Alipay is a third-party mobile payment platform that pioneered this model in China. It uses slogans like "Alipay, we understand your consignments" to convey messages of trust and reliability to users. Alipay's branding emphasizes concepts of trust and security through its advertising and user interface designs. The platform also aims to provide an easy to use experience through clear instructions and unique symbols during the setup and payment processes. However, issues with its real-name authentication system allow unknown Alipay accounts to be opened using others' personal information, potentially resulting in identity theft and fraudulent loans.

1. The Analysis of Alipay
Student ID: 27688011
XIE YI (Abby)

2. Branding and Marketing
Alipay is the first media technology which is using the
third-party payment model.This formation has becoming
one of the most significant symbol of Alipay’s brand
'The third-party payment is like a
plug-in technology which is an online
platform supported by the independent
third-part organizations which have
high credit and good relationship with
major banks'. (Li, 2008)
Figure 1: A Screenshoot

3. Branding and Marketing
Slogan: Alipay, we
understand your
consignments.
As a commitment to users:
high credit product,
trustworthy service.
brand concept : 'trust’and 'guarantee’
Figure 2
Alipay, we understand your consignments

4. Branding and Marketing
Advertising:
You are the centre You are the centre
Figure 3
Figure 4
use an exaggerate way
to attract audiences’
attention

5. Figure 5:
The workflow of online third-party
payment platform.
https://www.youtube.com/watch?v=ocLjjZkr32E
(Please watch this video 0:01~0:30)
How Alipay work?
Technological Affordances

6. Technological Affordances
Easy to setup; Detailed instruction; Unique symbol
Figure 6: A Screenshoot Figure 7: A Screenshoot

7. Technological Affordances
it is important to see that
affordances are not just
functional but also relational
aspects of an object’s
material presence in the
world (Hutchby, 2001)
Users always have their own
preference, this can be differ
from person to person. The
same affordance can be
used in multiple ways. Figure 8: A Screenshoot

8. User Experience
The loophole of real-name authentication system
The real-name authenication system
5 unknown Alipay
account
You have 6 Alipay account under your real-name verificaiton
Figure 9

9. User Experience
The loophole of real-name authentication system
Reason: user only need the number of identity card and the name
to perform the identification.
Consequence:the Alipay account which take other people’s
information to conduct the real-name
verification can get a loan from a bank, but the
people who have been stolen the personal
information is the one should take responsibility
of the loan.

10. Reference
Hutchby, I. (2001). Technologies, texts and affordances. Sociology. 35 (2).
p.441-546.
Li, Yq. (2008) The strategies of online third-party payment based on market
competition IN:. Service Operations and Logistics, and Informatics. Beijing.
12-15 Oct. 2008. IEEE. p. 2820-2825
Lipiäinen, H. S. M., & Karjaluoto, H.(2015) Industrial branding in the digital
age. Journal of Business & Industrial Marketing. 30(6). p. 733-741
Tsiakis, T., & Sthephanides, G. (2005). The concept of security and trust in
electronic payments. Computers & Security. 24(1). p. 10-15
Zhang, H., & Li, Hz (2005). Factors affecting payment choices in online
auctions: A study of eBay traders. Science Direct. [Online] 42(2). p. 1076-
1088. Available from:
http://www.sciencedirect.com/science/article/pii/S0167923605001363.
[Accessed: 07 January 2016]

11. Reference of Figures
Figure 2: https://www.alipay.com/
Figure 3: https://www.alipay.com/
Figure 4: http://global.alipay.com/ospay/home.htm
Figure 5: Li, Yq. (2008) The strategies of online third-party payment
based on market competition IN:. Service Operations and Logistics,
and Informatics. Beijing. 12-15 Oct. 2008. IEEE. p. 2820-2825
Figure 9: http://www.weibo.com/p/1001603896369076119257