But does that mean their own coin, Bitcoin or something else?
I seriously doubt it. It's a Chinese company, so it would be reasonable to believe they would follow their government's core principles. China wants to be in control of pretty much every single aspect that they can, so I seriously doubt they're going to incorporate a decentralized currency in their business model. Their anti-crypto policies also make this unlikely, as it currently looks like they could implement a complete ban any time.
Using the blockchain probably lowers their overhead somehow. I doubt they're using it as some kind of gimmick, as there's essentially no competition. Either way, using the blockchain doesn't necessarily mean that they'll be accepting crypto as payment. You can't take the blockchain out of crypto, but you can certainly take crypto out of the blockchain.
