State Grid Hubei Electric Power Co is tapping the potential of a WeChat mini program to encourage the public to reduce electricity consumption during peak hours in Central China's Hubei province, using gamification to ease the strain on the grid and promote carbon emission reduction.

The program, Huijiedian, originated as a rural pilot in 2022 in Xiangyang, Hubei, before scaling province-wide a year later. It aims to bring down residents' electricity consumption during peak hours in summer and winter, according to Tong Xuan, director of marketing at the company's sales department.

Driven by air conditioning and heating, the surges in electricity demand during the two seasons have long strained Hubei's grid, he noted.

"Such short-term spikes in electricity consumption have placed immense pressure on the stable operation of the power grid. They can even lead to insufficient power supply and outages," Tong said.

The mini program, accessible via WeChat without installation, incentivizes users to adjust consumption patterns so as to alleviate the pressure on the power grid.

It calculates energy savings by assigning equal importance to reductions during peak periods in comparison to pre-peak usage and the average consumption over the previous two days. By combining immediate behavioral adjustments with historical consumption patterns, it determines the total savings accomplished.

Residents can participate in the initiative by reducing their electricity usage between 8 pm and 10 pm. For every kilowatt-hour of electricity saved, they will contribute to a reduction of 525 grams of carbon dioxide emissions. Upon achieving a reduction of 2,000 grams of emissions, residents can purchase hot-and-dry noodles — a popular local breakfast delicacy — at half price.

Users can also convert their saved electricity into points, which can be used to offset electricity bills or purchase products on the e-commerce platform of the State Grid. The points awarded for each kilowatt-hour of electricity saved range from 50 to 500, depending on the grid stress level at the time of energy conservation.

To date, 458,600 people have registered with the mini program, with 42,000 of them active daily users, according to State Grid Hubei Electric Power Co.

Hu underscored the program's role in advancing carbon emission reduction among individuals, who account for 40 to 70 percent of global emissions. By gamifying carbon accounting — converting saved kilowatts into redeemable reward points — the initiative bridges the gap between high-level carbon reduction policies and grassroots action, he explained.

"The program transforms individuals into active participants and beneficiaries of China's carbon neutrality journey," he added.

To date, the program has curtailed peak-hour grid demand by more than 166,000 kWh, cutting carbon dioxide emissions by 8.7 metric tons.

"The mini program may become one of the core tools for citizens to fulfill their climate responsibilities in the future," he said.

Hu's vision has garnered support from Xiao Hongying, 60, a resident of the Donghu Xincheng residential community in Wuhan. Her family adopted the mini program at the end of last year, prompted by recommendations from their community grid manager.

"My husband is now the main user in my home. He used to leave lights on when leaving the room, but has since developed the habit of conserving electricity," said Xiao.

"I will recommend the mini program to people around here, considering that it can help save electricity and enhance awareness in this regard," she said.

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