Analysis on Red Packet on Spring Festival Gala From Business Model Perspective

After 30 years of development, the Spring Festival Gala is a big feast for many ordinary families in Chinese New Year. In the perspective of business model, the Spring Festival Gala gathers the best artists in the circle of literature and art, with the most solid performance skills and the most stringent standards of review, is a typical "project mode". With the use of the "Spring Festival Gala + red packet" mode, the Spring Festival Gala gradually adds interactive sessions, gradually turning to the user mode.

"Shake it off" opens the model of interaction among the media, the Internet platform, the brands owners. On the New Year's Eve, Wechat red packets all come from Jingdong, Taikang Life, Lufax, Wechat small shop, Erie, Haier, China Merchants Bank, Pingan, Yanghe and other leading brands, among them, Jingdong, Taikang and other 3 manufacturers contracted for the exclusive period. Data from Tencent shows that from at 20 o'clock on February 18 ~ at 00:30 on February 19, Wechat’s “shake it off” on the Spring Festival Gala amounts for 11 billion times, overnight the enterprise of exclusive period had exposure of at least 610 million times, random red exposure of at least 150 million times.

Whether consumers or car networking under the scene era, New Urbanism in the metropolitan, wearable devices, home scene or home PCA. These new economy and new model will be reexamined as the growth stocks and their long-term value trends are worth continuing excavation.

As the representatives of car networking, Momo and didi obtained a higher premium valuation. Although the smart home, and the wearable device have not really achieved rapid development, but in the Internet business model, momo, Wechat’s “ people of vinicity” and didi has created a new world for the scene mode.

Stimulated By the "red packet", mobile payment ushers a “spring”. As the two major national leaders in the field of mobile payment, Alipay and Tencent, on the New Year's Eve, received and dispatched red packets with values of over 4 billion yuan, with more customers to bind bank cards with Wechat, to make transfers between PayPal accounts and bank cards, mobile payments widespread use, convenience and security met, the real spring of mobile payment is coming. (www.chinainout.com)