On April 17, according to the WeChat official account of JD Blackboard, at 6:18 pm on April 16, Liu Qiangdong, founder and chairman of the board of directors of JD Group, parachuted into JD Supermarket in the form of "Purchasing and Sales Dong Ge" AI digital human. JD.com’s home appliances and home furnishing purchasing and sales live broadcast room started its first live broadcast show.
Liu Qiangdong’s AI digital human’s live broadcast debut on JD.com app, with categories including grain and oil, agricultural products, pet supplies, etc. In less than one hour, the number of viewers in the live broadcast room exceeded 20 million, and the cumulative transaction volume of the entire live broadcast exceeded 50 million yuan. According to upstream news, JD.com launched the live broadcast function at the same time as Taobao many years ago, but it has not yet reached scale due to various reasons. At a time when the competition among e-commerce platforms for live streaming has already become fierce, do JD.com and Liu Qiangdong still have a chance?
responded to the fate of netizen "Brother Dong"
According to the Daily Economic News, this live broadcast in the form of a digital human is Liu Qiangdong, founder and chairman of the board of directors of JD.com, in response to the netizen's call to "Brother Dong come out and live broadcast."
In the previous warm-up video, digital person Liu Qiangdong introduced himself as the digital person of JD Yanxi AI. Relevant data from JD Blackboard showed that during the "Double Eleven" period last year, Yanxi virtual anchor worked in more than 4,000 brand live broadcast rooms. Bring goods. At present, the Yanxi large model has been connected to AI products such as Jingxiaozhi, virtual anchor, and intelligent outbound calling.
"Purchasing and Marketing Dongge" ai digital person. Internet screenshot
According to JD Supermarket's disclosure, "Purchasing and Marketing Dongge" AI digital person broadcast for 30 minutes, and the number of viewers in the live broadcast room exceeded 10 million; in just 40 minutes, the number of viewers in the live broadcast room exceeded 13 million, creating the first Jingdong Supermarket purchasing and marketing live broadcast room The number of viewers has reached its highest peak since the start of the broadcast; the number of views in the past hour exceeded 20 million, and the average length of stay of users during the live broadcast period reached 5.6 times the daily average; within 40 minutes, the overall order volume in the live broadcast room exceeded 100,000; during the live broadcast, "Procurement and Sales" The "Dong Ge" AI digital person explained 13 products, and the overall order volume increased by an average of 7.6 times compared with the previous week; JD Supermarket's "Ten Billion Agricultural Subsidy" products, the transaction volume increased by an average of 5.7 times in the first half hour of the broadcast.
According to upstream news, before Liu Qiangdong’s AI digital person launched his live broadcast debut, JD.com and Liu Qiangdong went through a tortuous understanding of “live streaming”.
’s share of involvement in the early years has continued to decline, and the competition among
e-commerce platforms for live streaming has already become fierce. In addition to leading platforms such as Taobao Live, Douyin, and Kuaishou, "new players" such as Video Accounts, Xiaohongshu, Bilibili, and Meituan have also continued to make efforts in the past year or two.
As a representative of traditional shelf e-commerce, JD.com launched the live broadcast function at the same time as Taobao in 2016, but it has long lacked a presence in the field of e-commerce live broadcast.
According to the Southern Metropolis Daily citing a report from the data monitoring agency Crowley, Douyin, Xiaohongshu, WeChat video account and Taobao Live will be among the platforms chosen by MCN institutions for their live broadcast business in 2023, especially for small businesses. Hongshu and video accounts are developing rapidly. Only 1.3% of mcn organizations choose JD Live, which is far from the leading platforms. Comparing in a vertical time dimension, JD Live’s appeal to mcn institutions is becoming increasingly bleak, with a share of 4.2% in 2021, falling to 3% in 2022, and continuing to decline to 1.3% in 2023.
iiMedia Consulting CEO Zhang Yi analyzed that JD.com is still a traditional shelf e-commerce model and lacks the atmosphere of live-streaming e-commerce; in addition, JD.com’s user base is mostly male and is not so sensitive to price, while users of live-streaming e-commerce tend to Mainly women are price sensitive.
Third-party agency statistics. Southern Metropolis Daily
In addition, JD.com executives have certain reservations about live streaming. Xu Lei, the former CEO of Jingdong Group, said in November 2019 that live streaming is a particularly good marketing tool and will gradually become an industry standard, but it is not a business. Don’t build your business on it. It is extremely scary to build a business based on live streaming."
After "Suddenly Awakening", it invested heavily in the layout
Although it had been "invisible" in the field of live broadcast, JD.com did not want to catch the last train of e-commerce live broadcast.In 2020, when live streaming is booming, the "618 Star Anchors Love Action" was launched during "JD.com 618", and more than 100 stars dropped into the live broadcast room to interact; before and after "618", Dong Mingzhu and Wang Feng settled in JD Live Broadcasting; in 2023, " During "Double Eleven", JD.com's procurement and sales earned enough buzz by "promoting Li Jiaqi". After the "highlight moment" of
, JD.com's live broadcast sales seem to have lost momentum. Whether it is in terms of incubating top anchors or creating live broadcast content, JD still faces challenges. iiMedia Consulting CEO Zhang Yi said that JD.com’s poor performance in the live broadcast e-commerce track is mainly because the JD.com platform does not have attractive content and it is difficult to retain consumers.
seems to be in response. On April 10 this year, 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 agencies to settle in. The debut of "Liu Qiangdong" this time is undoubtedly building momentum for a major live broadcast.
"Dong Ge" ended up doing live broadcasts due to "congested track"
"Dong Ge" digital people ended up doing live broadcasts. People have to lament the unlimited potential of the short video live broadcast ecosystem, and the competition is extremely fierce. The latest "China Online Audiovisual Development Research Report (2024)" shows that 71.2% of users surveyed make online purchases because of watching short videos and live broadcasts, and more than 40% of Internet users believe that short videos and live broadcasts are their main consumption channels. Content consumption is becoming a key battleground for major platforms.
It is understood that the battle for e-commerce has entered a fierce stage. In the post-live broadcast e-commerce era, Douyin e-commerce has posed a huge challenge to Taobao and JD.com retail. Recently, Douyin quietly launched an app called "Douyin Mall Edition". This is the first time an e-commerce shopping platform has been launched outside the Douyin app, targeting JD.com's foundation - shelf e-commerce.
Jingdong technical staff trained "Purchasing and Marketing Dongge" AI digital person. CCTV
Previously, Douyin e-commerce released a summary for 2023. In 2023, Douyin’s shelf scene business will grow rapidly, and the mall’s gmv (gross merchandise transactions) will increase by 277% year-on-year. A total of 8.84 million authors will participate in live broadcasts, short videos, and showcases through live broadcasts, short videos, and showcases. Revenue has been generated by bringing goods in the form of pictures, text, etc. Among them, the number of authors whose cumulative GMV has exceeded 100,000 yuan exceeds 600,000.
Therefore, JD.com has to keep up with the trend and increase its efforts to build a content ecosystem. After all, consumer habits have gradually shifted to short videos and live broadcasts for online shopping.
"Judging from the proportion or volume of live streaming e-commerce transactions in the entire e-commerce industry, it actually still has a lot of room for growth." Chen Tao, a senior analyst in the circulation industry at Analysys, believes that it is precisely because live streaming e-commerce still has room for growth. , so both traditional e-commerce and content e-commerce continue to increase investment in live broadcasting. Because of this, JD.com, which seems to be late in making efforts at the moment, is not without opportunities.
More news:
Is it reliable for digital people to bring goods?
Liu Qiangdong’s AI digital human debuted in the live broadcast room. Feedback on its fidelity in the comment area was mixed. Some users often expressed doubts about “digital human or real person”. However, because there was no real-time interaction, some users felt that it was “like memorizing a manuscript.” "Emotionless".
According to JD.com, the "Purchasing and Marketing Dongge" AI digital human uses JD.com's self-developed AI driver. The digital human technology helps JD.com's content ecological construction. In July 2023, JD.com launched the Yanxi large model and developed the Yanxi virtual anchor based on the large model. JD.com claims that virtual anchors can "help small and medium-sized businesses reduce live broadcast costs by 90%."
Netizens complained that the AI digital person "Purchasing and Marketing Dong Ge" was "emotionless". Internet screenshot
Data from Leopard Research Institute shows that users’ attention and love for digital e-commerce anchors have increased. The attention has increased from 68% in 2021 to 88% in 2022, and the love has risen to 51.8%. .
However, from the perspective of practical application, the person in charge of many leading live broadcast rooms said that people who officially invest in digital still need to be cautious. “To be able to make money in a live broadcast room, it depends on the good management of people, goods and venues. There are also live broadcasts In the accumulation of brands, digital people are just tools."The relevant person in charge of "Make a Friend" in the head live broadcast room said that in his opinion, the current digital human technology is still very rudimentary. The company has also tried to use digital human live broadcasts before, but the effect was not good. "Digital human live broadcasts are currently It is still not very mature. Jingdong uses Liu Qiangdong’s digital talent and Liu Qiangdong’s IP. In fact, digital talent anchors may still be 3-5 years away from official commercial use. ”
Upstream news is synthesized from Financial Associated Press, Southern Metropolis Daily, Daily Economic News, The Paper, Securities Times, etc.
