2022 Spring Festival Evening Red Packet Interactive Partner, 1.5, CCTV 2022 Spring Festival Evening Exclusive Interactive Cooperation Project Conference was held in Beijing, the exclusive interactive partner of Spring Festival Evening was officially announced, and the 2022 Spring Festival Evening Red Packet Interactive Partner.
2022 Spring Festival Evening Interactive Partner 1 Chinese New Year's Eve Watching the Spring Festival Evening together in front of the TV has become a holiday custom of China people. 39 years ago, CCTV held the Spring Festival Gala in the form of live broadcast for the first time. At that time, the director and the preparatory group just wanted to make the Spring Festival Evening a national celebration. I never thought that the energy of this event would have such a far-reaching impact.
From 200 1 to 20 19, the ratings of the Spring Festival Evening have remained above 30%. In 20021year, the global cross-media audience of the Spring Festival Evening reached12.72 million.
Where there is traffic, there is business. The history of sponsors of the Spring Festival Gala is the history of commercial changes in China. In the past 39 years, countless advertisers have spared no expense to put their brands on the stage of the Spring Festival Evening.
In recent years, Internet giants have stood in the center of the stage. Tencent, Ali, Baidu, A auto Hurry Up, Tik Tok ... In 2022, it was renamed JD.COM.
This year's Spring Festival Gala is spent in JD.COM.
202 1, the performance of many internet giants stalled and their stock prices plummeted. In the tragic environment, JD.COM has become a more tenacious company.
In recent years, with the development of Internet technology and people's media usage habits, online "grabbing red envelopes" has become the custom of Spring Festival and New Year. In this regard, this year's Spring Festival Evening will be launched, inviting the whole people to share red envelopes and good things.
And hand in hand with JD.COM to send out customized red envelopes, so that Chinese people all over the world can enjoy the national tide, cool play, special agricultural products and other value-added goods. Fireworks in the world, especially during the Spring Festival, red envelopes in the Spring Festival Gala take turns, and it is JD. This year's turn.
This year, the reception desk chose to hold hands with JD.COM to open the exclusive interactive cooperation in the Spring Festival Evening of 2022, which is a recognition of JD.COM. COM's ability to serve users and its long-term and firm core competitiveness in building a digital and intelligent social supply chain. This is another e-commerce platform that entered the Spring Festival Evening after Taobao.
From 20 15, Internet companies started a new folk activity of red envelopes in CCTV Spring Festival Evening. Because the internet traffic pool has bottomed out, the audience size of the Spring Festival Gala is still growing, which naturally becomes a battleground for military strategists.
From 20 15 to 2022, JD.COM finally won the Spring Festival Gala in the eighth year. For JD.COM, traffic is the biggest shortcoming, which needs to be filled urgently. The huge traffic pool can also achieve more business expansion. But how to turn a lot of traffic into users in JD.COM. COM's hand needs more careful preparation.
Considerations behind cooperation with the Spring Festival Evening.
The e-commerce giants in China are Taobao, JD.COM and Pinduoduo, and JD.COM is sandwiched between Pinduoduo and Taobao, so it's really not easy to go all the way.
Recall that in 20021last year, Alibaba was fined 182 billion yuan for "two choices and one monopoly", and the news that "the growth myth was shattered" broke out in Pinduoduo, while JD.COM has been developing steadily and quietly. In this situation, can JD.COM firmly seize the opportunity given by the Spring Festival Evening and fight a beautiful battle?
As a traffic highland on New Year's Eve, the Spring Festival Evening has become a battleground for Internet companies such as BAT in recent years. Every New Year's Eve, Internet companies can also get a wave of red envelopes and brand marketing by interacting with users.
As early as 20 14, wechat countered AliPay with the red envelope function in the Spring Festival Evening, and activated more than 8 million users of wechat payment. In 20 15, WeChat once again joined hands with CCTV Spring Festival Evening to launch the "WeChat Shake" campaign to grab red envelopes and distribute 500 million cash-filled red envelopes.
"Shake the red envelope interaction" not only completed the pull-up and user activation, but also helped WeChat Pay to further attack the city and win more market share.
After this publicity, the total number of initial launches of WeChat red envelopes on New Year's Eve reached 10. 1 100 million, and the monthly users of WeChat 20 15 in the first quarter exceeded 549 million.
In addition to drainage and exposure, the Spring Festival Evening is also a place to show the brand image. The cooperation between JD.COM and the most exposed TV station in China also tests whether JD.COM can show its high-quality brand image to the people of the whole country.
The cooperation quota for this year's Spring Festival Gala has fallen to JD.COM, so let's make a bold guess. Who will be next?
2022 Spring Festival Gala Interactive Partner 2 65438+1On October 5th, a press conference of CCTV Spring Festival Gala 2022 exclusive interactive cooperation project was held in Beijing, announcing that JD.COM has become the exclusive interactive partner of CCTV Spring Festival Gala 2022, and the two sides will carry out all-round in-depth cooperation in red envelope interaction and e-commerce.
Peng Jianming, member of the editorial board of the Central Radio and Television General Station and general manager of the general manager's office, Xin Lijun, CEO of JD.COM Retail, and Shao Jingping, vice president of JD.COM Group and head of JD.COM Retail Marketing and Commercialization Center, cooperated to start the project.
This year's Spring Festival Evening, JD.COM will join hands with the front desk to create an interactive experience with the simplest gameplay, the most diverse benefits and the longest duration. The interactive activities last from the 22nd day of the twelfth lunar month (65438+124 October) to the Lantern Festival (February 15). Through the combination of interactive games and gifts, there are not only red envelopes distribution activities, but also physical prizes, inviting the whole people to distribute/kloc-0.5 billion red envelopes and good things.
In 2022, it was the first 10 "Spring Festival travel rush Express" in JD.COM. While bringing new interactive experience to the audience, JD.COM will also give full play to the advantages of new entity enterprises and join hands with upstream and downstream partners in the industrial chain to achieve high-quality growth and help rural revitalization.
With rich commodities, uninterrupted logistics and reliable technology, we will escort the Spring Festival Evening interaction.
Spring Festival is the most important festival in China. The Spring Festival Gala is a "family banquet" that Chinese people all over the world are looking forward to and can enjoy on New Year's Eve.
Speech by Peng Jianming, member of the editorial board of the Central Radio and Television General Station and director of the general manager's office
At the press conference, Peng Jianming, member of the editorial board of the Central Radio and Television General Station and general manager of the general manager's office, said that JD.COM Group, as a well-known domestic enterprise, has developed well in retail, logistics, science and technology, health and other fields in recent years, providing support for economic development and consumption upgrading. At the same time, as a cooperative enterprise of the "Brand Power Project" of the Headquarters, JD.COM has long been committed to promoting the transformation of China products into China brands, helping brand power construction and serving people's better lives. On the basis of good cooperation in the past, the reception desk and JD.COM once again joined hands, hoping to make the Spring Festival Evening of the Year of the Tiger more powerful.
The reception desk and JD.COM launched the exclusive interactive cooperation in the Spring Festival Evening of 2022, which is the recognition of JD.COM. COM's ability to serve users and its long-term determination to establish a supply chain in a digital and intelligent society.
JD.COM has always been committed to providing consumers with more "more, faster, better and more economical" shopping experiences, and has always insisted on providing users with the ultimate shopping experience.
Speech by Xin Lijun, CEO of JD.COM Retail
At the press conference, Xin Lijun, CEO of JD.COM Retail, said that JD.COM attached great importance to and cherished 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.
At the same time, 2022 is the 10 Spring Festival in JD.COM, and it is also a delivery. In this regard, Xin Lijun further stated that JD.COM will give full play to its supply chain infrastructure and technological advantages. Whether in Naqu, Tibet, Tacheng, Xinjiang, Heihe, Chengmai, Hainan and other regions, during the Spring Festival, the courier brother in JD.COM will deliver the packages to consumers on time. In addition, relying on jingdong cloud's technical service system, which has experienced 6 18,11and other super-high concurrent complex scenes, it will also escort the audience's experience when they participate in the Spring Festival Evening interaction.
Create an interactive experience with the simplest gameplay, the most diverse benefits and the longest duration in the history of the Spring Festival Evening.
Buying new year's goods, eating New Year's Eve, watching Spring Festival Gala and giving out red envelopes ... China people have various customs during the Spring Festival. With the development of economy, not only consumers can buy all kinds of new year's goods, but also the dinner on the table is becoming more and more abundant. While watching the Spring Festival Gala, New Year customs such as "grabbing red envelopes" are also popular.
Shao Jingping, vice president of JD.COM Group and head of JD.COM Retail Marketing and Commercialization Center, introduced the interactive activities.
“JD。 COM will bring viewers and users a new interactive experience with the simplest gameplay, the most diverse benefits and the longest duration during the Spring Festival Evening of the Year of the Tiger in 2022. " At the press conference, Shao Jingping, vice president of JD.COM Group and head of JD.COM Retail Marketing and Commercialization Center, said.
It is reported that this year's Spring Festival Evening interactive activities will last from the 22nd of the twelfth lunar month to the 15th of the first month. Starting from the 22nd of the twelfth lunar month, users can log in to JD.COM APP to make an appointment for the Spring Festival Evening interactive activities; On New Year's Eve, JD.COM will launch a "drumming to welcome the spring" activity, inviting the whole people to share red envelopes and good things; From the New Year's Eve, "Drumming for the Spring Festival" is still in always online, and users can also send blessings to relatives and friends through JD.COM APP to receive exclusive benefits; On the Lantern Festival, users can still come to JD.COM to collect good things and distribute red envelopes.
Not only does it last for a long time, but it is also very simple to play. In the New Year's Eve "drumming to welcome the spring" activity, users only need to pick up their mobile phones and open the JD.COM app to "shake" when watching the Spring Festival Gala. In addition, this year's Spring Festival Gala will be the one with the richest welfare. To this end, JD.COM will join hands with many well-known consumer brands to send out customized red envelopes during the Spring Festival Gala, so that Chinese people around the world can enjoy value-added goods such as national fashion, cool fashion and special agricultural products.
JD.COM is not only the spokesman of consumers, but also a new entity enterprise with both entity genes and digital technology. JD.COM will always be a friendly partner of brand merchants and small and medium-sized enterprises, and a firm practitioner of rural revitalization.
During the Spring Festival this year, JD.COM will give full play to the efficiency of new entity enterprises, fully meet the logistics service needs of merchants and consumers during the Spring Festival with "Spring Festival travel rush in the Spring Festival", and work with brand partners for high-quality development. At the same time, relying on the supply chain of digital intelligent society, it will help rural revitalization and promote the positive cycle of increasing farmers' income and upgrading consumption.
Fireworks, especially during the Spring Festival. In the Spring Festival of 2022, relying on the wonderful party content design at the front desk and the long-term and firm support of JD.COM. COM's digital and intelligent social supply chain, JD.COM will join hands with the front desk to present a wonderful Spring Festival party. Before the Spring Festival Evening, the JD.COM New Year Festival will also be fully opened at 8 pm on the eve of Laba (65438+1October 9). By then, there will not only be a massive 50% discount on quality new year's goods, but also a full reduction benefit of "over 200 MINUS 30".
2022 Spring Festival Evening Red Packet Interactive Partner 3 grabbing red packets has long been a New Year custom, and which company CCTV chooses has always been a hot topic before the festival. This year, as usual, CCTV Spring Festival Gala announced its exclusive interactive partner before the Year of the Tiger, and this time it went to JD.COM. The two sides will carry out in-depth cooperation in red envelope interaction and e-commerce.
The outside world is not surprised by this. Since 20 15 wechat participated in the Spring Festival Evening for the first time, after changing the industry structure, BAT and fast vibrato took turns to appear, setting off a traffic and payment war. Of all people, why did CCTV choose JD.COM for this year's Spring Festival Gala? Some insiders believe that the past 20021year can be described as a year of anti-monopoly compliance, and the consumer Internet industry has ushered in strong supervision and has been performing steadily. JD.COM or CCTV is a more suitable choice.
While increasing the "Red Packet Wars in the Spring Festival Evening", companies update their interactive gameplay every year to compete for traffic, and JD.COM is no exception. This year, JD.COM, who also delivered goods during the Spring Festival, joined the "with goods" scene for the first time, distributing 65.438+0.5 billion red envelopes and new year's goods, and you can receive the goods with a shake. And with reference to 6 18 and double 1 1, the time axis is extended, and the interactive activities last until the Lantern Festival, which enhances the expectations of users. Thanks to the brand-new gameplay and super-high total value of red envelopes, the outside world is full of expectations for this cooperation, and is concerned about whether JD.COM can better turn traffic into experience by relying on its own services.
Top stream IP joins hands with new players
As a traffic depression during the Spring Festival, CCTV Spring Festival Evening has become a new battlefield for Internet giants in recent years. Looking back at the history of red envelope cooperation in the Spring Festival Evening, WeChat first tried the water in 20 15, WeChat confronted Alipay in 20 16, Alipay monopolized the stage in 20 18, and Baidu's 900 million red envelopes appeared in 20 19. Later, Atto and Tik Tok appeared one after another.
From social platforms, e-commerce platforms to short video platforms, with the huge traffic portal of the Spring Festival Evening, WeChat surpassed Alipay's leading position in the mobile payment market through the linkage with CCTV Spring Festival Evening. Baidu used 900 million Spring Festival red packets to incite 300 million daily activities. Aauto Faster Spring Festival Gala has a cumulative audience of 780 million, and the total amount of red envelope interaction has reached 63.9 billion. "Lao Tie" broke the circle and entered the public.
"The traffic of the Spring Festival Evening is still a good choice for Internet companies. On the New Year's Eve, most people will participate in this activity, and the traffic is real. " Pan Helin, executive dean and professor of the Institute of Digital Economy of Zhongnan University of Economics and Law, told Southern Reporter that the Spring Festival Evening is a huge traffic entrance. If JD.COM attracts a large number of users through activities such as grabbing red envelopes at this time, as long as the follow-up service is sticky, it will help JD.COM even more.
Today, the traffic dividend is peaking. Internet vendors refused to miss the top IP of CCTV Spring Festival Evening, and some even cooperated many times. Why did CCTV choose JD.COM as this year's new player? Some insiders have analyzed that CCTV's choice of partners is obviously the result of comprehensive consideration. 202 1 is a year of anti-monopoly compliance. Under the strong supervision of the industry, JD.COM has been performing steadily. "There is nothing to be surprised about. During the epidemic, JD.COM used the advantages of supply chain and logistics to fight the epidemic, protect people's livelihood, and improve brand influence and consumer recognition. "
At the press conference, Peng Jianming, member of the editorial board of the Central Radio and Television General Station and general manager of the general manager's office, said that JD.COM Group has developed well in retail, logistics, science and technology, health and other fields in recent years, providing support for economic development and consumption upgrading. At the same time, as a cooperative enterprise of the "Brand Power Project" of the Headquarters, JD.COM has long been committed to promoting the transformation of China products into China brands, helping brand power construction and serving people's better lives.
Interactive game upgrade
Enterprises do not hesitate to pay a lot of money to make "grabbing red envelopes" a new program with high participation of the whole people during the Spring Festival. In terms of gameplay, new gameplay is introduced according to its own business, which is intended to innovate and enhance users' stickiness, socialization and payment.
JD.COM, who cooperated with the Spring Festival Gala for the first time, will combine grabbing red envelopes with good things and join the "bringing goods" scene this year. It is understood that this year's Spring Festival Evening, JD.COM will create an interactive experience with the simplest gameplay, the most diverse benefits and the longest duration. Through the combination of interactive gameplay and gifts, there are not only activities to distribute red envelopes, but also physical prizes, inviting 65.438+0.5 billion red envelopes, and all the good things are divided up. This means that people watching the Spring Festival Gala may also grab the real thing at home.
For e-commerce platforms that have experienced 6 18 and double 1 1 many times of promotion, the gameplay and preferential rules are simplified every year to free consumers from complex math problems. This year's Spring Festival Gala, JD.COM simplified the play with reference to the mid-year publicity. It is understood that on New Year's Eve, JD.COM will launch the activity of "beating drums to welcome the spring". Users only need to watch the Spring Festival Gala according to the host's password, pick up their mobile phones and open the JD.COM App to "shake it" to participate.
This year's Spring Festival Evening interactive activities have been extended, from the 22nd of the twelfth lunar month to the 15th of the first month. On New Year's Day, Drumming for the Spring Festival was returned to always online. Users can also send blessings to friends and relatives through JD.COM APP and receive exclusive benefits; By the Lantern Festival, users can still come to JD.COM to collect good things and distribute red envelopes.
In addition, this year's Spring Festival Gala will be the one with the richest welfare. JD.COM and well-known consumer brands will send out customized red envelopes during the Spring Festival Evening activities, so that Chinese people around the world can enjoy value-added goods such as national fashion, cool fashion and special agricultural products.
Delivery is also made during the Spring Festival.
In the Spring Festival Evening, both red envelopes and good things are given. One of the reasons why JD.COM chose to cut into the real scene is the advantage of the supply chain. At the beginning of its establishment, JD.COM chose the asset-oriented model. In order to solve the two major pain points of poor logistics timeliness and different product quality in the e-commerce field, we choose self-operated and self-built logistics. After more than ten years, we have maintained high investment, laid out logistics infrastructure and focused on technology research and development.
JD.COM is also the first logistics enterprise in the industry to implement "Spring Festival is not closed". During the Spring Festival in 2022, JD.com Logistics has announced delivery during the Spring Festival for the tenth consecutive year. Consumers in 30 provinces, more than 300 cities and nearly 1500 districts and counties can also place orders and deliver goods normally on New Year's Eve and New Year's Day. Jingdong Logistics began to deliver goods during the Spring Festival on 20 13. At present, Jingdong Logistics has been fully stocked in more than 300 warehouses nationwide/KLOC-0.
This year, smart technology will be one of the main guarantees. It is understood that Jingdong Logistics' 4 1 "Asia No.1" will be fully put into operation. In more than 100 robot warehouses, in addition to continuing to invest in intelligent equipment such as Sirius and coyote, intelligent equipment has been upgraded according to the characteristics of different regions.
In addition, in order to cope with the shortage of transportation resources during the Spring Festival, Jingdong Logistics has reserved transportation resources such as roads, railways and aviation in advance, and consumers in some core cities can still enjoy time-limited services such as 2 1 1 when purchasing self-operated goods in JD.COM. Jingdong Express will also provide annual delivery services in more than 200 cities across the country to meet the needs of consumers to send new year's goods.
It is worth noting that JD.COM is launching a new round of infrastructure investment. The financial report of the third quarter of 20021shows that the net income of JD.COM Group is 218.7 billion, up by 25.5% year-on-year. Among them, 96% of the cost is used for a new round of investment, including commodity procurement, infrastructure, logistics performance, technology research and development, employee compensation and benefits, and brand merchant support. Among them, by the end of the third quarter, the number of warehouses operated by Jingdong Logistics had increased to 1.3 million, an increase of 1.2 months and an increase of 500 compared with the end of the second quarter.
Tap the sinking market
Like 6 18 and double 1 1, the red envelope interaction in the Spring Festival Evening brings high concurrent traffic. When WeChat cooperated with the Spring Festival Evening, the total number of WeChat red envelopes sent and received on New Year's Eve reached 10 1 billion times, and the total number of WeChat shake interactions reached 1 1 billion times. In the Spring Festival Evening of 2020, according to the data of Aauto Quicker, the total number of red envelope interactions in the Spring Festival Evening was as high as 63.9 billion. Traffic has repeatedly broken new highs, behind which is the big competition of cloud computing technology.
In the temporary, high-flow and high-concurrency scenario with tens of billions of times per second, in order to make the system stand the test, the participating enterprises put in manpower and material resources in advance to meet the demand of the number of outbreaks, upgrade the system and expand the server in advance, and preview the multi-phase scheme.
This year's challenge is even greater. The time of interactive activities is not only extended to 23 days, but also the longest interactive cycle in history. The total value of red envelope interaction is as high as 65.438+0.5 billion, which is the highest among previous participants. At the same time, JD.COM started the New Year celebrations on the eve of Laba. Red envelopes are superimposed interactively and promoted at the end of the year. It can be predicted that, next, JD.COM will face a large-scale traffic peak and instantaneous traffic peak. The preparation period is less than half a month, and it will face great challenges. It is understood that JD.COM has set up a leading group for the Spring Festival Gala project "Reinsurance", and jingdong cloud serves as a technical base.
In order to prepare for the Spring Festival Evening, the big manufacturers eager for traffic have their own ideas behind them, mostly to pull new products, drain or launch new products. In the past two years, after the short video with exclusive cooperation qualification entered the market, the Spring Festival Evening, which touched a wide range, became an important traffic entrance for the giants to tap the sinking market. The data shows that in recent years, the Spring Festival Gala has maintained an average high audience rating of 30%, which has a great influence in the sinking market. In the annual red envelope interaction, the low-rise sinking market is also the main force of participation.
Market sinking is the biggest increment of e-commerce platform. In recent years, JD.COM has actively laid out the sinking market. Facing the sinking market, Jingxi has formed a two-wheel drive with the main station. JD。 COM 202 1 The first quarter financial report shows that the number of new users contributed by the sinking market exceeded 80% for the first time, compared with 70% before. This joint CCTV Spring Festival Evening is obviously intended to sink the market, and it is worth looking forward to whether new active users can reach new heights.