The adoption of blockchain technology is continously growing each passing years but still big companies like Alibaba are still hesitant to integrate cryptocurrencies with their payment system and I bet that they will just create their own coin/token instead of accepting crypto that is available in the market.
Of course, if a project like Alibaba makes its own coins / tokens it has something that is striking or different from the others, so people are more familiar with it. and also making your own token is the same as creating a new business, of course this is profitable and the strategy of merely adopting makes people more curious, and the impact is not necessary to do more marketing or promotion, because people already know it. but what is more important is features or comfort and how important they are.