2021, which has just passed, is a miserable year for Internet leading enterprises. JD. Us is in a much better situation than its friends. In addition, 2021 can be said to be the "big year" of China's antitrust, and relevant departments have frequently made heavy attacks to crack down on the disorderly expansion of Internet capital. Among them, the focus on the "one out of two" behavior in the Internet field has given JD more room for development. On January 5, the exclusive interactive cooperation project press conference of CCTV 2022 Spring Festival Gala was held in Beijing, announcing that JD will become the exclusive interactive partner of CCTV 2022 Spring Festival Gala, and the two sides will carry out all-round and in-depth cooperation in red envelope interaction, e-commerce, etc. Jingdong stood up at this time, which also reflects its courage on the other hand. After all, the Internet economy itself is also an important part of the whole economic format. Although there is a background of platform antitrust, e-commerce platforms such as Jingdong have objectively made great contributions to the real economy. This may also be a fundamental reason why CCTV, a large platform, seeks cooperation with JD at this special time point of the Spring Festival Gala. At this time, in addition to Jingdong, who else can there be? This may be a true portrayal of the concentration of China's Internet in the past 2021. 01 maybe it can only be Jingdong With the continuous rise of e-commerce enterprises, in order to compete for the existing market share, the playing methods of various enterprises are also constantly updated and iterated. In the years of fierce marketing battle, the red envelope war during the Spring Festival has become the most acceptable marketing method for users. In addition to all kinds of red envelope subsidies during the 618 and double 11 e-commerce shopping festivals in the middle of the year, the red envelope war of the annual Spring Festival Gala is also becoming the year-end big test of the Internet industry, and the cooperation with CCTV Spring Festival Gala red envelope has become a battleground for strategists. Over the years, CCTV Spring Festival Gala red envelope interactive partners. 2015 wechat 2016 Alipay 2017 Alipay 2018 Taobao 2019 Baidu 2020 Kwai Fu 2021 tiktok But this year, Jingdong successfully won the baton. On January 5, at the exclusive interactive cooperation project press conference of CCTV 2022 Spring Festival Gala, Jingdong was announced to be the exclusive interactive partner of CCTV 2022 Spring Festival Gala. Why? Industry observer Leo (a pseudonym) said: "in recent years, the Spring Festival Gala is mainly sponsored by payment and e-commerce, but looking at the whole payment and e-commerce circle, it has been a difficult year for everyone in the past year. This year, in this track, no one can do it except JD." 2021 will be a miserable year for e-commerce circle + payment circle enterprises. For example, if other enterprises enter the ICU, JD can still insist on staying in the general ward. Let's start with the payment circle. According to the financial report of the third quarter of 2021 released by Tencent, the monthly active combined accounts of wechat and wechat were 1.26 billion by the end of the third quarter. Wechat payment and wechat are actually inseparable. In a sense, these 1.26 billion active accounts are potential customers of wechat payment, and it may not need to sprinkle money through the Spring Festival Gala to obtain users. 2021 is also a difficult year for Tencent. It has been "named" in the fields of music and games. On January 5, 2022, Tencent directly received 9 administrative punishment decisions issued by the State Administration of market supervision. At this time, it is not a good choice for Tencent to appear in public. Alipay is also not very good. After the listing of the ant group was stopped, in November 7th last year, Alipay's product "borrowed" quietly changed its name to "credit loan", and the service provided by the bank was clearly defined, and the brand isolation work was officially launched. In December 28th, the mutual treasure announced by the ants will officially cease operation in a month. Obviously, Alipay will not choose to enter the game at this time. Then to the e-commerce circle. Alibaba (Baba. US), the boss of the e-commerce industry, was ordered by the State Administration of market supervision to stop the illegal act and fined 18.228 billion yuan in April this year for implementing the "one of two" behavior. Another e-commerce giant pinduoduo (PDD. US), the growth myth is breaking. Since pinduoduo hit an all-time high of $212.6 on February 16, 2021, the stock price has fallen all the way. By the end of January 4, 2022, the stock price once fell below $50, a new low since nearly 20 months. Its stock price has fallen by nearly 77% in less than 12 months. The capital has fled, which is quite tragic. Short video e-commerce on the other side is also difficult. The tiktok come to a standstill in November last year, and the news of domestic advertising revenue stopped growing. The peak traffic volume caused the growth of its daily life users to be weak, and the growth of the voice revenue was stagnant. Although Kwai tiktok (01024.HK) was successfully listed in 2021, its stock price was also "falling". The commercialization of the company was not smooth. Its most obvious business was GMV, and Taobao still had a gap between the two. One by one, the whole e-commerce circle and payment circle will work together to write a big word of "tragedy" in 2021. But relatively speaking, Jingdong in the same circle lives more moist. Once, JD lost many cooperative brands because of Ali's "one of two choices". Therefore, many business lines developed mediocrely. After the boots landed, JD's brand business was "unique". In addition, JD has continued to plough deeply in the middle and back office for many years. From technology to warehousing and then to logistics, JD with "entity" gene has relatively strong anti risk ability, making it the one with the most stable performance in the case of a sluggish macro environment. According to the results, its total revenue in the third quarter of 2021 was 218.708 billion yuan, a year-on-year increase of 25.54%, slightly exceeding the market expectation. Therefore, it is natural that in the current market situation, perhaps no one is more suitable to win the exclusive cooperation opportunity of the Spring Festival Gala than JD. 02 those who have sent red envelopes in history From 2015 WeChat shake, 2016 Alipay set five tiktok, and then 2021 to shake the voice on the eve of the new year, 1 billion 200 million yuan cash red packets, Internet Co is in the Spring Festival evening stage, you sing me on the stage, Spring Festival evening also witnessed the Internet industry shuffle. 500 million, 600 million, 1 billion The giants' efforts to sprinkle money on the stage of the Spring Festival Gala have risen year after year, and the bidding price has repeatedly reached new highs, but there are always people competing for the qualification to sprinkle money. Why are the giants persistent in the Spring Festival Gala? First, the flow. In 2015, wechat moved the stage of sending red envelopes to CCTV Spring Festival Gala, which also opened the precedent for Internet companies to send red envelopes in the Spring Festival Gala. According to the wechat data, 120 million people participated in the wechat shake. On New Year's Eve, the total number of wechat shake interactions in the Spring Festival Gala reached 11 billion times, with a peak of 810 million times per minute. After the Spring Festival Gala of the year of the sheep, wechat added 20 million payment users overnight, and the number of wechat financial users increased by 100 million. Also based on the good results of this year, Internet giants began to focus on the position of the Spring Festival Gala. In 2016, Alipay took the relay baton of WeChat. On the eve of new year's Eve, the total participation of Alipay's "Xi Yi Xi" interactive platform reached 324 billion 500 million times, which was 29.5 times the number of interaction between spring and evening of the previous year. It also successfully developed the five FU into a Alipay's fixed spring festival entertainment interactive project. According to the data of Guojin Securities Research Report, the total audience size of the Spring Festival Gala from 2016 to 2019 was 1.03 billion, 1.08 billion, 1.13 billion and 1.17 billion respectively, and 1.23 billion in 2020. At the moment when mobile Internet traffic bottoms out and becomes expensive, the traffic of the Spring Festival Gala remains stable and rising. In special nodes, the Spring Festival Gala is undoubtedly the top stream level. According to the data from the National Gold Research Innovation Center, the "red packets war" has a significant effect on the DAU upgrading of related APP. According to the red pack game, the overall DAU level is gradually improved in the pre heating period before the eve of the new year. The heat of the Tencent department's WeChat, mobile phone QQ, Ali's Alipay, micro-blog, and Kwai fasten fastmen and so on has been significantly improved. Almost all apps participating in red envelope marketing reached the peak of dau on New Year's Eve. In addition to the traffic, expanding business is also one of the reasons why big guys stick to the Spring Festival Gala. In 2016, the purpose of Alipay and Spring Festival Gala cooperation is to expand the social and life service function and get a considerable social relationship chain. After the Spring Festival Gala in 2016, Alipay successfully gained 1 billion 100 million pairs of friends. Tiktok tiktok replaced tiktok tiktok as the exclusive partner of the 2021 Spring Festival Gala. The APP line has the function of shaking the voice. When chattering shopping, Alipay and WeChat pay, and the entrance of the voice input can be selected. The Spring Festival Gala is also a big stage for giants to show their muscles. Behind the marriage of WeChat and Alipay and the Spring Festival Gala is actually the confrontation between Ali and Tencent in the field of mobile payment. "CCTV has a bid, we didn't get it, and the other party is very hard", this is what Ma Huateng said in a public speech at the 2015 Wuzhen World Internet Conference. In March 2016, Ren Xuean, the then director of the CCTV advertising management center, pointed out in a public speech that Ma Huateng meant "the other side" referring to Alipay. He also revealed that in order to win the target, Alipay's investment was more than 5 times that of WeChat. Who sends red envelopes at the Spring Festival Gala has become a major suspense of the Spring Festival every year. Who will send red envelopes at each spring festival gala reflects the changes in the status and pattern of giants. The giants hope to leave their rivals far behind by virtue of the huge traffic of the Spring Festival Gala, and even realize the subversive leap of their own business. 03 JD's abacus Jingdong chose to throw the Spring Festival Gala at this time. What can it get back? First, there is no doubt about the number of users. From the perspective of the absolute number of active buyers in, JD has been left behind by Ali and pinduoduo. As of Q3 in 2021, the number of active buyers of Alibaba, pinduoduo and JD was 863 million, 867 million and 552 million respectively. Therefore, JD chose to sponsor the Spring Festival Gala at this time, which will undoubtedly help new users. Countless lessons have proved that the traffic of the Spring Festival Gala is very good and the effect is remarkable. The second is the trading volume. Compared with pinduoduo and other e-commerce companies, JD has great differences in user portraits. Jingdong's main users are concentrated in tier 1-2 cities. The unit price of goods purchased by Jingdong is high and the profits generated are relatively strong. It can be said that Jingdong holds the users with the strongest liquidity in China, but the active users held by pinduoduo are relatively sinking, which may be those users with particularly weak purchasing power. At the moment of consumption upgrading, when users experience the high-quality service brought by JD, it will bring changes to their e-commerce shopping decision, which is undoubtedly a good trend for JD. Again, it may be business promotion. From the previous cooperation of the Spring Festival Gala, most enterprises willing to send red envelopes are in the product rising period or a major turning point, and need to quickly obtain the traffic blessing brought by more than 1 billion visitors across the country, so as to obtain the business jump. JD's move may further bind with its payment business and divide up the cake of financial services. Finally, word of mouth. Jingdong brand said to Lu Jiu finance and economics that Jingdong hopes to take this opportunity to provide good services for everyone. At the press conference, Shao Jingping, vice president of Jingdong group and head of Jingdong retail marketing and commercialization center, said: "Jingdong will bring a brand-new interactive experience with the simplest playing method, the most diverse benefits and the longest duration to the audience and users during the 2022 year of the Tiger Spring Festival Gala." In the past, the red envelopes of the Spring Festival Gala often used by customers make complaints about the complexity and routines.