What do you think of the behavior of Jifu Card? Can you talk about it?

In the final analysis, the Jifu Card activity was originally a commercial promotion of Internet giants in order to seize the market, and Jifu Card looks very New Year's flavor, but in fact, it makes everyone lose the possibility of communication. We spend a lot of energy collecting Fu Ka, but we may ignore the time that the Chinese New Year should be together as a family.

I think it's really boring to do this, because it's a lot of time wasted and you don't get much money.

For Alipay and Toutiao, there is another purpose, that is, to grab users and traffic during the Spring Festival. However, the platform cannot allow everyone to collect all the "Fu Cards", because the "Fu Cards" itself has a time and opportunity cost for users, and if everyone can easily collect them, then this marketing campaign may not be of much significance.

Every user who participates in the collection of cards, in fact, can say that in the card collection game, since it is a game, it needs to constantly improve the gameplay. Take Alipay's collection of five blessings as an example, 16 years is just a simple sweep of the word or ant forest watering to obtain, 17 years to add fun, the addition of "universal blessing" card and "hand in hand" card, to this year, the new addition of ant manor to collect golden eggs and sweep "five blessings" gesture to get the new way of playing.

As the so-called **there is demand, there is a market, and the scarce Fuka has finally become a sought-after baby, which may be put on the Internet to sell, ranging from a few yuan to several thousand yuan, and it is this "blessing" that is difficult to find, which makes unscrupulous merchants take advantage of the loopholes, which has led to a large number of players being cheated of money.

The red envelope itself is a choice, whether it is a few hundred per person for hundreds of thousands of people, or a few yuan per person for tens of millions of people. At present, the red envelopes we shake and snort are all the latter kind, a few cents and a few dollars per person. The purpose of this kind of red envelope is just to let users have fun and participate in the carnival.

After the event, the red envelope loses its meaning.

An analysis of all aspects of the event is not just about negative remarks. In my opinion, the purpose of Alipay's "Jiwufu" activity is completely meaningful, the activity itself is not very reasonable, and the process is obviously problematic.

Alipay has always said that Jiwufu is not for social interaction, but it is generally not credible. You must know that the rule in 2016 is to first add 10 friends in Alipay, and these 10 friends must also be added for the first time, and then exchange blessing words. When you add 10 friends, the system will randomly send you 3 lucky characters.

We all know that there is an important link in the collection of Fu cards, that is, friends can exchange Fu cards, because there are scarce Fu cards, even if they are not scarce, there is a probability problem, so the exchange behavior is naturally high-frequency.

What is the purpose of Alipay. Many people are only concerned about not grabbing the dedication blessing, and they can't share the money, but in fact, the number of dedication blessings, the amount of each red envelope, cannot be random, Alipay let such a little people get money, it must have its purpose.

Alipay has always wanted to make achievements in social networking, and every year during the Spring Festival, the lucky card activity will require participating netizens to add new social relationship chains; Since last year, Toutiao has been working on social products such as Micro Toutiao and Wukong Q&A, after all, there is no social relationship, and Toutiao is always at risk of becoming a tool.

Think of this behavior as the spice of life, and entertain it to regulate your mood.

It can share 100 million yuan in cash. Alipay Jiwufu is a New Year Wufu activity organized by Alipay. The five blessings are patriotism, prosperity, harmony, friendliness, and dedication.

Collect all the five blessings to synthesize the Fu card and share 100 million yuan in cash. Other Fu cards are Dip Fortune Card, Magnum Blessing, Hand in Hand Sheep Card cancelled in 2017) and so on.

year, a new flower card will be added, and each card can participate in ** "Help you return Huabei once a year", with a total of 2019 awards. In 2020, a new family photo card will be added, and each card can participate in ** "Help Return the Family Huabei" once, with a total of 666 awards. On December 21, 2020, NetEase Cloud** and @Alipay launched the official theme New Year single collection activity for the 2021 Wufu New Year.

Extended information: In a sense, Alipay's "Jiwufu" is a defensive behavior that has to be done, firstly, to prevent the impact on user data in the trough of traffic; The second is the choice that has to be made in order to resist competitors.

In 2017, the "Collect Five Blessings" campaign was grafted on top of AR red envelopes and Ant Forest, lowering the threshold for collecting "Five Blessings", and most users did not collect all the Fu cards in the first stage, but quickly collected them by watering the Ant Forest in the second stage. At this time, Alipay introduced AR, which is believed to be a preparation for more advanced payment methods in the future. At the same time, Ant Forest is nominally a green tree planting activity, and users can get green energy by trading with Alipay online and offline, and Alipay will plant a tree after collecting full energy.

You know, in fact, Alipay has collected all the user's online and offline consumption data and analyzed it, through which the user's personal portrait can be depicted more accurately, laying a data foundation for accurately recommending various financial services in the future.

Alipay launched the "Jiwufu" activity, which brought a large number of new and active users to the product, and also gathered a large number of idle funds for the Spring Festival, and also tried new product directions during the period of user surge.

Operating environment: Apple 12, iOS 14, Alipay.