Liu Qiangdong is also going to end his live broadcast? The answer is revealed.
This afternoon, it was reported that Liu Qiangdong will soon start a live broadcast on the JD app, but a new format will be adopted. According to insiders at JD.com, the Securities Times reporter learned that Liu Qiangdong's clone, the AI digital person of "Purchasing and Selling Dongge," created by JD Yanxi, will live stream at 6:18 pm on April 16th. This is the debut of the "Purchasing and Selling Dongge" digital person's live broadcast, and it will also appear in JD Home Appliances and JD Supermarket Purchasing and Selling live rooms.
In July last year, JD.com launched a large-scale pre trained language model for Yanxi, targeting multimodality and delving into industrial scenarios such as retail, logistics, and industry.
JD.com CEO Xu Ran previously stated that the big model has achieved clear practical results within JD.com. "We are deeply exploring a large number of internal business scenarios, integrating big models into our own business processes, such as using big models to improve intelligent customer service, writing code, and strengthening related product recommendations. However, we are still deepening the integration of more businesses."
"Dongge" digital person personally went off to do live streaming, which makes people have to marvel at the unlimited potential of the short video live streaming ecosystem, and the competition is extremely fierce. The latest released Research Report on the Development of China's Online Audiovisual (2024) shows that 71.2% of the interviewed users shop online because they watch short videos and live broadcasts, and more than 40% of Internet users believe that short videos and live broadcasts are their main consumption channels, and content consumption is becoming the key track for all platforms.
On April 10th, JD.com officially announced that it will invest one billion in cash and one billion in traffic as rewards, attracting more original authors and high-quality content institutions to settle in, bringing users a better consumer experience with high-quality content, and helping brand merchants find new growth points.
Last year, JD's sales live streaming, which focuses on "really cheap and no tricks," became the "dark horse" in the industry, demonstrating JD's ability in the content track.
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 one billion yuan in cash and one billion yuan in traffic as rewards, stimulating their creative enthusiasm and producing more professional and interesting content.
According to insiders from Securities Times, JD.com provides cash subsidies to over 20 creative experts in various fields, including digital 3C, home appliances, mother and baby products, 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 can also enjoy 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 through algorithm weighting and providing subsidies for fixed traffic vouchers, but also through special display methods such as evaluation and fashion TAB in browsing channels, as well as adding evaluation and fashion floors in product detail pages, bringing more traffic to high-quality content.
JD. com stated that with the development of the live streaming industry, many MCN institutions have become gathering places for high-quality influencers. While providing basic incentives for new talent acquisition, 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.
At present, JD.com is actively preparing for the incubation of top influencers, planning to select the top 100 by the end of the year. In the reserve stage alone, it has invested billions of cash, and will also provide more rewards in the future to help high-quality influencers create better content and deliver more professional and valuable information to users.
The battle for e-commerce has entered a white hot stage. In the post live broadcast e-commerce era, Tiktok e-commerce has posed a huge challenge to Taobao and JD retail. Recently, Tiktok quietly launched an app called "Tiktok Mall", which is the first e-commerce shopping platform launched outside Tiktok APP, aiming at the foundation of JD - shelf e-commerce.
Previously, Tiktok E-Commerce released a summary of 2023. In 2023, Tiktok's shelf scene business grew at a high speed, and the mall's GMV (total merchandise transactions) grew by 277% year on year. A total of 8.84 million authors earned income from carrying goods through live broadcast, short videos, shop windows, pictures and text, among which the number of authors who accumulated more than 100000 GMV exceeded 600000 yuan.
Therefore, JD.com has to keep up with the trend and increase efforts to build a content ecosystem, as consumer habits have gradually shifted towards short videos and live streaming for online shopping.