Targeting the top anchors, JD Procurement and Marketing created an IP characterized by sincerity and simplicity. JD Procurement and Marketing began to become lively, lively and interesting. At present, JD Procurement and Sales has opened accounts on content platforms such as Douy

Targeting the top anchors, Jingdong Procurement creates ip

. Jingdong Procurement, characterized by sincerity and simplicity, begins to become lively, lively and interesting.

Currently, JD.com has opened accounts on content platforms such as Douyin, Xiaohongshu and Video Account. The account avatar is a unified cartoon avatar, and what comes into view are two male and female anchors wearing red vests.

is different from last year’s Double 11 when this duck was launched. Jingdong’s new purchasing and marketing account is obviously well-prepared. Multiple short videos have advanced colors and the content follows hot topics. On Douyin, JD Sales and Marketing has created a collection called "Sales and Sales Theater" , which has been updated to 8 episodes with 864,000 views. In the latest video of

, the sales staff are enthusiastically and carefully introducing the tips for selecting kettlebells. Won unanimous praise from netizens. In addition, on the video account, the mcn displayed on the homepage of "JD Procurement and Sales" is JD Shopping, and the published content includes product selection skills, the daily work of the procurement and sales team, etc.

In addition, JD Procurement and Sales has added another warrior.

html At 2 pm on May 29, Ren Yuechao, the former high-looking HR of Huawei, started his live broadcast debut in JD.com’s home appliances and home purchasing and sales live broadcast room. His job is to purchase and sell HRBP. Subsequently, the topic of "former Huawei's high-looking HR joined JD.com as an anchor" also became a hot search topic, triggering heated discussions in the market. Although

served as JD.com’s purchasing and sales anchor, Ren Yuechao did not stop his personal Douyin live broadcast. At present, he basically maintains the rhythm of one broadcast a day on Douyin, but basically only broadcasts for one or two hours. As of June 5, he had 74,000 Douyin fans and 26,000 Xiaohongshu fans.

From building purchasing and selling IPs to hiring topical figures, JD Live began to embrace traffic more proactively. What is that allows JD.com, which is proud of its high-quality and diverse pallets, to speed up the pace of content layout?

The answer can be found in the hot 618 promotion. Although the trend of "de-heading" live streaming e-commerce is becoming increasingly obvious, the IP influence of major anchors is still amazing .

According to Qingyan Intelligence, on the first day of Li Jiaqi’s 618 pre-sale, the beauty category GMV in the live broadcast room exceeded 2.675 billion yuan. According to Xinxuan, the total sales volume of Simba’s 618 premiere exceeded 8.5 million units, with total sales of 1.427 billion yuan.

As live broadcasts and short videos have become important traffic portals for e-commerce, JD.com urgently needs to incubate top anchors who are rooted in the platform ecology, and JD.com’s procurement and sales is the promising “anchor seedling” .

According to Xinbo, the head of a JD.com mcn agency said that the self-operated model helps JD.com gain more bargaining power and have stronger control over the brand. The procurement and sales team has thus formed a low-price advantage to promote .

At the same time, if JD.com can successfully build a purchasing and sales IP and attract more users to support the platform, it will be equivalent to Jingdong Live Broadcast having its own "head live broadcast" .

Jingdong Live Broadcast began to reveal its "ambition", grabbing both traffic and low-price .

JD.com’s 618, President Anchor Arrives

This year, JD.com, which is committed to improving user experience, has created a “cheap and good” 618 promotion.

Jingdong Procurement and Sales not only charged in the live broadcast room, but also worked with AI digital people to launch a large number of low-priced goods for users. relies on JD.com's self-developed technology, and JD.com has launched a series of live broadcasts of the President's "Price".

Among them, 18 brand president ai digital person appeared in the live broadcast room as the "JD 618 Welfare Officer", bringing a real 50% off real low price. In addition to live streaming of goods, digital people also have functions such as intelligent shopping guides and intelligent customer service to fully meet users' shopping needs.

At present, JD.com’s Yunyanxi digital people have officially taken up positions in 5,000+ brand live broadcast rooms. Jingxiaozhi has further evolved the intelligent shopping guide interaction by accessing large models, and the number of service merchants has increased to more than 750,000.

Official data shows that JD.com’s 618 4-hour opening, JD.com live broadcast viewership increased by 460% year-on-year, and JD.com’s procurement and sales live streaming orders increased by 300% compared to the 2023 11.11 4-hour opening..

Although the sales method is different from the past, this year's live broadcast is still popular with consumers.One hour after the sale started, the transaction volume of JD.com's 3c digital purchasing and sales live broadcast room increased by more than 10 times year-on-year; the one-hour transaction volume of JD's home appliances and home furnishing live broadcast room exceeded 10 million, and the order volume exceeded 10,000 orders.

At the same time, the 618 price war is in full swing, and major e-commerce platforms have launched multiple preferential methods .

Among them, Jingdong launched tens of billions of subsidies, cheap free shipping and other activities, and also launched a "2 yuan free shipping day", with a large number of low-priced products in Baoding, Yiwu, Fujian, Guangdong and other industrial belts offering free shipping.

Tmall launched the big promotion in advance. The event lasted from May 20 to June 20, and launched two major methods: official instant discount and cross-store discount. Cross-store discounts are 50 off for every 300 yuan spent. Tmall products and Taobao products can be combined to get a discount.

However, Pinduoduo has single-handedly taken the price war to a more intense level.

html On May 29, Pinduoduo officially launched the new automated price tracking system . It is understood that with the help of intelligent algorithms and data analysis, if a merchant turns on this function, the system will automatically adjust the price of the product intelligently according to competitors' price changes to maintain a competitive advantage.

It is worth mentioning that once this function is turned on, it will not be turned off until the end of the promotion on June 21, 2024. There is no doubt that this move marks an important step for Pinduoduo in its price competition strategy.

Different from Pinduoduo’s straightforward “price reduction will bring traffic”, JD.com’s low-price strategy is committed to achieving a relative balance among users, brands, and platforms, and doing its best to achieve mutual benefit and win-win results .

At the beginning of 2023, JD.com established the low-price strategy as its core strategy, and plans to make it the top priority of JD.com’s retail business development in the next three years.

Subsequently, JD.com began to implement the low-price strategy in an orderly manner. In March last year, JD.com launched a tens-billion subsidy channel, uniting a large number of brands and merchants to directly subsidize goods, and implemented a low-price strategy by directly reducing the price of goods. In August of the same year, JD.com announced that it would lower the free shipping threshold for self-operated products. The low-price strategy was extended.

At the same time, JD.com’s purchasing and marketing uses the spirit of “cheap and good” to negotiate with brand owners to provide consumers with low-priced products.

During last year’s Double 11, with the “low price controversy”, JD.com’s procurement and sales began to target Li Jiaqi’s live broadcast room and participate in the price war through price comparison. "There is no pit fee and no talent commission, so it is cheaper than Li Jiaqi's live broadcast room." , this series of actions has cultivated the low-price mentality of JD users.

In January this year, JD.com’s small home appliance purchasing and selling company said that Pinduoduo blocked the IP address of JD.com’s headquarters, preventing it from checking the prices of Pinduoduo’s products, and thus preventing real-time price comparisons to benefit consumers.

Jingdong Procurement and Sales publicly shouted to Pinduoduo: "Please stop blocking IP addresses and stop infringing on consumer rights, and please Pinduoduo to compare prices directly." The live broadcast room even had the slogan "Please Pinduoduo stop blocking and compare prices directly" . .

Facing competitors such as Pinduoduo and Taobao Tmall, JD.com’s straightforward challenge demonstrates its fierce wolf spirit. Although we do not engage in vicious low-price wars, we are not afraid of price wars either.

This confidence comes from JD.com’s unique stubbornness in purchasing and selling, “Compete with price, compete with products, and compete with service” .

JD.com’s enhanced content ecosystem

Currently, short videos and live broadcasts are comprehensively reshaping people’s shopping life. According to the "China Online Audiovisual Development Research Report (2024)", 71.2% of the surveyed users shop online because of watching short videos and live broadcasts.

Following the general trend, JD.com began to show unprecedented courage, using real money to subsidize the content ecosystem and compete for the content consumption track.

In March this year, JD Retail set three must-win battles for 2024, namely "content ecology, open ecology, and instant retail". Among them, "content ecology" was proposed for the first time, referring to live broadcasts, short videos, graphics and text, etc. within JD.com. Live broadcasts for purchasing and selling have become one of the key forms.

html In April, JD.com invested 1 billion in cash and 1 billion in traffic as rewards to attract more original authors and high-quality content agencies to settle in and help high-quality talents create better-looking content.

In the current e-commerce industry, user growth is slowing down, traffic is peaking, and the cost of acquiring traffic is rising. At this time, it is a good way to attract users with high-quality content to maintain user retention and increase conversion rates.

With the 618 war in full swing, JD.com has once again increased its content layout to enhance its competitiveness.

According to the new broadcast room, this month, JD.com launched exclusive subsidies for content live broadcasts, mainly for live broadcast rooms that share life, knowledge sharing, game live broadcasts, and entertainment and entertainment.

According to the Daily Economic News, JD Live will also invest cash, traffic, etc. to increase incentives for cooperative institutions and creators, and upgrade the management mechanism for institutions and talents to conduct rating management. Institutions that do not meet the standards may be successively Eliminated, the specific rules of may be officially announced after JD.com 618.

It is worth noting that during the 618 promotion, the organization’s output and efficiency in terms of broadcast duration, broadcast frequency, and order volume will become one of the important criteria for rating management.

In this regard, people close to JD.com said: "JD.com hopes to tilt resources and traffic to more professional institutions and creators, and drive more high-quality partners to join JD Live."

It can be seen that JD.com has so generously increased content. The determination to change and win. The content ecological battle of e-commerce platforms will continue, and we look forward to seeing JD.com stir up a different kind of splash.

author | e-commerce gentleman