On June 5th, it was reported that JD.com has made adjustments to its "618" live streaming business. The adjustment includes rating cooperative institutions and influencers, and adding incentive measures. It is reported that JD.com plans to increase cash and flow investments to incentivize collaborating institutions and creators.
In addition, JD.com will upgrade its management mechanism and implement rating management. During the "618" period on JD.com, the output efficiency of institutions in terms of broadcast duration, frequency, and order volume will become important criteria for rating. JD hopes to attract more professional institutions and creators to join and improve the quality of live streaming partners through these adjustments. As of the deadline, BOE has not responded to this yet.
The reporter noticed that in April this year, JD.com announced the investment of 1 billion cash and 1 billion traffic as rewards, attracting more original authors and high-quality content institutions to settle in, providing users with a better consumption experience with high-quality content, and helping brand merchants find new growth points.
However, during last year's "Double 11" period, JD's sales live streaming room has become a benchmark for JD's content ecosystem construction. Its "no commission, no pit fees, no tricks" live streaming model has successfully "gone viral" and achieved a sales record of over 1 billion yuan during the "Double 11" period.
Nowadays, JD's sales live streaming rooms have become a major direction for content construction. In addition, at this year's "618" launch conference, JD Group CEO Xu Ran had a conversation with his AI digital avatar and showcased the practical application forms of AI digital humans in retail scenarios, including live streaming sales, intelligent shopping guidance, intelligent customer service, and other functions.
At the same time, JD.com stated that during this year's "618" period, 18 brand presidents, AI digital figures, will appear in the platform's live broadcast room as "JD's" 618 "welfare officers.".