WeChat Clamps Down on AI Red Envelope Wars Amid Lunar New Year Rush
Social Platform Barriers Rise During AI Marketing Frenzy
The Lunar New Year digital red envelope wars have taken an unexpected turn this season as Tencent's WeChat blocks promotional links from rival Alibaba's AI assistant Qwen. The move comes as major Chinese tech firms deploy billions in subsidies to attract users during the critical holiday period.
The Blockade Begins
On February 6, users attempting to share Qwen's "3 Billion Yuan Coupon" campaign on WeChat encountered roadblocks. Instead of opening normally, links displayed warnings about "misleading redirects" and required external browsers for access. Qwen quickly pivoted to distributing redemption codes - forcing users to manually copy and paste rather than share direct links.
This isn't WeChat's first crackdown on AI-powered promotions. Tencent's own Yuanbao AI faced similar restrictions earlier for allegedly violating rules against "frequent诱导 sharing." Baidu's Wenxin Yiyuan also saw its links blocked recently.
Why This Matters Now
The Lunar New Year represents prime real estate for user acquisition in China's competitive tech landscape. With families exchanging digital gifts and sharing apps more actively, companies invest heavily in seasonal promotions:
- User Growth: Holiday periods see higher app downloads and engagement
- Cultural Relevance: Digital red envelopes mirror traditional gift-giving customs
- Marketing Impact: Viral sharing can make or break new services
"We're seeing platforms draw clearer lines around what constitutes acceptable promotion," notes Beijing-based tech analyst Li Wei. "The 'code mode' workaround shows how companies adapt when direct access gets cut off."
Broader Implications
The recurring conflicts highlight:
- Growing tensions between standalone AI apps and established social ecosystems
- Platforms asserting more control over external traffic sources
- Creative adaptations by marketers facing new restrictions
As one Shanghai-based product manager quipped: "It's like watching an arms race where every new marketing tactic gets met with fresh defenses."
Key Points:
- WeChat blocks Alibaba Qwen's Lunar New Year promotion links citing policy violations
- Companies forced to use manual code sharing instead of direct links
- Pattern emerges as multiple AI assistants face similar restrictions
- Highlights ongoing struggle between platform rules and marketing needs
- Lunar New Year remains critical battleground for user acquisition
