Text | Lu Jiu Finance

In a miserable year, JD. The situation of COM is relatively better; On the other hand, under the theme of compliance, JD.COM is indeed the most stable enterprise.

Therefore, JD.COM naturally became the exclusive interactive partner of CCTV Spring Festival Gala this year.

202 1 The past year was a tragic year for Internet head enterprises. Compared with friends, JD.COM's situation is much better.

In addition, 20021can be said to be a year of anti-monopoly in China, and the relevant departments frequently cracked down on the disorderly expansion of Internet capital. Among them, focusing on the "123" behavior in the Internet field has given JD.COM more room for development.

10.5, 65438 CCTV Spring Festival Evening 2022 exclusive interactive cooperation project conference was held in Beijing, announcing that JD.COM has become the exclusive interactive partner of CCTV Spring Festival Evening 2022, and the two sides will carry out all-round and in-depth cooperation in red envelope interaction and e-commerce.

On the other hand, JD.COM stood up at this time, which also showed its courage. After all, the Internet economy itself is an important part of the entire economic format. Despite the background of platform antitrust, e-commerce platforms like JD.COM have objectively made great contributions to the real economy.

This may also be a fundamental reason why CCTV, a big platform, seeks cooperation with JD.COM at this special time of the Spring Festival Evening.

At this time, besides JD.COM, who else? This may be a true portrayal of Internet concentration in China in the past 202 1 year. Maybe it can only be JD.COM. With the continuous rise of e-commerce companies, in order to compete for the existing market share, the gameplay of various companies is constantly updated and iterated. In the fierce marketing war for many years, the red envelope war during the Spring Festival has become the most acceptable marketing method for users. In addition to various red envelope subsidies during the mid-June18 and Double Eleven e-commerce shopping festivals, the annual Spring Festival Evening Red Packet War is also becoming a year-end exam for the Internet industry, and cooperation with CCTV Spring Festival Evening Red Packet has become a battleground for military strategists.

CCTV Spring Festival Evening Red Packet Interactive Partner over the years.

.2015 wechat

.2016 AliPay

.2017 AliPay

.2018 Taobao

.2019 Baidu

.2020 autonomous driving is faster.

. 202 1 Tik Tok

But this year, JD.COM successfully took the baton. 10.5,65438 announced at the exclusive interactive cooperation project conference that JD.COM would become the exclusive interactive partner of CCTV Spring Festival Evening in 2022.

What is the reason? Leo, an industry observer, said: In recent years, the Spring Festival Gala was mainly sponsored by payment and e-commerce, but looking at the whole payment and e-commerce business circle, everyone had a hard time in the past year. This year, there may be no one else on this track except JD.COM.

202 1 is a miserable year for enterprises in the electric business circle and payment circle.

For example, if other enterprises are in the ICU, JD.COM can still stay in the general ward at present.

Let me talk about the payment circle first. According to Tencent's 20021third quarter financial report, by the end of the third quarter, the monthly active consolidated account of WeChat and WeChat was 654.38+0.26 billion, and WeChat payment and WeChat were actually inseparable. In a sense, this 65.438+26 billion active account is the potential customer of WeChat payment, and it may not need to spend money through the Spring Festival Evening.

202 1 was also a difficult year for Tencent, and it was named one after another in the fields of music and games. On June 5, 2022, 1, Tencent directly received nine administrative punishment decisions issued by the General Administration of Market Supervision. It is not a good choice for Tencent to show its face at this time.

Alipay is also having a hard time. After the listing of Ant Group was stopped, on June 7 last year, 165438+ Alipay's products were quietly renamed as credit loans, and it was clear that the services were provided by banks, and the brand isolation work was officially launched. On February 28th, 65438 Hubao, a subsidiary of Ant Financial, announced that it would officially stop running one month later. Obviously, Alipay will not choose to settle in the company at this time.

Then go to the electric business circle. Alibaba, the leader of the e-commerce industry, was ordered by the State Administration of Market Supervision to stop the illegal behavior in April this year and was fined 65.438+08.228 billion yuan.

Another home appliance giant, Pinduoduo, the growth myth is being shattered.

Since Pinduoduo hit a record high of 2 12.6 USD 5438+0 on February 6, 2026, its share price has been falling all the way. By the close of trading on June 4, 2022, its share price had once fallen below $50, which was the lowest in the last 20 months. In less than 12 months, its share price fell by nearly 77%.

The short video e-commerce on the other side is not good either.

Last June165438+1October, ByteDance reported that the domestic advertising revenue stopped growing and the traffic peaked, which led to the weak growth of daily users of its products and the stagnation of Tik Tok revenue growth.

Although Aauto Quicker was successfully listed on 202 1, its share price has been falling, and the road to commercialization is not smooth. Its most interesting e-commerce business, GMV, still lags behind Taobao and Tik Tok, and its revenue is difficult to lead.

The horrible stories made the whole electric business circle and payment circle write a big tragic word together on 202 1.

But relatively speaking, JD.COM is doing well in the same circle. Because of Ali's choice, JD.COM lost many cooperative brands, and as a result, many business lines developed flatly. After the boots landed, JD. COM's brand business began to become active.

Moreover, JD.COM has been deeply involved in the middle and back office for many years, from technology to warehousing to logistics. JD.COM, which has entity genes, has relatively strong ability to resist risks, and it is the most stable one in the case of a depressed macro environment. In terms of performance, its total revenue in the third quarter of 2002/kloc-0 was 21870.8 billion yuan, a year-on-year increase of 25.54%, slightly exceeding market expectations.

Therefore, naturally, under the current market situation, perhaps no one is more suitable than JD.COM to win the exclusive cooperation opportunity of this Spring Festival Gala. In history, red envelopes have been issued, starting with the shaking of WeChat in 20 15, Alipay in Five Blessingg in 20 16, and Tik Tok on New Year's Eve in 202 1 200 million yuan in cash-filled red envelopes. Internet companies can be said to be on the stage of the Spring Festival Evening, which also witnessed the reshuffle of the Internet industry.

500 million, 600 million, 65.438+0 billion rich people spend money on the stage of the Spring Festival Evening year after year, and the bidding has hit record highs. However, there are always people vying for this qualification to throw money. Why are the big brothers obsessed with the Spring Festival Evening?

The first is traffic.

In 20 15, wechat moved the stage of red envelopes to CCTV spring festival evening, which also opened the precedent for internet companies to issue red envelopes in the spring festival evening. According to the data of WeChat, 65.438+0.2 billion people participated in the WeChat shake. On the night of New Year's Eve, the total interaction of WeChat in the Spring Festival Evening reached 654.38+0.654.38+0 billion times, and the peak interaction was 86.5438+0 billion times per minute. After the Spring Festival Evening of the Year of the Sheep, WeChat added 20 million paying users overnight, and the number of WeChat financial users increased by 1 100 million.

It is also based on this year's good results that Internet giants began to focus on the position of the Spring Festival Evening.

In 20 16, AliPay took over the baton of wechat. On New Year's Eve, the total number of participants in Alipay interactive platform reached 324.5 billion, which was 29.5 times that of last year's Spring Festival Evening. It also successfully developed Five Blessingg into a fixed entertainment interactive project of Alipay during the Spring Festival.

According to the data of Guo Jin Securities Research Report, the total audience size of 20 16-20 103 billion is 108 billion and107 billion respectively.

At a time when mobile Internet traffic has bottomed out and become more and more expensive, the traffic of the Spring Festival Evening has maintained a steady and rising state. At special nodes, the Spring Festival Evening is undoubtedly the top traffic level.

According to the data monitored by Guo Jin Research and Innovation Center, the Red Packet Wars significantly improved the DAU of related apps. According to the red envelope game, during the warm-up period before New Year's Eve, the overall DAU level gradually improved, and the popularity of Tencent's WeChat, mobile QQ, Ali's Alipay, Weibo, Toutiao and Aauto Quicker all increased significantly. Almost all the apps involved in red envelope marketing reached the DAU peak on New Year's Eve.

In addition to traffic, expanding business is also one of the reasons why Daxie insisted on the Spring Festival Evening.

In 20 16, one of the purposes of cooperation between AliPay and Spring Festival Gala was to expand social and life service functions and gain a considerable social relationship chain. After the Spring Festival Evening of 20 16, Alipay successfully harvested 1 1 100 million pairs of friends.

After Tik Tok replaced Pinduoduo as the exclusive red envelope interactive partner of 20021Spring Festival Evening, Tik Tok payment function was introduced in the APP. When shopping in Tik Tok, in addition to Alipay and WeChat payment, you can also use Tik Tok payment portal.

The Spring Festival Gala is also a big stage for the giants to show their muscles. Behind the marriage of WeChat and Alipay is actually the tit-for-tat between Ali and Tencent in the field of mobile payment. There was a bid from CCTV, but we didn't get it. The other side played very hard. This is what Ma said in a public speech in world internet conference, Wuzhen on 20 15.

In March of 20 16, Ren, then the director of CCTV Advertising Management Center, pointed out in a public speech that Ma refers to Alipay, and he also revealed that in order to win this target, Alipay's investment is more than five times that of WeChat.

Who gives out red envelopes in the Spring Festival Evening has become a big suspense in the Spring Festival every year. And who will send red envelopes every Spring Festival Evening reflects the status and pattern changes among giants.

The giants hope to use the huge traffic of the Spring Festival Evening to leave their opponents far behind and even achieve a subversive leap in their own business. JD。 JD.COM, the abacus of COM, chose to throw the Spring Festival Gala at this time. What can he get back?

First of all, it is undoubtedly the number of users. Judging from the absolute number of active buyers, JD.COM has been left behind by Ali and Pinduoduo. By the third quarter of 20021,the number of active buyers in Ali, Pinduoduo and JD.COM were 863 million, 867 million and 552 million respectively.

Therefore, JD.COM chose to sponsor the Spring Festival Gala at this time, which will undoubtedly help new users. Numerous lessons have proved that the flow of the Spring Festival Evening is very good and the effect is remarkable.

Followed by the volume of transactions. Compared with e-commerce companies such as Pinduoduo, JD.COM has great differences in user portraits. JD.COM's main users are concentrated in the city of 1-2, and the unit price of goods purchased is high, and the profit is relatively strong. It can be said that JD.COM holds the most mobile users in China, while the active users in Pinduoduo's hands are relatively sinking, and they may all be users with particularly weak purchasing power. At the moment of consumption upgrading, when users experience the quality service brought by JD.COM, it will bring changes to their e-commerce shopping decisions, which is undoubtedly a favorable trend for JD.COM.

Another possibility is commercial promotion. Judging from the cooperation in previous Spring Festival Galas, most enterprises willing to issue red envelopes are in the period of product rise or major turning point, and they need to quickly obtain the traffic blessing brought by more than 65.438 billion viewers nationwide in order to get a business jump. JD。 COM's move may further bind to its payment business and carve up the cake of financial services.

Finally, word of mouth. JD.COM Brand told Lu Jiu Finance and Economics that JD.COM hoped to take this opportunity to provide good services for everyone.

At the press conference, Shao Jingping, vice president of JD.COM Group and head of JD.COM Retail Marketing and Commercialization Center, said: During the Spring Festival Evening of the Year of the Tiger in 2022, JD.COM will bring viewers and users a brand-new interactive experience with the simplest gameplay, the most diverse benefits and the longest duration. In the past, the Spring Festival Evening red envelopes, which were often vomited and criticized by users, have complicated gameplay and many routines, which may change this year.

Xin Lijun, CEO of JD.COM Retail, said that JD.COM attaches great importance to and cherishes the cooperation with the front desk. JD.COM should strive to be a good spokesman for consumers, and the Spring Festival Gala is a cultural feast to accompany the people of the whole country through the Spring Festival. In terms of serving users well, JD.COM is highly consistent with the front desk. Perhaps this is a double-edged sword, but the Spring Festival Gala is also a test for JD.COM, after all, there is a lesson from Taobao.

On the Spring Festival Evening of 20 18, in order to cope with the traffic of the day, Taobao tripled the server capacity on the basis of 20 17 Double Eleven. As a result, the actual login peak on the night of the Spring Festival Evening exceeded 15 times of the Double Eleven, resulting in frequent crashes of Taobao servers.

It is very important to cope with the traffic peak of the Spring Festival Evening. To Lu Jiu Finance, jingdong cloud, as the core platform of JD.COM Group's export technical services and the technical base of JD.COM 618, JD.COM1.11for many years, will provide all-round technical support services for this cooperation.

Judging from the interactive technology preparation for the Spring Festival Evening, this year will be the most challenging year in history-the shortest preparation time in history is only 19 days; Interactive activities have the longest history, and the peak of continuous pulse flow brought by interactive activities will last for 23 days; The peak value of red envelope interaction is expected to reach hundreds of millions, which is the largest high concurrency scene in the world; The interactive superposition of red envelopes in the Spring Festival Evening will support the performance of the whole supply chain such as retail and logistics in the Spring Festival travel rush boom, which will set a new record for the most complex technical scene in the world.

JD.COM Finance learned exclusively that in order to meet the world's largest red envelope rain interaction and the most complicated Spring Festival travel rush rush delivery scene, the technical system set up the Spring Festival Evening Project Re-insurance Leading Group for the first time, and jingdong cloud, as a technical base, will actively prepare for the war and strive to ensure the audience's experience with stable services.

At the same time, the payment and settlement service platform with independent property rights in jingdong cloud will use dynamic rules to split algorithm patents, solve the problem of massive data reconciliation, support the peak traffic of the Spring Festival Evening, and provide users with a safe, stable and convenient interactive experience of red envelopes. Yan Xi, the Jingdong intelligent customer service independently developed by jingdong cloud, will also provide convenient and efficient intelligent services to the people throughout the country through omni-channel, full-link, full-scene and one-stop intelligent service products and solutions during the Spring Festival.

At the same time, during the Spring Festival Gala, JD.COM will also send out brand discount red envelopes for Chinese fashion, new cool fashion and special agricultural products. Coupled with the Spring Festival held in the same period, it is bound to usher in the peak period of platform e-commerce. During the Spring Festival when the distribution manpower is weak, how to coordinate logistics and maintain the supply of goods is a great test for the supply chain capability of JD.COM Platform.

However, according to JD.COM, 2022 is the first consecutive Spring Festival delivery in JD.COM. Xin Lijun, CEO of JD.COM Retail, said that during the Spring Festival this year, whether in Naqu, Tibet, Tacheng, Xinjiang, Heihe, Heilongjiang or Chengmai, Hainan, JD.COM will keep delivering goods to your door.

There are more than 20 days before the Spring Festival in the Year of the Tiger. Under the blessing of the Spring Festival Evening traffic, what kind of answer sheet will JD.COM hand over? Let's wait and see.