Bei Jing Shang Bao·2026-01-27 12:17Group 1 - Major companies are launching their Spring Festival marketing campaigns early, with Alipay and Tencent both announcing significant cash giveaways [1][3] - Alipay's "Collect Blessings" event will run from February 3 to February 16, featuring 19 themed blessing cards, including popular IPs like "Honor of Kings" and "Genshin Impact" [8][10] - Tencent is offering a total of 1 billion yuan in cash red envelopes through its Yuanbao app, with users able to win up to 10,000 yuan per envelope [3][11] Group 2 - The marketing strategies of the companies differ, with Alipay focusing on entertainment and cultural IPs, Tencent emphasizing AI integration, and JD.com targeting practical needs during the Spring Festival travel season [9][12] - JD.com is collaborating with 12306 to offer daily draws for free train tickets and discounts, enhancing user experience during the travel peak [8][12] - The competition is shifting from simply attracting users with large cash giveaways to creating long-term user engagement through practical and contextual marketing strategies [12][13] Group 3 - The integration of AI in Tencent's marketing strategy aims to enhance user experience and engagement, reflecting a broader trend towards technology-driven interactions [11][13] - Companies are focusing on embedding marketing into real-life scenarios, making it easier for users to participate and fostering long-term habits [12][13] - The overall approach is evolving from a focus on scale to a more refined operation and understanding of user needs, indicating a strategic shift in the industry [12][13]