文 | Clear
Today, it was reported that Liu Qiangdong will start a live broadcast on the Jingdong App, and "it is expected to be officially broadcast soon (within this week), but it will take a new form."
Last week, JD.com said, "It will invest 1 billion cash and 1 billion traffic as rewards to attract more original creators and content institutions to settle in and increase the layout of short videos." And Liu Qiangdong's live broadcast this time, at present, is also a wave of warm-up for the further development of Jingdong's content ecology, including short videos and live shopping.
In 2016, when JD.com launched its live e-commerce business for the first time, Liu Qiangdong personally appeared in the JD.com live broadcast room and led a "12-hour marathon star live show", which attracted a large number of viewers to the live broadcast room. In fact, at that time, JD.com began to continue to explore the field of short videos. According to information, "by 2018, JD's short videos of products covered 80% of JD.com's active stores." In other words, when users shop on JD.com, they can basically get a short video of product introduction. Around 2019, JD.com also cooperated with Kuaishou and Douyin to lay out short video content marketing.
But now, Douyin and Kuaishou, as the two largest head content platforms in China, shelf e-commerce has also been operating very hotly - the GMV of Douyin and Kuaishou e-commerce in 2023 will exceed 2.2 trillion and 1.18 trillion respectively. It can be seen that there is a positive relationship between the content ecology of the platform and the e-commerce business.
Last year, Jingdong App launched the "Shopping" channel, which can be accessed by opening the second icon at the bottom of the homepage of Jingdong App. At present, the content in the channel includes short videos with goods, live broadcast rooms, and pure video content. Obviously, JD.com regards the development of content as a very important thing at the moment, and wants to establish a very weak content ecology by smashing two "billion" support, so as to improve the shopping experience of existing users at the same time, and look forward to more conversions brought by content.
In 2016, Liu Qiangdong walked into the live broadcast room, announcing the opening of the era of JD's live shopping, and his reappearance in 2024 shows JD's determination to enter the content war and create a content ecology.
As for how these two "billions" will be promoted to the vast number of creators? What is the content ecology envisioned by JD.com? How to integrate it with the existing e-commerce ecology? Where is the differentiation compared with content platforms such as Dou and Kuai? These questions are to be solved one by one by Liu Qiangdong and JD.com's follow-up actions.
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