On Feb. 7, WeChat users discovered that the short codes for so‑called "red‑envelope" rewards issued by AI apps such as Yuanbao and Alibaba’s Qianwen could be copied into chat, reviving a viral distribution tactic that Tencent had sought to blunt by blocking direct links. The change reopened a pathway for massive, rapid sharing of virtual coupons and prompted a fresh scramble for subsidised goods — notably Qianwen’s "please buy a milk tea" campaign, which priced drinks at one cent and left some users with dozens of free‑order entitlements.
The promotional mechanics have shifted in recent days. After Tencent began intercepting and disabling in‑chat links that enabled viral coupon cascades, the AI operators moved to a code‑copy method to preserve the viral effect. For a short period starting Feb. 6, those codes appeared to be non‑copyable inside WeChat, but on Feb. 7 tests across iOS and Android found copying again possible, allowing the campaigns to spread through chats and groups.
The consumer frenzy has been intense. Qianwen’s offer has generated cases of users accumulating dozens of "free‑order" cards — one reported instance involved a single account securing 21 free milk teas — and long queues at participating stores. The app subsequently extended the redemption window for its free‑order cards to Feb. 28 and clarified that the vouchers can be spent beyond milk tea, including grocery and household purchases on platforms such as Hema and inside the Qianwen app’s partner stores.
That surge in demand has produced a secondary market. Listings on second‑hand trading platforms advertise services that place orders on behalf of buyers in exchange for a fee, with milk‑tea redemptions offered for roughly 6–10 yuan. Qianwen’s customer service has pushed back: the company says these virtual entitlements are non‑transferable, non‑giftable and not for resale, warning that violators may be stripped of participation rights and have benefits frozen or reclaimed.
The episode underscores real‑world strain. Local merchants and shop staff report heavy volumes and order backlogs, with some stores temporarily closing or struggling to fulfil orders on time. The phenomenon is a symptom of an escalating subsidy war between major platforms and AI services, a competition that market commentary has described as involving multibillion‑yuan spending to capture users during the Lunar New Year period.
Beyond the immediate consumer drama, the clash reveals the gatekeeper role of super‑apps like WeChat and the limits of promotional tactics that rely on viral distribution. Tencent’s earlier blocking of links aimed to curb unchecked promotional cascades on its messaging platform; operators then changed tactics to keep growth momentum. That tug‑of‑war between distribution control and creative workarounds will have consequences for how platforms design redemption mechanics, enforce terms of service and police secondary markets.
Policymakers and platforms will be watching several fronts. Expect pressure for clearer contractual rules around digital benefits, tougher enforcement against scalping, and tighter integration between coupon issuers and retail partners to reduce fraud and merchant disruption. For companies, the trade‑off is familiar: large subsidies can buy short‑term engagement but also sow user dissatisfaction, logistical headaches for offline partners and regulatory scrutiny over unfair practices or consumer harms.