支付宝“碰一下”盯上线下门店：5000场活动带来亿级增量

Alipay’s “Tap-and-Go” feature has evolved from a standalone payment tool into an integrated service gateway covering a wide range of offline scenarios, closely tied to people’s daily consumption habits.

1. Its functionality now extends far beyond tap-to-pay: it supports in-restaurant ordering, store access, shared bike unlocking, hotel check-in and more, eliminating the need to scan QR codes or switch between apps for smoother operation. The network already connects 400 million consumers and over 1 million offline stores, covering high-frequency daily travel and consumption needs.

2. Dozens of leading FMCG and personal care brands, including Coca-Cola, Yili, Nongfu Spring and P&G, have joined the ecosystem, launching more than 5,000 marketing campaigns to date. Consumers can access exclusive perks simply by tapping their phone when visiting a store. For example, over half of the participants in Suntory’s “Tap 3 Times to Get 1 Free” campaign made repeat purchases later. Shoppers are advised to look out for relevant campaigns during daily offline spending to access tangible discounts.

The borderless operation system launched under Alipay’s “Tap-and-Go” addresses long-standing pain points in offline channel management for sectors such as FMCG. With multiple leading brands already validating the model and delivering measurable incremental growth, it has emerged as a new lever for brands to build out their offline presence.

1. “Tutu”, the dedicated AI agent for brand users, leverages the platform’s network of 400 million consumers and millions of stores to help brands identify high-potential outlets—especially fragmented, long-tail stores that were previously hard to reach and lacked reliable data collection. It resolves core offline pain points: poor visibility into store networks, lack of real-time sell-through data, and difficulty measuring promotion effectiveness. The agent can also develop customized campaign plans based on operational data and quantify sales impact.

2. Leading brands including Coca-Cola, Yili, Mars Wrigley and Nongfu Spring have already onboarded, running over 5,000 campaigns that have collectively generated hundreds of millions of yuan in incremental business. For example, Mars Wrigley identified more than 100,000 high-potential retail outlets and reached tens of millions of users; Suntory drove 100,000 additional bottle sales in a single month through a tailored campaign, with over half of participants making repeat purchases. Brands can reference these cases to connect operational workflows from headquarters to end outlets, capture offline data, and feed insights back into product R&D, channel planning and marketing strategy adjustments.

Alipay’s “Tap-and-Go” has rolled out a dedicated AI operation agent for offline stores named “Xiaoyu”, paired with brand-side operation capabilities to directly drive foot traffic and revenue growth for retailers, representing a tangible operational dividend for offline businesses today.

1. “Xiaoyu” helps stores track real-time operational performance and directly execute unified marketing campaigns from brands, allowing store owners to access campaign resources from major brands without designing promotions in-house. Across the platform, more than 5,000 brand campaigns have been launched to date, delivering over 100 million yuan in cumulative incremental business.

2. Stores integrated with “Tap-and-Go” can host campaigns from well-known brands including Coca-Cola, Yili and P&G, using promotional offers to attract in-store traffic and drive repeat purchases. For example, during Suntory’s campaign, participating stores sold an additional 100,000 bottles of the featured beverage in one month, with more than half of campaign participants making repeat purchases, effectively lifting store revenue. In addition, “Tap-and-Go” covers multi-scenario services including payment, ordering, access control, bike rental and hotel check-in, streamlining user operations and improving consumer experience. Early integration gives stores priority access to future brand partnership opportunities.

The offline digital operation network built by Alipay’s “Tap-and-Go” provides manufacturers with clear demand references and new business collaboration opportunities, while also offering a new pathway for factory digital transformation.

1. The network currently connects 400 million consumers and over 1 million offline stores, with more than 5,000 brand campaigns launched to date driving hundreds of millions in incremental revenue. The brand-side AI agent “Tutu” identifies high-potential stores, accurately evaluates sales performance across regions, and generates real frontline sell-through data. Factories can use these insights to adjust production plans, match regional product preferences, and reduce inventory backlogs caused by blind production.

2. Data from onboarded brands shows surging demand for digital offline marketing across FMCG food, beverage and personal care categories. For example, Mars Wrigley expanded into more than 100,000 new high-potential retail outlets, while Suntory sold an extra 100,000 bottles in a single month, driving higher demand for campaign-specific and promotional packaging production. Factories can target these customized brand demand opportunities, and reference this two-way connected digital model to obtain direct end-market demand insights for product design adjustments, as well as expand customer channels among long-tail retail stores.

Alipay’s expansion of “Tap-and-Go” across full operational workflows for brands and stores highlights a new trend in offline business digitalization, while creating new service opportunities and actionable solution references for service providers.

1. Core pain points in offline commerce are well defined: brands struggle to reach and manage fragmented long-tail stores, lack real-time sell-through visibility, and cannot quantify marketing ROI; stores lack professional operational capabilities and access to major brand marketing resources. Alipay’s proven model combines the “Tap-and-Go” touchpoint network with dual AI agents: “Tutu” on the brand side provides high-potential store identification, campaign customization and performance evaluation, while “Xiaoyu” on the store side delivers operational diagnosis and execution support, creating a closed-loop collaborative system between the two ends.

2. The model has already been validated across FMCG and personal care categories, with over 5,000 campaigns from leading brands generating hundreds of millions in incremental revenue. Service providers can build supporting offerings around this ecosystem, including vertical-specific campaign customization, store implementation support and data value-added services. They can also track the adoption trend of AI agents in physical business operations, and pre-develop lightweight tools to meet the digitalization needs of small and medium-sized stores.

The latest upgrade of Alipay’s “Tap-and-Go” provides actionable operational insights for all types of offline business service platforms, and points to the future transformation direction for offline service platforms.

1. Core demand from brands and offline stores for platforms has shifted beyond basic payment processing and traffic matching, towards end-to-end operational capabilities that connect brand headquarters to end stores, and cover everything from user reach to performance measurement. Alipay’s new approach builds a dual AI agent system: “Tutu” for brands, offering high-potential store identification, campaign planning and performance evaluation; and “Xiaoyu” for stores, providing operational diagnosis and execution support, creating a closed-loop collaborative system between the two sides.

2. The model has already passed merchant acquisition validation, onboarding dozens of leading FMCG and personal care brands including Coca-Cola and Yili, with over 5,000 campaigns delivering hundreds of millions in incremental revenue. This approach not only strengthens B-end stickiness but also increases C-end usage frequency. Platform operators should avoid the limitation of relying on single-point tool value, and instead reference the upgrade path from functional touchpoint to operational gateway, extending services around B-end pain points and connecting multi-scenario data to expand revenue streams.

Alipay’s expansion of “Tap-and-Go” into full offline operational workflows marks a landmark development in the digitalization of physical offline commerce, giving rise to new business models while reflecting core unresolved challenges in the offline retail sector, making it a topic of high research value.

1. Industries with heavy offline footprints, led by FMCG, have long suffered from data disconnection between brands and long-tail end stores: brands struggle to track real-time sell-through across fragmented outlets and accurately measure marketing ROI, while small and medium offline stores lack professional operational tools and access to brand resources. Alipay’s new model of “offline touchpoint network + dual-end AI agents” connects 400 million consumers and over 1 million stores via tap-enabled hardware, serving brands with decision support on one end and stores with execution support on the other, restructuring the logic of offline operational links.

2. The model has achieved initial commercial validation: in partnership with leading brands, over 5,000 campaigns have generated hundreds of millions in incremental revenue, including Mars Wrigley’s identification of over 100,000 high-potential retail outlets, and Suntory’s 100,000 additional monthly bottle sales with a user repeat purchase rate above 50%. It provides a traceable, real-world implementation sample for offline digital operation, as well as practical reference for related industrial policy design. The application of AI agents in physical business operations will become a key research direction going forward.