北京迎来2020年第一场大雪的前一天,卖灶糖的大爷开始推车出摊了——虽然收到了无数新年台历和对联,但是看到那些撒上了芝麻的米黄色糖块,才感到真正的春节不远了。

The day before Beijing's first heavy snowfall in 2020, the owner of the sugar-selling stove began to cart out the stalls - although he received countless New Year's calendars and couplets, but saw those sprinkled with sesame beige sugar, only to feel the real Spring Festival is not far away.

21世纪的两个十年,高速发展的信息技术革命和互联网科技对人们的现实生活产生了巨大影响。,除了贴窗花、贴春联、放鞭炮等传统的方式外,利用智能手机传递年节气氛的人也越来越多。蚂蚁金服的产品经理冠华可能想不到,当年支付宝和春晚合作的灵机一动的项目「集五福」会在几年后,成为人们过节的「新年俗」。

In the two decades of the 21st century, the rapid development of information technology revolution and Internet technology has had a great impact on people's real life. In addition to the traditional ways of affixing window flowers, Spring Festival couplets and setting off firecrackers, more and more people use their smartphones to convey the New Year's atmosphere. Guanhua, product manager of Ant Financial Services Group, probably didn't think that the \"five blessings\" project of Alipay and the Spring Festival Gala would become a \"new age\" after a few years.

1月9日,距离春节还有两周时间,蚂蚁金服公布2020年新春集五福的活动将在1月13日(周一)正式开启。今年的新春「集五福」除了集齐五福得红包以外,今年还推出了全新的「全家福卡」,中奖者将获得「帮全家还全年花呗」福利,同时,五福活动此次向合作伙伴开放,在扫福过程中还将获得来自星巴克、可口可乐、欧莱雅等大品牌的拜年特效和「红包」。

January 9, two weeks before the Spring Festival, Ant Financial Services Group announced that the 2020 Spring Festival episode of the five-for-five event will officially open on Monday, January 13. This year's New Year's Day, in addition to the five-fold red envelopes, this year also launched a new \"family fortune card \", winners will receive\" help the whole family also spend the whole year \"benefits, while the five-fold event is open to partners, in the sweep process will also receive from Starbucks, Coca-Cola, L'Oreal and other major brands of special effects and\" red envelopes \".

五年时间,支付宝「集五福」已经影响了5亿用户,共有100亿个福字被扫,已经成为中国新年「福」文化的新标志。过去五年,「集五福」活动从AR扫福、花花卡、蚂蚁森林浇水赢取福卡再升级为今年的全家福卡,玩法一直在推陈出新、一直在变;而另一方面,「集五福」活动,承载家人情感链接、「传福到家」的「福」文化传播的初心始终未变。

Over the past five years, Alipay has affected 500 million users, with a total of 10 billion characters being wiped out, and has become a new symbol of the Chinese New Year's \"blessing\" culture. In the past five years, the \"five blessings\" campaign has been upgraded from AR sweep, flower card and ant forest watering to this year's Fuka, and the game has been changing. On the other hand, the \"five blessings\" campaign, which carries the family emotional link, and the \"blessing\" culture spread to the family, has not changed.

几天前,支付宝刚刚开启年度账单活动,人们在社交媒体踊跃晒出账单同时,也没忘了向支付宝官方账户喊话「今年的「集五福」活动什么时候开始」——集五福早已经成为人们的新习惯。

A few days ago, Alipay had just started its annual billing campaign, and people were actively posting bills on social media while they didn't forget to call out to Alipay's official account \"when will this year's\" gathering five blessings \"campaign begin \"- which has long been a new habit.

1月9日,支付宝五福项目组在新春发布会上宣布,今年的集五福下周一(1月13日)正式开始。除了集齐五福得红包以外,今年还推出了全新的「全家福卡」。去年五福一上线,有机会开出「帮还全年花呗」大奖的「花花卡」就成为最受欢迎的福卡。今年的「全家福卡」是在「花花卡」基础上升级而来,寓意「福传万家」,中奖权益也加码成了「帮全家还全年花呗」。

On January 9, the Alipay Wufu project team announced at the Spring Festival launch that this year's gathering of Wufu next Monday (January 13) officially began. In addition to the collection of five blessing red envelopes, this year also launched a new \"family fortune card.\" Last year, the \"Flower Card \", which had the chance to open the\" Spend the Year \"Award, became the most popular one. This year's \"family fortune card\" is based on the \"flower card\" upgrade, meaning \"fortune spread ten thousand families \", the winning interest has also become\" help the whole family to spend the whole year.\"

「我们发现,帮爸妈集福,成了越来越多年轻人早点回家的理由。和家人一起扫福、互相沾福,成了亲友们互动的新乐趣。所以我们决定,今年五福的主题,就叫全家福。」支付宝五福产品经理冠华说到。

\"We have found that helping parents gather happiness has become a reason for more and more young people to come home early. It is a new pleasure for family and family to enjoy each other's happiness. So we decided that the theme of this year's five blessings is called family photo. \"Alipay Wufu Product Manager Guan Hua said.

不仅小家在集福传福,央企大家庭也会加入今年的送福行列,「上天下海」为大家诠释别样的「全家福」。中国航天计划发射富强福号火箭,寓意「福气冲天」。蛟龙号、雪龙号及南极长城站的科考人员也将通过贴福、扫福、集福,来庆祝中国年。

Not only small family in the collection of blessing, the family of central enterprises will join this year's blessing,\" heaven under the sea \"for everyone to interpret a different\" family photo \". China's space program launched the Fuqiangfu rocket, meaning \"lucky to the sky.\" The researchers of the Jiaolong, Xuelong and the Great Wall stations in Antarctica will also celebrate the Chinese Year by posting, sweeping and gathering blessings.

国务院国资委新闻中心副主任闫永介绍说,今年大家还有可能扫到特殊的「敬业福」。包括中核集团华龙一号总设计师邢继、中国石油「新铁人」王启民等在内的大国工匠代表将通过福卡视频向大家拜年。「他们身上舍小家为大家的无私奉献精神,就是新时代的敬业福。」

Yan Yong, deputy director of the State Council's SASAC Information Center, said that this year, it is also possible to sweep the special "dedication ". Representatives of big country craftsmen, including China Nuclear Power Group's Hualong No.1 chief designer Xing Ji and China National Petroleum "New Iron Man" Wang Qimin, will pay their New Year's greetings through the Forka video. "Their selfless dedication to the community is a blessing for the new era. 」

AR扫福是「集五福」活动的一个最受喜爱的特色之一,今年同样有了不同的玩法。秉承了阿里经济体的「开放」理念,今年支付宝和可口可乐、欧莱雅、星巴克等多家品牌方合作,为「福卡」带来了更多「福利」。活动期间,用户扫描相应商品,可以看到不同品牌制作的特殊拜年特效,还能获得不同的红包或者福利。

AR sweep is one of the most popular features of the \"Five Blessings\" campaign, and this year there are also different ways to play. Adhering to the \"open\" concept of the Ali economy, this year Alipay and Coca-Cola, L'Oreal, Starbucks and other brands have worked together to bring more \"benefits\" to Forka. During the event, users scan the corresponding goods, you can see the special New Year special effects made by different brands, but also can get different red envelopes or benefits.

「五福并不是支付宝独有的IP,未来五福将更加开放。」蚂蚁金服首席市场官彭翼捷在发布会现场表示,「未来支付宝希望携手更多的福气伙伴,为全球5亿个家庭送福。」

"Five blessings are not the only IP for Alipay and will be more open in the future. "In the future, Alipay would like to join hands with more blissful partners to bless 500 million families around the world," Ant Financial Services Group's chief marketing officer said at the event. 」

「集五福和红包是不一样的,其实五福最后的红包可能只有一两块钱,但是人们还是非常积极的参与,他们想要的并不是红包大小,而是享受五福活动的那种其乐融融。「支付宝工作人员告诉极客公园(ID:geekpark)。我们会看到天猫双11以及其他互联网公司的促销活动动辄上百亿的补贴红包,相比之下「集五福」活动的奖励确实相当有限,真正让5亿用户至少100亿次举起手机扫福的动力,其实来自活动一个始终未变的核心——「家」。

\"It's not the same as the red envelopes. In fact, the last red envelopes of the five blessings may be only one or two dollars, but people are still very active. What they want is not the size of the red envelopes, but the enjoyment of the activities of the five blessings. \"Alipay staff told Geek Park (ID: geekpark). We will see Tmall double 11 and other Internet promotions with billions of subsidised red envelopes, compared to the fact that the rewards for the \"five blessings\" campaign are quite limited, and the real incentive for at least 500 million users to lift the mobile phone sweep at least 10 billion times comes from the \"home \", a core of the campaign that has not changed.

「集五福」活动的一个最受人欢迎的玩法,就是亲朋之间可以互相交换福卡,极大促进了家庭成员之间的互动和沟通。随着智能手机的普及,不少父母都发现,自己的孩子即便在大年三十,也是坐在饭桌前盯着手机,甚少沟通。而有了「集五福」活动,子女会因为父母不太善用手机,而主动帮助父母收集并传递福卡。在这一扫一传的简单动作中,传递的其实是家人之间的爱心,促进了家人之间的沟通,小小的福卡成为了家庭成员感情的新纽带。

One of the most popular ways to play the \"Five Blessings\" campaign is to exchange cards between family and friends, which greatly promotes interaction and communication among family members. With the popularity of smartphones, many parents have found that their children, even in the New Year's Eve, are sitting at the table staring at their phones and rarely communicating. With the \"Five Blessings\" campaign, children will help their parents collect and deliver the cards because they do not make good use of their mobile phones. In the simple action of this sweep, the transmission is actually the love between the family, which promotes the communication between the family, and the little Fuka becomes the new link of the family members'feelings.

据了解,不仅在国内,「集五福」还将福文化传播到了世界各地。去年,全球有亿人在支付宝扫福集福今年,「福」来到了全球56个国家,还有30多万个全球商户张贴福字,号召大家一起集福。此外,今年五福项目组决定将这一份美好的祝福更「闪耀」——根据福卡传递的次数,支付宝和全球生态伙伴们会替「送福人们」依次点亮全球九大地标。

It is understood that not only in China, the \"collection of five blessings\" will also spread the blessing culture around the world. Last year, there were 100 million people around the world in Alipay. This year, Fortune came to 56 countries around the world, and more than 300,000 businesses around the world posted a message calling for everyone to gather together. In addition, this year's project team decided to \"shine\" this beautiful blessing - according to the number of Forka passes, Alipay and global eco-partners will light up the world's top nine landmarks for \"The Blessed People\" in turn.

新春集五福这个全民参与的活动,彰显的不仅是过年方式的变化,更是传统文化的传承。春节贴春联、贴福字是传统风俗,集五福将这种带有美好寓意的风俗变得更加符合当下人们的生活及沟通方式。基于移动互联网下的新风俗,集五福虽然变成了一种线上的祝福形式,同时也带动了实体春联、福字的销售。淘宝数据显示,去过1年,春联、「福」字销售量分别上涨180%、105%。

The new year's gathering of five blessings, a national participation in the activities, is not only a change in the way of the New Year, but also a heritage of traditional culture. Spring Festival couplets, couplets are traditional customs, the collection of five blessings will be this good meaning of the customs become more in line with the current people's life and communication. Based on the new customs under the mobile Internet, although the collection of five blessing has become an online blessing form, but also led to the sale of physical Spring Festival couplets, blessing characters. Taobao data show that after a year, Chunlian,\" Fu \"word sales rose 180%,105%.

在支付宝「集五福」活动的带动下,来越多的互联网企业加入弘扬传统文化的潮流里,集生肖、集福禄寿喜等多种玩法出现,「春节『福流量』」成为一种现象。

Led by Alipay's \"gathering of five blessings\" activities, more and more Internet companies have joined the trend of promoting traditional culture, and many other methods of play have emerged, such as \"the flow of blessings in the Spring Festival \".

在「集五福」活动的背后,同样离不开蚂蚁金服的科技和平台力量的加持。2019年「集五福」活动中,蚂蚁森林浇水赢福卡,几天时间种下了400万颗真树,折合种植面积达到约万亩,相当于大半个澳门的陆地面积。而在这个「数字世界影响现实世界」的标志事件背后,是蚂蚁金服技术团队对海量数据的处理能力作为保障——每天早上数亿用户一起「浇水」,服务器的压力可想而知。

Behind the \"gathering of five blessings\" activities, cannot be separated from the ant gold clothing of the science and technology platform power blessing. In 2019, four million real trees were planted in a few days, equivalent to about 10,000 mu of land in most of Macau. Behind the \"digital world influences the real world,\" the task force's ability to process massive amounts of data -- watering the water together with hundreds of millions of users every morning -- can be seen as stressful.

「春运「大幕早已开启,归心似箭的游子们的心早已飞到了遥远的家中,而从下周一开始,人们将不断的举起手机,扫描身边的福字,并将这些「祝福」,发给我远方的亲人和朋友。这也是支付宝「集五福」活动五年来一直未变的核心和精神。

\"The curtain has already opened, and the hearts of returning travelers have already flown to distant homes. Starting from next Monday, people will keep lifting their mobile phones, scanning the blessing around them and sending them to my relatives and friends from afar. This is also the core and spirit of Alipay's \"Five Blessings\" campaign that has not changed for five years.


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