獅城扛把子 personal page - To The Moon

獅城扛把子

獅城扛把子

Profile：一飛沖天

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獅城扛把子

2022-06-16

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@TigerEvents:Happy Birthday to TIGER!!! This year, we have prepared a time machine to go on an adventure with you. Come and find surprising gifts as we stroll down memory lane!There are so many wonderful little stories in our Tiger Quest. Collect as many coins as you can in the game, these will be your basic points of this game. Apart from one mini-game mission for SG/AU/NZ, the games will be open every week, and there are endless treasures waiting for you to discover. Points can be redeemed for multiple rewards, and you can win a share of up to USD 200,000 worth of prizes! Want to win extra points? Check out these mini-games, try them, stay with us and be PAWSITIVE!Remember to collect the cards and spell out "T.I.G.E.R" during your journey for a chance to receive the limited edition 8th Anniversary Gi

獅城扛把子

2022-01-27

gogogo

@TigerEvents:Join Tiger Ski Championship, Win a Bonus of Up to USD 2022

獅城扛把子

2021-07-10

up

@獅城扛把子:起飛吧火箭

獅城扛把子

2021-05-31

upupupup 35 ！

獅城扛把子

2021-05-28

Up

@獅城扛把子:要起飛了！go！

獅城扛把子

2021-05-01

upupupup 25 ！

獅城扛把子

2021-04-13

up up 200+

獅城扛把子

2021-04-06

50 go！ up！

獅城扛把子

2021-03-02

1500 up ！

獅城扛把子

2021-02-12

?？

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15:28","market":"us","language":"zh","title":"互联网巨头，干嘛抢着发春晚红包？","url":"https://stock-news.laohu8.com/highlight/detail?id=2110863044","media":"豹变","summary":"诞生于上世纪80年代春晚，不仅见证了中国社会翻天覆地的变化，还陪伴了一代又一代中国人的成长。随着春晚的不断变化，人们也开始从关注春晚的演员和节目，变成了抢互联网公司发的红包。唯一不变的是，春晚仍然在除夕夜吸引着我们的全部注意力。春晚的参与者，也早已不只是央视一家，背后更包括各大广告赞助商品牌、新近涌来的互联网公司，和全球数量最庞大的电视观众。按照各家互联网公司给出的数据，2021年春节红包将达到百亿元。","content":"<p>诞生于上世纪80年代春晚，不仅见证了中国社会翻天覆地的变化，还陪伴了一代又一代中国人的成长。随着春晚的不断变化，人们也开始从关注春晚的演员和节目，变成了抢互联网公司发的红包。唯一不变的是，春晚仍然在除夕夜吸引着我们的全部注意力。</p><p>守在电视机前看春节联欢晚会，已经成为除夕夜中国人雷打不动的习惯。</p><p>办好一场春晚，既要营造家人团圆、阖家欢乐的幸福氛围，也要有文化传承和商业价值。</p><p>春晚也在变化。最近几年，关于春晚，越来越多人关注的重点，不再是邀请了哪些演员，有什么节目，而是谁给电视机前的观众发红包。</p><p>春晚的参与者，也早已不只是央视一家，背后更包括各大广告赞助商品牌、新近涌来的互联网公司，和全球数量最庞大的电视观众。</p><p>按照各家互联网公司给出的数据，2021年春节红包将达到百亿元。</p><p>这场晚会中，每个参与者的目的都不尽相同，而每年春晚台前幕后上演的种种，更像是一场暗战，各有所图。</p><p><b>一场晚会如何保持生命力</b></p><p>如果穿越到1983年2月12日，晚上8点打开电视机，你将会看到中国历史上第一次直播晚会，第一届央视春节联欢晚会。</p><p>在这场晚会上，你可以看到相声大师侯宝林即兴表演的相声《戏剧杂谈》，演员姜昆、马季和国民女星刘晓庆演的小品。刘晓庆还演唱了当年最火的歌曲《绒花》，让观众兴奋喝彩。</p><p>其中，还有一位登台献唱《小背篓》的女演员成为明星，连续23年登上春晚，她就是李谷一。一首《难忘今宵》成为每年晚会的总结陈词。</p><p><img src=\"https://static.tigerbbs.com/146f7dda66ad08796de6916daad91256\" tg-width=\"550\" tg-height=\"366\" referrerpolicy=\"no-referrer\"></p><p>2011年央视春晚，李谷一演唱《难忘今宵》。</p><p>组织形式上，春晚强调“谁火请谁”，邀请的都是人民群众最喜欢的演员明星。</p><p>内容上，春晚则强调笑点，因为1983年的春晚导演组觉得，过去几十年中人们的精神高度紧张，文化生活充满压抑，如今的节目应该有笑话，说段子，让每个观众都能捧腹大笑，开心过春节。</p><p>导演组还觉得，春晚的目的在于把笑的权利还给<a href=\"https://laohu8.com/S/603883\">老百姓</a>，让老百姓说话。最终，节目组接到了来自全国各地的数千个电话，收到了60多万封信，观众表达了对这场晚会的满意和赞许。</p><p>尽管当时中国绝大部分地区还未普及电视，但这场晚会开创的歌曲、舞蹈、语言节目，定下了未来几十年春晚的基本样式。</p><p>2007年，时隔23年后，央视网发起了一项投票，评选观众最喜爱的一届春晚。最终的投票结果显示，1983年的春晚以压倒性优势排名第一，成为中国电视史上最受欢迎的节目。</p><p>这些年，关于春晚的观点评论众说纷纭，很多人觉得春晚不再好笑，也有人觉得春晚不接地气，还有人认为春晚充满广告，商业气氛让年味淡了不少。</p><p>每个人的说法都有各自的道理，但一个不可回避的问题在于，春晚已经陪伴中国人度过了30多个春节，这期间中国社会发生了翻天覆地的变化。</p><p>从电视时代到互联网时代，每一代人都有各自的娱乐方式，想要像当年那样办一场举国联欢的晚会，已经不是一件容易的事情。</p><p>如何让春晚保持生命力，满足一代又一代人的审美需求和观看习惯，成为了央视每年一次的大考。</p><p>拥抱年轻化，是这些年央视春晚的一大转向和趋势。从引入互联网转播，邀请流量明星和普通人上春晚，到开启互联网话题互动，大量使用网络热词和流行语，只为博得观众一笑，背后是无数人的策划和集体努力。</p><p>而在最近几年中，央视春晚找到的最佳办法是，与各大互联网公司合作。因为相比一家机构，思维活络的互联网公司更加善于组织话题和创新玩法。</p><p>于是就有了各种集福卡、抢红包、直播、短视频的玩法，让春晚变得更加丰富。</p><p>一份<a href=\"https://laohu8.com/S/600109\">国金证券</a>的研究报告显示，自2015年春晚开启红包模式以来，原本已经逐渐乏力的春晚收视用户规模正在逐年增加。春晚观众从2016年的10.3亿增长至2020年12.3亿人。</p><p>在一个电视媒体的功能日益弱化的时代，央视春晚观众不降反增，本身已经是最大的成功。</p><p><b>互联网公司的用户教育课</b></p><p>互联网公司投入到一年又一年的春晚红包互动权的争夺中，核心在于，这些互联网时代的流量捕手们熟知，每一个流量、每一份注意力都弥足珍贵，且具备商业价值。</p><p>最早将春晚与互联网公司联合到一起的产品，是微信。</p><p>2014年微信推出微信红包，抢红包活动，吸引超过800万人参与。一年后的2015年春晚，微信登上舞台，以摇一摇推广微信支付和微信钱包，开创了春晚新玩法。</p><p>而从2015年开始，所有的春节红包活动都由互联网公司包圆。</p><p>互联网公司参与发红包这件事，说到底是看重了春晚巨大的流量池。互联网公司希望通过这场注意力最集中的场合，给老用户和新用户上一堂培训课。</p><p>统计显示，2015年，微信发出5亿元红包，春晚微信摇一摇互动总量达110亿次，微信钱包绑卡用户突破2亿，仅依靠一次策划和几个小时的晚会，就完成了支付宝8年时间才勉强完成的业绩目标。</p><p>一年之后，支付宝为了强化支付平台的霸主地位，重金拿下央视春晚红包互动权。据央视广告中心主任透露，这次春晚花费的成本，比上一年增加了五倍。</p><p>这一次，支付宝创新玩法咻一咻红包，发出8亿红包，吸引3245亿次参与，虽然此举丝毫未撼动微信在社交上的地位，却很好地遏制了微信支付咄咄逼人的攻势。</p><p><img src=\"https://static.tigerbbs.com/839bf4f4e995c64b50e33600e224caf6\" tg-width=\"550\" tg-height=\"367\" referrerpolicy=\"no-referrer\"></p><p>2016年，西安市民看春晚时用手机抢红包 。</p><p>2019年，已在互联网大混战中日益衰微的<a href=\"https://laohu8.com/S/BIDU\">百度</a>首次参加春晚，意在推广自家的手机百度app。</p><p>最终百度发出9亿元现金红包，全球观众参与互动量达208亿次，而当晚百度app日活从1.6亿直接跃升至3亿。</p><p>只不过，这份春晚红包也并非想发就能发。</p><p>2017年，得到app创始人罗振宇前往央视广告部，想要在春晚给得到app做个广告。但他被回绝了。广告部的领导告诉他，互联网公司上春晚标准很简单，需要日活过一亿，不然春晚广告出来的瞬间，服务器就会崩掉。</p><p>事实上，哪怕是淘宝，在此前赞助春晚红包活动期间，也出现了数次宕机。</p><p>负面缠身，也可能对春晚赞助商的资格有影响。</p><p>2021年央视春晚红包的赞助权，原本已在2020年9月归属于<a href=\"https://laohu8.com/S/PDD\">拼多多</a>。按照原计划，拼多多将在春晚五个小时内发出14亿元红包，主要目的是宣传拼多多品牌和社区团购“多多买菜项目”。</p><p>拼多多的2020年很风光，市值从百亿美元迈进了千亿美元，又快速升至两千亿美元。</p><p>但在2020年年末，拼多多相继发生了员工意外死亡、自杀、过劳加班、劳资纠纷问题，将这家公司挡在了春晚门外，红包合作伙伴在1月中旬被临时更换为<a href=\"https://laohu8.com/S/DYIN\">抖音</a>。</p><p>抖音计划发20亿元红包，用来推自家新上线的抖音支付，希望降低对微信和支付宝的依赖。</p><p><b>赞助商只剩捧个钱场</b></p><p>对于每一家关注春晚，希望在春晚上面对全国电视观众的品牌厂商而言，每年的11月18日都是一个重要的日子。</p><p>这一天的寓意是“要要要发”，来自全国各地的竞标厂商都会齐聚北京梅地亚中心，开启残酷的春晚各类赞助商竞标。</p><p>竞标的玩法并非是开始就有的，早年的春晚还未意识到这一品牌的商业价值，于是1984年的春晚，济南康巴斯钟表厂将3000只石英钟送到了央视，成为赞助商。这样的方法持续了8年，屡试不爽，康巴斯钟表品牌也家喻户晓。</p><p>在康巴斯之后，孔府家酒、沱牌、哈药六厂、美的等品牌，通过春晚一夜成名，美的更是前后11次拿下春晚标王，成为冠名春晚的主要厂商。</p><p>但在过去十年，随着移动互联网的普及与新媒体的发展，投放在新媒体的广告开始快速蚕食电视广告的市场。与之相关的，就是传统春晚标王的衰落，春晚赞助的经验正在逐渐失效。</p><p>全球最大广告主<a href=\"https://laohu8.com/S/PG\">宝洁</a>、<a href=\"https://laohu8.com/S/ULVR.UK\">联合利华</a>在2015年前后，相继开始了持续数年的广告投放预算优化，计划通过削减电视广告，消除在传统媒体渠道的过度浪费，而节省下的资金，将更多用于新媒体和店内营销。联合利华保守估计，通过优化，每年将省下20亿美元的营销费用。</p><p>这股风在中国消费品市场广告上的影响同样显著，自2015年以来，<a href=\"https://laohu8.com/S/NLSN\">尼尔森</a>等机构的监测数据显示，日化行业的传统媒体广告中，电视媒体广告呈现骤降趋势，仅当年市场投放份额便下降了三成。</p><p>广电总局的监测数据显示，全国除去央视之外的头部五大卫视，近年来广告投放的年下降幅度达到5.4%。</p><p>也就是说，在一场电视晚会上刷存在感，很难让观众愿意为之买单。当下的消费者一周接受的信息，可能是过去数年来接受的信息之和，品牌营销预算要花在刀刃上。</p><p>而长期以来广告市场一个屡试不爽的规律则是，能让人记住的广告，特点就是不停重复。广告需要常态化展示，而非春晚展示一次就能解决所有问题。</p><p>如今春晚更大的作用在于标榜和背书，属于有钱捧个场。比如，今年春晚的独家服装合作伙伴<a href=\"https://laohu8.com/S/600398\">海澜之家</a>，过去凭借电视广告上一句“男人的衣柜”爆红多年，但近年来它已经陆续减少对电视媒体渠道的投放，2020年的发力重点变成了网红直播带货。</p><p><b>抢红包的尴尬</b></p><p>于用户而言，发红包留下的印象，远比晚会内容，和与自己无关的企业给予晚会的广告冠名和赞助都有效。</p><p>不过，人们对于这些年的春晚红包，套路大于实质的感受也非常真切。再大的红包，均摊到每个人手中，派发金额也会变得相当有限。</p><p>事实上，绝大多数人也发现了其中奥秘。2015年的第一次春晚红包，最终发出1.2亿个，平均每个红包4.1元。</p><p>之后的支付宝集福、淘宝红包、百度红包和快手红包，除了极少数幸运儿能够带走大奖，对于绝大多数用户而言，也就是单次的几元到几十元不等。</p><p>而更多时候，用户领到的还是随着现金红包同步发出的平台充值卡，以及各种联合合作厂商品牌冠名定制的优惠券和祝福贺卡。</p><p>2021年的春节红包，最大的亮点和噱头甚至已经不在春晚，而在临近春节期间，各大app已经按耐不住想要教育用的心，已经将各自应用的icon更换成特定的红包封面。</p><p>当抖音官方率先更新了分20亿的红包logo之后，快手、百度、拼多多相继跟出分21亿、分22亿、分28亿的宣传。</p><p>但在博得眼球这件事情上，他们还是不如乐视。在更新后图标上，乐视写下了“欠122亿”，分文不花，碾压所有对手。</p><p><img src=\"https://static.tigerbbs.com/202b3d7b643a457ef7f0bbd5a7cfb98b\" tg-width=\"550\" tg-height=\"412\" referrerpolicy=\"no-referrer\"></p><h2></h2><p>春晚红包的价值于用户而言究竟为何呢？当初将微信红包引入春晚的导演哈文曾经介绍过自己引入新媒体互动背后的思路：“期待让每一个人都成为春晚中的一份子，不仅乐享视听盛宴，更在互动中获得快乐。”</p><p>但抛开这一番话，多一些现实场景的考量。想一想春节时，大家庭聚在一起过年的场景，吃完饭，家人们围坐在一起除了催婚催育，还能礼貌而不失尴尬地干点什么呢？</p><p>当然是大过年的，来都来了，抢红包缓解尴尬。</p><p>当每个人都在抢红包，无暇相互打扰时，已经是成年人之间最好的祝福了。</p>","source":"lsy1596797737369","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>互联网巨头，干嘛抢着发春晚红包？</title>\n<style 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margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n互联网巨头，干嘛抢着发春晚红包？\n</h2>\n\n<h4 class=\"meta\">\n\n\n2021-02-11 15:28 北京时间&nbsp;&nbsp;&nbsp;<a href=https://mp.weixin.qq.com/s/QwVosNwF-yBksCNEAIXBjw><strong>豹变</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>诞生于上世纪80年代春晚，不仅见证了中国社会翻天覆地的变化，还陪伴了一代又一代中国人的成长。随着春晚的不断变化，人们也开始从关注春晚的演员和节目，变成了抢互联网公司发的红包。唯一不变的是，春晚仍然在除夕夜吸引着我们的全部注意力。守在电视机前看春节联欢晚会，已经成为除夕夜中国人雷打不动的习惯。办好一场春晚，既要营造家人团圆、阖家欢乐的幸福氛围，也要有文化传承和商业价值。春晚也在变化。最近几年，关于...</p>\n\n<a href=\"https://mp.weixin.qq.com/s/QwVosNwF-yBksCNEAIXBjw\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/839bf4f4e995c64b50e33600e224caf6","relate_stocks":{"TCEHY":"腾讯控股ADR"},"source_url":"https://mp.weixin.qq.com/s/QwVosNwF-yBksCNEAIXBjw","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"2110863044","content_text":"诞生于上世纪80年代春晚，不仅见证了中国社会翻天覆地的变化，还陪伴了一代又一代中国人的成长。随着春晚的不断变化，人们也开始从关注春晚的演员和节目，变成了抢互联网公司发的红包。唯一不变的是，春晚仍然在除夕夜吸引着我们的全部注意力。守在电视机前看春节联欢晚会，已经成为除夕夜中国人雷打不动的习惯。办好一场春晚，既要营造家人团圆、阖家欢乐的幸福氛围，也要有文化传承和商业价值。春晚也在变化。最近几年，关于春晚，越来越多人关注的重点，不再是邀请了哪些演员，有什么节目，而是谁给电视机前的观众发红包。春晚的参与者，也早已不只是央视一家，背后更包括各大广告赞助商品牌、新近涌来的互联网公司，和全球数量最庞大的电视观众。按照各家互联网公司给出的数据，2021年春节红包将达到百亿元。这场晚会中，每个参与者的目的都不尽相同，而每年春晚台前幕后上演的种种，更像是一场暗战，各有所图。一场晚会如何保持生命力如果穿越到1983年2月12日，晚上8点打开电视机，你将会看到中国历史上第一次直播晚会，第一届央视春节联欢晚会。在这场晚会上，你可以看到相声大师侯宝林即兴表演的相声《戏剧杂谈》，演员姜昆、马季和国民女星刘晓庆演的小品。刘晓庆还演唱了当年最火的歌曲《绒花》，让观众兴奋喝彩。其中，还有一位登台献唱《小背篓》的女演员成为明星，连续23年登上春晚，她就是李谷一。一首《难忘今宵》成为每年晚会的总结陈词。2011年央视春晚，李谷一演唱《难忘今宵》。组织形式上，春晚强调“谁火请谁”，邀请的都是人民群众最喜欢的演员明星。内容上，春晚则强调笑点，因为1983年的春晚导演组觉得，过去几十年中人们的精神高度紧张，文化生活充满压抑，如今的节目应该有笑话，说段子，让每个观众都能捧腹大笑，开心过春节。导演组还觉得，春晚的目的在于把笑的权利还给老百姓，让老百姓说话。最终，节目组接到了来自全国各地的数千个电话，收到了60多万封信，观众表达了对这场晚会的满意和赞许。尽管当时中国绝大部分地区还未普及电视，但这场晚会开创的歌曲、舞蹈、语言节目，定下了未来几十年春晚的基本样式。2007年，时隔23年后，央视网发起了一项投票，评选观众最喜爱的一届春晚。最终的投票结果显示，1983年的春晚以压倒性优势排名第一，成为中国电视史上最受欢迎的节目。这些年，关于春晚的观点评论众说纷纭，很多人觉得春晚不再好笑，也有人觉得春晚不接地气，还有人认为春晚充满广告，商业气氛让年味淡了不少。每个人的说法都有各自的道理，但一个不可回避的问题在于，春晚已经陪伴中国人度过了30多个春节，这期间中国社会发生了翻天覆地的变化。从电视时代到互联网时代，每一代人都有各自的娱乐方式，想要像当年那样办一场举国联欢的晚会，已经不是一件容易的事情。如何让春晚保持生命力，满足一代又一代人的审美需求和观看习惯，成为了央视每年一次的大考。拥抱年轻化，是这些年央视春晚的一大转向和趋势。从引入互联网转播，邀请流量明星和普通人上春晚，到开启互联网话题互动，大量使用网络热词和流行语，只为博得观众一笑，背后是无数人的策划和集体努力。而在最近几年中，央视春晚找到的最佳办法是，与各大互联网公司合作。因为相比一家机构，思维活络的互联网公司更加善于组织话题和创新玩法。于是就有了各种集福卡、抢红包、直播、短视频的玩法，让春晚变得更加丰富。一份国金证券的研究报告显示，自2015年春晚开启红包模式以来，原本已经逐渐乏力的春晚收视用户规模正在逐年增加。春晚观众从2016年的10.3亿增长至2020年12.3亿人。在一个电视媒体的功能日益弱化的时代，央视春晚观众不降反增，本身已经是最大的成功。互联网公司的用户教育课互联网公司投入到一年又一年的春晚红包互动权的争夺中，核心在于，这些互联网时代的流量捕手们熟知，每一个流量、每一份注意力都弥足珍贵，且具备商业价值。最早将春晚与互联网公司联合到一起的产品，是微信。2014年微信推出微信红包，抢红包活动，吸引超过800万人参与。一年后的2015年春晚，微信登上舞台，以摇一摇推广微信支付和微信钱包，开创了春晚新玩法。而从2015年开始，所有的春节红包活动都由互联网公司包圆。互联网公司参与发红包这件事，说到底是看重了春晚巨大的流量池。互联网公司希望通过这场注意力最集中的场合，给老用户和新用户上一堂培训课。统计显示，2015年，微信发出5亿元红包，春晚微信摇一摇互动总量达110亿次，微信钱包绑卡用户突破2亿，仅依靠一次策划和几个小时的晚会，就完成了支付宝8年时间才勉强完成的业绩目标。一年之后，支付宝为了强化支付平台的霸主地位，重金拿下央视春晚红包互动权。据央视广告中心主任透露，这次春晚花费的成本，比上一年增加了五倍。这一次，支付宝创新玩法咻一咻红包，发出8亿红包，吸引3245亿次参与，虽然此举丝毫未撼动微信在社交上的地位，却很好地遏制了微信支付咄咄逼人的攻势。2016年，西安市民看春晚时用手机抢红包 。2019年，已在互联网大混战中日益衰微的百度首次参加春晚，意在推广自家的手机百度app。最终百度发出9亿元现金红包，全球观众参与互动量达208亿次，而当晚百度app日活从1.6亿直接跃升至3亿。只不过，这份春晚红包也并非想发就能发。2017年，得到app创始人罗振宇前往央视广告部，想要在春晚给得到app做个广告。但他被回绝了。广告部的领导告诉他，互联网公司上春晚标准很简单，需要日活过一亿，不然春晚广告出来的瞬间，服务器就会崩掉。事实上，哪怕是淘宝，在此前赞助春晚红包活动期间，也出现了数次宕机。负面缠身，也可能对春晚赞助商的资格有影响。2021年央视春晚红包的赞助权，原本已在2020年9月归属于拼多多。按照原计划，拼多多将在春晚五个小时内发出14亿元红包，主要目的是宣传拼多多品牌和社区团购“多多买菜项目”。拼多多的2020年很风光，市值从百亿美元迈进了千亿美元，又快速升至两千亿美元。但在2020年年末，拼多多相继发生了员工意外死亡、自杀、过劳加班、劳资纠纷问题，将这家公司挡在了春晚门外，红包合作伙伴在1月中旬被临时更换为抖音。抖音计划发20亿元红包，用来推自家新上线的抖音支付，希望降低对微信和支付宝的依赖。赞助商只剩捧个钱场对于每一家关注春晚，希望在春晚上面对全国电视观众的品牌厂商而言，每年的11月18日都是一个重要的日子。这一天的寓意是“要要要发”，来自全国各地的竞标厂商都会齐聚北京梅地亚中心，开启残酷的春晚各类赞助商竞标。竞标的玩法并非是开始就有的，早年的春晚还未意识到这一品牌的商业价值，于是1984年的春晚，济南康巴斯钟表厂将3000只石英钟送到了央视，成为赞助商。这样的方法持续了8年，屡试不爽，康巴斯钟表品牌也家喻户晓。在康巴斯之后，孔府家酒、沱牌、哈药六厂、美的等品牌，通过春晚一夜成名，美的更是前后11次拿下春晚标王，成为冠名春晚的主要厂商。但在过去十年，随着移动互联网的普及与新媒体的发展，投放在新媒体的广告开始快速蚕食电视广告的市场。与之相关的，就是传统春晚标王的衰落，春晚赞助的经验正在逐渐失效。全球最大广告主宝洁、联合利华在2015年前后，相继开始了持续数年的广告投放预算优化，计划通过削减电视广告，消除在传统媒体渠道的过度浪费，而节省下的资金，将更多用于新媒体和店内营销。联合利华保守估计，通过优化，每年将省下20亿美元的营销费用。这股风在中国消费品市场广告上的影响同样显著，自2015年以来，尼尔森等机构的监测数据显示，日化行业的传统媒体广告中，电视媒体广告呈现骤降趋势，仅当年市场投放份额便下降了三成。广电总局的监测数据显示，全国除去央视之外的头部五大卫视，近年来广告投放的年下降幅度达到5.4%。也就是说，在一场电视晚会上刷存在感，很难让观众愿意为之买单。当下的消费者一周接受的信息，可能是过去数年来接受的信息之和，品牌营销预算要花在刀刃上。而长期以来广告市场一个屡试不爽的规律则是，能让人记住的广告，特点就是不停重复。广告需要常态化展示，而非春晚展示一次就能解决所有问题。如今春晚更大的作用在于标榜和背书，属于有钱捧个场。比如，今年春晚的独家服装合作伙伴海澜之家，过去凭借电视广告上一句“男人的衣柜”爆红多年，但近年来它已经陆续减少对电视媒体渠道的投放，2020年的发力重点变成了网红直播带货。抢红包的尴尬于用户而言，发红包留下的印象，远比晚会内容，和与自己无关的企业给予晚会的广告冠名和赞助都有效。不过，人们对于这些年的春晚红包，套路大于实质的感受也非常真切。再大的红包，均摊到每个人手中，派发金额也会变得相当有限。事实上，绝大多数人也发现了其中奥秘。2015年的第一次春晚红包，最终发出1.2亿个，平均每个红包4.1元。之后的支付宝集福、淘宝红包、百度红包和快手红包，除了极少数幸运儿能够带走大奖，对于绝大多数用户而言，也就是单次的几元到几十元不等。而更多时候，用户领到的还是随着现金红包同步发出的平台充值卡，以及各种联合合作厂商品牌冠名定制的优惠券和祝福贺卡。2021年的春节红包，最大的亮点和噱头甚至已经不在春晚，而在临近春节期间，各大app已经按耐不住想要教育用的心，已经将各自应用的icon更换成特定的红包封面。当抖音官方率先更新了分20亿的红包logo之后，快手、百度、拼多多相继跟出分21亿、分22亿、分28亿的宣传。但在博得眼球这件事情上，他们还是不如乐视。在更新后图标上，乐视写下了“欠122亿”，分文不花，碾压所有对手。春晚红包的价值于用户而言究竟为何呢？当初将微信红包引入春晚的导演哈文曾经介绍过自己引入新媒体互动背后的思路：“期待让每一个人都成为春晚中的一份子，不仅乐享视听盛宴，更在互动中获得快乐。”但抛开这一番话，多一些现实场景的考量。想一想春节时，大家庭聚在一起过年的场景，吃完饭，家人们围坐在一起除了催婚催育，还能礼貌而不失尴尬地干点什么呢？当然是大过年的，来都来了，抢红包缓解尴尬。当每个人都在抢红包，无暇相互打扰时，已经是成年人之间最好的祝福了。","news_type":1},"isVote":1,"tweetType":1,"viewCount":121,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":9054056978,"gmtCreate":1655334837694,"gmtModify":1676535614093,"author":{"id":"3569620663728146","authorId":"3569620663728146","name":"獅城扛把子","avatar":"https://static.tigerbbs.com/4df8a673abb1cf2fa2e3aae1a4b0b2ed","crmLevel":2,"crmLevelSwitch":0},"themes":[],"htmlText":"gogogo","listText":"gogogo","text":"gogogo","images":[],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/9054056978","repostId":"9022524674","repostType":1,"repost":{"id":9022524674,"gmtCreate":1653552819200,"gmtModify":1676535303082,"author":{"id":"3527667667103859","authorId":"3527667667103859","name":"TigerEvents","avatar":"https://community-static.tradeup.com/news/61ed9b39c6cbcdce6372edc1c0b48a2d","crmLevel":1,"crmLevelSwitch":0},"themes":[],"title":"Time 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This year, we have prepared a time machine to go on an adventure with you. Come and find surprising gifts as we stroll down memory lane!There are so many wonderful little stories in our Tiger Quest. Collect as many coins as you can in the game, these will be your basic points of this game. Apart from one mini-game mission for SG/AU/NZ, the games will be open every week, and there are endless treasures waiting for you to discover. Points can be redeemed for multiple rewards, and you can win a share of up to USD 200,000 worth of prizes! Want to win extra points? Check out these mini-games, try them, stay with us and be PAWSITIVE!Remember to collect the cards and spell out \"T.I.G.E.R\" during your journey for a chance to receive the limited edition 8th Anniversary Gi\n \n","listText":"Happy Birthday to TIGER!!! This year, we have prepared a time machine to go on an adventure with you. 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Check out these mini-games, try them, stay with us and be PAWSITIVE!Remember to collect the cards and spell out \"T.I.G.E.R\" during your journey for a chance to receive the limited edition 8th Anniversary Gi","images":[],"top":1,"highlighted":1,"essential":2,"paper":2,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/9022524674","isVote":1,"tweetType":2,"object":{"id":"97af7069aa6440eab7c85601f72b41b1","tweetId":"9022524674","videoUrl":"https://1254107296.vod2.myqcloud.com/73ba5544vodgzp1254107296/5836ee3f387702302012189230/1IRQdazMc4YA.mp4","poster":"https://community-static.tradeup.com/news/f2462b20b2a9a2483ae56cbb54dcb2a7"},"viewCount":0,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},"isVote":1,"tweetType":1,"viewCount":47,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"EN","totalScore":0},{"id":362259487,"gmtCreate":1614644273449,"gmtModify":1704773406203,"author":{"id":"3569620663728146","authorId":"3569620663728146","name":"獅城扛把子","avatar":"https://static.tigerbbs.com/4df8a673abb1cf2fa2e3aae1a4b0b2ed","crmLevel":2,"crmLevelSwitch":0},"themes":[],"htmlText":"1500 up ！","listText":"1500 up ！","text":"1500 up ！","images":[{"img":"https://static.tigerbbs.com/2af842da1a2f4397313d8cf9e0d11538","width":"1125","height":"2632"}],"top":1,"highlighted":1,"essential":1,"paper":1,"likeSize":0,"commentSize":0,"repostSize":0,"link":"https://ttm.financial/post/362259487","isVote":1,"tweetType":1,"viewCount":78,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":1,"langContent":"EN","totalScore":0}],"lives":[]}