Alipay

Ahead of the Xuzhou-Nanjing soccer match, Ant Insurance and Alipay, both Ant Group subsidiaries, have engaged in a playful marketing rivalry. Ant Insurance sent “Guardian Ducks” to support Nanjing, while Alipay countered with China’s “Four Great Chickens” to back Xuzhou. Alipay is also offering a one million yuan subsidy for every Xuzhou goal to residents of supporting provinces. The humorous exchange leverages regional culinary specialties and aims to boost local economies and user engagement, particularly promoting Alipay’s “Touch and Pay” feature for post-game celebrations.

Jiangsu Provincial City Football League (“Su Chao”) is experiencing a surge in popularity, fueled by the online frenzy and innovative marketing. A cinematic trailer for the upcoming Nanjing vs. Xuzhou match went viral, highlighting the league’s competitive spirit. Alipay sponsors the Xuzhou team, incentivizing goals with consumption vouchers, driving a 19.5% increase in “Alipay Touch and Pay” usage after a previous match. Su Chao exemplifies community-driven sports and offers a compelling case study for brand engagement.

Focus Media and Alipay launched “Tap and Grab Red Envelope” in over 20 Chinese cities, turning elevator wait times into reward opportunities. Users tap advertising screens to unlock digital red envelopes with cash rewards and coupons, worth a total of 100 million yuan in rewards plus 10 million in waivers. This integration of Alipay’s “Tap” functionality offers a simplified, secure user experience, connecting advertising exposure with immediate incentives across various scenarios, aiming to compress conversion pathways and drive brand growth. This new feature is becoming a link between online and offline services.

Alipay’s “Touch & Collect” NFC feature now operates at over 100,000 parcel pickup locations across China. Users simply tap their NFC-enabled phone on a designated blue ring marker to instantly retrieve packages, eliminating manual code entry. Available in communities, campuses, and rural areas, the system streamlines collection, reduces staff workload, and includes glow-in-dark markers for nighttime use. Expanding beyond payments, Alipay plans to extend the “Touch” ecosystem to include parcel shipping, meal access, and other services across commerce and logistics.