In the era of AI, just getting people into an app is no longer enough.
Seeing the domestic AI companies spend money during this Lunar New Year, my first reaction wasn’t excitement, but familiarity. Tencent Yuanbao gave out a 1 billion cash red envelope on February 1st; Baidu Wenxin distributed red envelopes totaling 500 million from January 26th until mid-March; Alibaba’s Qwen launched a “treat plan” of 3 billion on February 6th; and Doubao leveraged the Spring Festival Gala for AI interactions to push its presence. My judgment is straightforward: this is still an inertial action left over from the previous era of the internet—first, pull people into the App, and second, build up usage frequency; everything else can wait. But the business of AI isn’t quite like a traffic-driven business.