This year’s Lunar NYE apparently treated China’s mobile market rather well with the number of digitized new year greetings seeing a massive rise from 2015. On February 7, 8.08 billion digital red envelopes were sent on WeChat alone.
That’s eight times the 1.01 billion red envelopes sent across the platform during last year’s NYE. This year’s 8.08 billion number was reached by some 420 million WeChat users. After the social media app first introduced the virtual NYE tradition in 2014 it’s only trended upwards.
Gotta say, it is a hell of a lot more efficient:
Me getting ready to send you a red packet.
Posted by Shanghaiist on Sunday, February 7, 2016
According to AllChinaTech.com, Tencent’s other app QQ didn’t do too shabby either with its own digitized red envelope service. It drew in 308 million participants and 2.234 billion envelopes.
Meanwhile, rival Alipay was determined not to be outdone in CNY celebrations, bidding an estimated RMB 269 million (USD 42 million) for the Spring Festival Gala partnership — 5 times the price WeChat paid in 2015 for the collaboration.
A week prior, Alipay launched a “Lucky Card Collection” game, which awarded the adding of friends with “lucky cards” and offered a shared prize of RMB 215 million (USD 32.7 million) for those who managed to collect all five types of cards.
On New Year’s, 791,405 players won the “lucky card” game, walking away with 271.66 yuan each. So that’s nice.
Ever wondered why you don't ever succeed in getting any virtual hongbao on Wechat? It's because others are doing this…
Posted by Shanghaiist on Monday, February 8, 2016