AlipayHK repositions itself as super app with brand refresh

AlipayHK has refreshed its brand identity by turning the colour tone of its logo from blue to purple, repositioning itself as a digital super app. 

In a conversation with MARKETING-INTERACTIVE, AlipayHK's spokesperson said AlipayHK's signature colour has always been blue. However, as user needs continue to evolve, AlipayHK aspires to break through its existing framework, upgrading from a pure payment app to an all-encompassing lifestyle platform.

"As such, AlipayHK's latest slogan is '點紫支付咁簡單.' The three words '指' , '紫', and '只' share the same pronunciation, symbolising AlipayHK's transformation from blue to purple, becoming a more vibrant and diversified application," added the spokesperson. 

Apart from turning its app interface to purple, AlipayHK will also roll out three main features on its app to new and existing users, including “pay everywhere” (四圍pay), “Chill life” (chill生活) and “financial management” (理財), repositioning AlipayHK as a young, fashionable and dynamic digital super app.

The rebrand also reflects AlipayHK’s upgrade from a payment tool to a super app to enhance users’ digital experiences. The new layout of the app conveys that AlipayHK keeps up with the latest trends including technology and personalisation.

"As AlipayHK’s coverage continues to expand, we are actively working to transform itself into a one-stop lifestyle platform, catering to a wider range of user needs, rather than being limited to the function of a digital payment," said the spokesperson. 

Under the “pay everywhere” feature, AlipayHK users in Hong Kong, mainland China or Japan, Korea, Malaysia, and Thailand, can pay merchants with the AlipayHK, Alipay or Alipay+ logo with Hong Kong dollars without commission fees.

The new "chill life" section brings together a variety of local and northbound lifestyle services and discounts on shopping and dining.

Furthermore, the new version of the "Financial Management" section covers a variety of financial management services under Alipay’s partnership with Ant Bank, including Ant Bank "Balance+", Ant Bank PayLater, loans, insurance and other tools, comprehensively catering to the financial management needs of different customers.

"We are conducting large-scale brand promotion within Hong Kong, striving to ensure that our users in every corner of the city can feel that AlipayHK is no longer just a payment app, but a brand-new lifestyle experience platform. In the future, AlipayHK will gradually expand, providing users with more diversified services," added the spokesperson. 

Venetia Lee, CEO, AlipayHK, said: "This rebrand not only injects a younger, more fashionable and energetic new image into our super app, but also reflects the purpose of advancing with the times that AlipayHK has been adhering to since its inception - Providing customers with more personal, comprehensive and convenient services through technological innovation.”

Don't miss: AlipayHK expands digital payment services to Guangzhou

Back in March, AlipayHK expanded its digital payment services to Guangzhou's transportation network, making it the first international payment app to be used in Guangzhou. This expansion demonstrates its commitment to providing convenient and efficient cross-border services for its users.

Following the adoption of AlipayHK payment in Shenzhen, Zhongshan and Shanghai, consumers can now travel in Guangzhou with a simple QR code scan on all public transports including the Guangzhou Metro, buses, trams, water buses or even Foshan Metro.

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