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Otherwise, fans won’t want to share them with their friends. This of course means that the videos must be entertaining or interesting beyond just being an advert for a product. This helped them recruit new customers at the least cost. Xiaomi also leveraged the social media element by encouraging users to share these videos with the shopping links in it with their friends. Avoiding any further redirection or app-switching creates a smoother user experience.
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The embedded links into videos that direct people to a product store page directly. On Douyin, Xiaomi made use of their popular video content. (Photo: Agencies) Popular short video app Douyin has entered Chinas massive digital payment market with its mobile payment services, looking to tap into the sector which has among others Alibaba Group Holding Ltds Alipay and Tencent Holdings Ltds WeChat Pay. The company managed to turn its cold start into a big success in a matter of months. A logo of Douyin is seen on an advertisement at a bus stop in Beijing, Aug 24, 2020.
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Xiaomi’s success on Douyin was made into a case study which is well-circulated among marketers on how to build brands and make sales on Douyin. Search results show basic product information, including an image, description, price, and a link that takes users into the retailer’s Douyin mini-app. Product listings are sourced from stores that have set up shop in Douyin’s mini-app network. Mini-Programs can be accessed by clicking the link in the bottom left while a video is open.ĭouyin makes it easy and convenient to search for and buy products within its platform, by letting users search specifically for Products inside the app. By far the most popular and important of these is the video link, which drives the most traffic to Mini-Programs on Douyin each month.
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ByteDance’s move into domestic Chinese mobile payments had been expected for several months after the company obtained an online payments license as a result of its acquisition of third-party payment service UIPay, as reported by the South. It started selling merchandise online in 2017 and currently has millions of shoppers.
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Douyin is the main revenue generator for ByteDance. There are many ways to access Mini-Programs on Douyin. Douyin users have been using rival payment services from Ant Group’s Alipay and Tencent Holdings’ WeChat Pay. Currently, Douyin Payment can support account binding with ten Chinese bank cards, including Bank of China, China Merchants Bank and Bank of Communications. WeChat users activate a Douyin mini-program by scanning the codes. The payment service agreement of Douyin Pay shows that the functions of Douyin payment mainly include recharge, cash withdrawal, transfer and inquiry. Integration of mini-program will boost Douyin’s social e-commerce functions by providing users with better shopping experience and making it become an all-in-one entertainment and shopping platform.Īt present, Douyin has partnerships with Xiaomi, NetEase Koala, JD.com, Suning, and others to launch e-commerce mini-apps on its platform.ĭouyin mini-programs can also be shared externally to WeChat in the form of QR codes.
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Mini-programs, initially created by Wechat, are lightweight alternatives to apps that run inside existing applications on a user’s mobile phone. This means that by adding mini-programs to their Douyin profiles, online sales can be completed without the need to leave the app and visit the sellers’ online stores elsewhere. QDaily reported that ByteDance now allowed merchants to add mini programs on Douyin to sell goods directly to its users. Douyin activated e-commerce mini-programs