live broadcast e-commerce? When Liu Qiangdong has begun to prepare for his own exit, I believe no one will have any prejudice against this industry.
Recently, JD.com made a high-profile announcement that it will invest 1 billion yuan in cash and 1 billion traffic as incentives to attract more original authors and high-quality content agencies. After JD.com announced that it will increase its content ecology, the number of people paying attention to Liu Qiangdong’s next live broadcast continues to rise. Many netizens are looking forward to Liu Qiangdong's live broadcast.
For this reason, a reporter asked relevant people at JD.com for confirmation, and the response they received was: is being prepared and will appear in a new form, so stay tuned.
As a top tycoon in the domestic Internet industry, once Dong Ge goes live in person, he must have booked the hot search headlines on major platforms in advance.
With the overall growth rate of the industry slowing down in recent years, it has gradually become a trend for entrepreneurs to personally launch their own product platforms. Big bosses such as Lei Jun, Li Bin, Zhou Hongyi and others frequently interact with users through live broadcasts, and they have also achieved good results. Communication effect.
Liu Qiangdong came to the stage at this time to build momentum for JD Live, which is not only in line with the current industry trend, but also a low-cost and high-return marketing method.
However, according to JD.com officials, Liu Qiangdong is currently live broadcasting in the form of an "AI digital human" and will appear in JD.com's home appliances and home furnishings and JD.com supermarket purchasing and sales live broadcast rooms at the same time.
In fact, JD.com has been increasing its investment in the live broadcast track since last year, hoping to further narrow the gap with its competitors. In March last year, JD.com announced the launch of the "Super Rising Star Plan" for experts, providing traffic and account weight support for new content-based accounts that are first broadcast.
In addition, JD.com has also recruited many leading anchors from across the network, including well-known industry leading anchors and star anchors such as Luo Yonghao, Yu Dagongzi, Jin Xing, Huang Shengyi and his wife, who have all been on the JD.com platform. Conducted live broadcast delivery.
During last year’s Double 11, JD.com’s purchasing and selling live broadcast room also successfully broke out of the circle because of angrily criticizing Pinduoduo from a distance. In the first week of JD.com’s purchasing and selling live broadcast, more than 140 million consumers flocked to the live broadcast room, and the live broadcast of home appliances was the highest. More than 10 million people watched.
However, although JD.com’s live broadcast has frequently attracted attention, due to the lack of native anchors with network-wide popularity, it is difficult for JD’s live broadcast e-commerce business to have long-term effects. Liu Qiangdong’s live broadcast may also be based on his own influence. , adding fire to the development of JD Live.
It is worth mentioning that similar plots have actually happened to Jack Ma and Taobao Live. During Double 11 in 2018, Jack Ma personally appeared in Li Jiaqi’s live broadcast room and competed with Li Jiaqi to sell lipstick. In the end, Jack Ma was “miserably defeated” with a record of 10 to 1,000.
However, with the help of Jack Ma's strong traffic, Li Jiaqi was able to successfully break out of the industry. While countless netizens remembered this name, it also established Li Jiaqi's industry status as a top anchor.
After this battle, the commercial value of Taobao Live has been further amplified, and it has successfully attracted many professional anchors and institutions to enter.
Now Liu Qiangdong will also appear in the e-commerce live broadcast room. Although he will not be a permanent guest, it is not impossible to rely on his own traffic effect and JD.com's brand endorsement to support a head anchor of JD.com.
In the past year, JD.com has repeatedly extended an olive branch to big anchors like Dong Yuhui, but the response it received was not enthusiastic. Now that Dong Ge has left the show, can JD Live catch up and become a new traffic in the field of live streaming. Highland may also be one of the most noteworthy events in the e-commerce industry this year.
Author: Chi Ao
Reference:
Jingdong Blackboard: "Yes!" Dongge AI digital person is going to live broadcast》
