Kuaishou Technology won the bidding of BABA, Pinduoduo and byte beating, and reached an exclusive interactive cooperation with the CCTV Spring Festival Gala. The red envelope budget is expected to exceed that of Baidu, Inc. last year.

"later LatePost" learned that Kuaishou Technology has won the exclusive interactive partner of the 2020 CCTV Spring Festival Gala, with BABA, Pinduoduo and byte jumping as bidders. This means that Kuaishou Technology will not only exclusively participate in the overall publicity and screen interaction from the warm-up day of the Spring Festival Gala to the middle of the Lantern Festival Gala, but will also hand out red envelopes to the whole people during the Spring Festival.

During the 2019 Spring Festival Gala, Kuaishou Technology was only the exclusive short video copyright partner of the Spring Festival Gala, and the more involved interactive partner of the Spring Festival Gala was Baidu, Inc.. Among them, Baidu, Inc. APP, as well as its good videos, national mini videos, Baidu, Inc. post bar and other APP participated in the red packet activities, throwing 900 million yuan.According to insiders, Kuaishou Technology's budget for the 2020 Spring Festival Gala will be higher than that of Baidu, Inc., but not 4 billion as previously reported by the media.

A person familiar with the matter told the reporter that this was the most important project of Kuaishou Technology a year ago, and most of the manpower participated in it and had begun to discuss and develop it in a closed manner.

At present, the interactive play of Kuaishou Technology Spring Festival Gala products is under discussion, and there are two major product directions: one is the scientific and technological style, which uses AI, AR and other technologies to lead users to participate in grabbing red packets and interaction; the other is human touch, which presents the unique life-oriented and original ecological content to users and connects them emotionally. The scene of the Spring Festival Gala will be dominated by Kuaishou Technology APP, while Kuaishou Technology Express Edition, Dabing Edition and other versions will participate in various warm-up activities.

In 2015, WeChat red packet made a comeback overnight with the Spring Festival Gala, from 8 million cards bound to more than 300 million payment users a few months later, laying the foundation for a follow-up pursuit of Alipay's share, which BABA called a "sneak attack on Pearl Harbor."Wechat handed out 500m red envelopes that year, the prelude to the Spring Festival Gala war among Internet companies, with 800m red envelopes on Alipay in 2016, 600m on Taobao in 2018 and 900m on Baidu, Inc. in 2019.

The significance of the Spring Festival Gala is that it is a super flow pool with more than 1 billion viewers, which can quickly help products sink and divert. Baidu, Inc. achieved remarkable results in the 2019 Spring Festival Gala. Official figures show that the number of daily active users of Baidu, Inc. APP exceeded 300 million on that day, double the usual number. Five of the top six on the Apple Store free list are Baidu, Inc. products.

However, the retention of Spring Festival Gala activities is obviously the core index which is more related to input and output.The number of daily active users of Baidu, Inc. APP shown in Baidu, Inc. 's Q2 financial report in 2019 has dropped to 188 million. For a company, the Spring Festival Gala, such a large volume of activities, extremely tests the company's product ability, planning ability, technical strength, as well as the organizational ability behind it, which will be the most exciting part of Kuaishou Technology's 300 million DAU battle and concentrated military training.