This chapter is vocabulary, and it may be a bit messy. I will adjust it tomorrow.

——————————————————————————————————————

"The boss of Mi Company is indeed a genius.

The early product came from the idea of ​​Mr. Cao Yang, the boss of Bomi. It was said that it started planning three months ago, internal testing began in mid-December, and official public testing in January. During this period, the product team continued to improve and optimize based on test feedback, and the manpower and energy it took far more than opening an ordinary service account.

Tenpay Vice President Wu Yi later took charge of the red envelope product, which also brought investment and attention to resources.

The significance of the success of WeChat red envelopes is that Bomi finally implanted WeChat payment into users' habits in an easy and surprising way.

Jack Ma compared it to "Pearl Harbor sneak attack".

After WeChat introduced WeChat payment, games, e-commerce, QR code and other functions, it gradually formed a closed-loop business model and began to enter the e-commerce field led by Alibaba. Compared with Alibaba, Bomi chose another different reverse path:

From the best social-driven payment, and after paving the way to pay, the biggest difference between this path and Alibaba is that payment is just the beginning of everything Bomi/WeChat. Before the red envelope, Bomi promoted WeChat payment to Youbao vending machine discounts and Didi Taxi software subsidies. The promotion cost of over 100 million yuan was very huge but the results were very small. The small product of WeChat New Year red envelope almost exchanged for zero payments. It can be said that it has "zero investment and huge output."

"After self-questioning, there are several main reasons: basic demand: red envelopes are the basic demand for everyone during the Chinese New Year and holidays, and the demand base is large. The product is very direct to basic demands and does not make too many other gimmicks.

Demand fun: Whether it is giving red envelopes to give you a sense of accomplishment, surprises from grabbing red envelopes, or fun brought by making a cheer, it makes this matter itself no longer a basic need, but a kind of fun. Many people can give red envelopes to get addicted. User basis: Compared with offline users, WeChat's user coverage is wider, because the traditional social communication needs have huge coverage, making it more natural to play between WeChat's user groups.

Communication path: Through "sharing to friends" and "sharing to friends circle", users can use active communication, and add users to the group to grab red envelopes, reducing obstacles to communication paths and making WeChat red envelopes become popular quickly. Just like the several elements mentioned in "Detonation Point" (product itself, communication path, and core characters), the popularity of any product is worth our deep consideration.

Compared with other products, it is really difficult to use the red envelopes on Weibo. There are many rules to use the red envelopes. It is not convenient to expand the red envelopes of Alipay, and the official red envelopes have become lottery draws."

"Well, if you want to answer this question, you have to talk about what the red envelope is.

There is something in the red envelope that has very distinct Chinese cultural characteristics.

Chinese cultural circles, such as China, Japan, South Korea, Vietnam and other countries.

There is actually only one most basic function of a red envelope.

It is a ceremony to express your respect for the other party. For example, attending a wedding of relatives and friends, you usually need to give a red envelope, which is a manifestation of blessings. During festivals, elders use red envelopes to send New Year's money to younger generations. Expression is also a kind of care

.In my Guangdong and Hong Kong and Macao, why does it end on the New Year holiday? On the first day of work, colleagues and subordinates sent red envelopes, which is called the start-up profit. In fact, it is to create a harmonious atmosphere.

Send blessings to the new year. In short, in Chinese culture, red envelopes represent folds, a very formal etiquette. Behind it is an ethical and cultural order. Why do you say so?

This is because red envelopes cannot be sent randomly. Certain rules must be followed. Generally speaking, elders can give red envelopes to younger generations. Couples can also send red envelopes to each other.

But younger generations cannot give red envelopes to elders. Otherwise, it is a manifestation of disrespect for elders. Have you ever seen that you even gave a red envelope to grandpa in spring? But now, this rule has long been broken by electronic red envelopes.

It has become the norm on social platforms for younger generations to send red envelopes. Therefore, when some social platforms provide bank account binding and small red envelope sending functions.

Gu Yan

On the surface, it is a popular red envelope culture and companion. In fact, it is destroying the cultural order represented by red envelopes. The subtext is that if you want to interact with someone, give him money. Whether it is an elder or younger generation, Brother Shang or colleague. Well, who is he? It is right. So, this strategy is very consistent with the logic of consumer culture. The popularity of red envelopes marks the fatal destruction that consumer culture brings to our society. Why do you say so? Because consumer culture has a particularly important operating mechanism, that is, to provide people with a false illusion, so that people think that as long as they are willing to spend their own money, there is no problem that cannot be solved and no goal that cannot be achieved. Do you want to become the middle class? What should you do? Save money to buy an LV bag.

Just go to work tomorrow. It’s simple. The emergence and spread of electronic newspapers is also based on this logic. Because it is transformed into a universal social communication method that is originally a specific etiquette. It allows people to easily bypass various rituals and achieve their goals in the simplest way. Therefore, the action of sending red envelopes now has no cultural significance. It has become a mechanized habitual action. What should I do if I want to love my girlfriend? Send a big red envelope. What should I do if an employee is willing to work overtime on holidays? Send a big red envelope in the group and ask everyone to share it.

We have also begun to form a new view, that is, how much a person cares about me depends entirely on how much he is willing to spend and how much red envelopes he sends. On a famous online answering platform, we can see a large number of stories about couples breaking up due to the amount of red envelopes. A couple has a long-distance relationship. On Valentine's Day, the boy sent a 52 yuan red envelope to the girl. You were so angry that you cried all night. The breakup was before dawn because the boyfriend of your best friend was so hot. 1,314 yuan.

These people, letting them go, sound like a fantasy, but today it sounds extremely real. So, electronic red envelopes are just a specific phenomenon, but what they reveal is actually a very serious problem.

Then we, the standard used to measure the relationship between people, is gradually withering. In the end, there will be only one standard that everyone can accept, that is the amount of money. In rogue people, what kind of feelings do we want to express in social interactions, whether we are grateful, care, or miss? We will habitually take out our mobile phones to send a red envelope to the other party. As for the amount of money, it depends on the weight of the other party in our hearts, and even how much benefits the other party can bring to us.

This way, it makes people naturally think of what Marx said in the Thesaurus of Capital. There is no other connection between people except for naked interests and cruel cash transactions. But this statement is somewhat alarmist, and I believe many people will not agree with such judgments, because whether it is a social platform or an electronic red envelope, it is just for people to provide more choices. As for whether to make such a choice, it depends on everyone's own freedom.

In this regard, I enjoy a point put forward by the famous cultural theorist Neil Portzmann in the book of Technology Monopoly. Portzmann believes that it is by no means, absolutely not neutral, it will limit culture and induce culture. That is to say, technology will output from its own characteristics and shape culture in various ways. This roughness is often silent and subtle, allowing people to unknowingly complete the conceptual change. Therefore, we see that today's red envelope culture is already in essence. It is fundamentally different from the red envelope culture ten or even five years ago, and now there is no artificial.

People think that talking about money hurts feelings. On the contrary, is a person generous or stingy in sending red envelopes? To some extent, he has become a symbol of true beauty.

The definition of consumption is to use money to purchase goods or services, but when consumer culture develops to the advanced stage, it will inevitably lead to the monetization of various things that are not originally goods or services. The most important of them is the monetization of relationships between people, especially those feelings that should have nothing to do with money, such as family affection. Once love and friendship show signs of monetization, it will bring about the withdrawal of the humanistic spirit of the entire society and the indifference of value standards.

There is a very famous survey company called Gallup. It conducted a global survey. In this survey, the more developed the consumption and financial systems, the colder people's lives are, that is, the harder it is to find value standards other than money. For example, in Singapore, where the economy is very rich and the financial industry is as high as the high-developed financial industry, people generally say that it is difficult to find valuable and meaningful things in life. The survey report said that Singaporeans don't even laugh very much.

On the contrary, in countries with less developed economies and less material rich, such as Bhutan, people have strong beliefs in value and generally believe that life is more meaningful.

Of course, this does not mean that money is a bad thing, the economy needs continuous development and human living conditions. Consumer culture is also an indispensable part of modern society, and there is no doubt that this is. But when we study cultural theory and understand the way consumer culture operates, we actually need to find hidden value crises and foreseeable futures under the appearance of seemingly prosperous and free consumption behaviors.

In addition to electronic red envelopes, we are likely to see the emergence of various new payment methods, and we are also likely to experience the further changes in the relationship between people. But as long as we stick to the humanistic spirit and keep calm and reflect on various seemingly rational technologies, we will definitely be able to achieve the coordinated development of efficiency and value."

Seeing that WeChat red envelopes achieved such a major result, they snatched away many users who were supposed to be Alipay almost overnight, and Alibaba was so angry that they were so angry.

On the fourth day of the Lunar New Year, Alima held an emergency meeting.

On the fourth day of the first lunar month, Jack Ma, who was in a bad mood, urgently recalled all the executives on Alibaba's vacation. The brightly lit Hangzhou Xiaoshan Airport flashed from time to time. The special assistant who was on vacation in Hawaii was unable to book a plane, and what made Alibaba look like a big enemy was just a small red envelope.

"Who could have thought that just such a small WeChat red envelope would directly turn the entire Bomi payment system into a behemoth?!" Alibaba was very angry, "Can anyone tell me how they did it? Why can't we produce such a product within?"

...

———————————————————————

This chapter is vocabulary, and it may be a bit messy. I will adjust it tomorrow.

Tonight I was so tired.

No updates tonight
Chapter completed!