Zheng Quan Ri Bao Zhi Sheng·2026-01-26 16:49Core Viewpoint - The Chinese internet giants are leveraging the Spring Festival as a prime opportunity to attract users and traffic through cash red envelope activities, particularly focusing on AI applications to enhance user engagement and downloads [1][2]. Group 1: Cash Red Envelope Activities - Baidu announced a cash red envelope activity through its Wenxin Assistant, offering a total of 500 million yuan in cash red envelopes from January 26 to March 12, with individual envelopes reaching up to 10,000 yuan [1]. - Tencent's AI platform Yuanbao will launch a new Spring Festival activity on February 1, distributing 1 billion yuan in cash red envelopes, with individual users also eligible for up to 10,000 yuan [1]. - These activities are expected to significantly increase the download and daily active user numbers for C-end AI applications, intensifying competition among internet giants for AI market entry [1]. Group 2: Strategic Insights - The Spring Festival serves as a social bonding occasion, and the substantial cash red envelopes can quickly break down barriers, facilitating large-scale downloads and initial usage of AI applications, akin to WeChat Pay's success during the Spring Festival in 2015 [2][3]. - Historical examples of successful Spring Festival marketing campaigns include WeChat's 10.1 billion red envelope transactions in 2015 and Alipay's "Five Blessings" game in 2016, demonstrating the effectiveness of such strategies [2]. - The competition for user engagement during the Spring Festival is critical for companies to establish long-term dominance in the AI ecosystem, with a focus on capital-intensive short-term investments to secure entry points into the AI market [2]. Group 3: User Engagement Factors - User retention is influenced by three key dimensions: addressing real user pain points, continuous optimization of product experience through user data feedback, and seamless integration into existing social and work ecosystems to lower usage barriers [3]. - The report by QuestMobile indicates that the top five AI native apps by weekly active users include Doubao, DeepSeek, Yuanbao, Ant Aifu, and Alibaba Qianwen, highlighting the competitive landscape for user acquisition [3]. - Open-source securities research suggests that domestic large model vendors are enhancing user and revenue scales through frequent model upgrades and overseas expansion, with the Spring Festival activities expected to amplify user growth and commercialization opportunities [3]. Group 4: AI Super Entrance Concept - The essence of the "AI super entrance" is to serve as a centralized channel for users to access services, integrating various functions to become the primary gateway to resources or ecosystems [4]. - Mastering the super traffic entrance is crucial for making AI a default choice in users' daily lives, thereby establishing ecological dominance [4].