Why are there no more torch red envelopes? ——Analysis of hot topics in the past 10 days
Recently, many netizens have discovered that the "torch red envelope" activities on major platforms have suddenly disappeared, triggering widespread discussions. As a once phenomenal marketing tool, the absence of the Torch Red Packet has left users confused. This article will combine the hotspot data of the entire network in the past 10 days, analyze the reasons behind it, and sort out related alternative activities.
1. Overview of hot topic data in the past 10 days
| Ranking | Topic keywords | heat index | Main discussion platform |
|---|---|---|---|
| 1 | Torch red envelope removed from shelves | 9,800,000 | Weibo/Douyin |
| 2 | 618 new gameplay | 7,200,000 | Taobao/Xiaohongshu |
| 3 | Digital RMB Promotion | 5,600,000 | WeChat/News Client |
2. Three major reasons why the torch red envelope disappears
1.Policy compliance requirements: The "Measures for the Management of Online Red Envelope Marketing" released in March 2024 clearly stipulates that platforms must bear primary responsibility for the flow of funds in red envelope activities and user privacy protection. The interactive gameplay on some platforms has been suspended due to failed review.
2.Marketing strategy transformation: According to insiders, the platform prefers to invest its budget in live streaming and content cultivation. The following table shows changes in marketing expense allocation in the past half year:
| marketing form | Proportion in 2023 | Proportion in 2024 |
|---|---|---|
| Red envelope interaction | 42% | 18% |
| Live delivery | 28% | 45% |
| Content planting | 30% | 37% |
3.user fatigue effect: Data shows that participation in the Torch Red Packet in 2024 will drop by 67% year-on-year, with the average amount received dropping from 2.8 yuan to 0.6 yuan, and the conversion effect will be significantly weakened.
3. Comparative analysis of alternative gameplay
Currently, mainstream platforms have launched these new forms:
| platform | new gameplay | Core advantages |
|---|---|---|
| Taobao | Task-based red envelope | Combined with AR scanning function |
| Tik Tok | Live broadcast medal system | Redeemable for physical prizes |
| Pinduoduo | Cash back for group orders | Direct deduction of payment |
4. User feedback data
After collecting 50,000 comments, sentiment analysis showed:
| attitude type | Proportion | Typical comments |
|---|---|---|
| express understanding | 43% | "It's long past time to crack down on fake red envelopes" |
| feel sorry | 32% | "Missing a form of entertainment" |
| Strong dissatisfaction | 25% | "What to do with the unwithdrawn balance in the account" |
5. Forecast of future trends
1.Compliance design: The new version of red envelopes may use blockchain technology to achieve full traceability. It is expected that three platforms will pilot it in August.
2.Combination of virtual and real: AR red envelopes may become a new direction, and WeChat is currently testing the "treasure hunt on map" function.
3.long term value: The platform may convert red envelope benefits into sustainable welfare systems such as member points.
In general, the disappearance of the torch red envelope is a sign that Internet marketing has entered a new stage. Users need to adapt to new gameplay that is more standardized but still interesting, while the platform must continue to innovate within a compliance framework. According to monitoring, the popularity of related topics is still growing at a daily rate of 15%, and subsequent developments deserve continued attention.
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