Zhong Guo Xin Wen Wang·2026-02-12 03:51Core Viewpoint - The competition among major internet companies for AI-based Spring Festival red envelopes has intensified, with over 4.5 billion yuan spent collectively, particularly highlighting the success of Alibaba's "30 billion yuan free meal" campaign [1][6]. Group 1: Red Envelope War - Major internet companies are leveraging traditional marketing methods, such as distributing red envelopes, to attract users during the peak social interaction period of the Spring Festival [3][6]. - Tencent and Baidu initiated their red envelope campaigns on January 25, offering 10 billion yuan and 5 billion yuan respectively, aiming to replicate the success of WeChat's red envelope phenomenon from 11 years ago [3][6]. - Alibaba's "30 billion yuan treat" campaign launched on February 6, integrating various services within its ecosystem to cover multiple consumer spending scenarios [3][6]. - ByteDance's Doubao is offering a combination of technology products and cash red envelopes, with over 100,000 tech gifts and cash rewards planned for the Spring Festival [3][6]. Group 2: User Engagement and Impact - The red envelope campaigns have successfully attracted users, with Doubao's download surpassing competitors on the App Store shortly after its launch [5]. - However, the effectiveness of these cash incentives in retaining users remains uncertain, as companies face challenges in maintaining user loyalty post-campaign [2][9]. - Users have reported issues with the red envelope distribution, such as reduced amounts and server instability during high demand periods [9]. Group 3: Strategic Implications - The competition reflects a broader shift in the digital landscape, where AI assistants are seen as the next core entry point for internet services, prompting companies to invest heavily to secure this position [7][8]. - Companies are integrating AI capabilities into their existing platforms, with Alibaba, Tencent, and Baidu enhancing their services to create a more intelligent user experience [8]. - Analysts suggest that while the red envelope strategy may drive short-term traffic, long-term user retention will depend on product capabilities and the establishment of a closed ecosystem [9].