集五福又双叒叕开始了！
据了解，支付宝集五福活动今日正式开始，你集齐了吗？
无注释原文：
Alipay: Emerging victorious in the Digital Hongbao Battle
StartupX in Medium
Jul 23, 2021
The gifting of Hongbao, one of the most notable traditions in Chinese New Year (CNY), has been used in marketing for several years. In the digital age, digital Hongbao rather than physical Hongbao has increased in popularity especially amongst the younger generation, as advanced e-payment systems assure users of greater safety and security when transferring money to others. To better understand how brands leverage on CNY for marketing, it is crucial to dive deep into the digital Hongbao space.
One of the most famous Hongbao marketing campaigns in China is Alipay’s “Five Fortune Card Collection” (“集五福”). Its widespread success and yearly revival since its inception in 2016 has led to it becoming a case study of CNY marketing in China, and a highly anticipated part of the CNY festivities each year. During the campaign period, users are required to collect five kinds of “Fu” (“福”, fortune) cards through various ways, and stand a chance to win cash prizes from Alipay’s prize pool. This cash pool has increased from RMB 215 million in 2016 to RMB 500 million in 2021. While the collection of Fu cards is the key mode of consumer engagement in this campaign, new methods of engagement have been created over the years to better meet the needs of consumers. With sustained popularity and success, the “Five Fortune Card Collection” has become Alipay’s trademark advertising campaign.
Origin of the Five Fortune Card Collection
The Five Fortune Card Collection was an emerging gamification concept in 2016. The 5 Fu cards to collect are: Patriotic Fu, Prosperous Fu, Harmonious Fu, Friendly Fu, Dedicated Fu (爱国福,富强福,和谐福,友善福,敬业福). To control the number of people who would qualify to receive the rewards, the difficulty of collecting the cards varies, with Dedicated Fu being the hardest.
Extension: Enriching the gaming experience with traditions
In 2021, Alipay added a game to the campaign called “Beat the Monster Nian”, which would be activated once users complete the Five Fortune Card Collection, allowing them to earn even more Hongbao. Monster Nian is a key character in the folklore of the CNY festival, and many of the CNY traditions are based on the belief of scaring away this mythical beast to protect their loved ones. In the game, people could also use virtual firecrackers to defeat the Monster Nian, offering some sense of nostalgia as firecrackers are now banned in the majority of cities in China. This form of gamification involving key elements of CNY and Chinese tradition resonates well with users and engages them effectively.
The key to Alipay’s success
Besides the use of the iconic creature Monster Nian, Alipay’s Five Fortune Card Collection include many details that fit the CNY atmosphere and themes. The ability to share Fu cards with others represents fortune sharing; the building of a family team is an interesting way to boost the concept of family gathering and reunion during CNY; AR technology enabling users to scan hand-written Fu characters to receive Fu cards reflect the advancement of technology in today’s world. In 2021, Alipay also enabled users to hand-write a digital Fu card on its platform, generating a personalised Fu card that can then be sent to others. As many people were unable to get together with their family due to the Covid-19 pandemic, this was a new and innovative way for people to bond with their family.
When the campaign was first launched, money was clearly the most important factor motivating people to participate in the card collection. However, as the Fu card collection became a social tradition every CNY, money is no longer the top factor that draws in participants. Participants get increasingly emotionally connected with the campaign, especially with the attention to details in recreating a digital CNY atmosphere.
In 2021, more than 450 million people participated in the campaign, as compared to less than 1 million in 2016. Yet, consider the fact that the money prize pool in 2021 was just RMB 500 million while that in 2016 was RMB 215 million. This means that most participants in 2021 will only ultimately get up to 1–2 RMB. Comparing Alipay with other platforms using the same campaign (Pinduoduo: RMB 2.8 billion, Baidu: RMB 2.2billion, Kuaishou: RMB 2.1 billion), it is clear that money is no longer the main driving force of the popularity of the Alipay Fu collection in 2021.
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注：中文文本为机器翻译仅供参考，并非一一对应
含注释全文：
Alipay: Emerging victorious in the Digital Hongbao Battle
StartupX in Medium
Jul 23, 2021
The gifting of Hongbao, one of the most notable traditions in Chinese New Year (CNY), has been used in marketing for several years. In the digital age, digital Hongbao rather than physical Hongbao has increased in popularity especially amongst the younger generation, as advanced e-payment systems assure users of greater safety and security when transferring money to others. To better understand how brands leverage on CNY for marketing, it is crucial to dive deep into the digital Hongbao space.
赠送红包，作为中国新年（CNY）最引人注目的传统之一，已被用于营销多年。在数字时代，数字红包而不是实体红包已经越来越受欢迎，特别是在年轻一代中，因为先进的电子支付系统保证了用户在向他人转账时更加安全和可靠。为了更好地了解品牌如何利用中国新年进行营销，深入研究数字红包领域是至关重要的。
victorious
形容词，表示“胜利的，获胜的；成功的”，英文解释为“having won a game, competition, election, war, etc.”举个🌰：
The victorious team were loudly cheered by their fans.
获胜队赢得了球迷们的高声欢呼。
gift
作动词，表示“（正式）赠送”，英文解释为“to give something in an official or formal way”举个🌰：
He had gifted her ￥10,000.
他赠予她一万元。
transfer
1）表示“搬；转移”，英文解释为“to move someone or something from one place, vehicle, person, or group to another”举个🌰：
He has been transferred to a psychiatric hospital.
他被转到了一家精神病医院。
2）表示“转让；让与”，英文解释为“to officially arrange for sth to belong to sb else or for sb else to control sth”举个🌰：
He transferred the property to his son.
他把财产转让给了儿子。
leverage
leverage /ˈliːvərɪdʒ/ 表示“利用”，英文解释为“to use something that you already have in order to achieve something new or better”举个🌰：
We can gain a market advantage by leveraging our partners.
我们可以利用我们的合作伙伴来获得市场优势。
Many different companies are working on leveraging these approaches.
很多不同的公司正在利用这些方法。
补充：
📍leverage作动词还有“举债经营”的含义 （to use borrowed money to buy an investment or company），举个🌰：
They can leverage a very small investment into millions of dollars.
他们可以把很小的一笔投资变成数百万美元。
dive in/dive into sth.
表示“贸然投入到…之中，介入；一心投入，钻研”，英文解释为“to start doing something suddenly and energetically, often without stopping to think”举个🌰：
When I start a new project, I like to dive right in and see how it works.
开始一个新项目时，我喜欢立刻全心投入，看看情况会怎样。
One of the most famous Hongbao marketing campaigns in China is Alipay's “Five Fortune Card Collection” (“集五福”). Its widespread success and yearly revival since its inception in 2016 has led to it becoming a case study of CNY marketing in China, and a highly anticipated part of the CNY festivities each year.
中国最著名的红包营销活动之一是支付宝的“集五福”活动。自2016年启动以来，“集五福”活动大获成功且每年盛行使其成为中国春节营销的一个案例，并成为每年春节庆祝活动中备受期待的一部分。
revival
表示“复苏；复兴；重新流行”，英文解释为“the process of becoming more active or popular again”举个🌰：
Recently, there has been some revival of (interest in) ancient music.
近来，在一定程度上，古代音乐又重新流行起来。
inception
表示“（机构、组织等的）开端，创始”，英文解释为“the start of an institution, an organization, etc.”举个🌰：
The account has grown rapidly since its inception in 2015.
这个账号自从2015年成立以来发展迅速。
festivities
复数，表示“庆祝活动”，英文解释为“the parties, meals, and other social activities with which people celebrate a special occasion”举个🌰：
Come in and join the festivities!
进来参加庆祝活动吧！
📍festivity作不可数名词时，表示“欢庆；欢乐”，英文解释为“a situation in which people are happy and celebrating”。
During the campaign period, users are required to collect five kinds of “Fu” (“福”, fortune) cards through various ways, and stand a chance to win cash prizes from Alipay's prize pool. This cash pool has increased from RMB 215 million in 2016 to RMB 500 million in 2021. While the collection of Fu cards is the key mode of consumer engagement in this campaign, new methods of engagement have been created over the years to better meet the needs of consumers. With sustained popularity and success, the “Five Fortune Card Collection” has become Alipay's trademark advertising campaign.
在活动期间，用户需要通过各种方式收集五种“福”字卡，并有机会赢得支付宝奖池中的现金奖励。这个现金池已经从2016年的2.15亿元人民币增加到2021年的5亿元人民币。虽然集福卡是这项活动中消费者参与的主要模式，但为了更好地满足消费者的需求，多年来也创造了新的参与方式。凭借持续的人气和成功，“集五福”已经成为支付宝的标志性广告活动。
stand a chance
表示“有成功的希望”，英文解释为“to have a chance of success”举个🌰：She stands a good chance of passing her exam if she works hard.
她努力学习的话，通过考试的希望很大。
sustained
1）表示“持续的，持久的”，英文解释为“continuing for a long time”举个🌰：
His speech was greeted by sustained applause.
他的演讲博得了经久不息的掌声。
2）表示“坚定的，坚持不懈的”（determined），2020年政府工作报告中的例句：持续打造市场化、法治化、国际化营商环境 make sustained efforts to create a market-oriented, law-based, and internationalized business environment.
Origin of the Five Fortune Card Collection“集五福”的起源
The Five Fortune Card Collection was an emerging gamification concept in 2016. The 5 Fu cards to collect are: Patriotic Fu, Prosperous Fu, Harmonious Fu, Friendly Fu, Dedicated Fu (爱国福，富强福，和谐福，友善福，敬业福). To control the number of people who would qualify to receive the rewards, the difficulty of collecting the cards varies, with Dedicated Fu being the hardest.
“集五福”是2016年的一个新兴游戏化概念。要收集的5张福卡是：爱国福、富强福、和谐福、友善福、敬业福。为了控制有资格获得奖励的人数，收集卡片的难度是不同的，其中敬业福是最难的。
gamification
表示“（把活动变得像游戏一样，使之很有趣或好玩的）游戏化”，英文解释为“the practice of making activities more like games in order to make them more interesting or enjoyable”
patriotic
表示“爱国的；有爱国心的”，英文解释为“showing love for your country and being proud of it”如:patriotic fervour/pride 爱国热情/自豪感。
dedicated
1）表示“投入的；献身的：专心致志的；一心一意的”，英文解释为“You use dedicated to describe someone who enjoys a particular activity very much and spends a lot of time doing it.”举个🌰：
She is dedicated to her job.
她对工作专心致志。
2）表示“专用的”，英文解释为“You use dedicated to describe something that is made, built, or designed for one particular purpose or thing.”举个🌰：
Such areas should also be served by dedicated cycle routes.
这些地区也应该可由自行车专用路线到达。
qualify
1）表示“（使）具有资格，（使）合格”，英文解释为“to successfully finish a training course so that you are able to do a job; to have or achieve the necessary skills, etc.”举个🌰：
She hopes to qualify (as a teacher) at the end of the year.
她希望在年底获得（教师）资格。
🎬电影《合伙人》（The Company Men）中的台词提到：只靠我的薪水我们不可能再成功申请房贷 We're not going to be able to qualify for another house on just my salary.
Extension: Enriching the gaming experience with traditions 延伸：用传统习俗来丰富游戏体验
In 2021, Alipay added a game to the campaign called “Beat the Monster Nian”, which would be activated once users complete the Five Fortune Card Collection, allowing them to earn even more Hongbao. Monster Nian is a key character in the folklore of the CNY festival, and many of the CNY traditions are based on the belief of scaring away this mythical beast to protect their loved ones. In the game, people could also use virtual firecrackers to defeat the Monster Nian, offering some sense of nostalgia as firecrackers are now banned in the majority of cities in China. This form of gamification involving key elements of CNY and Chinese tradition resonates well with users and engages them effectively.
2021年，支付宝在该活动中增加了一个名为“打年兽”的游戏，一旦用户集齐五福，就会激活这个游戏，让他们获得更多的红包。年兽是新春佳节民间传说中的一个关键角色，许多新春佳节的传统都是基于吓走这个神话中的年兽以保护他们的亲人的信念。在游戏中，人们还可以使用虚拟的鞭炮来打败年兽，给人一种怀旧感，因为鞭炮现在在中国大多数城市都被禁止。这种涉及春节和中国传统的关键元素的游戏化形式，很好地引起了用户的共鸣，并有效地吸引了他们。
folklore
folklore /ˈfəʊkˌlɔː/ 表示“民间传说；民俗”，英文解释为“Folklore is the traditional stories, customs, and habits of a particular community or nation.”
mythical
1）表示“神话的；只存在于神话中的”，英文解释为“existing only in stories”如：a mythical hero 神话中的英雄。
2）表示“虚构的；杜撰出来的”，英文解释为“imaginary or not real”。
beast
表示“（尤指大型或野生的）动物；野兽”，英文解释为“an animal, especially a large or wild one”如：a wild beast 野兽。
《美女与野兽》（Beauty and the Beast）
firecracker
表示“爆竹，鞭炮”，英文解释为“a firework that makes a loud noise when it explodes”
nostalgia
nostalgia /nɒˈstældʒə/ 表示“对过去美好时光的留恋，恋旧；怀旧”，英文解释为“a feeling that a time in the past was good, or the activity of remembering a good time in the past and wishing that things had not changed”，举个🌰：
He looked back on his university days with a certain amount of nostalgia.
他带着一点留恋，回忆起大学时光。
📍诗歌《乡愁》余光中就有译为：Nostalgia.
resonate
表示“使产生联想；引起共鸣”，英文解释为“If an experience or memory resonates, it makes you think of another similar one.”举个🌰：
Her experiences resonate powerfully with me, living, as I do, in a similar family situation.
她的家庭生活环境和我相似，所以她的经历在我心中引起强烈共鸣。
engage
表示“吸引住，使感兴趣”，英文解释为“to interest someone in something and keep them thinking about it”举个🌰：
The debate about food safety has engaged the whole nation.
关于食品安全的争论引起了全国关注。
The key to Alipay's success 支付宝成功的关键
Besides the use of the iconic creature Monster Nian, Alipay’s Five Fortune Card Collection include many details that fit the CNY atmosphere and themes. The ability to share Fu cards with others represents fortune sharing; the building of a family team is an interesting way to boost the concept of family gathering and reunion during CNY; AR technology enabling users to scan hand-written Fu characters to receive Fu cards reflect the advancement of technology in today's world. In 2021, Alipay also enabled users to hand-write a digital Fu card on its platform, generating a personalised Fu card that can then be sent to others. As many people were unable to get together with their family due to the Covid-19 pandemic, this was a new and innovative way for people to bond with their family.
除了使用标志性的“年兽”，支付宝的“集五福”活动还包括许多符合春节气氛和主题的细节。与他人分享福卡的功能代表了财富分享；组建家庭是一种有趣的方式，促进了春节期间家庭团聚的概念；AR技术使用户能够扫描手写的福字来接收福卡，反映了当今世界科技的进步。2021年，支付宝也允许用户在其平台上手写数字福卡，生成个性化的福卡，然后可以发送给其他人。由于许多人因新冠疫情而无法与家人相聚，这是一种新的创新方式，让人们与家人联系。
iconic
表示“偶像的；图符的；象征性的；非常出名的，受欢迎的”，英文解释为“An iconic image or thing is important or impressive because it seems to be a symbol of something.”举个🌰：
He gained iconic status following his death.
他死后成了偶像级人物。
boost
表示“改善；提高；增强；推动”，英文解释为“to improve or increase something”举个🌰：
The theatre managed to boost its audiences by cutting ticket prices.
剧院设法通过降低票价来增加观众数量。
personalised
personalised/personalized表示“标明某人姓名的；为某人特制的；个性化的；个人化的”，英文解释为“used to describe an object that has someone's name on it, or that has been made for a particular person”举个🌰：
His car has a personalized number plate - LR.
他的车上挂了一块标有他的姓名首字母的车牌——LR。（做梦.jpg）
bond
表示“联合；团结；建立关系”，英文解释为“to develop a close connection or strong relationship with someone, or to make someone do this”举个🌰：
The aim was to bond the group into a closely knit team.
其目的在于使整个团体紧密团结在一起。
When the campaign was first launched, money was clearly the most important factor motivating people to participate in the card collection. However, as the Fu card collection became a social tradition every CNY, money is no longer the top factor that draws in participants. Participants get increasingly emotionally connected with the campaign, especially with the attention to details in recreating a digital CNY atmosphere.
活动刚开始时，金钱显然是激励人们参与收集卡片的最重要因素。然而，随着福卡收集活动成为每年春节的社会传统，金钱不再是吸引参与者的首要因素。参与者与活动的情感联系越来越紧密，特别是在重现数字化春节氛围方面对细节的关注。
In 2021, more than 450 million people participated in the campaign, as compared to less than 1 million in 2016. Yet, consider the fact that the money prize pool in 2021 was just RMB 500 million while that in 2016 was RMB 215 million. This means that most participants in 2021 will only ultimately get up to 1–2 RMB. Comparing Alipay with other platforms using the same campaign (Pinduoduo: RMB 2.8 billion, Baidu: RMB 2.2billion, Kuaishou: RMB 2.1 billion), it is clear that money is no longer the main driving force of the popularity of the Alipay Fu collection in 2021.
2021年，有超过4.5亿人参与了这项活动，而2016年只有不到100万人。然而，考虑到一个事实，2021年的奖金池只有5亿元人民币，而2016年的奖金池为2.15亿元人民币。这意味着2021年的大多数参与者最终只能得到1-2元人民币。对比其他类似活动的平台（拼多多：28亿人民币，百度：22亿人民币，快手：21亿人民币），很明显，金钱不再是2021年支付宝集五福活动受欢迎的主要动力。
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LearnAndRecord
2015年2月8日
2022年1月19日
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