On April 15th, JD.com announced that at 6:18 pm on April 16th, the digital person "Purchasing and Sales Dongge" will start his "live broadcast debut" and will appear in the JD Home Appliances and Home Furnishings and JD Supermarket purchasing and sales live broadcast rooms.
From the perspective of layout, JD.com has recently accelerated its investment in live broadcast business. On April 10, JD.com announced that it would invest one billion in cash and one billion in traffic as rewards to attract more original authors and high-quality content organizations to settle in. JD.com will provide cash subsidies to experts in more than 20 creative fields covering digital 3C, home appliances, maternal and infant, pets, fashion, sports, beauty and personal care, health, and car products. Specifically, creators who meet the recruitment requirements can receive a cash creation subsidy of up to 30,000 yuan per account in a single cycle. On this basis, creators also enjoy video playback subsidies and product commissions.
iiMedia Consulting CEO Zhang Yi told China Business News that JD.com chose to focus on content production for many reasons. On the one hand, because of the importance of user traffic, the current Internet has entered the stock market. How to tap more e-commerce users is a very important issue for JD.com. In addition, Internet users have a growing demand for short videos and live broadcast content, and short videos have become an important channel to attract users and promote consumption.
On the other hand, for JD.com, it is also a future trend to develop virtual human live broadcasts in live broadcast e-commerce. This type of platform is needed to have the opportunity to do more innovative business.
From a technical perspective, JD.com has launched the Yanxi large model, and has now been connected to AI products such as Jingxiaozhi, virtual anchors, and smart outbound calls. Specific to the Yanxi multi-modal digital human, JD.com said it has achieved cost reduction and efficiency improvement. In terms of efficiency improvement, it originally took at least five hours for merchants to write a live broadcast script for 50 SKUs. Using the k-plug model only requires one click to generate it, which greatly improves the operational efficiency of the live broadcast room.
In terms of cost reduction, the cost of Yanxi virtual anchor is less than 1/10 of that of a real person. No other investment is required except for a computer and an operator. There are hundreds of high-quality images and sounds to choose from. With the automatic generation of live broadcast copy based on large models, one-click product configuration, and highly flexible live broadcast room visual construction, you can Efficient broadcasting can be achieved within 2 hours, and the daily operation energy investment can be as low as less than 30 minutes.
Previously, JD.com’s Yunyanxi digital people and real-life anchors worked together to create the “Sun Never Sets” live broadcast room in their spare time, driving over 1 billion yuan in GMV.
From an industry perspective, digital people are also the focus of the development of the live broadcast industry. iiMedia data shows that China’s virtual human core market size will be 12.08 billion yuan in 2022, a year-on-year increase of 94.2%, and is expected to reach 48.06 billion yuan in 2025. The top five industries with the highest demand for products in China's AI digital human industry in 2023 are e-commerce and health, social security and social welfare, education, finance and transportation. Especially in the e-commerce industry, the low cost and high efficiency of virtual anchors can create greater business growth for merchants.
’s focus on content production is both a challenge and an opportunity for JD.com. The "China Online Audiovisual Development Research Report (2024)" shows that 71.2% of the users surveyed make online purchases because of watching short videos and live broadcasts. More than 40% of Internet users believe that short videos and live broadcasts are their main consumption channels, and content consumption is increasing. It has become a key track for competition among major platforms.
On the other hand, the aggregation effect of active users in the live broadcast industry is obvious. 95.3% of short video users are concentrated on Douyin and Kuaishou platforms. Zhang Yi believes that JD.com is relatively late in launching live broadcasts and short videos, but JD.com has obvious advantages, especially JD.com’s mature industrial chain and mature logistics and distribution channels. It has accumulated a lot of experience in the retail industry, which will help JD.com shorten its cultivation time and directly Let the anchor or institution find a profit model.
(This article comes from China Business News)
