# customer acquisition cost

Forty‑Five Billion Yuan and a New Front: China’s Tech Giants Turn Lunar New Year Into an AI User‑Education Arms Race

China’s biggest tech firms spent more than 45 billion yuan over the 2026 Lunar New Year in an AI‑focused red‑envelope battle that mixed cash prizes, task‑based incentives and offline vouchers. The campaign was a large‑scale acquisition and product‑education experiment whose success will be decided not by downloads or single‑night peaks but by whether users form lasting habits and remain active after the holiday.