Recently, JD.com announced that it will invest 1 billion yuan in cash and 1 billion traffic as incentives to attract more original authors and high-quality content organizations to settle in. Including but not limited to graphics, live broadcasts, short videos, etc. In response to this, netizens also began to shout out, expecting Liu Qiangdong to also perform live broadcasts. According to insiders, Liu Qiangdong does plan to end the live broadcast in person and appear in a new form.
In fact, JD.com started the layout of the short video track very early, but unfortunately there has not been much spark. In 2020, JD.com invited many celebrities and CEOs to live broadcast the platform during Double Eleven, and also It reached a cooperation agreement with Kuaishou and Douyin, hoping to use the traffic of external platforms to promote the development of JD Live, but the results were minimal. According to data, only 4% of mcn institutions chose JD.com in 2021, far lower than 96% of Douyin and 35% of Taobao Live.
Until last year’s Jingdong Procurement and Sales Double Eleven live broadcast, Li Jiaqi’s traffic became very popular at that time. JD.com's unique "no commission, no pit fees, and no tricks" live broadcast model quickly attracted the attention and pursuit of a large number of consumers. The number of viewers once reached an astonishing 380 million, and the number of products sold exceeded 300 Thousands of items. However, JD.com’s current shortcomings are also obvious. All major platforms have phenomenal anchors. For example, Taobao has been supported by Li Jiaqi from beginning to end. Douyin has hatched Crazy Little Yang and other anchors. Kuaishou and Xiaohongshu have also respectively There are respective anchors who are out of the circle. Although JD.com’s purchasing and selling boomed during last year’s Double Eleven, JD Live Broadcasting saw a sharp decline immediately after Double Eleven. The traffic of stores of the same brand is also far behind Taobao Live Broadcasting. Therefore, JD.com’s reinvestment of 2 billion this time may be to actively prepare for the incubation of top experts and eventually return the traffic of JD.com’s own platform.
