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As the highly anticipated soccer match between Xuzhou and Nanjing approaches tomorrow, a playful rivalry has emerged off the field between Ant Insurance (Antbao) and Alipay, both subsidiaries of Ant Group, adding a unique flavor to the sporting event.
Ant Insurance, in a lighthearted gesture, has organized a delivery of “Thirteen Guardian Ducks” to the stadium, a symbolic act to support the Nanjing team. The company even playfully referred to Alipay, which supports the Xuzhou team, as a “small, inexperienced chicken.” This friendly banter highlights the internal competition within Ant Group and leverages the popularity of regional culinary specialties for marketing purposes.
Alipay, not to be outdone, swiftly retaliated by enlisting the support of what are considered China’s “Four Great Chickens:” the Fuliji Roasted Chicken from Anhui, the Daokou Roasted Chicken from Henan, the Dezhou Braised Chicken from Shandong, and the Goubangzi Smoked Chicken from Liaoning. This culinary power play showcases the regional pride and the marketing savvy of Alipay. The inclusion of these well-known brands also provides indirect advertising for the respective regions, boosting local economies.
These four culinary champions, led by Xuzhou’s signature dish, Dizhuoji (a braised chicken stew traditionally cooked in a wok over a fire), are poised to challenge the “Thirteen Guardian Ducks” head-on. This humorous exchange adds a layer of entertainment to the soccer rivalry, attracting public attention and generating buzz on social media.
Adding further fuel to the fire, Alipay has announced a consumer subsidy of one million yuan (approximately $137,000 USD) for every goal scored by Xuzhou. This subsidy will be available to residents of Anhui, Henan, and Shandong – provinces supporting Xuzhou – as well as the entire Jiangsu province, where both Xuzhou and Nanjing are located. The move aims to stimulate consumption and reward Alipay users in those regions.
Alipay playfully concluded their response by encouraging fans to use its “Touch and Pay” feature for their post-game Lao Ya Fen Si Tang (duck noodle soup) purchases. This further integrates Alipay’s services into the celebratory atmosphere surrounding the match, maximizing brand visibility and user engagement. The strategic use of regional specialties and consumer subsidies demonstrates a sophisticated understanding of local culture and a commitment to driving economic activity through sporting events.
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Original article, Author: Tobias. If you wish to reprint this article, please indicate the source:https://aicnbc.com/8730.html
