Today, China Media Group (CMG) officially announced JD.com as the exclusive interactive partner of the 2022 Spring Festival Gala. During the Spring Festival, JD will give out red envelopes and gifts worth over 1.5 billion yuan ($236 million).
Starting from January 24, this year’s interactive program will last until February 15. Users can make an appointment for the Spring Festival Gala interactive activities and invite friends to open an online treasure chest via JD.com‘s app. On January 31, the day before the Spring Festival, users can celebrate the festival together on the app and interact with relatives and friends by sending good luck red envelopes to each other.
CMG’s exclusive interactive partnership with JD in the 2022 Spring Festival Gala demonstrates JD’s ability to serve users, as well as its long-running capabilities such as building a digital and intelligent social supply chain.
At the press conference, Xin Lijun, CEO of JD Retail, said JD.com values this opportunity to work with CMG. In addition, 2022 is the 10th consecutive year that JD.com will provide delivery services during the Spring Festival. The company will deliver parcels to consumers on time during the festival, giving full play to its supply chain infrastructure and technological advantages.
The Spring Festival Gala, as a much-watched TV program during the festival, can itself drive substantial traffic. In 2021, ByteDance’s Douyin won the rights to send red envelopes for the gala. According to official data, the total number of interactions involving Douyin’s Spring Festival Gala red envelopes reached 70.3 billion. From February 4 to February 11, the New Year’s greetings videos released on Douyin received 50.6 billion views and attracted 6.2 billion likes.