Six brands launch Mid-Autumn Festival themed digital collectibles on Alipay

Six brands have launched digital collectibles ahead of Mid-Autumn Festival that users can use as payment code skins on Alipay, the leading digital open platform growing from a trusted and popular payment tool. The list of brands includes global luxury brand Burberry, home appliances brand Haier, cosmetics brand MAOGEPING, food and beverage manufacturer Want Want, fashion brand Peacebird and jewelry brand Laomiao Gold.

These campaigns are powered by AntChain’s digital collectible solution. Users can search the names of these brands or log into brands’ mini programs on the Alipay platform and place an order for the opportunity to win a piece of the limited-edition digital collectible as a gift.

These Mid-Autumn Festival themed digital collectibles can also be used as the skins of users’ payment code on Alipay. For Burberry’s themed digital collectible, users can spend 1,999 Alipay membership points for a piece.

To enhance digital operation for better consumer engagement and sales conversion, brands and merchants have been exploring various digital tools and solutions on the Alipay platform, including introducing mini programmes, lifestyle accounts and Alipay membership partnership.

The adoption of digital collectibles combined with festival atmosphere is a new exploration following this direction. According to MAOGEPING, the number of visits to its Alipay mini program during this marketing campaign (1 to 3 September ) nearly doubled compared with that before (29 to 31 August).

Launched in 2021, MAOGEPING’s Alipay mini program has seen the number of visits exceed two million during its Spring Festival marketing campaign in February 2022 with the help of its livestreaming pilot on its Alipay lifestyle account, which is a brand marketing tool on the Alipay platform.

Alipay has transformed from a payment tool of public trust to an open platform for businesses, institutions, service providers, and other partners, according to the release. Business partners in various industries utilise Alipay to offer consumers a safe and convenient payment experience. Through digital operation, business partners can communicate and provide various commercial and daily life digital services for their clients via Alipay mini programs, lifestyle accounts, and IoT, along with other tools available. Currently, there have been over 80 million businesses serving more than one billion consumers via Alipay’s open platform services.

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