Alipay launched the Chinese Koi Carp event during the National Day in 2018. Many netizens were curious about this event. What is Chinese Koi Carp?

What kind of marketing technique is this?

Why are so many netizens paying attention?

Come and see the detailed introduction!

What is Alipay Chinese Koi?

At 2 pm on September 29, Alipay’s official Weibo posted a Weibo post about looking for Chinese koi, saying that during the National Day Golden Week, users who travel abroad will be randomly selected to be free of charge, and will be selected and forwarded on October 7th.

One of Bo's fans was named "Chinese Koi" and sent gift packages from major brands.

The prizes in the gift package are very generous. It takes about 3 minutes to read them. They include various shoes, bags, clothing, cosmetics, local delicacies, movie tickets, SPA coupons, free travel, mobile phones, air tickets, hotels, etc. You can go to more than 40 places for free.

The national game has made many netizens excited.

The Paris Tourism Bureau and the Canadian Tourism Bureau have extended their olive branches to provide tickets and service discounts to the winners. Singapore, South Korea, Hong Kong, New Zealand, Rome, Australia and other attractions have also joined the list.

In terms of logistical support, Marriott International Group, The Venetian Macau, Japan's MYSTAYS hotel chain, and Trump Hotel Vancouver, Canada, etc. also generously donated. As for travel expenses, AirAsia Home, United Airlines, Ethiopian Airlines, and Air Canada

The company, Hong Kong Airlines, and Princess Cruises are assisting.

I posted a Weibo message "Wish you become a Chinese Koi" and accidentally broke two new records.

The number of retweets exceeded one million in less than six hours, and the cumulative number of retweets in a week exceeded three million. It became the fastest new corporate communication case in the history of corporate marketing to reach one million retweets and the highest total retweets to date.

It is actually a lucky one.

On October 7th, from the reposted Weibo, a lucky person who is the only one in the world will be selected.

Anyone will be flattered to see the partial list of this gift package.

1. Shoes and bags and clothing category 2. Cosmetics category 3. Catering category 4. Leisure and entertainment category 5. Travel category 6. Electrical appliance category 7. Hotel category 8. Travel category 9. Free shopping category This kind of marketing is not uncommon. Not long ago,

Tmall did "The Chosen One" once during 618.

However, although the marketing methods are the same, the purposes they carry are different.

This time "Chinese Koi" brings a bigger voice and a more stable brand strategy.

In terms of volume, on the one hand, the two hot spots of National Day and Koi are combined, which brings huge traffic.

On the other hand, the interactive blessing of Alipay’s global ecological partners provides a variety of interesting prizes.

Not only did it attract the attention of many people and repost it, it also sparked a lot of discussion about whether or not to resign and travel around the world.

In terms of strategy, on the one hand, the National Day period is the peak of consumption and payment, and doing free orders at this node can achieve double the effect.

On the other hand, attentive friends may have discovered that most of the gift packages this time are related to outbound travel.

On the surface, they are giving out gift packages to celebrate the National Day with free orders.

In fact, it is to further promote the global ecological development of Alipay.

This National Day, every outbound tourist is a promoter of Alipay.

Moreover, when the word "Alipay" is written all over the world, it can also give tourists in other places an intuitive sense of intimacy.

From this point of view, Alipay's "Chinese Koi" seems to be a whim, but it is actually stable.

From this, we can get a glimpse of some thinking directions of brand marketing.

Koi carp becomes a social currency Slowly, koi carp becomes a new type of social currency, no different from astrology.

On this basis, more content can be extended.

If you don’t work hard when you are young, don’t choose to repost Koi when you are old and you should work hard the most. When you are old, you will blame Mercury for retrograde. More and more brands are using social coins for content dissemination.

Help readers complete the social process, thereby stimulating them to actively share and interact.

Alipay’s “Chinese Koi” is exactly the same.

Therefore, in a short period of time, the number of reposts on Weibo reached more than 3 million times, and the total number of weekly interactions exceeded 4 million times. This is an extremely rare success story in the history of Weibo marketing.

Most people don’t want to be that koi fish, but rather want to be a participant in a hot topic.

This event information can become a source of conversation for you, and can also avoid the embarrassment of being an outsider.

Taking advantage of momentum is dead, building momentum to rise?

Taking advantage of this marketing method, both attention and novelty began to decline.

The exposure that holiday hot spots can bring is increasingly limited.

Take advantage of the situation to become an auxiliary and supplementary, rather than a mainstream.

Now that the original momentum is no longer good, more and more brands are creating their own momentum.

Set up your own stage and quickly attract readers' attention with novel presentation methods.

For example: Taobao’s Creation Festival has become a holy place for young people.

Another example: This time, Alipay set up a big stage and gave its partners ample exposure opportunities.

It is worth mentioning that what determines the effect of communication and interaction is not how luxurious the prize is.