超45亿元，几大巨头疯狂投入，马年春节的入口之争，不是结束，甚至不是结束的开始，而只是开始的结束。 "领了几块钱红包，薅了一杯后，就再没有打开过它了。""如果平时不常用，那么留一个图标也没任何意义。""它不仅要会干活，还要更懂我们的情 绪"…… 马年春节已过，字节、阿里、百度、腾讯四家巨头用45亿元砸出的这场中国AI历史——甚至互联网史上最大规模用户入口争夺战，喧嚣渐散。 从目前趋势看，胜负格局初步显现：字节豆包守擂成功，继续领跑；阿里千问攻势凌厉，一度登顶但未能完成反超；腾讯元宝起跑最早，却快速滑落；百 度砸下5亿，似乎再次印证"起大早赶晚集"的魔咒。 真正让人遗憾的是美团——这家曾被视为"AT"之外第三极的生活服务巨头，几乎完全缺席。当阿里用30亿元将AI直接嵌入"点奶茶、买电影票"的消费闭 环时，美团护城河第一次显得如此岌岌可危。 所有人都很清楚，所谓AI入口之战，本质是下一个时代的"船票"争夺。但潮水退去，一个根本性问题浮出水面：撒钱能买来流量，但买不来留存，字 节、阿里、百度、腾讯、美团之所以能拥有自己的江湖地位，从不是靠烧钱硬生生打出来，而取决于产品能否将技术和工具变成真正生产力，能否和人们 日常 ...

更何况，这一步的战略优先级就是一个字，快。 可能有读者会说了，那当年的淘宝和百度也不是新产品，为什么也要在春晚上砸重金呢？ 最近十年的春节档，几乎都是互联网大厂拼实力抓用户的竞技场。 自从微信通过摇一摇红包拉开这场战役之后，每年的春晚似乎都成了互联网春晚。 包括腾讯、阿里、京东、百度、快手、字节在内的公司，几乎都冠名过春晚并成为除夕互动合作平台。 但唯独有一家公司从未出现过，美团。 你可能也会好奇，同为互联网大厂的美团，为什么从来不去争夺春节黄金档？ 在我看来，这是战略、业务、产品逻辑之间的差异。 要搞明白美团为什么不在春节撒钱发红包，就得先理解其他互联网大厂春节砸钱的背后逻辑。 就拿今年春节花 10 个亿发红包的腾讯元宝和用 30 亿请客的阿里千问来说吧，他们并不是人傻钱多，而 是精于算计。 元宝和千问都是新产品，尤其在 AI 入口的争夺上，砸钱拉新的速度远快于自然增长。 因为，他们要做渗透。 说白了，就是把自己的业务和产品通过春晚这个超级窗口渗透到中国市场的每一个毛细血管处。 背后的战略优先级，就是围绕更广泛的市场做渗透率。 包括后来的京东，其实也是这个逻辑。 反观美团，它的战略重心和业务增长逻辑和前面提 ...

Core Insights - The competition among major internet companies for user engagement during the Spring Festival has intensified, with Tencent, Baidu, and Alibaba collectively distributing over 4.5 billion yuan in cash red envelopes, marking the beginning of a heated "AI red envelope war" [1] - The challenge for these companies is to convert users from "one-time visitors" to "retained users" through deeper integration of software with social media and various industry applications [1][6] Group 1: AI Red Envelope War - Tencent initiated the "Spring Festival AI Red Envelope War" by announcing a 1 billion yuan cash red envelope campaign through its Yuanbao app from February 1 to February 17 [1] - Baidu quickly followed with a 500 million yuan red envelope offer, integrating it with its AI product, Wenxin Assistant [1] - Alibaba's Qianwen launched a 3 billion yuan "Spring Festival Treat Plan" and secured exclusive naming rights for the Bilibili New Year's Eve gala [1] - ByteDance's Volcano Engine is set to participate in the 2026 CCTV Spring Festival Gala as the exclusive AI cloud partner, enhancing its interactive features [1] Group 2: User Engagement and Retention - Users are downloading apps primarily due to promotional activities, but there is skepticism about continued usage post-campaign, as indicated by user feedback [2] - The "AI red envelope war" is seen as a strategy to transition AI from simple search functions to more interactive capabilities [2] - QuestMobile data shows that by Q4 2025, Doubao's monthly active users (MAU) could reach 230 million, while Alibaba's Qianwen app may achieve 100 million MAU [2] Group 3: Historical Context and Strategy - The strategy of using red envelopes to attract users is not new; it was successfully employed during the 2015 Spring Festival with WeChat's "shake to grab red envelopes" feature, which significantly increased user engagement [3] - The current competition focuses on establishing the first point of interaction with AI applications, which is crucial for future user engagement [3] - The "AI red envelope war" is expected to shorten the adoption cycle of AI applications, transitioning into a phase focused on user loyalty [3] Group 4: Long-term User Retention Challenges - The primary challenge remains how to retain users after initial engagement, as past experiences show that high initial user numbers do not guarantee long-term retention [5] - Experts suggest that simply attracting users with red envelopes is insufficient; deeper interaction is necessary to form habitual usage [5] - The success of Yuanbao's red envelope initiative is contingent on its ability to leverage the WeChat ecosystem and provide ongoing value beyond the initial cash incentive [5]

2月6日，阿里千问正式推出"春节30亿免单"活动，向用户发放奶茶免单卡，迅速引发多地奶茶店"爆 单"。值得一提的是，活动上线当天，微信平台屏蔽其免单分享链接，折射出平台生态壁垒下AI入口争 夺的白热化。 记者注意到，活动当日，部分用户遇到页面卡顿、"系统开小差"等状况，但订单量仍迅猛攀升。对此， 千问App在官方微博账号上表示："免单送奶茶活动太火爆啦，我们正在紧急加派资源，全力保障顺 畅，请大家稍稍等待。" 活动上线9小时，在千问App下单的订单数已突破1000万单。同时，千问超越豆包和元宝，登顶苹果 AppStore免费榜第一，排序形成"千元豆"格局。 此次春节营销大战中，各平台投入规模空前。阿里千问以30亿元刷新其春节活动投入纪录，腾讯元宝推 出10亿元红包补贴，字节豆包则成为央视春晚独家合作方。数十亿元级的资源投入，不仅是一场真金白 银的比拼，更被视为争夺未来十年AI入口的关键战役。 千问App春节项目组负责人郑嗣寿对《证券日报》记者表示，在春节这个生活消费活动密集的节点，千 问希望通过真金白银的投入，培养用户"有事找AI"的习惯，推动AI融入真实世界的衣食住行之中。以这 一活动为起点，全国人民都将感 ...

上周分析春节档 AI 大战时，我们说千问可能在憋个大的。 现在大的它来了。 今天早上，千问30 亿"春节大免单"正式上线，只要打开千问APP就可以领取一张25元的奶茶免单卡。官宣新闻稿说，这只是"第一波奶茶攻势"。活动期 间，每个人可以领取 21 张无门槛的 25 元免单卡，相当于 525 块钱。 春节的特殊之处在于，它既是流量最密集的时间窗口，也是用户行为最松弛、最感性、最愿意尝新的阶段。红包、免单、互动，本质上都是争夺用户的注 意力与习惯。注意力跟习惯相关，吸引更多的用户注意力，就有更多建立用户认知和成为默认选项的机会。 所谓习惯，无非如此。 但注意力跟习惯的关系不是线性的，并不是说你吸引了最多的注意力，就会在用户群体里塑造最强的习惯。不考虑其他因素，吸引注意力很简单，因为红 包作为刺激用户注意力的手段是高度通用且有效的。 真正决定这场春节战役走向的因素，是砸钱把用户吸引过来后，能否高效地建立他们跟产品的稳定关系。 相较于把 AI 当成一次性娱乐互动工具或临时聊天对象，千问选择把红包嵌进真实的消费与办事链路中，用免单而非领钱的方式，让用户在解决具体需求 的过程中反复调用 AI。 我们的判断是，这种策略成功 ...

Core Insights - Tencent is launching a significant initiative in AI, emphasizing its strategic importance within the company [1][3] - The company is actively promoting its AI application "Yuanbao" through a large-scale marketing campaign, including a cash red envelope initiative during the Spring Festival [2][4] Group 1: AI Strategy and Initiatives - Tencent's AI strategy is gaining momentum, with "Yuanbao" becoming a central focus for consumer-facing AI applications [2][4] - The Spring Festival campaign aims to replicate the success of the WeChat red envelope phenomenon, leveraging social media to drive user engagement [4] - "Yuanbao" has quickly risen to the top of the App Store rankings, indicating effective market penetration [4] Group 2: Competitive Landscape - Tencent faces stiff competition from ByteDance's "Doubao" and other emerging AI applications, which are rapidly gaining user traction [9] - As of September 2025, "Doubao" has reached approximately 172 million monthly active users, surpassing Tencent's offerings [9] Group 3: Product Development and Features - The "Yuanbao" application has introduced new features like "Yuanbao Pai," which enhances group interactions using AI capabilities [4] - Another AI application, "ima," targets knowledge-intensive scenarios and has been integrated with DeepSeek technology, showcasing Tencent's commitment to diverse AI applications [5][6] Group 4: Infrastructure and Investment - Tencent is investing heavily in AI infrastructure, with capital expenditures reaching a historical high of 76.7 billion yuan in 2024, accounting for 12% of total revenue [12] - The company is also focusing on building partnerships and investing in AI chip startups to enhance its technological capabilities [13] Group 5: Future Outlook and Challenges - Tencent is exploring the integration of AI into its flagship WeChat application, aiming to create a unique AI agent that enhances user experience [14] - Despite the potential, challenges remain, including privacy concerns and the need for significant investment in AI capabilities [14][15]

Core Viewpoint - The article emphasizes the strategic importance of Baidu's "chip-cloud-model-body" full-stack layout in the AI era, positioning the company favorably in the competitive landscape of AI applications and technology [2][25][26]. Group 1: Baidu's Strategic Positioning - Baidu's CEO, Li Yanhong, highlighted the significance of applications in the AI era, defining four types of intelligent agents: search agents, digital human agents, code agents, and evolutionary agents [4]. - The company has redefined its architecture to focus on "chip-cloud-model-body," indicating a shift in strategy to enhance its competitive edge in AI [4][18]. - Baidu aims to integrate its AI capabilities within its existing app ecosystem, allowing users to transition seamlessly from traditional search to AI interactions without the need for additional downloads [15][18]. Group 2: Competitive Landscape - The return of founders from major tech companies (BAT) signifies a pivotal moment in the AI competition, with each company launching initiatives to secure their positions in the AI market [6][9]. - The competition is characterized by a "red envelope war," where companies are leveraging cash incentives to attract users, reminiscent of past successful strategies in the Chinese internet landscape [14][15]. - The AI entrance battle has evolved into a "three-legged" competition among Baidu's Wenxin, Alibaba's Qianwen, and Douyin's Doubao, marking a significant shift in user engagement strategies [13][14]. Group 3: Baidu's Technological Advancements - Baidu's Kunlun chip is set to generate significant revenue, with projections indicating a 140% year-on-year growth, highlighting the company's focus on chip development as part of its full-stack strategy [22]. - The company's AI cloud revenue has also seen substantial growth, with a 33% increase year-on-year, and an ambitious target of 200% growth for AI-related revenue in 2026 [22]. - The release of Wenxin 5.0, with advanced capabilities in multimodal understanding and generation, positions Baidu at the forefront of AI technology, surpassing competitors in key performance metrics [23][24]. Group 4: Full-Stack Strategy Implications - Baidu's full-stack approach allows for optimized efficiency and cost-effectiveness, reducing the gap between hardware and algorithm compatibility, which is crucial for AI application performance [24]. - The integration of chip, cloud, and model technologies enables Baidu to maintain control over its AI infrastructure, ensuring stability and resilience in a complex geopolitical landscape [24]. - The article suggests that while the entrance competition may evolve, the ability to convert technology into user value will remain a core strength for Baidu, emphasizing the importance of a comprehensive technological framework [25][26].

微信安全中心公众号发文称，微信对以春节为主题集中爆发的过度营销、诱导分享等违规行为进行打击。"收到用户针对元宝的反馈和投诉，其相关春节 营销活动存在通过'做任务''领红包'等方式诱导用户高频分享链接到微信群等场景，干扰平台生态秩序、影响用户体验、对用户造成骚扰。"微信安全中心 表示。 随后，元宝在微博上回应称，正在紧急优化调整分享机制，将尽快上线，确保用户抢红包体验。 2月4日上午，第一财经记者发现，在微信群中点入好友发出的元宝红包，显示"网页包含诱导分享、关注等诱导行为"，提醒用户可以通过浏览器访问。 元宝是腾讯旗下面向大众用户的C端AI应用。目前正在开展春节活动，用户可以在元宝App上分10亿现金红包，红包能转发给微信、QQ好友和社群。此前 腾讯董事会主席马化腾在一年一度的员工大会上表示，希望能够重现11年前微信红包春晚的时刻。 不过，元宝的红包玩法在社交媒体上引起了争议，一些网友指出，群聊中元宝红包影响社交体验。"我的各个群都被彻底入侵了""元宝开始病毒性传播 了""元宝你让我的家人群变成了红包任务群。""现在微信群都不能看了""好几个群连着三五个红包链接，没人多说一个字，和群发的垃圾拜年信息没什么 区 ...

2026.02.04 本文字数：874，阅读时长大约1分钟 作者 |第一财经 郑栩彤 2月4日上午，第一财经记者发现，在微信群中点入好友发出的元宝红包，显示"网页包含诱导分享、关 注等诱导行为"，提醒用户可以通过浏览器访问。 微信安全中心公众号发文称，微信对以春节为主题集中爆发的过度营销、诱导分享等违规行为进行打 击。"收到用户针对元宝的反馈和投诉，其相关春节营销活动存在通过'做任务''领红包'等方式诱导用户 高频分享链接到微信群等场景，干扰平台生态秩序、影响用户体验、对用户造成骚扰。"微信安全中心 表示。 随后，元宝在微博上回应称，正在紧急优化调整分享机制，将尽快上线，确保用户抢红包体验。 元宝是腾讯旗下面向大众用户的C端AI应用。目前正在开展春节活动，用户可以在元宝App上分10亿现 金红包，红包能转发给微信、QQ好友和社群。此前腾讯董事会主席马化腾在一年一度的员工大会上表 示，希望能够重现11年前微信红包春晚的时刻。 不过，元宝的红包玩法在社交媒体上引起了争议，一些网友指出，群聊中元宝红包影响社交体验。"我 的各个群都被彻底入侵了""元宝开始病毒性传播了""元宝你让我的家人群变成了红包任务群。""现在微 ...

2026.02. 04 本文字数：874，阅读时长大约1分钟 作者 | 第一财经 郑栩彤 2月4日上午，第一财经记者发现，在微信群中点入好友发出的元宝红包，显示"网页包含诱导分享、关注等诱导行为"，提醒用户可以通过浏览器访问。 随后，元宝在微博上回应称，正在紧急优化调整分享机制，将尽快上线，确保用户抢红包体验。 元宝是腾讯旗下面向大众用户的C端AI应用。目前正在开展春节活动，用户可以在元宝App上分10亿现金红包，红包能转发给微信、QQ好友和社群。此 前腾讯董事会主席马化腾在一年一度的员工大会上表示，希望能够重现11年前微信红包春晚的时刻。 不过，元宝的红包玩法在社交媒体上引起了争议，一些网友指出，群聊中元宝红包影响社交体验。"我的各个群都被彻底入侵了""元宝开始病毒性传播 了""元宝你让我的家人群变成了红包任务群。""现在微信群都不能看了""好几个群连着三五个红包链接，没人多说一个字，和群发的垃圾拜年信息没什 么区别""好多群主忍不住踢人了"一些用户发微博称。 引发争议后，记者留意到元宝的红包玩法进行了调整。原本每个红包领取上限是10个，每1人领取，分享者的抽奖次数就增加1次，2月3日红包领取上 限调整成为 ...