创业邦·2026-02-08 03:32Core Viewpoint - Alibaba's AI assistant, Qianwen, has initiated a new wave of competition in the milk tea market by launching a "Spring Festival 3 billion big free order" campaign, allowing users to purchase milk tea for just 1 cent, leading to overwhelming demand and system crashes [7][12][20]. Group 1: Campaign Overview - The campaign was launched on February 6, allowing users to get a 25 yuan milk tea for only 1 cent by using the Qianwen app [7][12]. - Within 9 hours, users made over 30 million requests for milk tea, resulting in more than 10 million orders processed by Qianwen [7][9]. - The campaign's popularity led to system overloads, with many users unable to place orders due to app crashes and high demand [9][20]. Group 2: User Engagement and Reactions - Users expressed frustration as the app frequently failed to respond, leading to humorous comments about the app's performance [10][21]. - The campaign sparked a frenzy on social media, with users sharing their experiences and strategies for obtaining milk tea [25][28]. - Despite the chaos, many users remained determined to participate, showcasing the strong appeal of the promotion [38]. Group 3: Marketing Strategy and Implications - Alibaba's strategy appears to focus on attracting new users to the Qianwen app, with the milk tea promotion serving as a gateway to broader engagement with Alibaba's ecosystem [44][51]. - The campaign is part of a larger trend where major tech companies leverage significant marketing budgets to capture user attention during peak seasons, reminiscent of past promotional tactics [53][59]. - The initiative is expected to enhance Qianwen's user base, with a target of reaching over 100 million monthly active users by early 2026 [52].