distributions is limited, so it is difficult to grab it. In fact, the WeChat red envelope cover first started in 2019, but the feature was not officially launched until the end of 2020 and before the Spring Festival in 2021. According to the Tencent Marketing Observation TMI "New Year's Taste and New Passing Law" report, during the Spring Festival last year, 7.8 electronic red envelopes were sent out per capita, and 2.6 red envelope covers were collected, 80% of which were from brands. In addition to WeChat, Alipay, which makes everyone "collect five blessings" every year, also launched a red envelope cover at the same time. However, the WeChat red envelope cover started to provide a new marketing service for the brand, and Alipay was intended to strengthen the social attribute through the red envelope cover.
So, as a virtual product, what is the purpose of consumers setting the alarm clock to "squat" on the red envelope cover? From the brand's point of view, what is the value of launching a red envelope cover that is only valid for 3 months? When the red envelope cover becomes the target of gray production, what will WeChat do? 1. The social currency of young people In Chinese New Year's Eve, New Year's Eve is a must-have ceremony for the Spring Festival, as is the distribution of red envelopes. After a good New Year's Eve dinner, the elders hand out red envelopes to the juniors one by one, which has become a tradition for thousands of years. Throughout the Spring Festival, visits between relatives and friends often require the maintenance of red envelopes. If the early red envelopes were mainly to express the blessings of the elders to the younger generation, then the function of the red envelopes has already been extended to social interaction. With the development Phone Number List of the Internet and the boost of technology, physical red envelopes have been largely replaced by electronic red envelopes. In the past, the sense of ritual of giving and receiving red envelopes was only possible by gathering together.
With the help of mobile phones and the Internet, one can experience the entertainment of gathering red envelopes, receiving red envelopes and grabbing red envelopes without leaving home. At this time, the social attributes of red envelopes have also extended from offline to online. The physical red envelopes that were originally restricted by geographical location have become electronic red envelopes that can be sent to all parts of the world because of the blessing of the Internet. Originally, the red envelopes, which were only issued during the New Year and the festival, sometimes became a way to liven up the atmosphere and express emotions. In the context of the advent of the new consumption era and the rise of Generation Z, the stereotyped electronic red envelopes seem a bit monotonous. As a result, once the red envelope cover at the end of 2020 was launched, there was a craze for cover grabbing. Sending a red envelope with a cover can not only show your keen sense of smell, but also show your unique taste. Last year, Xiaohui received red envelope covers from 13 brands through various channels, but in the end, when she gave out red envelopes, she really liked only two or three ty