Shanghai Securities News China Securities Network News (Reporter Wen Ting): It is reported that JD.com is currently focusing on discussing how to layout the short video field and has decided to invest heavily in the short video track, with cash subsidies at the level of 1 billion yuan. On April 10th, the reporter learned from JD.com that JD.com has decided to invest 1 billion yuan in cash and 1 billion yuan in traffic as rewards to attract more original authors and high-quality content institutions to settle in, bring users a better consumption experience with high-quality content, and help brand merchants find new strengths. At present, JD.com is actively preparing for the incubation of top talents and plans to select the top 100 talents by the end of the year.
It is revealed that on the one hand, JD.com will provide cash subsidies to over 20 creative experts in various fields, including digital 3C, home appliances, mother and baby, pets, fashion, sports, beauty and personal care, health, and automotive products. Specifically, creators who meet the recruitment requirements can receive a maximum cash creation subsidy of 30000 yuan per account within a single cycle. On this basis, creators are entitled to both video playback subsidies and sales commissions.
On the other hand, JD.com will bring more exposure opportunities for high-quality and original videos. Not only will it use algorithms for weighted processing and provide fixed traffic voucher subsidies, but it will also bring more traffic to high-quality content through special display methods such as evaluation and dressing TAB in the browsing channel, as well as adding evaluation and dressing floors in the product details page.
In addition, while providing basic recruitment incentives for MCN institutions, JD.com has also set up a special institutional incentive list of up to 5 million yuan. As long as the number of people successfully introduced by the institution reaches a certain scale, there will be opportunities to receive generous one-time cash subsidies every month. After the institution is established, the heads of various categories on JD.com will also provide one-on-one guidance and services to enhance the institution's operational capabilities in JD.com Video.
The person in charge of JD's content ecosystem stated that excellent video creators are an important force in promoting the prosperity of the content ecosystem. In order to recruit more outstanding talents and institutions to settle in, JD.com has offered 1 billion yuan in cash and 1 billion yuan in traffic as rewards to stimulate their creative enthusiasm and produce more professional and interesting content.