Just now, Jingdong officially announced: It's "Brother Dong"!

Liu Qiangdong is also going to go live again? The answer is revealed.

This afternoon, it was reported that Liu Qiangdong is about to start a live broadcast on the Jingdong APP, but it will take a new form. In this regard, the Securities Times reporter learned from Jingdong insiders that Liu Qiangdong's doppelganger created by Jingdong Yanxi - "Procurement and Sales Dongge" AI digital human will be broadcast live at 6:18 pm on April 16, this is the live broadcast debut of the "Procurement and Sales Dongge" digital person, and at the same time appeared in the live broadcast room of Jingdong Home Appliances and Jingdong Supermarket.

In July last year, JD.com launched a large-scale pre-trained language model for Yanxi, which is multimodal and goes deep into industrial scenarios such as retail, logistics, and industry.

Xu Ran, CEO of Jingdong Group, previously said that the large model has achieved clear practical results within JD.com. "We are deeply exploring a large number of internal business scenarios and integrating large models into our business processes, such as using large models to improve the level of intelligent customer service, writing code, and strengthening the recommendation of related products. We are still deepening the integration of more businesses. ”

The "Dongge" digital person personally went down to do the live broadcast, which made people have to sigh that the prospect of the short video live broadcast ecology has unlimited potential, and the competition is extremely fierce. 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.

On April 10, JD.com officially announced that it would invest one billion in cash and one billion in traffic as rewards to attract more original creators and high-quality content institutions to settle in, bring users a better consumer experience with high-quality content, and help brand merchants find new growth points.

Last year, JD.com's live broadcast of procurement and sales, which focuses on "really cheap and no routines", became a "dark horse" in the industry, demonstrating JD's ability on the content track.

The relevant person in charge of JD's content ecology said that excellent video creators are an important force to promote the prosperity of the content ecology. In order to recruit more outstanding talents and institutions to settle in, JD.com has taken out one billion cash and one billion traffic as rewards to stimulate their creative enthusiasm and produce more professional and interesting content.

According to the Securities Times reporter learned from JD insiders, JD subsidizes more than 20 creative fields such as digital 3C, home appliances, mother and child, pets, fashion, sports, beauty and personal care, health, and car products in the form of cash. Specifically, 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, not only through the weighting of algorithms, providing subsidies for fixed traffic coupons, but also through the evaluation and dressing TAB in the channel, as well as adding evaluation and dressing floors in the product detail page, to bring more traffic to high-quality content.

Jingdong said,With the development of the live broadcast industry,Many MCN institutions have become a gathering place for high-quality talents,This time, while providing basic incentives for institutions,Jingdong also set up an institutional incentive list of up to 5 million yuan。 As long as the number of people successfully introduced by the institution reaches a certain size, it will have the opportunity to receive a generous one-time cash subsidy every month. After the institution settles in, the person in charge of various projects of JD will also provide one-on-one guidance and services to improve the operation ability of the institution in JD Video.

At present, Jingdong is actively preparing for the incubation of the head talents, 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 talent stage alone, and will come up with more rewards in the future to help high-quality talents create better content and deliver more professional and valuable information to users.

The battle for e-commerce has entered a white-hot stage, and in the post-live e-commerce era, Douyin e-commerce has posed a huge challenge to Taobao and JD retail. Recently, Douyin quietly launched an APP called "Douyin Mall Edition", which is the first time that an e-commerce shopping platform has been launched outside the Douyin APP, aiming at the foundation of Jingdong - shelf e-commerce.

Previously, Douyin e-commerce released a summary of 2023, in 2023, Douyin's shelf scene business will grow rapidly, and the GMV (total merchandise transaction) of the mall will increase by 277% year-on-year, with a total of 8.84 million authors earning income through live broadcasts, short videos, windows, graphics and other forms, of which the number of authors with a cumulative GMV of more than 100,000 yuan exceeds 600,000.

Therefore, JD.com has to keep up with the trend and increase the construction of a content ecosystem, after all, consumer habits have gradually shifted to short videos and live broadcasts for online shopping.

Editor-in-charge: Wan Jianyi

Proofreading: Gao Yuan

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