Jack Ma’s Ant Group is undergoing a “brand differentiation” process over its loan provider as part of its Beijing-driven restructuring. Some Chinese users recognized changes in the fintech group’s credit services, Jiebei, as the platform now clearly indicates that the loan is provided by banks, rather than Ant’s own consumer finance company, China’s state-run media reported over the weekend. Ant used to offer bank-like services, including lending through its virtual credit card business, Huabei, and loan unit, Jiebei. “Jiebei is gradually working on brand differentiation,” an Ant Group spokesperson said on Nov. 7, adding that consumer credit services provided independently by banks or other financial institutions will be presented on a separate page labeled “credit loan.” Ant did not elaborate on how much of its business would be affected by the brand differentiation. The financial affiliate of e-commerce giant Alibaba Group is now in the pursuit of a Beijing-led branding restructuring, which began …