"Liu Qiangdong" live broadcast! With the blessing of 1 billion cash, Jingdong is looking for a way out of traffic

"Jingdong's old and new friends, hello everyone, I'm Liu Qiangdong, do I look a little different today?"

On April 15th, in response to the rumors that "Liu Qiangdong, founder and chairman of the board of directors of JD.com, is about to start a live broadcast on JD.com", the Beijing News Shell Financial Reporter learned from JD.com that at 6:18 pm on April 16, the "Procurement and Sales of Dongge" digital person will open the "live broadcast debut".

Previously, according to The Paper, Liu Qiangdong may start a live broadcast on the Jingdong APP, which will take a new form. At the same time, Liu Qiangdong's participation in the live broadcast this time is to further warm up JD.com's content ecology and short video creation.

On April 10, JD.com announced that it would invest 1 billion in cash and 1 billion in traffic as rewards to attract more original creators and high-quality content institutions to settle in.

In response to the rumors that JD.com is focusing on how to lay out the short video field internally, JD.com responded to the Beijing News Shell Finance reporter that the rumors are true, and will invest 1 billion cash and 1 billion traffic as rewards to attract more original creators and high-quality content institutions to settle in.

According to the latest "Research Report on the Development of Online Audiovisual in China (2024)", 71.2% of the surveyed users make online purchases because of watching short videos and live broadcasts, and more than 40% of Internet users believe that short videos and live broadcasts are their main consumption channels, and content consumption is becoming a key track for major platforms to compete for.

This "Dong Ge" is not the other "Dong Ge", JD plans to select the top 100 talents at the end of the year

4month16At 6:18 p.m., the "Procurement and Marketing Dongge" digital person will open"Live Broadcast Debut",The digital person is created in the image of Liu Qiangdong,Technical support is provided by Jingdong Yanxi,"Procurement and sales of Dongge" digital person will appear in Jingdong Home Appliances and Home Furnishings、Jingdong Supermarket Procurement and Sales Live Broadcast Room at the same time。

AI (artificial intelligence) Liu Qiangdong's live broadcast is a microcosm of JD.com's key investment content layout in 2024.

Previously, the relevant person in charge of Jingdong's content ecology told the Beijing News Shell Financial Reporter that excellent video creators are an important force to promote the prosperity of the content ecology, and JD.com took out 1 billion cash and 1 billion traffic in order to recruit more outstanding talents and institutions to settle in, as a reward to stimulate their creative enthusiasm and produce more professional and interesting content.

Specifically, on the one hand, JD.com will subsidize more than 20 creative fields in the form of cash, covering digital, home appliances, mother and child, pets, fashion, sports, beauty and personal care, health, car products, etc. Creators who meet the recruitment requirements can receive a cash creation subsidy of up to 30,000 yuan for a single account in a single cycle, and on this basis, creators can enjoy both video playback subsidies and commissions for bringing goods.

On the other hand, JD.com will bring more exposure opportunities for high-quality and original videos, weighted processing through algorithms, and provide subsidies for fixed traffic coupons.

The Beijing News Shell Financial Reporter learned from within Jingdong that at present, Jingdong is actively preparing for the incubation of the head talent, and plans to select the top 100 talents at the end of the year, and has invested hundreds of millions of cash in the reserve stage alone.

In fact, JD.com's layout in the content ecology has already begun. In terms of video content,Jingdong began to focus on"personal testing" last year,Internal data shows that tens of thousands of people have created tens of millions of videos around"Personal trial + evaluation",In terms of orders、User scale、Duration and other indicators have increased by 300% year-on-year,And in the first quarter of this year,It is still growing at a year-on-year rate100%.

During JD.com 11.11 in 2023, JD.com launched 20 topic challenges in vertical tracks, producing 382 topics and 26,000 authors bringing nearly 100 million turnover. More than 50,000 video submissions were received on 30 hot topics during the Chinese New Year Festival, and more than 20 million GMV (total transaction value) were transacted through videos.

In terms of live broadcast layout, during JD.com's 11.11 period in 2023, the total number of viewers in JD.com's live broadcast room will exceed 380 million.

JD.com entered the live broadcast market early, but compared with other mainstream live broadcast platforms, JD.com, which mainly focuses on its own business, has only regarded live broadcast and other content delivery forms as a supplementary marketing method for a long time. After seeing the results of JD.com's procurement and sales last year, JD.com began to brew a new year's content investment.

With the emergence of Liu Qiangdong's digital human, JD.com's content ➕AI strategy for the new year has also surfaced.

Sweeping the traffic anxiety of the consumer industry, stabilizing the sales market and finding a breakthrough

Not only JD.com, but also Alibaba has made efforts to content e-commerce early. At the 2024 Taobao Content E-commerce Festival, Cheng Daofang, general manager of the content e-commerce division of Taotian Group, announced that in 2024, Taobao Live will add 10 billion cash investment and 100 billion traffic, and real money will increase investment in content e-commerce. At the same time as investing in content e-commerce, Alibaba withdrew its listing application, sold non-core assets, and concentrated on the "bullet" on the anniversary of organizational change, starting the core of e-commerce growth, which is bound to stabilize the basic market of e-commerce.

Tmall also recently announced that it will provide commission-free incentives for store broadcasts for the FMCG industry, which can be participated by merchants at all stages of development, and invest an additional 1 billion yuan in platform resources for the apparel industry to incubate high-quality content live broadcast rooms and vertical talents, etc., to improve the penetration rate of brand content. Taobao also announced that it will add 10 billion cash and 100 billion traffic to content e-commerce this year, setting a goal of doubling the number of users year-on-year.

In addition to e-commerce, car companies that are also leading the consumption boom have also recently started a battle for traffic.

The traffic of Xiaomi cars has set off collective traffic anxiety in the car circle, and in this era of "traffic is king", the "top leaders" of various car companies have also gone live one after another. The car circle war in the Year of the Dragon is no longer satisfied with fighting prices and shouting slogans, but has officially entered the live broadcast room.

Recently, after the Zhiji L6 press conference, CEO Liu Tao sighed: "Too much time is dedicated to Douyin live broadcast!" Similarly, topics such as "live battery life measurement of ZEEKR executives" and "Gaohe Automobile and its director transform into live broadcast to bring goods" have attracted public attention.

"If you don't talk about a lot of things, you think that users know about it, but it's actually wishful thinking. Zhou Hongyi once said this when talking about the live broadcast of car companies. Although live streaming is not an emerging format, it will cause a trend in the business world again in 2024, and behind it is the traffic anxiety of e-commerce companies to step up the layout of content.

In the environment of oversupply, stock competition, and price war, traffic has become a breakthrough, and stabilizing the sales market has become the consensus of the head e-commerce and even other vertical consumer industries.

On March 1, JD.com announced the "JD Retail Boss Unit Year-end Bonus Distribution Announcement" on the intranet. According to the announcement, for JD's procurement and sales, JD.com's investment in year-end bonuses has increased significantly, an increase of 72% over the previous year. Among them, 16 business groups received a total bonus of more than 20 times the monthly salary, and the highest business group received a bonus of more than 50 times the monthly salary.

In the Jingdong procurement and sales team that won the excess year-end bonus this time, some people directly received a year-end bonus of more than one million, and there were also post-00 fresh graduates who just joined the work last year, and directly received a year-end bonus of nearly 20 times the monthly salary.

The reward for the live broadcast team at the beginning of the year, combined with the recently exposed recruitment of 1 billion cash and traffic, released a signal that JD.com will continue to attack on content e-commerce in 2024. E-commerce has played cards one after another, trying to capture consumers through wonderful content, after all, in the era when traffic is king, whoever can catch the attention of consumers will get the wealth password.　

Beijing News Shell Financial Reporter Cheng Zijiao

Edited by Luo Yidan

Proofread by Liu Baoqing