36氪·2026-01-27 10:16Core Viewpoint - The article discusses the resurgence of the "cash-splashing" marketing strategy during the Spring Festival, highlighting Tencent's announcement of distributing 1 billion yuan in cash red envelopes and Baidu's follow-up with 500 million yuan, indicating a competitive landscape among major internet companies [2][3][4][21]. Group 1: Marketing Strategies - Tencent's CEO, Ma Huateng, emphasized the importance of AI investments while announcing the cash red envelope initiative, aiming to recreate the excitement of the original WeChat red envelope launch in 2015 [3][21]. - Baidu's cash red envelope campaign, which runs from January 26 to March 12, offers users a chance to share in 500 million yuan, showcasing its AI technology as a key selling point [4][23]. - The article notes that the Spring Festival marketing battle has evolved from merely acquiring new users to focusing on building user relationships and delivering value through technology [28][29]. Group 2: Historical Context - The article reflects on the evolution of Spring Festival marketing, starting with Tencent's 5 billion yuan red envelope campaign in 2015, which significantly impacted China's mobile payment landscape [10][25]. - Other companies, such as Alibaba and Baidu, have also engaged in similar campaigns over the years, with Baidu investing 1.9 billion yuan in 2019, resulting in a substantial increase in active users [12][15]. - The shift in marketing strategies is evident as companies move from simple cash giveaways to integrating technology and content into their campaigns, reflecting broader trends in the tech industry [44]. Group 3: Competitive Landscape - The competition for advertising during the Spring Festival has intensified, with companies like ByteDance's Volcano Engine and various robotics firms vying for visibility and engagement [33][34]. - The article highlights that the focus of major companies is shifting from consumer internet to hard technology, indicating a broader industry trend towards value-driven strategies [40]. - The changing landscape of Spring Festival marketing suggests that while the methods may evolve, the underlying goal of capturing user attention and showcasing technological capabilities remains constant [43].