第一财经·2026-02-13 07:44Core Viewpoint - The article discusses the rise of red envelope marketing as a unique strategy for market promotion and customer engagement during the Chinese New Year, particularly highlighting its effectiveness in the context of AI applications and consumer behavior [2][3]. Group 1: Red Envelope Marketing - Red envelope marketing has become a common phenomenon among companies during the Spring Festival, creating numerous successful business cases [3]. - The high recognition of red envelopes in China makes them a valuable marketing tool, helping to stimulate consumer activity and enhance the festive market atmosphere [2][4]. Group 2: Consumer Behavior and Market Dynamics - Red envelopes may not provide true consumer surplus but rather represent a discount from merchants or third parties, potentially confusing the relationship between consumers and products/services [4]. - Overuse of red envelope marketing can obscure market price signals and disrupt the genuine expression of consumer preferences, leading to unnecessary purchases [4]. Group 3: Innovation and Market Competition - As the market enters a new phase dominated by AI, the traditional first-mover advantage may become a burden, necessitating rapid innovation to meet changing consumer preferences [5]. - Resources allocated to red envelope promotions may be better spent on enhancing product quality and service scarcity, which could more effectively stimulate consumer activity [5].