On May 27th, JD Group announced that starting from July 1, 2024, within a year and a half, JD's annual fixed salary for procurement and sales will be increased from 16 to 20, with no ceiling on performance incentives.
This is not the first time JD.com has raised salaries for procurement and sales. After JD. com's Double 11 live broadcast became popular last year, it has become a key group for JD to explore new growth points and become a reward for the company. In January this year, JD.com announced a salary increase of nearly 100% for frontline employees such as procurement and sales. With the "JD Sales Live Streaming Room", JD.com is accelerating its competition for traffic on June 18th this year.
Previously, JD.com invested 1 billion yuan in cash to enhance its content ecosystem. Later, Liu Qiangdong's digital character "Procurement and Sales Dongge" livestreamed to warm up the promotion, and then invited 360 Group founder Zhou Hongyi to the livestream room as a guest, earning enough attention. JD 618 will open at 8pm on May 31st, and how JD's sales live broadcast room will compete with 618 has attracted much attention.
JD's procurement and sales have seen consecutive salary increases in the beginning and middle of the year
JD Live, which has always been lukewarm, has seen a turning point after JD's sales and procurement became popular. Before last year's Double 11, JD.com's sales circle publicly called on Li Jiaqi to "choose between two", claiming that Haishi had complained that the price of an oven in JD's self operated store was lower than the price of Li Jiaqi's live broadcast room, which violated the "bottom price agreement" signed between Haishi and Li Jiaqi, and demanded compensation for breach of contract.
After "JD Sales Call Li Jiaqi" made it to the hot search on Weibo, JD Sales simply entered and launched a "three no" live broadcast room with "no pit fees, no commissions, and no tricks". This year, JD.com's procurement and sales have also been trending due to "urgent recruitment of anchors without assessing GMV". Nowadays, driven by JD's live streaming of procurement and sales, JD's procurement and sales, which holds pricing power, have become another major IP outside of the logistics industry, providing JD with new growth points and opportunities beyond its self operated model.
In response, JD.com announced that starting from January 1st this year, the fixed salaries of frontline business personnel such as JD.com procurement and sales have significantly increased by nearly 100%, and the average salary increase for all JD.com retail employees is not less than 20%. On March 1st of this year, JD.com announced that its year-end bonus for procurement and sales increased by 72% year-on-year, with a 58% increase compared to the initial bonus budget. Among them, 16 business groups received a total bonus of over 20 times their monthly salary, and the highest business group received a bonus of over 50 times their monthly salary.
Before the launch of 618, JD.com once again raised salaries for procurement and sales. Starting from July 1, 2024, within a year and a half, JD's annual fixed salary for procurement and sales will be increased from 16 to 20, with no ceiling on performance incentives.
Inviting celebrities as guests, e-commerce platform 618 live streaming "grabbing" people
Last year's Double 11, according to Star Map data, the sales of live streaming e-commerce platforms increased by 18.6% year-on-year to 215.1 billion yuan, accounting for a proportion of the total network sales from 7.6% to 19%. The comprehensive e-commerce sales revenue was 923.5 billion yuan, a year-on-year decrease of 1.1%.
Live streaming sales are now a new source of growth, and various platforms are vying to increase their efforts. This year, Ma Huateng not only made live streaming e-commerce a top priority for Tencent's development, but also made every effort to develop video account live streaming e-commerce; Taobao is further betting on live streaming e-commerce, announcing the establishment of a live streaming e-commerce company for celebrities who are interested in joining and broadcasting on Taobao KOL and MCN institutions provide "nanny style" full custody operation services; In April this year, JD.com announced that it would invest 1 billion in cash and 1 billion in traffic to support the content ecosystem, attracting more original authors and high-quality content institutions to settle in.
The two traditional e-commerce platforms, Taobao and JD.com, have added content, and this year's 618 shopping festival has become even more lively. In addition to inviting celebrity celebrities to live stream, Taobao Live has also launched a nationwide "grab" of people this year. On May 26th, Xiaohongshu's top anchor Zhang Xiaohui made her first live broadcast on Taobao. Last year on Double 11, Zhang Xiaohui was the first anchor on Xiaohongshu to achieve sales exceeding 100 million yuan.
JD.com brings in its founder. Before the 618 promotion, Liu Qiangdong, who had been living behind the scenes for a long time, walked into JD's sales live broadcast room as an AI digital person, live streaming for nearly an hour, and the viewing volume quickly exceeded 20 million. At the same time, Liu Qiangdong's iconic Suqian accent and fast speaking speed were accurately restored, with subtle movements such as rubbing fingers and nodding occasionally interspersed in his daily speech, making it difficult to distinguish between true and false, and the live broadcast effect was full.
Subsequently, JD.com invited friends of popular entrepreneurs. On May 20th, Zhou Hongyi, jokingly referred to by netizens as the "only car model on the first day of the 2024 Beijing Auto Show," appeared in the JD sales live broadcast room. During the live broadcast, Zhou Hongyi, who brought his own traffic, had a conversation with Xu Ran, CEO of JD.com, mentioning hot topics such as entrepreneur live streaming sales, big models, and Liu Qiangdong's digital persona, which made him a hot topic on multiple searches.
Starting from the cancellation of pre-sales on June 18th this year, various platforms have been brushing their presence to compete for consumer attention. Each platform invites different anchors and celebrities to create topics and compete for traffic in the live broadcast room. The second wave of 618 is approaching, and a more exciting live streaming battle will also begin.