Liu Qiangdong has turned into an AI anchor and is about to start live broadcasting
Liu Qiangdong's AI digital human will be broadcast tomorrow
After smashing 1 billion real money, JD.com found a founder to save the scene.
Recently, JD.com officially announced 1 billion yuan in cash and 1 billion in traffic, increasing the content ecology. As soon as this news came out, netizens shouted for Liu Qiangdong to go live down.
The latest news, Jingdong has officially announced, Jingdong "No. 1 procurement and sales" Dongge AI digital human will be tomorrow (April 16) at 6:18 pm to open the "live broadcast debut", and at the same time appeared in the Jingdong home appliances and home furnishings, Jingdong supermarket procurement and sales live broadcast room.
Source: Jingdong Blackboard News public account
Before the official announcement, a relevant person from JD.com said: In preparation (Liu Qiangdong's live broadcast), it will appear in a new form, so stay tuned.
It is reported that this live broadcast is to further warm up JD's content ecology and short video creation.
Before the official announcement was released, #京东回应网友喊话刘强东直播#登上微博热榜, many netizens said that they were looking forward to Liu Qiangdong's live broadcast.
Source: Weibo
A netizen said: "Lao Liu is a person with his own topic, among the bigwigs of the Internet head companies, he belongs to the kind of straightforward and down-to-earth temperament, if he really goes to the live broadcast, the hot scene is unimaginable......"
Another netizen thinks, "Jingdong is now very affected by the live broadcast, except for large items, small items are basically not bought on JD It's time for JD to make a change." ”
However, some netizens poured cold water, thinking that it was a bit late to enter now. Some netizens believe that Liu Qiangdong is not very suitable for live broadcasting, at least the possibility of long-term broadcasting is very small.
Regarding the news of Liu Qiangdong's live broadcast, netizens have different opinions. Now Jingdong has officially announced the live broadcast of Dongge's AI digital human, and the boots of "Liu Qiangdong Live Broadcast" have landed, but the way is indeed very novel.
And at present, #Jingdong responds to netizens' shouting of Liu Qiangdong's live broadcast#, #刘强东直播#等话题的讨论热度来看, Liu Qiangdong's popularity is still not low. Even digital people may be able to bring a lot of traffic to JD.com.
In fact, Liu Qiangdong had his live broadcast debut as early as eight years ago. At the 2016 Jingdong Double 11 promotion, Liu Qiangdong personally went to Jingdong live broadcast.
On the day of the live broadcast, Liu Qiangdong appeared on the Jingdong live channel at 11:25 to show his cooking skills, cooking a large plate of chicken from the Western Regions and a large lobster from Boston.
Liu Qiangdong's live broadcast debut Source: Jingdong Blackboard News
Liu Qiangdong's live broadcast debut pushed the number of viewers during the live broadcast to the highest peak, receiving a total of 5 million likes, crowning the king of JD.com's 4-hour live SHOW popularity. As of 12 o'clock on the same day, the live broadcast room had accumulated 21 million online views.
Not only that, the live broadcast also invited more than 40 celebrities such as Fei Yuqing, Pan Weibai, Zhang Shaohan and so on to relay the battle, with star performances, and even celebrities delivering goods in person, and the live broadcast room was full of gimmicks.
This also fully shows that JD used to play traffic passwords and was willing to work hard to play. It's just that today's JD.com is frequently unable to find traffic.
Jingdong live broadcast has been a big anchor for a long time
Under the boom of live broadcast e-commerce, many phenomenal anchors have appeared on various e-commerce platforms in recent years, such as Li Jiaqi of Taobao, Dong Yuhui and Xiao Yang of Douyin, Simba of Kuaishou, and even Xiaohongshu already has Dong Jie, Zhang Xiaohui and other out-of-the-circle anchors.
In particular, content platforms such as Douyin and Kuaishou chose to take the road of live e-commerce, which can be said to be a surprise attack on traditional e-commerce platforms.
Boosted by the Internet celebrity economy, many live broadcast rooms have made a lot of money. However, in comparison, JD Live's presence seems very low.
First, there is no big anchor drainage, and second, there is a lack of live broadcast users' minds, and Jingdong Live has been in a tepid state for almost a long time. Even today, some people will ask: Jingdong also has a live broadcast?
It's not that Jingdong Live hasn't worked hard for this, but every time it's a little splash and ripples, and finally it calms down.
618 last year, Jingdong Live recruited Luo Yonghao to help, and the first live broadcast achieved a breakthrough of 150 million GMV, with a total of more than 17 million visitors on the same day.
Make a friend Last year's 618 premiere battle report Source: JD.com
Although the premiere results are outstanding, compared with Luo Yonghao's previous performance in Douyin and Taobao, it is still slightly insufficient. Judging from the number of visitors alone, the popularity of Luo Yonghao's live broadcast room has declined significantly, with more than 48 million viewers of Luo Yonghao's Douyin debut in 2020 and more than 26 million viewers of Luo Yonghao's Taobao debut in 2022.
And this also exposes that Luo Yonghao's multi-platform layout from Douyin to Taobao and then to Jingdong is constantly diluting his commercial value.
Jingdong live broadcast data shows that the number of viewers at the end of Luo Yonghao's first live broadcast on JD.com stayed at 8.716 million, and on the second day of the debut, due to Luo Yonghao's absence, the number of viewers in the "Make a Friend" JD live broadcast room fell below 700,000.
At present, searching for a friend live broadcast room on the Jingdong platform, you can see that the live broadcast room has more than 3 million fans, but the latest live broadcast replay is on December 30, 2023, and the number of viewers is close to 2 million. Since the beginning of this year, there has been no new live broadcast trend in the JD live broadcast room.
Make a friend JD account Source: JD APP
In contrast, Dongfang Selection, which is also an MCN organization, entered Taobao in August last year, and has more than 5 million fans on the Taobao platform so far, and the last few live events have more than 2 million and 5 million views, and there will be frequent event previews in the next few days. (Dong Yuhui only broadcasts live with Hui on Douyin)
Obviously, Jingdong's way of relying on Luo Yonghao to open the volume of live broadcast has not worked.
At the end of last year's Double 11 event, JD.com saw the hope of JD.com's live broadcast again. Due to the low-price dispute between Jingdong procurement and sales and Li Jiaqi, Jingdong procurement and marketing successfully came out of the circle with the model of "no talent, no commission, no pit fee". During the Double 11 period, the total number of viewers of JD.com's live broadcast exceeded 380 million.
The live broadcast room of JD procurement and sales is broadcast by JD procurement and sales employees in the vertical professional field, focusing on "no talent commission, no routine, and no pit fee". At the same time, because there is no middleman to make the difference, Jingdong procurement and sales can set the price lower.
During this year's Hunan Satellite TV Mango TV New Year's Eve party, Jingdong's live broadcast room achieved another success, achieving more than 100 million viewers and nearly 400,000 orders within 5 hours.
Although JD.com's live broadcast has achieved some outstanding results, it often relies on the marketing and promotion of special nodes or hot spots such as big promotions, and the traffic in the live broadcast room is facing a cliff-like decline after the peak.
At present, searching for JD procurement and sales in Jingdong APP, you can see different categories of Jingdong procurement and sales live broadcast rooms, among them, Jingdong Automobile procurement and sales live broadcast room is the most popular, because it is the special event of Xiaomi Auto Hot Sale and Jingdong Rice Noodles Festival, and the number of viewers in the live broadcast room is nearly 900,000. The traffic of other procurement and sales live broadcast rooms is even lower, ranging from tens of thousands to hundreds of thousands.
Jingdong procurement and sales live broadcast Source: Jingdong APP
It can be seen that JD Live cannot rely solely on the JD procurement and sales team to support the field. Temporary hot spots, topics and other marketing can drive sales growth, but it cannot bring more sustainable and stable growth.
JD.com still needs a big anchor. This year's Dong Yuhui essay incident has triggered speculation about his "exodus" from the East. In this regard, Jingdong issued a solicitation signal as soon as possible, and also posted a banner in the live broadcast room to invite Dong Yuhui to join Jingdong Live.
Although this solicitation later "ended without a problem", it shows that JD.com desperately wants a big anchor town.
Live streaming has entered the second half, and whether JD can usher in a turnaround
Today, unlike in the past, the live streaming industry is being put on a tight grip.
Recently, the mainland has launched a new regulation for live streaming, which will be officially implemented on July 1. The new regulations clearly stipulate that the anchor must clearly explain to consumers "who is bringing the goods" and "whose goods are bringing the goods".
The introduction of the new regulations means that the live broadcast industry is entering a new stage of standardized development.
It is understood that in recent years, there have been frequent chaos in the live streaming industry, especially the head anchors have "overturned" many times due to various problems, which has a great social impact.
Take the recent 315 exposure, a pre-made dish made of trough meat has entered the market. What's even more shocking is that the fake man Wang Hai revealed that Brother Xiao Yang's live broadcast room and Dongfang Selection's live broadcast room had brought goods for the problematic product.
After the incident was exposed, Dongfang Selection and Three Sheep Network (Xiao Yang's MCN agency) successively issued apology statements and announced corresponding compensation measures.
But food safety is not a trivial matter, and no matter how much it is remedied afterwards, there will be a crack in consumer trust after all.
The wind direction of live streaming is changing, and the over-the-top anchors are hitting the upper limit, maybe even the red line, and the next step seems to be to escape.
Recently, Brother Xiao Yang and Simba have successively revealed their willingness to suspend live broadcasts; Li Jiaqi and Luo Yonghao's appearance frequency has decreased significantly, and they are more to help broadcast and bring goods; the popular Dong Yuhui chooses to live in a corner to avoid the conflict with the main number of Dongfang Selection.
Big anchors who rely on traffic will also be swallowed up by traffic. Is the big anchor really the best solution for live streaming? There is no definite answer to this question, but it is now, and the future is not certain.
Live streaming has gradually entered the standardization period, bringing more thinking to the entire industry.
At present, Liu Qiangdong is holding 1 billion cash and 1 billion traffic to support JD.com's content ecology, and such a large amount of money is bound to bring more new changes. The new changes that cater to the trend of the times may bring a "new take-off" to JD.com.
Judging from the current live broadcast style of JD.com's procurement and sales, JD.com seems to be ready for the content of "who is bringing the goods" and "whose goods are being bringed".
At the same time, it is expected that this time Liu Qiangdong's digital human live broadcast will add another fire to JD.com.
The founder's "virtual" sitting in the formation is not only full of gimmicks and novel and bold forms, but also adds more exposure to the platform's AI digital human live broadcast and Jingdong procurement and sales live broadcast. It can be seen that Liu Qiangdong is really bloody this time.
It is worth mentioning that recently, @Thurman's cat cup was blocked, and the 40 million fans on the whole network disappeared overnight. The blogger had already settled in JD.com, and even posted an advertising video of JD.com the day before it was notified.
Thurman cat cup Jingdong advertising video Source: Douyin APP
JD.com has increased its content ecology and vigorously supported short videos and live broadcasts, and it is bound to deal with various Internet celebrities and anchors. In this process, how to do a good job of the platform and maintain the healthy development of the content ecology is still a headache.
Author | Pandora