Hello everyone, this is the digital anchor of the Metaverse North. Today, let's talk about the live streaming sales debut of the digital character "Liu Qiangdong".
On April 16th, the digital figure "Procurement and Sales Brother", portrayed by JD founder Liu Qiangdong, made an appearance in JD Home Appliances and JD Supermarket Procurement and Sales live broadcast rooms, launching a special live streaming sales promotion.
In just 30 minutes, the number of viewers in the live broadcast room exceeded 10 million, and after 40 minutes, it exceeded 13 million, creating the highest number of viewers since the launch of JD Supermarket's sales live broadcast room. In the past hour, the number of views exceeded 20 million, and the average duration of user stay reached 5.6 times the daily average. Within 40 minutes, the overall order volume of the live broadcast room exceeded 100000.
Digital person "Liu Qiangdong" explained 13 products during the live broadcast, and the overall order volume increased by 7.6 times compared to last Sunday. JD Supermarket's "billion yuan agricultural subsidy" products saw a 5.7 times increase in transaction volume compared to last Sunday after half an hour of broadcasting.
However, although the digital figure "Liu Qiangdong" imitated Liu Qiangdong himself in terms of appearance, demeanor, voice, and intonation, many netizens commented that his performance was too rigid and lacked some emotions. JD.com has not yet responded to whether the future "purchasing and sales leader" will return to the live broadcast room.
JD.com stated that in order to create a realistic "Dongge", the technical team has made multiple adjustments to the large model, ultimately shaping a voice that is very close to oneself. Liu Qiangdong's participation in this live broadcast is mainly to further warm up JD's content ecosystem and short video creation.
In terms of technology, JD.com claims that the Yanxi Digital Human does not require local computer configuration, allowing thousands of live broadcast rooms to be broadcast simultaneously in the cloud, further reducing the cost of broadcasting by 30%, achieving a switch between live and digital anchors, with no one on duty 24 hours a day.
However, it is worth noting that the overall digital human technology is still very basic, and the heads of several top live streaming rooms have expressed that caution is still needed when officially investing in digital humans. Digital humans are just tools. To make money in a live broadcast room, it depends on the good management of people, goods, and venues. In addition, the standards for digital live streaming on various platforms are still being improved.
Will digital live streaming become a new trend in e-commerce live streaming? We will wait and see.