The Rebirth of the Male God Starts From Playing Games Chapter 576

Chapter 576 576. I'm going to explode.

“The boss of Mi Company is indeed a genius.

In the early days, this product came from the idea of Mr. Cao Yang, the boss of Bomi. It is said that it started planning 3 months ago, began internal testing in mid-December, and officially launched public testing in January. During this period, the product team continued to make improvements and optimizations based on test feedback, and it cost a lot of money. The manpower and energy are far more than opening an ordinary service account.

Wu Yi, vice president of Tenpay, later took charge of the red envelope product, which also brought investment in resources and attention.

The significance of the success of WeChat red envelopes is that Bomi has finally implanted WeChat payment into users' habits in an easy and surprising way.

Jack Ma compared it to the "Pearl Harbor attack."

After WeChat introduced WeChat payment, games, e-commerce, QR codes and other functions, it gradually formed a closed-loop business model and began to enter the e-commerce field led by Alibaba. Compared with Alibaba, Bomi chose a different reverse path:

Starting from the social network that is best at driving payment, and then promoting finance and e-commerce after paving the way for payment, the biggest difference between this path and Alibaba is that payment is only the beginning of everything for Bomi/WeChat. Before the red envelopes, Bomi promoted WeChat payment through Ubao vending machine discounts and Didi taxi software subsidies. It invested hundreds of millions of yuan in promotion expenses but had little effect. The small product WeChat New Year Red Envelope has gained a large number of WeChat Pay users with almost zero effort, which can be described as "zero investment and huge output." "

"After asking and answering myself, there are several main reasons: Basic needs: Red envelopes are a basic need for everyone during the New Year and the holidays, and the demand base is large. The product is very direct in meeting the basic needs and does not use too many other gimmicks.

Need for fun: Whether it is giving red envelopes to give oneself a sense of accomplishment, or grabbing red envelopes to get a surprise, or the fun brought by making noises, the matter itself has become not a basic need, but a kind of fun. Many people give Red envelopes can give you addiction. User base: Compared with offline users, WeChat's user coverage is wider. Because the coverage of traditional social communication needs is huge, it is more logical for WeChat's user groups to play with each other.

Communication path: Through "share to friends" and "share to circle of friends", users' active communication is used. Add users to the group to grab red envelopes, which reduces obstacles in the communication path and makes WeChat red envelopes quickly become popular. Just like the several elements mentioned in "The Tipping Point" (the product itself, the communication path, and the core people), the popularity of any product is worth pondering.

Compared with other red envelope products, Weibo's red envelopes are really difficult to draw and use. There are many rules for using red envelopes. Alipay's red envelopes are inconvenient to expand, and each official red envelope becomes a lottery. "

"Well, if you want to answer this question, you have to start with what a red envelope is. Get up.

There is something in the red envelope that has very distinct Chinese cultural characteristics.

Chinese cultural circle. Such as China. Japan, South Korea. Popular in countries such as Vietnam.

The most basic function of red envelopes is actually only one.

It is a ritual to express one's respect for the other person. For example, attending a wedding of a relative or friend. Usually you need to pack a red envelope, which is a manifestation of blessing. During festivals, elders give lucky money to younger generations in the form of red envelopes. Expression is also a kind of care

. In my Guangdong and Hong Kong and Macao regions. Why does it end during the New Year holiday? The first day of work. Colleagues and subordinates hand out red envelopes, which is called a work start. In fact, we want to create a harmonious atmosphere.

Sending blessings for the new year. all in all. in Chinese culture. Red envelopes represent folding, a very formal etiquette. Behind it is an ethical and cultural order. Why do you say that?

This is because. Red envelopes cannot be given randomly. Certain rules must be followed. Generally speaking, elders can give red envelopes to younger generations. Couples can also send red envelopes to each other.

But the younger generation cannot give red envelopes to their elders. Otherwise, it is a sign of disrespect for elders. Have you ever seen someone even give a red envelope to grandpa in spring? but now. This rule has long been broken by electronic red envelopes.

It has become a norm for younger generations and elders to give out red envelopes on social platforms. Therefore, when some social platforms provide bank account binding and small red envelope sending functions.

On the surface it is a popular culture of red envelopes. Companion. In fact, it is destroying the cultural order represented by red envelopes. The subtext is that you want to date someone. Just give him money. Whether it is the elder or the younger generation. Brother Shang is still a colleague. Well, who is he? All right. Therefore, this strategy is very consistent with the logic of consumer culture. The popularity of red envelopes marks the most fatal damage that consumer culture has brought to our society. Why do you say that? because. Consumer culture has a particularly important operating mechanism. That is to provide people with a false illusion. Let people think they can spend their own money as long as they are willing. There is no problem that cannot be solved. There is no goal that cannot be achieved. Do you want to be middle class? How to do it? Save money and buy a LV bag.

Just go to work tomorrow. It's just simple. The emergence and proliferation of electronic newspapers is also based on this logic. Because what was originally a specific etiquette has been transformed into a universal means of social communication. Allowing people to easily bypass various rituals and achieve their goals in the simplest way. Therefore, the act of giving out red envelopes no longer has any cultural significance. It has become purely a mechanical and habitual action. What should I do if I love my girlfriend? Send a big red envelope. What should I do if an employee is willing to work overtime on holidays? Send a big red envelope to the group and ask everyone to share it.

We have also begun to form a new point of view, that is, how much a person cares about me depends entirely on how much money he is willing to spend on me and how big a red envelope he is willing to give me. On a well-known online answering platform, we can see a large number of stories about couples breaking up because of the amount of red envelopes. A couple was in a long-distance relationship. On Valentine's Day, the boy sent a red envelope worth 52 yuan to the girl. You were so angry that you cried all night. We broke up before dawn because my best friend's boyfriend was making her hot. 1314 yuan.

these people. In the past, it sounded like a fantasy, but today it sounds extremely real. Therefore, electronic red envelopes are just a specific phenomenon, but what they reveal is actually a very serious problem.

That's us. A standard used to measure relationships between people. It is withering day by day. Eventually, there will be only one standard left that everyone can accept, and that is the amount of money. Rogue people, what kind of feelings do we want to express in social interactions, is it gratitude, care, or missing? We all habitually take out our mobile phones and send each other a red envelope. As for the amount, it depends on how important the other party is in our hearts, and even how much benefit the other party can bring to us.

That works. It is natural to think of what Marx said in Capital. Apart from naked interests and ruthless cash transactions, there is no other connection between people. But this statement is somewhat alarmist, and I believe many people will not agree with this judgment, because social platforms and electronic red envelopes are just technologies that provide people with more choices. As for whether to make such a choice, it still depends on everyone's own freedom.

In response, I would like to refute an idea put forward by the famous cultural theorist Neil Postman in his book Technopoly. Pol Postman believes that it is by no means neutral. It will both restrict and induce culture. In other words, technology will shape culture in various ways based on its own characteristic output. This kind of roughness is often silent and subtle, allowing people to complete a conceptual change without knowing it, so we can see that today's red envelope culture has already existed. It is fundamentally different from the red envelope culture ten years ago or even five years ago. There is no artificiality anymore.

People may think that talking about money hurts feelings, but on the contrary, whether a person is generous or stingy on the issue of giving out red envelopes, to a certain extent, becomes the outcome of others. What a symbol of beauty.

Consumption is defined as using money to purchase goods or services. However, as consumer culture develops to an advanced stage, it will inevitably lead to the monetization of various things that were not originally goods or services. The most important of these is the relationship between people. Monetization, especially those feelings that should have nothing to do with money, such as family love. Once love and friendship show signs of monetization, it will bring about the withdrawal of the humanistic spirit of the entire society and the indifference of value standards.

is having a. A very famous survey company called Gallup conducted a global survey, which showed that in countries with more developed consumer and financial systems, people's lives are more indifferent, which means that it is harder for us to find money. other than value standards. For example, in Singapore, which has a very prosperous economy and a highly developed financial industry, people generally say that it is difficult to find valuable and meaningful things in life. According to the survey report, Singaporeans don't even smile that much.

On the contrary, in countries with less developed economies and less material wealth, such as Bhutan, people have strong value beliefs and generally believe that life is more meaningful.

Of course, this does not mean that money is a bad thing. The economy needs continuous development and people's living conditions. There is no doubt that consumer culture is also an integral part of modern society. But when we study cultural theory and understand how consumer culture operates, we actually need to look beneath the surface of seemingly prosperous and free consumer behavior to find the hidden value crises. foreseen future.

In addition to electronic red envelopes, it is entirely possible that we will see the emergence of various new payment methods, and it is also entirely possible that we will experience the further changes these things have on the relationship between people. But as long as we adhere to the humanistic spirit and remain calm and reflective about various seemingly rational technologies, we will surely be able to achieve the coordinated development of efficiency and value. "

Seeing that WeChat red envelopes have achieved such great results and snatched away many users who were supposed to be Alipay almost overnight, Alima was furious.

On the fourth day of the Lunar New Year, Arima held an emergency meeting.

On the fourth day of the first lunar month, Jack Ma, who was in a bad mood, urgently recalled all Alibaba executives who were on vacation. The brightly lit Hangzhou Xiaoshan Airport flashed the anxious faces of Alibaba people from time to time. The special assistant who was vacationing in Hawaii, Wu Yongming because he could not make a reservation. Air tickets were directly booked on a plane, and all that made Alibaba feel like it was a formidable enemy was just a small red envelope.

"Who would have thought that such a small WeChat red envelope would directly turn the entire Bomi payment system into a behemoth?!" Arima was very angry. "Who can tell me how they did it? Why did we Can't such a product be produced internally?”

This chapter is phonetically coded and may be a bit messy. I will adjust it tomorrow.

I'm really tired tonight.

No updates tonight

See you all tomorrow (End of Chapter)

Chapter end

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