It was Pinduoduo's "Pay More" that won the exclusive interactive right of red envelopes in this year's Spring Festival Gala. Throughout 2020, Pinduoduo's life has been smooth and smooth, and its share price and users have increased rapidly, making it a veritable "super e-commerce platform".
Traditionally, obtaining the interactive right of 202 1 Spring Festival Gala is the key battle for Pinduoduo to increase the number of paying users and enter the mobile payment market. Because according to past experience, the mobile payment platforms in the Spring Festival Evening were all on fire.
For example, on 20 15, WeChat Pay got the interactive right of the red envelope in the Spring Festival Evening. On New Year's Eve, the total number of WeChat red envelopes sent and received reached 10 1 100 million times. In the following days, the number of personal bank cards bound by WeChat quickly increased to 200 million.
This situation of WeChat payment was later compared to "sneak attack on Pearl Harbor" by Ma Yun, because WeChat payment only completed what Alipay did in 10 years and the last Spring Festival Evening. The annual gathering of Alipay in Five Blessingg has long been a habit of users in China, which not only brings a large number of users to Alipay, but also makes its reputation and status in users' hearts grow day by day.
Theoretically speaking, overpayment should also climb to an unprecedented peak with the Spring Festival Evening, and even enter the head team in the field of mobile payment.
However, in fact, it may be difficult to reproduce the glory of those mobile payment platforms in those years, even the Spring Festival Evening.
Compared with WeChat and Alipay, Pinduoduo's influence is not enough. Wechat is a universal social software, and Alipay is a pioneer in the domestic mobile payment field, and has gradually developed into a comprehensive platform.
Although the number of users in Pinduoduo is growing rapidly, it is still an e-commerce platform in essence, and the payment made by the e-commerce platform is inevitably limited by its own ecology. Because the platform it is attached to is not very inclusive, it is difficult to have greater influence when it is refined into the field of mobile payment.
When Alipay and WeChat paid for the Spring Festival Evening, the mobile payment pattern has not yet formed, and the industry development has not yet fully matured, which still gives the audience a strong sense of freshness and is more likely to succeed. Today, these conditions are no longer available. Overpayment is a complete novice in the field of payment. Compared with its predecessors, it has no obvious advantages, so it is difficult to stimulate users strongly, and it is even more difficult to achieve something in that year.
In the Internet age, products and platforms can certainly attract people's attention by virtue of their temporary popularity, but it is very important to have a good reputation in order to achieve long-term results. With years of accumulation, WeChat and Alipay have established their own reputation and image, backed by two factories, Ali and Tencent.