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Original title: Internet Platform Spring Festival Red Envelope War, Kuaishou (01024) Douyin’s New Year’s Eve dominates the app store
Summary
[TheRedPacksoftheSpringFestivaloftheInternetplatformsfightagainstKuaishouDouyinlaunchedactivitiesofgreatsuccesshopeAtthestandsoftheSpringFestivalwegaintrafficandhighgroundofusers(FinancialNetworkofZhitong)[LospaquetesrojosdelFestivaldePrimaveradelasplataformasdeInternetluchancontraKuaishouDouyinlanzóactividadesdegranéxitoesperanzaEnlospuestosdelFestivaldePrimaveraganamostráficoyterrenoelevadodeusuarios(RedfinancieradeZhitong)
Chinese New Year 2021,The InternetThe giants are preparing, Ali (09988), Douyin, Kuaishou (01024),Baidu(BIDU.US) has launched blockbuster activities one after another, hoping to gain traffic and high ground for users during the Spring Festival.
The total number of red envelopes from the major internet giants is also increasing, with the top three beingBaidu, Kuaishou and Douyin, the amounts are respectively 2.2 billion, 2.1 billion and 2 billion.In terms of red envelope game, in addition to the traditional card collection model, this year’s Internetthe companyThey have also innovated in fun and form.
For example, this year Kuaishou pioneered a new method to send millions of red envelopes every 60 seconds on New Year’s Eve, with a maximum of 10,000 yuan; Douyin focused on short video New Years greetings, encouraging users to pass New Years greetings to family and friends through more than 50 special effects.
Fast counterattack
This year, Douyin spends a lot to replacePinduoduo(PDD.US) Become the exclusive of CCTV Central Station Spring Festival Gala 2021interactiveCouple. Kuaishou relies on a combination of self-made content + innovative gameplay to make the platform’s download data surpass the top spot in the TikTok Domination ranking of major app stores, achieving a counterattack.
From the ranking trends of the major app stores, we can find that on New Year’s Eve,AppleTop 10 App Store and Android App StoreproductThese are basically fast, byte-based products. On the free iOS list, Kuaishou Express Edition had the most impressive performance, climbing 6 places in one day to reach the top spot, while on Huawei’s app list, the main Kuaishou app ranked first.
(Left: Huawei’s App Store Ranking on February 11, Right: February 11AppleApp store rating)
The WeChat index (00700) may be more illustrative. February 11, Kuaishou WeChat Index DayChain relationshipAn increase of 1032.23%. Especially on WeChat Moments, the perception of Kuaishou Spring Festival activities is strong.
According to Kuaishou’s internal staff, this is the best Spring Festival event ever held. It is understood that Kuaishou has participated in the Spring Festival event for three years and has continuously improved from the game, the design and the content to the product experience. Compared to 2020, Kuaishou pays more attention to retention activities this year. After the Spring Festival Gala is over, the retention activities will open directly, including not only Jay Chou’s live broadcast, the super broadcast, but also the “Kaishou Everyone Says” audio format.
Play and save
The CCTV Spring Festival Gala is naturally heavy traffic andadvertisingPosition, data performance is generally not that bad. However, almost all platforms cooperating with CCTV Spring Festival Gala face a common challenge, how to retain new users.
In 2019 and 2020,BaiduAnd KuaishousponsorThe CCTV Spring Festival Gala performance was not as good as expected. Especially last year, Douyin consolidated his position through “囧 Ma” and the local Spring Festival Gala.
In 2021, the role of Douyin Kuaishouexchange. Douyin focused on the night of New Year’s Eve, while Kuaishou was more flexible and systematic, dividing the Spring Festival activities into three places: warm-up, New Year’s Eve, and retention.
(TencentTreasure App February 12 APPpopularDownload ranking)
Looking at how Kuaishou plays this year, the warm-up for the entire Kuaishou Spring Festival period has started on January 21. Directors of four groups: Jia Zhangke, Zhang Dapeng, Kaixin Twist, etc.teamStarting from the warmth to launch the yearMarkThe microfilm is the first time the Kuaishou follow-up Spring Festival has once again spread the volume of sound.
Starting on January 29, with the launch of the red envelope game, Kuaishou launched the Super Live Streaming Month as a content filler, with a large-scale live broadcast every day, intensely broadcasting the IP “Kaishou Super Broadcast” to the public. Among these live broadcasts, there are shows made by Kuaishou and the Spring Festival Gala live broadcast in cooperation between Kuaishou and Ten Provincial Satellite TV, to maximize user retention from a content perspective.
In addition to the red envelopes, at the main venue of the day, there will be exclusive live streaming content made by Kuaishou, “2021 Kuaishou Orange and White Entertainment Awards” and live streams from Kuaishou e-commerce.wellnessGood gifts Kuaishou is still online on New Years dayBubble mart(09992) The blind box drawing method takes into account the preferences of all ages.
The Spring Festival war has yet to come out. However, from the perspective of overall design, experience, or pacing, the Kuaishou Spring Festival event has made a big leap than before. Not surprisingly, this time around he can withstand the opponent’s massive offensive counterattack.
(Source: Zhitong Finance Network)
(Editor in charge: DF062)
I solemnly declare: The purpose of this information disclosed by Oriental Fortune.com is to spread more information and has nothing to do with this booth.
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