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.