"Wallet Jun climbed out of the pit with difficulty and apologized to everyone." On the afternoon of February 11, Alipay apologized on Weibo for the poor consumer experience of Alipay's first red envelope grabbing activity that morning, and announced that in order to soothe everyone's "wounded" hearts, an additional budget of 12 million yuan was added to the second red envelope grabbing activity at 16 o'clock, and a total of 25 million yuan of cash red envelopes were distributed at the venue. At the end of the second red envelope grabbing activity, Alipay insiders asked everyone in the WeChat group: "The probability of grabbing this round should be higher than in the morning, right?" Despite this, users are still complaining. (The Paper, February 11)
Alipay's first shot was messed up, not a conspiracy, playing netizens as monkeys, and they didn't dare to tease users with Alipay bear bile; It's not that they are stingy with those millions of red envelopes, they are not bad for money. The truth is that there was a "traffic accident", as Alipay said, because too many users poured in in the first second, triggering the system's current restriction protection measures, resulting in 3 million cash red envelopes not being issued at the event that morning. In order to further please users and win people's hearts, they ask about budgets, which can also be disproved.
This is a normal marketing method, in order to seize and even expand the big cake of mobile payment, through small favors and small favors to increase user stickiness. Knowing this, why are users still happy to grab red envelopes and scold? In a realistic context, grabbing red envelopes is no longer a pure economic topic, but also involves sociology, psychology, etc. There are at least six factors why people are willing to participate in this red envelope game.
The first is to try to celebrate. Alipay's first red envelope grabbing activity was obviously chosen with good intentions, that is, the traditional Xiao New Year. "A bowl of clear soup poem, the kitchen lord is in the sky today", the year has arrived, and it has officially entered the rhythm of the New Year, whether online or offline, there is already a festive atmosphere, and the red envelope activity undoubtedly makes the festive atmosphere more warm. And users grab red envelopes, and the picture is festive. No matter how much you grab or how little you grab, as long as you grab it on the special day of the New Year, you will be happy and happy, which has a symbolic meaning.
The second is to join in the fun. Grabbing red envelopes is just for fun, I'm afraid not many people have the luxury of grabbing thousands or tens of thousands of red envelopes, let alone making a fortune by grabbing red envelopes. Not to mention that you can't grab it, even if you do, it's mostly a few yuan or tens of yuan. Nowadays, who still lacks this little money? Grabbing red envelopes may not be for money, but everyone is grabbing, and they seem to be marginalized if they don't grab it.
The third is to try your luck. Although some people have summarized the secret of grabbing red envelopes, and even some media have listed the strategy of grabbing red envelopes, after all, grabbing red envelopes depends on luck, sometimes it's like buying a lottery ticket, who can guarantee that they will definitely win the jackpot? Because of luck, there are infinite possibilities. "Dreams still have to be had, what if they come true?" The same is true for grabbing red envelopes, what if you grab a bigger red envelope? Grabbing a big red envelope means that you have good luck, and it's nothing if you can't grab it, and the complaint will pass.
Fourth, play games. One of the main characteristics of playing games is the emphasis on participation, whether it is good or bad, the user will be satisfied, even full of thrills and excitement. What's more, some stars in the red envelope grabbing game also wave flags and shout, and the star's fans are more motivated to participate, and they can form a kind of conquered and ironed interaction. In fact, it is impossible for those celebrities to interact with fans one by one, but calling on fans to grab red envelopes gives fans a strong sense of participation and satisfaction.
Fifth, eat big households. In addition to Alipay, QQ, Weibo, and Momo have also joined the melee, and they are all out-and-out local tyrants. "A world where the rich are in power is still better than a world where only the powerful can get rich", and it is really a pleasing thing for the local tyrants to make the poor also get rich. For users, it is very enjoyable to eat big households, and it is also a tradition, not to eat for nothing, not to eat in vain, and the reason why these local tyrants broke out is inseparable from the support of our users.
Sixth, brush your sense of existence. On February 11, both WeChat Moments and Weibo have almost been grabbed red envelopes and swiped. grab money and brush, grab and swipe; If you grab it, you can brush it if you don't grab it, what is it? In fact, it is a brush of presence, indicating that I am not absent from the red envelope game, indicating that I am not aphasia, and indicating that solo happiness is not as good as everyone's happiness. In the Internet era, communication is more convenient, but netizens are more likely to be lonely and lost, constantly swiping the screen, and constantly saying some meaningless nonsense just to brush their sense of existence.
Of course, there are more comprehensive factors behind the red envelope grabbing, but it is obvious that the local tyrants launched the red envelope grabbing activity, objectively speaking, social, custom, and game will be integrated, with the characteristics of entertainment, fun and commerciality, each with its own purpose and needs. For users, while grabbing red envelopes, they should also pay attention to information security and prevent personal information leakage, otherwise they will be happy and sad.
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Posted on 2/12/2015 1:43:45 PM
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