Core Insights - Douyin is currently testing an offline payment acquisition business, which could help local stores tap into online traffic sources and initiate new payment competition [1][13] - The new payment feature allows merchants to attract users by offering exclusive discounts before, during, and after the payment process [1][4] - The integration of user-generated content and payment incentives is expected to convert payment traffic into private domain traffic, similar to existing services from Alipay and WeChat Pay [10] Group 1: Business Impact - The new payment service is described as a "merchant traffic tool," enabling users to follow brand accounts after making a payment [1] - Users can earn payment vouchers by sharing merchant videos, which encourages social sharing and increases engagement [4] - The testing phase has reportedly included several tea chain stores, indicating a broad interest from various merchants [7] Group 2: Competitive Landscape - Douyin's entry into the offline payment space is anticipated to disrupt existing payment giants, providing significant new traffic sources for brands and business service providers [13] - Early testing may involve promotional strategies such as targeted traffic and post-payment incentives to attract users [13] - The official launch is contingent upon obtaining necessary regulatory approvals and payment licenses, with expectations for a large-scale rollout once these are secured [13][14]