文 | 新识研究所 抖音又把手伸到了腾讯阿里的地盘。 据Tech星球消息，"抖音买单"功能也就是抖音线下支付，已在上海、深圳、杭州等一线城市开启试点。 用户在门店消费时，不再需要切换App，只需打开抖音扫描官方二维码，输入金额，便可选择抖音支 付、支付宝或微信支付完成付款，整个过程在抖音App内丝滑闭环。 这被视为抖音商业化版图的最后一块，也是最关键的一块拼图。抖音这个手握超过8亿日活用户的流量 帝国，终于将触角从线上内容、电商、本地生活，伸向了线下支付这个最基础、最高频的商业场景。 然而，支付江湖早已不是一片蓝海。 据中国支付清算协会数据，2025年第一季度微信支付市场份额达到59.7%，支付宝则为36.2%，两者合 计占据超90%的市场。近年来，两者的份额比例一直处于"五五开"的拉锯状态。 从细分场景看，易观分析数据显示，微信支付凭借社交优势，在线下小额高频场景如餐饮、零售渗透率 达63.1%，日均使用频次是支付宝的1.5倍。支付宝在大额支付场景如网络购物、生活缴费中保持优势， 用户月均支付金额是微信支付的2.3倍。 面对这样铜墙铁壁般的格局，抖音携万钧流量而来，更像是一场"防御性进攻"。其目标并非颠覆支 ...

一、活动时间 满50元随机立减0.3-16元：2025年11月1日至2025年12月31日，每日0点起。 满1000元随机立减2-20元：2025年11月1日至2026年2月28日，每日0点起。 二、目标客群 全国邮储银行信用卡持卡人 三、活动形式 (一)首绑立减活动 2025年11月1日至2025年12月31日，每日0点起。 (二)支付满减活动 2025年11月1日至2026年2月28日，每日0点起。 (三)随机立减活动 (二)支付满减活动 活动期间，已绑抖音支付的邮储信用卡持卡用户在抖音、抖音火山版、抖音极速版App内部分电商购 物、抖币充值(限安卓端)或生活团购收银台场景，在抖音支付选择使用邮储银行信用卡完成支付，即有 机会享受单笔应付金额满500元立减5元优惠。活动期间，每自然月同一用户该档位满减优惠可享受1 次，每日名额不少于4,000个，每日0点起发放，名额有限，先到先得。最终优惠金额以用户实际支付时 收银台展示为准，当日活动结束时间以名额消耗为准。 活动期间，已绑抖音支付的邮储信用卡持卡用户在抖音、抖音火山版、抖音极速版App内抖音电商场景 购买带有"以旧换新"标识的商品，在抖音支付选择使用邮储 ...

Core Viewpoint - Douyin has launched a new feature called "Douyin Buy" which allows consumers to make payments directly through the Douyin app, marking its entry into the offline payment market and showcasing its ambitions in the payment sector [4][10]. Group 1: Payment Strategy - Douyin's payment strategy began with acquiring an internet payment license in August 2020 through the acquisition of Wuhan Hezhong Yibao Technology Co., Ltd. [6] - In early 2023, Douyin Payment Technology Co., Ltd. significantly increased its registered capital from 150 million to 3.15 billion yuan, a 20-fold increase, positioning it as the fourth largest in the non-bank payment industry [6][7]. - Douyin has also acquired a 100% stake in a subsidiary of Hai Lian Jin Hui, which holds a payment license for "bank card collection," thus completing its qualifications for offline payment [8]. Group 2: Business Integration - The introduction of "Douyin Buy" completes the business loop for Douyin's local life services, allowing users to engage with content, navigate to stores, and make payments all within the app [10]. - This feature not only facilitates payments but also helps merchants convert public traffic into private followers, enhancing customer retention through subsequent marketing efforts [10]. - Douyin Buy supports multiple payment options, including Alipay and WeChat Pay, indicating a strategy to coexist with existing payment giants while leveraging its unique content-driven payment model [10][11]. Group 3: Market Challenges - Despite its potential, Douyin Payment faces challenges in changing user payment habits, as WeChat Pay and Alipay have established strong user bases over more than a decade [14][15]. - There are reports of low adoption rates among merchants, with only a few transactions utilizing the new feature, primarily among younger consumers [16]. - Douyin is prepared to invest in promotions and subsidies to encourage merchant adoption, with incentives for both merchants and users to increase transaction volumes [17].

字节跳动创始人 张一鸣 近日，抖音App悄然上线了一项名为"抖音买单"的新功能。 在上海、深圳、杭州等试点城市，消费者到店消费时，只需用抖音App扫描商家专用的支付设备二维码，即可进入"买单"页面，手动输入金额后，选择抖 音支付、支付宝或微信支付，即可完成交易。 从2020年低调收购支付牌照，到今年初大手笔增资20倍，再到如今携"抖音买单"正式踏入线下收单市场，张一鸣的支付野心正在逐步兑现。 这一增资幅度在非银支付行业名列前茅，使其注册资本仅次于腾讯旗下的财付通、PayPal的贝宝支付和度小满支付，位列行业第四。 官方对此的解释是"根据新生效的《非银行支付机构监督管理条例》推进，并已通过监管部门审批"。抖音支付相关负责人则表示，增资有助于更稳健地开 展业务，为商户提供安全便捷的服务。 抖音支付的动作不止于增资，更在于补齐业务短板。 2024年4月，A股上市公司海联金汇发布公告称，拟将其全资子公司联动优势电子商务有限公司的100%股权，转让给抖音集团旗下的天津同融电子商务有 限公司。 天津同融的实际控制人是张一鸣，他持有该公司99%的股份，这笔交易对价约为14亿元。 补齐短板 张一鸣对支付领域的布局始于牌照。 ...

用户可以根据自身需要，通过深圳农商银行手机银行自行调整快捷支付限额（调整路径为：深圳农商银 行个人手机银行APP——账户——选择对应卡片点击去绑卡——修改限额），或通过电话银行调整快捷 支付限额。 2025年11月28日，深圳农商银行发布关于调整抖音支付等快捷支付限额的公告，自2025年10月16日起， 深圳农商银行借记卡、信用卡在抖音支付、拼多多支付、京东支付、美团支付的快捷支付交易限额提升 至单笔5万元、单日5万元。 ...

Core Viewpoint - Douyin has initiated offline payment testing, allowing consumers to use Douyin Pay in daily shopping and dining scenarios, aiming to simplify the payment process and enhance user experience [1][6]. Group 1: Douyin Pay Development - Douyin Pay has obtained an internet payment license through the acquisition of Wuhan Hezhong Yibao Technology Co., which was officially renamed Douyin Payment Technology Co., Ltd. in June 2024 [3][4]. - Following the acquisition, Douyin Pay has expanded its services to include offline payment capabilities, significantly increasing its e-commerce gross merchandise volume (GMV) from 200 billion yuan to 3.43 trillion yuan by 2024, making it the third-largest player in the market [4][10]. - Douyin Pay's registered capital has increased to 3.15 billion yuan, positioning it as the fourth-largest payment institution in China [17]. Group 2: Competitive Landscape - The Chinese mobile payment market is dominated by Alipay and WeChat Pay, which together hold over 90% market share, making competition for Douyin Pay challenging [12][14]. - Alipay's transaction volume is projected to reach 200 trillion yuan in 2024, with a slight increase expected in 2025 [14]. - Douyin Pay's rapid expansion into payment scenarios and financial services, including consumer loans and installment payments, is seen as a direct response to the competitive pressure from Alipay and WeChat Pay [19][21]. Group 3: Strategic Initiatives - Douyin is focusing on building a comprehensive financial ecosystem by integrating payment services with its content and e-commerce platforms, aiming to replicate successful models like Alipay's Yu'ebao [11][21]. - The company is also exploring cross-border payment solutions, starting with TikTok's e-commerce initiatives in markets like Indonesia and the UK [10][11]. - Douyin Pay's promotional strategies, such as offering zero-interest loans, are designed to attract more users and enhance its financial service offerings [19][21].

Core Viewpoint - Major internet companies are actively acquiring payment licenses as the third-party payment market faces critical challenges, particularly with upcoming license renewals and regulatory changes [2][4][14]. Group 1: Company Actions - Xiaohongshu has acquired 100% of Dongfang Electronic Payment Co., Ltd. through its subsidiary, completing a capital increase [1][7]. - Tongcheng Travel and 58.com have also acquired payment licenses through affiliated companies [2]. - Tongcheng Yilong spent 300 million to acquire Xinxing Payment, a fully qualified payment institution [8]. Group 2: Market Context - The third-party payment market is at a pivotal moment, with many institutions facing license renewals by May 2026, and new regulations set to take effect in 2024 [2][4]. - The new regulations will require a minimum registered capital of 100 million yuan and establish dynamic net asset requirements linked to reserve fund sizes [4]. Group 3: Industry Challenges - Domestic third-party payment institutions face intense competition and low fee rates compared to overseas markets, leading to financial strain for smaller players [5]. - As of November 2025, 107 payment licenses have been canceled, a nearly 40% reduction from peak levels [6]. Group 4: Importance of Payment Licenses - Payment licenses are becoming essential for internet platforms to accelerate commercialization and enhance customer experience [9][12]. - Companies like Douyin and Pinduoduo have previously secured payment licenses to stabilize and expand their business operations [12][15]. Group 5: Future Trends - The trend of "buy now, pay later" is emerging as a key competitive factor in the local lifestyle market, indicating the growing importance of payment solutions [13][14]. - Major internet companies are increasing their capital investments in payment entities to support their growth strategies [15].

Core Insights - Douyin has quietly initiated offline payment acceptance tests, allowing consumers to use Douyin Pay for transactions in supermarkets and restaurants, aiming to simplify the payment process and enhance user experience [2] - Alipay is currently offering significant discounts, reducing the cost by 2 yuan per transaction, which is a strategic response to competition from emerging rivals like Douyin Pay and Xiaohongshu [2] Group 1: Douyin Pay Development - Douyin Pay was established following the acquisition of Wuhan Hezhong Yibao Technology Co., which provided Douyin with an internet payment license, facilitating its business expansion [4] - After the acquisition, Douyin Pay launched and cut off external links to platforms like Taobao and JD, creating a closed-loop system for transactions, payments, and logistics [4][11] - Douyin's GMV surged from 200 billion yuan to 3.43 trillion yuan by 2024, positioning it as the third-largest player in the market [4] Group 2: Competitive Landscape - The mobile payment market in China is dominated by Alipay and WeChat Pay, which together hold over 90% market share, making it challenging for Douyin Pay to gain significant traction [13][16] - In 2024, the mobile payment transaction volume in China exceeded 350 trillion yuan, with projections to reach 687.5 trillion yuan by 2025 [16] - Alipay maintained a market share of 54.5% in 2024, with transaction volumes expected to surpass 220 trillion yuan in 2025 [17] Group 3: Strategic Moves and Future Plans - Douyin Pay is expanding its services to include offline payment capabilities, enhancing local life service offerings [7][11] - Douyin is also exploring cross-border payment solutions, starting with TikTok's e-commerce initiatives in markets like Indonesia and the UK [11] - Douyin Pay's registered capital has increased to 3.15 billion yuan, positioning it as the fourth-largest payment institution in China [19] Group 4: Financial Services and User Engagement - Douyin Pay is actively developing financial services similar to Alipay, including "放心借" (Safe Borrow) and "抖音月付" (Douyin Monthly Payment), to attract users into its financial ecosystem [19][21] - The company aims to replicate successful models from Alipay, potentially launching products akin to "余额宝" (Yu'ebao) to enhance its appeal [23]

Core Insights - The acquisition of a third-party payment license by Xiaohongshu has sparked significant industry discussion, indicating a strategic shift towards building a sustainable business ecosystem [1][3] - The payment license has become a critical strategic asset for internet platforms, with several companies like 58.com, Kuaishou, and Douyin also pursuing similar acquisitions [1][3] - Xiaohongshu's acquisition involved a total investment exceeding 200 million yuan, with the company restructuring and increasing the registered capital of the acquired entity, Dongfang Payment [3][4] Company Summary - Xiaohongshu's acquisition of Dongfang Payment was completed on November 3, with the company becoming the sole controlling shareholder after a significant restructuring [3] - The total investment for the payment license acquisition and subsequent capital increase reached over 200 million yuan, with the registered capital of Dongfang Payment rising from 121.3 million yuan to 200 million yuan [4] - Despite the acquisition, Dongfang Payment reported poor financial performance, with revenues of only 8.88 million yuan in 2024 and a net loss of 8 million yuan [5] Industry Trends - The payment license has transitioned from an optional asset to a necessary strategic component for companies aiming to establish a long-term business model [1][20] - The number of existing licensed payment institutions has decreased significantly, with 107 licenses revoked as of October 2025, highlighting the increasing regulatory challenges [20][21] - Major players in the industry are rapidly increasing their capital to meet compliance requirements, while smaller institutions are exiting the market due to stringent regulations [20][21]

Core Insights - The surge in capital increases among third-party payment companies is primarily driven by the implementation of the "Non-Bank Payment Institution Supervision Management Regulations" in May 2024, which sets a minimum registered capital requirement of 100 million RMB and establishes dynamic net asset requirements linked to reserve fund scales [1][2][6] Group 1: Regulatory Changes - The "Non-Bank Payment Institution Supervision Management Regulations" is the first administrative regulation for payment institutions in China, enhancing the regulatory framework and legal hierarchy in the payment sector [2] - The regulations stipulate that the minimum registered capital for non-bank payment institutions is 100 million RMB, which must be paid-in capital [2][5] - Since the implementation of the regulations, payment institutions have accelerated their capital increases to comply with regulatory requirements [2][5] Group 2: Capital Increase Trends - As of 2025, 13 payment institutions have been approved for capital increases, including notable increases from companies like Zhejiang Vipshop Payment Service Co., Ltd. and XTransfer [3][6] - Noteworthy capital increases include WeChat Pay's operator, Tenpay, with a registered capital of 22.3 billion RMB, and PayPal China with 4.52 billion RMB [6] Group 3: Business Development Motivations - Beyond compliance, payment institutions are also increasing capital to support business development, enabling them to engage in high-value services such as cross-border payments and comprehensive financial solutions [8][9] - Increased capital enhances the risk management capabilities of payment institutions, allowing them to better handle potential risks such as fraud and liquidity issues [9] Group 4: Financial Health and Market Position - Higher registered capital improves the financial strength of payment institutions, enhancing their market reputation and customer trust [9] - The capital increase is seen as a necessary step to ensure business continuity and expansion in a competitive market [8][9]