On February 2, Alibaba's "Tongyi Qianwen" App announced the launch of the "Spring Festival Treat Plan" - spending 3 billion yuan to help users eat, drink and have fun without order, so that everyone can experience a new way of consumption in the AI era during the Spring Festival.
This event also pulled Alibaba's family bucket into battle together, including: Taobao flash sale, Fliggy (travel), Damai (performance ticketing), Hema (fresh supermarket), Tmall supermarket and Alipay and other businesses all participated, covering the whole scene of eating, drinking, playing, buying and traveling.
|3 billion! Alibaba smashed out the "biggest red envelope" of the AI Spring Festival
Following Tencent's 1 billion and Baidu's 500 million, Alibaba also officially joined the "AI Spring Festival War" - on February 2, Tongyi Qianwen App announced the launch of the "Spring Festival Treat Plan", spending 3 billion yuan, focusing on "free orders for eating, drinking and playing", and also with large cash red envelopes!
The event will be officially launched on February 6, but how to play it has not yet been fully announced.
In fact, there was a foreshadowing: on January 15, Qianwen App has been connected to Taobao Flash Sale, Alipay, Taobao, Fliggy, AutoNavi and other Alibaba services, and began to test the function of "using AI to directly place orders to buy things".
An insider revealed: "That update is to lay out the layout in advance for the Spring Festival promotion. Nowadays, most AI assistants only chat, and we want Qianwen to really help users order takeout, book tickets, shop, and integrate into real life. ”
Some netizens have found that in the chat interface of the Qianwen App, you can directly search for movie tickets to place an order. According to internal sources, this "AI to buy movie tickets" function is being tested on a small scale and will be fully launched soon.
To put it simply, this Spring Festival, Alibaba not only sends red envelopes, but also wants you to "move your mouth, AI will help you spend money" - and the money spent, it may pay for you.
Will the Spring Festival be the highlight moment of "AI life"?
The Spring Festival has always been a "battleground" for Internet giants.
The most classic case is 2015: WeChat teamed up with CCTV Spring Festival Gala to launch "Shake to Grab Red Envelopes", which exploded overnight - more than 11 billion interactions on Chinese New Year's Eve, and WeChat wallet card binding users exceeded 200 million. Alibaba founder Jack Ma even called it the "Pearl Harbor sneak attack" at the time.
Now, the battlefield has changed: AI has become the new protagonist.
In the 2025 Spring Festival Gala, Alibaba Cloud will become the exclusive partner of China Central Radio and Television Corporation's cloud computing and AI, using global computing power to support Chinese people to "watch the Spring Festival Gala on the cloud"; In 2026, major manufacturers will fully bet on AI Spring Festival marketing
Tencent: Ma Huateng bluntly said at the internal conference that he hoped that the 1 billion red envelope activity of the "Yuanbao" App could replicate the miracle of WeChat red envelopes that year; Baidu: From January 26 to March 12, 500 million red envelopes will be distributed on the Baidu App, and will also appear as the "chief AI partner" on the Beijing Satellite TV Spring Festival Gala on February 17; Byte Volcano Engine was also officially announced on CCTV Spring Festival Gala.
After Tencent, Baidu, and Byte took action one after another, the market has been waiting for Alibaba's "king bomb". Now the answer is here - Tongyi Qianwen App has entered the game with a 3 billion "Spring Festival Treat Plan"
Industry insiders believe that this year's Spring Festival may become a turning point for "AI life" to truly enter the daily life of the public: it is no longer just a chat Q&A, but can book tickets, order takeout, buy movie tickets, and place orders with one click
Qianwen App may open the first year of global AI shopping, allowing ordinary people to feel for the first time:
"It turns out that AI is not just a tool, it can really help me live." This Spring Festival, AI no longer hides in the background, but goes to the front desk to eat reunion dinners, grab red envelopes, and watch the Spring Festival Gala with you - this may be the beginning of "AI life" out of the circle.
Jingtai view|Pay attention to the value of AI consumption entrances
For Alibaba Ecology (09988. HK）：
If Qianwen successfully cultivates user dependence, it will greatly improve the cross-conversion and LTV (user lifetime value) of Alibaba apps; businesses such as Hema, Fliggy, and Damai may use AI to achieve low customer acquisition cost growth; In the long run, AI shopping may become a new weapon for Alibaba to fight Douyin and Pinduoduo.
For AI application track:
AI that can "do things" is far greater than AI that can "chat". Pay attention to platform-based AI with closed-loop capabilities for real transactions (such as Qianwen, Meituan AI, JD Yanxi). Be wary of pure C-end chatbots - no scenes, no payments, no retention.
