The core of JD's short video strategy is to recruit troops, stimulate the creative enthusiasm of outstanding original creators and content agencies, and jointly create a professional and engaging short video feast. JD.com is well aware that the emerging form of short video is like a magnet, attracting the attention and traffic of hundreds of millions of users. This strategic layout will not only enhance the stickiness and activity of users, but also build a solid bridge between brands and consumers, and pave a new growth avenue for merchants.
Taobao's exploration in the field of short video can be said to be a step ahead, from the first attempt of "One Thousand and One Nights" to the deep cultivation of the "Guess You Like" channel and "Wow Video", Taobao has been exploring the perfect integration of short video and e-commerce. However, with the rapid rise of platforms such as Douyin and Kuaishou, Taobao is facing the challenge of user traffic being divided.
Compared with Taobao, JD.com's entry into the field of short video at this time is just right. The short video industry has a large and expanding user base, providing JD.com with a broad potential market. In addition, JD.com's brand resources and supply chain advantages accumulated in the field of e-commerce will be vividly demonstrated through the novel form of short video. Although Taobao has an earlier layout, it is facing fierce competition, and JD.com's entry at this moment will form a strong differentiated competition.