Monthly subsidies of up to 70,000 yuan? Copying Taobao’s homework, JD.com starts to snatch anchors

618 is coming soon, and JD Live is ready to welcome this e-commerce live broadcast war. This article explains JD Live's live broadcast strategy from three aspects, I hope it will be helpful to you.

JD Live has also begun to focus on content.

On the eve of 618, Luo Yonghao's entry into JD Live attracted the attention of the entire industry, which was also interpreted by the outside world as JD starting to "make up for the loss" with live streaming.

In fact, JD.com started live streaming not too late, but it seems that it has not received much attention. Now, how can we make up for this lesson of live streaming?

Recently, Xinbochang learned that JD Live began to copy Taobao's homework and launched a new policy to recruit anchors. Similar to Taobao Live, JD Live's recruitment policy is also aimed at "content-based" anchors. There is no need to bring goods. As long as the content meets the standards and the broadcast time is long enough, they can get subsidies. Among them, the anchor can get up to 69,000 yuan per month.

1. JD.com’s “ticket purchase” live broadcast?

Luo Yonghao, who sold houses in JD.com's live broadcast room, successfully grabbed the headlines during this year's 618 pre-sale period.

On May 31, Luo Yonghao appeared in the "Make Friends" live broadcast room of JD Live, and spent nearly half an hour introducing in detail a fully decorated apartment in Greenland Excellence Hangzhou Aoxuan City. The original price of the apartment was 3.221 million yuan, but it was slashed to 2.0523 million yuan in the live broadcast room. So, after Luo Yonghao introduced this product with a customer price of over 2 million yuan and announced the listing link, it was snapped up in less than 2 minutes.

Luo Yonghao's first live broadcast on JD.com ended successfully with sales of 150 million and over 17 million cumulative visits.

Putting aside the gimmick of selling houses through live streaming and the influence of Luo Yonghao's own traffic, the reason why the debut of "Make Friends" attracted a lot of attention and discussion is that in the eyes of the public, JD Live has also begun to compete for people. Some media even interpreted it as JD Live starting to "buy tickets."

In fact, JD.com’s live streaming started not too late.

As early as during the 618 period in 2020, JD Live revealed that the platform was planning to build its own live broadcast ecosystem.

During the 618 event of the following year, JD.com also played the celebrity card, bringing together more than 300 superstars, more than 600 brand presidents and executives, as well as a large number of internet celebrities to join the broadcast.

In addition to live streaming during major promotional events, on the 2021 New Year's Eve, JD.com also invited musician Zhang Yadong to host a "Super New Year's Eve" live streaming event.

In addition, JD.com also cooperated with VIVO to live broadcast the content of a new product launch conference, in which the host and four players started a reasoning game called "Finding Mr. V".

Apart from this, JD Live does not seem to have made much of a splash. Especially as live e-commerce continues to be popular, JD Live still does not have a representative anchor on the platform.

Will Luo Yonghao’s arrival be a turning point?

Zhang Yajun, vice president of Jiaogepengyou and general manager of Beijing Division, said in an interview with the media that every platform has a goal of increasing consumers' stay time and opening frequency. Contentization is an irreversible trend, and no major platform will give up. Through contact with JD Live's content department, Zhang Yajun judged that JD Live will continue to introduce more experts in the future, develop content, and increase consumers' stay time.

Recently, Xinbochang learned from an agency that JD Live has also started to offer subsidies to recruit anchors...

2. Subsidy for recruiting anchors

How does JD Live plan to recruit anchors? What are the specific policies?

According to a June incentive policy document titled "JD.com's "Content-based" Live Broadcasting-Rules and Audits" obtained by Xinbochang:

First of all, in terms of the types of recruitment content, there are five major tracks, namely: singing and dancing talents, sports competitions, decompression life, outdoor life, and agriculture, rural areas and farmers.

Each major track has corresponding subcategories, such as outdoor life is divided into "Food/Store Exploration" and "Travel".

For a total of 17 segmented content tracks, JD Live has made specific "content standard" requirements for live broadcast scenes, audio and video quality, anchor status, live broadcast content, etc. in the document.

Secondly, in terms of the assessment standards for anchors, JD Live has set up three major assessment sections for content live streaming: anchor ability, materials, and live broadcast room.

The points to be assessed on the host's abilities include: host's image, host's appearance on screen, host's appeal, host's voice, and host's interactive performance; the points to be assessed on the materials include: cover image clarity, cover image beauty, and live broadcast title; the points to be assessed on the live broadcast room include: lighting, scene, and shooting angle.

JD Live has set three standards for each assessment point: 5 points, 2 points, and 0 points. In the incentive policy for anchors and institutions, the minimum requirement is that the anchor's content score is ≥ 1 point.

Finally, there is the incentive and support for the anchors, that is, the subsidy policy. There are three sections of incentive and support for the anchors: fixed incentive money, Top25 (list rewards), and monthly full attendance rewards.

Among them, the fixed incentive fund gives a cash reward of 1,000 yuan/account/day to the anchors who meet the conditions; the Top 25, that is, the anchors who rank in the top 25 in live broadcast every day and meet the requirements, will be given a cash reward of 1,000 yuan/account/day; the monthly diligence reward is a cash reward of 3,000 yuan/month/account for the anchors who complete the monthly live broadcast time assessment (4 hours * 22 days).

In other words, as long as the anchor has a qualified content score and completes the monthly duration assessment, he or she can get a cash reward of 25,000 yuan/month; and if the anchor can enter the top 25 of the daily list every day, the reward can be increased, and the theoretical maximum amount can be 69,000 yuan/month.

In addition, there are incentives and support for institutions, which essentially integrate the assessment of attracting new users and starting broadcasting. According to the number of talents who actually start broadcasting on that day, institutions are rewarded for starting broadcasting in a tiered manner. The reward threshold starts at 5 anchors, and the upper limit of the reward is 50 anchors. The reward money ranges from 300 to 600 yuan for a single account.

3. The content dream of e-commerce platforms

It can be seen that the policy of recruiting anchors for JD Live is almost the same as that of Taobao Live before: they all focus on the content but do not need to bring goods, and they all give fixed rewards, which is a guaranteed minimum...

However, the difference is that Taobao Live pays directly based on the number of fans on the external site, while JD Live also scores the content. As for how this score is given, it seems relatively subjective at present.

The head of an organization that does Taobao content live streaming said after reading the policy: "The requirements are too high." He added that although Taobao Live also has corresponding management measures for unmanned/semi-unmanned live streaming and also has pause assessments on content, the requirements for live streaming are not so high.

It is possible that JD Live also referred to the lessons learned from Taobao Live and cracked down on live broadcast rooms that came to take advantage of the situation but only hung a camera but did not output good content.

It is understood that the policy has just been launched. When faced with inquiries from new broadcast sites, relevant industry organizations did not have much to share, only saying that they were "still exploring and testing the waters."

This can be seen from the current situation of JD Live's live broadcast room.

Currently, the new broadcast site is also on the homepage of JD Live, and has been recommended for content live broadcasts. At the same time, JD Live has also launched the corresponding hourly rankings and daily rankings on the site, ranking live broadcast accounts based on the length of stay and page views of the live broadcast.

After observing the live broadcast rooms on the JD.com content live broadcast hourly ranking and the overall ranking, it was found that most of the live broadcast rooms such as dancing and singing were new live broadcast rooms, with less than 100 fans, and some even only in the single digit. Not only that, some accounts on the list have not even changed their avatars and nicknames.

In addition to these new live broadcast rooms, there are also some live broadcast rooms opened by experts who have previously settled in the list.

For example, Sir Wine Intelligence Bureau has 471,000 fans on JD.com, and his homepage shows that he has conducted 70 live broadcasts in total. However, before he started live broadcasting wine knowledge on May 30, his live broadcasts were mainly for selling goods.

There is also GDCbutFrome, who has 155,000 followers. Her homepage shows that she has done 15 live broadcasts, and judging from the titles of the earlier ones, she was also promoting products. She only started sharing flower arrangements on June 3.

Although these veteran anchors have many fans, on the overall rankings on June 6, the singing anchor @吕春燕0933, who has only 14 fans, took the first place with a popularity value of 630,000. According to her JD account homepage, the views of her two live broadcasts on June 6 were only 1,316 and 1,145.

For now, JD.com’s content live streaming has adopted the same operating strategy as Taobao, intending to use cash subsidies to attract anchors and institutions to join, and slowly build a platform content live streaming ecosystem.

It can be seen that "contentization" has become a consensus among e-commerce platforms and they have begun to take action. The fastest way to fill content and increase user consumption time is entertainment live broadcasting.

Of course, e-commerce platforms seem to intentionally separate the live streaming content they are doing from entertainment live streaming, and put a new label on it: content-based live streaming.

On the one hand, the live streaming content ecosystem that e-commerce platforms hope to create may be different from entertainment live streaming. They will not copy or encourage the gameplay of entertainment live streaming. The purpose is only to increase user consumption time. On the other hand, on e-commerce platforms, live streaming content is always only auxiliary, and ultimately it still has to achieve the purpose of bringing goods and conversions.

Back to the industry organizations, the subsidies from e-commerce platforms are undoubtedly good news. Nowadays, on live short video platforms, content creation is also "competitive", and many content organizations have to transform into e-commerce sales, but not all organizations are good at e-commerce. In this case, why not try on e-commerce platforms, maybe there will be new opportunities?

Author: Aligu, Editor: Xiaohong, WeChat public account: "New Broadcasting Field"