乱翻书·2026-02-02 11:24Core Viewpoint - The article emphasizes that the upcoming Spring Festival in 2026 will witness unprecedented competition in the Chinese internet sector, particularly with Alibaba's Qianwen App launching a "Spring Festival Treat Plan" with a budget of 30 billion yuan for free consumption, aiming to reshape consumer habits in the AI era [1][4][26]. Group 1: Investment and Strategy - Alibaba's 30 billion yuan investment is the highest among major companies for this year's Spring Festival AI competition and marks the largest investment in a Spring Festival activity in Alibaba's history [4]. - Qianwen's strategy focuses on "treating" rather than simply distributing cash, aiming to integrate various services within Alibaba's ecosystem, such as movie tickets, food delivery, and travel arrangements, into a single platform [5][7][15]. - The initiative is seen as a significant move to establish Qianwen as a comprehensive entry point for Alibaba's future services, reflecting a shift from merely adding features to fundamentally changing the way consumers interact with services [10][17]. Group 2: Consumer Behavior and AI Integration - The article highlights a shift in consumer behavior, where the traditional process of searching and comparing across multiple apps is being replaced by a more streamlined interaction with AI, allowing for a more direct and efficient consumer experience [24][26]. - The integration of AI into daily life is expected to redefine the starting point of consumer actions, moving from platform-based interactions to AI-driven processes, which could lead to a significant transformation in the commercial landscape [22][25]. - The competition is not just about cash distribution but about who can effectively change consumer defaults and behaviors, positioning themselves as the primary interface for future transactions [27][28].