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Core Insights - ByteDance's founder Zhang Yiming is expanding into the offline payment market with the launch of the "Douyin Buy" feature, allowing users to pay at physical stores using the Douyin app [2][4][10] Group 1: Payment Strategy - Douyin has entered the offline payment market after acquiring a payment license in 2020 and significantly increasing its registered capital from 150 million to 3.15 billion yuan, marking a 20-fold increase [4][6] - The acquisition of a 100% stake in a subsidiary with a payment license for "bank card collection" enhances Douyin's capabilities in offline payment, addressing previous limitations [6][8] Group 2: Business Integration - The introduction of "Douyin Buy" completes the integration of Douyin's local service offerings, allowing users to transition from content consumption to payment without leaving the app [8][10] - This feature not only facilitates payments but also helps merchants convert public traffic into private followers, enhancing customer retention through subsequent marketing efforts [8][10] Group 3: Competitive Landscape - Douyin's entry into the payment space introduces a new variable in China's mobile payment market, traditionally dominated by WeChat Pay and Alipay [10][12] - The unique integration of content and payment in Douyin's model creates a competitive barrier that traditional payment tools cannot easily replicate [10][12] Group 4: Challenges and Investments - Douyin faces challenges in changing user payment habits, as WeChat Pay and Alipay have established strong user bases over the past decade [12][13] - To encourage merchant adoption, Douyin is prepared to invest in promotional costs and subsidies, aiming to create a network effect as users become accustomed to completing transactions within the app [13]