Can you imagine Liu Qiangdong selling milk and eggs?
The fight among live broadcast e-commerce companies has become increasingly fierce, and "Liu Qiangdong" has come to the end in person.
01
"Brother Dong" appeared in the live broadcast room
"I haven't broadcast live for a long time, and I am still a little nervous."
At 6 pm on April 16, the "Purchasing and Sales Dong Ge" AI digital person with Liu Qiangdong's image was also on JD Home Appliances, JD.com The supermarket procurement and sales live broadcast room has launched its "live broadcast debut".
Although "Liu Qiangdong" appeared as an AI digital human, it also attracted many netizens to watch the fun. Half an hour after "Liu Qiangdong" appeared, the number of viewers in JD.com's home appliances and home furnishing purchasing and sales live broadcast room and JD.com's supermarket purchasing and sales live broadcast room both exceeded 10 million.
"Purchasing and Marketing Dongge" AI digital person is live broadcasting. Screenshot from JD Supermarket purchasing and selling live broadcast room.
In JD.com’s home appliances and household purchasing and sales live broadcast room, “Liu Qiangdong” introduced the functions of the TV while emphasizing the cost-effectiveness; while in the JD.com supermarket purchasing and sales live broadcast room next door, “Liu Qiangdong” also solemnly introduced fresh eggs and milk that can be eaten raw , Blueberry, introduced how to make burgers, and called on netizens in the live broadcast room to "shoot up".
Zhongxin Finance noticed that although the image of the AI digital person is difficult to distinguish from the real person, the tone of voice when introducing the product is still stiff.
"At present, AI technology has been widely used in live broadcast rooms of major platforms." Chen Tao, a senior analyst in the circulation industry of Analysys, told Sino-Singapore Finance that the AI digital person "Purchasing and Sales Dong Ge" may be a short-term development for JD Live Broadcast. It is a hot spot to drive traffic and increase popularity, but it is not the key direction of long-term development. "In the future, JD.com should empower shops and experts on the platform with AI."
02
Why did "Liu Qiangdong" make his live broadcast debut?
In the booming development wave of live broadcast e-commerce, JD.com can be said to have "got up early and rushed to the evening market".
As early as 2016, JD.com launched a live broadcast function. However, JD Live, which mainly supports self-operated stores, failed to incubate super anchors, and its presence has always been weak in the public perception.
Regarding the live broadcast model, Xu Lei, who previously served as CEO of JD.com, said in an interview in 2020 that live broadcast will be standard for various websites and will be normalized. Not every platform or consumer needs live broadcast. , only in specific scenarios and specific products will continue to be live broadcasted.
Although "invisible" in the field of live broadcast, JD.com does not want to catch the last train of e-commerce live broadcast. In 2020, JD Live has invited celebrities such as Cui Jian, Wang Feng, Chen Shu and others; in 2023's "Double Eleven", JD Procurement and Sales earned enough buzz by "promoting Li Jiaqi". But whether it is in terms of incubating top anchors or creating live broadcast content, JD.com still faces challenges.
"Purchasing and Marketing Dongge" AI digital person is live broadcasting. Screenshot from JD Supermarket purchasing and sales live broadcast room.
html 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 agencies to settle in. The debut of "Liu Qiangdong" this time is undoubtedly building momentum for a major live broadcast.However, in today's live broadcast industry, does JD still have a chance to get a share of the cake?
"Judging from the proportion of live broadcast e-commerce transactions in the entire e-commerce or the volume of transactions, in fact, it still has a lot of room for growth." Chen Tao believes that it is precisely because live broadcast e-commerce still has room for growth that both traditional e-commerce and content e-commerce continue to increase investment in live broadcast. Because of this, JD.com, which seems to be late in making efforts at the moment, is not without opportunities.
"No matter what the foundation of the previous live broadcast is, JD.com has a certain chance to get a piece of this cake." He said.
03
Brother Yang and Simba are "leaving"
Compared with "Liu Qiangdong" personally coming on stage to build momentum for the live broadcast, the top e-commerce anchors are leaving the live broadcast room.
In February this year, Douyin’s top anchor Xiao Yang fell out of the top 20 short video live streaming experts for the first time. Related topics also became hot searches on Weibo.
Regarding this, Xiao Yang said in a live broadcast in March that there will be more entertainment live broadcasts in 2024 and the number of live broadcasts will be reduced.He also said that if there is a special event, he would consider handing over his account with over 100 million fans directly to his apprentice.
Xiao Yang’s Douyin account. Screenshot from short video platform.
At the same time, Simba also sent a signal of "retirement". Shortly after Xiao Yang responded to "falling behind" on the sales list, Simba said, "Stop the live broadcast, settle down for two years, learn AI, and then choose a new track to start again after two years."
Chen Tao believes that the "invisibility" of super anchors is the normal law and direction of the development of the live broadcast industry. "Now Simba, Xiao Yang, even Meizhi, Qianxun, etc. are developing anchor matrices. On the one hand, they can reduce the risks that may be brought by super anchors. On the other hand, a live broadcast matrix composed of more anchors can reach more users. ."
Source: China News Network
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