Investing.com -- Alibaba announced Monday it will spend 3 billion yuan ($431 million) to attract users to its Qwen AI app during the upcoming Lunar New Year holiday, significantly escalating competition among China’s tech giants.
The spending plan will begin on February 6. Alibaba’s promotions will include incentives for dining, drinks, entertainment and leisure activities, with the company promising "large red envelopes distributed continuously" as part of the campaign.
This aggressive move follows announcements late last month from Tencent and Baidu, which pledged 1 billion yuan and 500 million yuan respectively for similar AI chatbot promotions during the holiday period.
Chinese technology companies have traditionally used the Lunar New Year holiday as a strategic marketing opportunity to acquire new users, as hundreds of millions of people travel home and spend time with family. A notable precedent occurred in 2015, when Tencent used its WeChat messaging app to distribute digital red envelopes, helping WeChat Pay gain market share against the then-dominant Alipay.
This year’s public holiday begins on February 15 and will last nine days, longer than most previous years.
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