“抖音买单”上线，支付宝、微信支付迎来新对手

Core Insights - Douyin has launched the "Douyin Buy" feature, allowing consumers to pay at physical stores through the Douyin app, marking its entry into the offline payment market [1][9][12] - The feature aims to create a closed-loop payment system within Douyin, competing directly with existing giants like WeChat Pay and Alipay [1][12] Group 1: Feature Overview - The "Douyin Buy" function enables users to scan a QR code at stores, input the order amount, and choose payment methods like Douyin Pay, Alipay, or WeChat Pay, all within the Douyin app [1][7] - The feature is currently being piloted in major cities such as Shanghai, Shenzhen, and Hangzhou, covering various high-frequency consumption scenarios [1][9] - Merchants can easily integrate the service by submitting qualifications through Douyin's merchant backend and obtaining the necessary payment equipment [1][2] Group 2: User Experience - The payment process is designed to align with daily consumer habits, requiring no additional learning curve [4][9] - Users can receive promotional coupons during the payment process, encouraging them to follow the merchant's Douyin account for future offers [4][10] - The experience varies by merchant, with some opting for direct payment QR codes to enhance efficiency, while others use codes that promote user engagement [7][10] Group 3: Market Impact - The introduction of "Douyin Buy" represents a significant shift in Douyin's local life services, moving from merely driving traffic to facilitating actual transactions [9][12] - The feature is expected to create a new competitive landscape in the offline payment market, potentially leading to a "three-horse race" alongside WeChat Pay and Alipay [12][15] - Douyin's unique advantage lies in its ability to combine content consumption with payment, a model that is difficult for competitors to replicate [12][15] Group 4: Merchant Feedback - Some merchants report positive changes, such as increased customer engagement and higher repeat purchase rates due to the integration of promotional offers [10][11] - However, not all merchants have experienced success, with some noting low adoption rates among older customers who are less familiar with the app [11][12] - Douyin is actively incentivizing merchants to promote the feature, offering various subsidies and rewards for successful transactions [13][15]