JD.com finally has a top seller

Liu Qiangdong's digital avatar live broadcast debut received tens of millions of views. How did JD.com increase its content and gain traffic? Let's take a look.

As the countdown slogan of the procurement and sales staff "Three, two, one, welcome Dongge Digital Man" ended, at 6:18, Liu Qiangdong appeared in the live broadcast rooms of @JD Supermarket Procurement and Sales and @JD Home Appliances and Home Furnishings Procurement and Sales at the same time.

To be more precise, it is Liu Qiangdong's digital clone, an AI digital person named "Caixiao Dongge".

In the live broadcast, "Brother Dong of Purchasing and Sales" wore a navy blue suit with a white shirt, which was very business-like. As soon as the live broadcast started, "Brother Dong of Purchasing and Sales" began to introduce his identity as a digital person, and also emphasized that before him, many Yanxi digital people Jingdong Purchasing and Sales anchors had appeared in the live broadcast room.

"In the past few days, I have been learning from our supermarket's purchasing and sales anchor every day." said "Purchasing and Sales Dong Ge".

Although the broadcast was conducted in the form of a digital clone, the performance of "Purchasing and Sales Dong Ge" was very flexible. When explaining the product, "Purchasing and Sales Dong Ge" also waved his hands to emphasize the product's preferential strength.

Within less than 20 minutes of the start of the broadcast, the number of viewers for the JD Supermarket Procurement and Sales and JD Home Appliances and Home Furnishings Procurement and Sales live broadcast rooms increased from 2 million to over 10 million.

It can be seen that the debut of "Caixiao Dongge" attracted full traffic.

Of course, this is basically equivalent to Liu Qiangdong's personal involvement, and it is his first time to face the public again after a long absence.

Everything is for JD Live, and everything is for JD to compete for the user mindset of “low-priced good products”.

The market competition is already intensifying.

Pinduoduo, with its low price advantage, continues to expand from outside the Fifth Ring Road to inside the Fifth Ring Road. Douyin and Kuaishou, with their content traffic, have risen strongly in the live e-commerce track. Both Alibaba and JD.com have seen their once solid bases hit hard.

The data is even more intuitive.

In late November last year, Pinduoduo's market value once surpassed Alibaba. As for Douyin, according to market news, its GMV has grown to 2.2 trillion in 2023, narrowing the gap with JD.com.

The counterattack also began from then on.

On Alibaba's side, on March 28, the 2024 Taobao Content E-commerce Festival announced that this year it will add tens of billions of cash and hundreds of billions of traffic, increase real money investment in content e-commerce, and share the new dividends of doubling growth with ecological partners such as anchors, experts, institutions, brands, and merchants.

JD.com also recently announced that it will invest 1 billion yuan in cash and 1 billion traffic as rewards to attract more original creators and high-quality content organizations to join and increase its short video layout. As for content creators, JD.com revealed that the platform will subsidize talents in multiple sub-sectors such as 3C digital products, home appliances and home furnishings, and plans to select the "Top 100 Talents" by the end of the year.

It has become a consensus to increase content and compete for traffic.

In particular, Liu Qiangdong personally took part in this event in the form of his digital avatar "Purchasing and Sales Dong Ge", which shows JD.com's determination.

It depends on whether this new top live-streaming influencer can gain the upper hand in the competition with top anchors such as Dong Yuhui, Li Jiaqi, Luo Yonghao, etc.

01 The best seller is here

Four years ago, when Luo Yonghao announced that he would enter the live streaming e-commerce market, there were rumors in the market that JD.com also had the intention to cooperate with him, but in the end Luo Yonghao chose Douyin and became the top live streaming e-commerce influencer at that time.

Last year, when Dong Yuhui was involved in the "Short Composition" scandal and was about to "separate" from Oriental Selection, there were also reports in the market that JD.com had repeatedly discussed the feasibility of recruiting Dong Yuhui and the possibility of various future collaborations, but it did not materialize.

JD Live, of course, wanted to surpass the top anchors and create its own number one seller, but it just lacked luck. But now, it has finally come to fruition.

With Liu Qiangdong's personal involvement and the halo of the founder's IP, "Purchasing and Sales Dong Ge" may have already secured his position as the number one live streaming seller on JD.com.

Officially, momentum has begun.

In preparation for the debut of "Purchasing and Sales Dong Ge", JD.com has prepared the "JD Home Appliances and Home Furnishings Purchasing and Sales Live Broadcast Room" and the "JD Supermarket Purchasing and Sales Live Broadcast Room", and also provided a large number of benefits, such as tickets to the 2024 European Cup final, 618 yuan supermarket cards, etc.

In terms of product promotion, JD.com also combined Liu Qiangdong's image IP and made some illustrations that are full of life and entertainment, which look very down-to-earth.

Obviously, JD.com may also have plans to make "Caixiao Dong Ge" the number one live streaming seller.

After all, Liu Qiangdong is an expert in promoting products on JD.com.

Liu Qiangdong has experience in live streaming.

Before the 2016 Double 11 shopping festival, Liu Qiangdong personally cooked live, and during the cooking process, he did not forget to focus on recommending JD.com's products, and emphasized to everyone that "all ingredients can be purchased from JD.com, including his own..."

Not to mention the sales.

In the early days, Liu Qiangdong rented a counter of less than four square meters in Zhongguancun to sell CD recorders and CDs. This small counter was the predecessor of JD.com. Later, Liu Qiangdong also posted his shopping cart on social media, and then the same products on JD.com were sold out immediately...

This shows his ability to sell goods.

However, this time, Liu Qiangdong appeared in the form of a digital avatar, so the effect might be discounted compared to a real person appearing in person.

02 Betting on Procurement and Sales

In the live streaming e-commerce track, for a long time, the industry believed that JD Live got up early but was outside the mainstream.

The crux of the problem lies in the fact that JD.com has shortcomings in content.

In the past logic of "people, goods, and places", JD.com has done a good job in the latter two and made full use of the advantages of "goods" and "places" to attract "people" and retain "people".

However, with the rise of live e-commerce, consumer habits have changed significantly, and the “people” have been magnified. Especially when the “goods” and “venues” of all parties are maintained at a high level, the “people” are even more critical.

This puts JD.com in a passive position.

JD.com is obviously aware of this. On the one hand, it has begun to increase its investment in content, and previously announced that it will invest 1 billion yuan in cash and 1 billion traffic. Increasing its investment in short videos is one of its actions. On the other hand, it is also betting on live streaming of procurement and sales, hoping to overtake others.

This time, Liu Qiangdong’s digital avatar is named “Purchasing and Sales Dong Ge” and he has joined JD.com’s purchasing and sales live broadcast room, which is a direct reflection of this.

Different from other live streaming sales methods in the market, JD.com’s procurement and sales live streaming directly connects the supply chain and consumers. It focuses on “no slot fees, no commissions from influencers, and no tricks” and emphasizes low-priced goods across the entire network. It has taken a differentiated breakthrough path and has become the biggest highlight of JD.com’s live streaming layout over the years.

During the Double 11 shopping festival last year, it became an instant hit. As of 23:59 on the evening of November 11, the total number of viewers of JD.com's live broadcast of purchases and sales exceeded 380 million, and the number of goods sold exceeded 3 million.

The results are very impressive, and JD.com naturally wants to continue telling this story.

Now the baton has been passed to "Brother Dong of Procurement and Sales", and it remains to be seen what new tricks he can come up with.

Author: Ye Er

Source: WeChat public account “AI Lanmeihui” (ID: lanmeih001), a well-known new media reporting on AI and Internet industries.