Alipay Experience Technology
Feb 17, 2022 · Product Management
How Ant Group Revamped Yu'ebao for the Youth: A Brand‑Centric Design & Collaboration Playbook
This article recounts Ant Group’s SEE Conf 2022 presentation on Yu'ebao’s brand‑youngification, detailing the strategic background, visual‑identity overhaul, new IP creation, cross‑brand collaborations, experiential design tactics, monthly product launches, and key takeaways for product managers aiming to engage Gen‑Z.
brand strategycross‑brand collaborationexperience design
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