Core Insights - The competition among major tech companies for the Chinese New Year market has intensified, with Alibaba's AI assistant "Qianwen" launching a 3 billion yuan initiative to attract users through free dining and entertainment offers [1][4] - Tencent's "Yuanbao" has also initiated a 1 billion yuan cash red envelope campaign, aiming to replicate the success of the WeChat red envelope phenomenon from 11 years ago [5][6] - Other players like ByteDance and Baidu are also entering the fray, with ByteDance partnering with the Spring Festival Gala and Baidu launching a cash red envelope activity with a total of 500 million yuan [9][10] Alibaba's Strategy - Qianwen's 3 billion yuan "Spring Festival Treat" plan is the largest investment by Alibaba for the Spring Festival, aiming to integrate AI into real-life consumer experiences [3][4] - The Qianwen app has been integrated with various Alibaba services, allowing users to make purchases directly within the app without needing to switch platforms [3] - The focus is on creating a seamless shopping experience during the Spring Festival, with features for travel planning and restaurant reservations [3][4] Tencent's Approach - Tencent's Yuanbao has launched a cash red envelope campaign, encouraging users to upgrade the app to participate and complete tasks for additional rewards [5][6] - The campaign has seen a significant increase in app downloads and user engagement, with Yuanbao reaching the top of the Apple free app charts shortly after the campaign launch [7][8] - The complexity of the Yuanbao red envelope mechanics may hinder user adoption compared to the simpler WeChat red envelope experience [6][7] Competitive Landscape - The competition is not limited to Alibaba and Tencent; ByteDance and Baidu are also actively engaging users with their respective AI products and promotional activities [9][10] - Each company is adopting different strategies: Alibaba focuses on transaction integration, Tencent emphasizes social sharing, and Baidu aims for AI functionality [10] - The ultimate goal for these companies is to establish AI as an essential part of daily consumer habits during the high-traffic Spring Festival period [10][12] User Engagement and Retention Challenges - The effectiveness of these promotional strategies in retaining users post-festival remains uncertain, as many users already have established habits with existing applications [12][13] - User experience feedback has been mixed, with some users finding the interaction with AI applications cumbersome or disruptive to their usual social interactions [12][13] - The long-term success of these AI initiatives will depend on their ability to integrate seamlessly into users' daily routines and provide consistent value [12][13]

（文/刘媛媛 编辑/周远方） 2026年春节前夕，一场前所未有的"红包大战"在中国互联网领域悄然打响。与往年聚焦移动支付或电商导流的传统玩法不同，今年的主角换成了各大公司的 AI助手。 先是1月25日，腾讯官宣旗下元宝App将发放10亿元现金红包，单个红包金额可达1万元；后是百度抛出5亿元红包福利，将红包玩法与旗下AI产品文心助手 绑定；接着2月2日，阿里巴巴旗下千问APP也宣布投入30亿元启动"春节请客计划"，以免单形式请全国人民在春节期间吃喝玩乐。 三大巨头携总计45亿元的巨额资源入场，试图用真金白银"购买"用户的AI使用习惯，争夺被视为下一代互联网核心的"AI超级入口"。这场热潮，也标志着中 国AI产业的竞争，已从底层的技术博弈走向前台用户心智与生态构建的全面较量。 不过，行业人士向观察者网分析指出，依靠短期现金补贴培养用户AI使用路径的策略，其中长期用户留存效果仍需打个问号，大厂们还是得依靠差异化的 产品体验和切实的应用价值来提高复用率。 从支付启蒙到AI心智卡位 春节"红包大战"并非新鲜事物，其历史可追溯至2015年。当年微信凭借与春晚合作的"摇一摇"红包，以5亿元投入成功完成了数亿用户的支付绑卡教 ...

Core Insights - Tencent's AI assistant "Yuanbao" launched a public beta of "Yuanbao Club" on February 1, 2026, coinciding with a promotional event offering 1 billion yuan in cash prizes to users, indicating Tencent's strong commitment to the AI sector [1][3] - "Yuanbao Club" allows users to create or join groups, integrating experiences from WeChat and QQ, and aims to enhance social interaction and content sharing among users [3][5] - The launch is strategically timed during the Spring Festival, a period known for high social engagement, making it an ideal moment for introducing AI-driven group interactions [5][6] Product Features - "Yuanbao" serves dual roles: as a social facilitator that engages users with games and humor, and as a practical assistant that provides knowledge and task management support [6][11] - The AI's ability to summarize discussions and extract key points in fast-paced group chats can significantly improve information retrieval efficiency for users [11][12] - The platform is expected to support various community types, including knowledge-sharing groups and rule-based gaming communities, enhancing user engagement and participation [12][15] Market Positioning - Tencent's entry into the AI social space is seen as a strategic move to leverage its existing social ecosystem, aiming to create a competitive advantage by embedding AI deeply within social interactions [20][26] - The differentiation in AI applications is becoming crucial as major companies compete to develop unique contexts for their AI products, with Tencent focusing on social contexts as a key area for growth [21][23] - The evolution of AI from a passive observer to an active participant in social dynamics is expected to enhance its contextual understanding and overall intelligence, leading to more meaningful user interactions [25][26]

新智元报道 编辑：桃子 好困 【新智元导读】AI春节大战升级，这次阿里动真格了！千问APP官宣狂砸30亿，请全国人民「吃喝玩乐」+免单。 AI春节大战，真是越来越猛了...... 今天，阿里直接放大招，重磅官宣「春节请客计划」，狂砸30亿真金白银。 从2月6日起，将以「免单」的形式，请全国人民吃喝玩乐！ 阿里生态「全家桶」强势集结，淘宝闪购、飞猪、大麦、盒马、天猫超市、支付宝等全部加入。 这波春节攻势的目的也很明确，让所有人感受AI时代的「全新生活方式」，以此为起点，开启AI生活元年。可以说，这是一场全民AI生活方式的普及之 战。 这一次，30亿巨资刷新了阿里史上春节活动纪录，也成为今年春节大厂AI大战中，金额最高的单笔重磅动作！ 30亿全民请客 千问APP重磅入局AI春节大战 千问APP官微宣布，整个计划将于2月6日正式上线。官方口号更是直击人心：「吃喝玩乐」免单不停！ 除了各种福利，还有大额现金红包加持，让这个春节显得格外热闹。 消息一经官宣，全网集体沸腾！30亿免单豪礼，一触即发。 有网友打趣道，「我也是出息了，先后参与了互联网大厂10亿和30亿的大项目」。 大批网友占领评论区，纷纷为千问的春节大手笔疯 ...

梦瑶 发自 凹非寺 量子位 | 公众号 QbitAI 救命，现在的AI，光会帮我下单已经不够了。 连免单、发红包都要一并安排上？？？（还有这种好事儿） 咱先来说说千问这次搞的是个啥活动。 直白点说就是：趁着 2月6日 春节节点，千问打算让AI陪大家热闹一把，具体形式呢，就是——砸钱！！！ 你还别说，真有。 今天，千问官宣了一个 "春节请客计划" ：打算自掏腰包 3 0亿 。 目标嘛：直接包揽全国人民的吃！喝！玩！乐！ 这还没完呢，千问这次是带着兄弟团来的，淘宝、飞猪、盒马、大麦……这次全都变身成了千问的办事帮手～ 说实话，这应该是阿里史上投入最狠的一个春节了，放到今年这场大厂AI春节大战里，也是金额直接拉满的那种。 前脚我还在感叹：AI已经能帮我点外卖、做攻略、安排行程了。 结果才过了半个月，它连「钱」这一步都顺手替我掏了…… 红包、免单一起上，千问强势入局春节AI大战 是的，千问准备拿出「30亿」，通过 免单 的方式直接请大家吃喝玩乐。 说实话，消息出来之后，我第一反应倒不是说这得投入多少钱，而是心里咯噔一下：坏了，AI这进化的速度，已经快到我反应不过来了…… 要知道，距离我上一次让千问帮我下单27杯霸王茶 ...

Core Insights - Tencent's Yuanbao App launched a cash red envelope event with a total of 1 billion yuan, quickly igniting user enthusiasm and leading to significant engagement [1] - The app surpassed Doubao to become the top free app on the Apple Store on its first day, indicating a successful strategy to attract users [1] - The surge in traffic caused login issues, which Tencent's Yuanbao team has since resolved, highlighting the challenges of managing high user demand [1] Industry Context - The competition for AI application entry points is intensifying, with companies vying to establish dominance in this rapidly evolving sector [1] - Tencent's CEO, Ma Huateng, expressed a desire to replicate the success of WeChat's red envelope strategy from 11 years ago, indicating a focus on leveraging past successes in new contexts [1] - The effectiveness of the red envelope strategy in driving traffic underscores the importance of strong algorithm architecture and efficient model training capabilities for AI applications [1] - Companies must prioritize user needs in product development to succeed in the competitive landscape of AI application entry [1]

作者 | 贝隆行业研究 数据支持 | 勾股大数 据（www.gogudata.com） 导语： 一部春节营销史，本质是国民级流量入口的迭代史。 这一次，阿里掷下 30 亿，试图重写 中国 互联网 春节战争 的历史剧本。 2026 年 2 月 2 日，千问 APP 宣布投入 30 亿元启动"春节请客计划"，以免单形式请全国人民在春节期间吃喝玩 乐，感受 AI 时代的全新生活方式。 这一数字不仅刷新了阿里历史上春节活动投入纪录，在今年春节大厂 AI 大战中投入金额也是最高。 与往年的春节红包大战不同的是，这一次，阿里正试图用 30 亿"免单"铺就一条直通 AI 智能体时代的快车道，而 随之有望带来的是—— 互联网的底层入口迎来移动时代以来最深刻的一次重构。 2 月 6 日，这场旨在重塑人机交互本源的"习惯革命"，即将全面开启。 01 30 亿背后的阿里生态 AI 化总动员 此次阿里巴巴为千问 App 掷下的 30 亿"春节请客计划"，这绝不能简单看作是一场常规的节庆营销，而更应该将其 视为一次指向明确的 战略总动员。 表面看 是 大手笔的 " 请客 " ， 但其 内核 却始终围绕着 " 接入 " 来展开。值得一提 ...

最近 百度、腾讯、阿里巴巴 三大互联网巨头 再度掀起"红包大战" 投入总金额高达60亿元 与往年单纯拼手速抢现金不同，今年的战场多了一位关键角色——人工智能（AI）。各家纷纷将红包激励与AI产品深度绑定，并提前上线群聊功能，试 图借春节这一全民社交高峰，抢占AI时代的用户心智，争夺"国民级AI应用"的入场券。 行业观察人士指出，当前AI推广正从传统的"拉新补贴"模式，转向更注重价值创造的"任务激励"机制。唯有将撒钱式的红包转化为用户完成具体任务后的 奖励，才能真正构建基于AI实用价值的护城河。 1 1月25日，百度率先宣布启动"5亿元红包计划"：自1月26日至3月12日，用户在百度App中使用其AI助手"文心助手"，即有机会瓜分总额5亿元的现金红 包，单人最高可得1万元。作为百度面向个人用户的核心AI入口，文心助手上线首日便吸引超百万人次参与，单笔红包最高达6666元。百度方面表示，活 动效果远超预期，已扩容系统以承接更多用户。截止2月1日，已有5000万人次参与文心助手的AI抢红包。 几乎同步，腾讯迅速加码，将红包池翻倍至10亿元，并于2月1日起通过其AI应用"元宝"开启抽奖活动。腾讯创始人马化腾在内部年会 ...

Core Insights - The 2026 Spring Festival marks a significant shift in the internet industry's traditional red envelope competition, evolving into a battle for AI entry points among major players like Tencent, Baidu, ByteDance, and Alibaba, with a total cash investment exceeding 1.5 billion yuan [1][19] Group 1: Tencent's Strategy - Tencent has allocated 1 billion yuan for its "Yuanbao" red envelope campaign, which is structured in three phases from February 1 to February 17, 2026, requiring users to meet specific conditions for participation [3][17] - The campaign includes various interactive modules, such as daily login rewards, sharing links for additional chances, and a surprise "red envelope rain" event, enhancing user engagement [5][6] Group 2: Baidu's Approach - Baidu has invested 500 million yuan in its red envelope initiative, running from January 26 to March 12, 2026, featuring no withdrawal threshold and rapid cash transfer [7][19] - The campaign includes diverse interactive elements like AI-generated videos, password guessing games, and social sharing, aimed at maximizing user participation and engagement [9][10] Group 3: ByteDance's Tactics - ByteDance is leveraging its partnership with CCTV for the Spring Festival, investing 500 million yuan in dual-platform activities on Doubao App and Douyin, focusing on card collection and real-time interaction [10][12] - The campaign features various tasks and rewards, including a significant cash pool for early participants, enhancing user interaction during the live broadcast of the Spring Festival Gala [12][19] Group 4: Alibaba's Integration - Alibaba's "Qianwen" initiative integrates AI with its traditional "Jiwu" campaign, allowing users to generate personalized blessings and participate in various interactive tasks across its ecosystem [13][16] - The campaign emphasizes AI-driven functionalities that enhance user experience in shopping and travel planning, aiming to create a seamless interaction between AI and consumer activities [16][19] Group 5: Industry Trends - The competition among these tech giants signifies a transition from mere traffic acquisition to a focus on user engagement and AI integration, marking a pivotal moment in the AI-to-C consumer landscape [17][19] - Experts suggest that this red envelope battle could serve as a watershed moment for C-end AI applications, potentially reshaping user perceptions and acceptance of AI technologies in everyday scenarios [19][20]

业内人士猜测，千问 APP或将会延续"会办事"的思路，推出AI买年货、奶茶咖啡、电影票、 飞机票、酒店、景点门票等功能，并通过请客的方式直接免单。 春节迎来"AI生活"元年？ 今日， 千问 APP宣布投入30亿启动"春节请客计划"，以免单形式请全国人民在春节期间吃喝 玩乐， 将联动 淘宝闪购、飞猪、大麦、盒马、天猫超市、支付宝等阿里生态业务 ，共同 加 入千问春节攻势。 据千问 APP官微，"千问春节请客计划"将于2月6日正式上线， 主打 "吃喝玩乐 免单不停"， 并伴有大额现金红包活动，具体参与形式尚未公布。 春节AI大战中投入最高 此次千问 30亿春节请客计划， 不仅在 阿里历史上的春节活动中投入最大， 也 在今年春节大 厂 AI大战中投入金额 位居首位 。 不久前，百度、腾讯等已相继掀起春节 红包 大战。 百度宣布 "5亿元红包计划" ， 自 1月26 日至3月12日，用户在百度App使用文心助手，有机会瓜分5亿元现金红包 。腾讯则 在 2月1 日上线春节活动，用户上元宝APP分10亿现金红包。字节跳动的重心主要集中在春晚 ， 旗下 的火山引擎已成为 2026年央视春晚独家AI云合作伙伴。 这场大厂之间 ...