"AI Liu Qiangdong" made its live broadcast debut today, helping JD.com's live broadcast to bring goods

Recently, Jingdong announced in a high-profile manner that it will invest 1 billion yuan in cash and 1 billion traffic as incentives to attract more original creators and high-quality content institutions to settle in, and after Jingdong announced that it would increase its content ecology, the volume of attention to Liu Qiangdong's live broadcast also continued to rise, and many netizens were looking forward to Liu Qiangdong's live broadcast.

For this reason, a reporter asked relevant people in Jingdong for verification, and the response was: In preparation, it will appear in a new form, so stay tuned.

On the evening of April 15th, JD.com announced that JD.com's "No. 1 Procurement and Sales" Dongge AI digital human will start a live broadcast. It is reported that at 6:18 p.m. on April 16, the AI digital human "Procurement and Marketing Dongge" based on Liu Qiangdong will make its debut in the Jingdong procurement and sales live broadcast room. At that time, "Procurement and Sales Dongge" will appear in the live broadcast room of Jingdong Home Appliances and Jingdong Supermarket. According to JD.com's public content, the video is powered by JD.com.

JD.com bets on digital people to bring goods

In recent years, the overall growth rate of the industry has slowed down, and it has gradually become a trend for entrepreneurs to stand up for their own products.

Liu Qiangdong came to the stage at this time to build momentum for JD Live, which is not only in line with the current industry trend, but also a low-cost and high-return marketing method.

It is reported that Liu Qiangdong participated in the live broadcast in the form of "AI digital human", mainly to further warm up JD.com's content ecology and short video creation.

Previously, JD.com launched a large model of Yanxi, and has now been connected to AI products such as Jing Xiaozhi, virtual anchors, and intelligent outbound calls. The cost of Yanxi's virtual anchor is less than 1/10 of that of a real person. With the help of automatic generation of live broadcast copywriting based on large models, one-click configuration of goods, and visual construction of highly flexible live broadcast rooms, it can be efficiently started within 2 hours, and the daily operation energy investment is as low as less than 30 minutes. Not long ago, JD Yunyanxi digital human and real anchors relayed to create a "Sun Never Sets" live broadcast room, driving more than 1 billion yuan of GMV.

Jingdong has a large number of self-operated products, it is difficult to hire a large number of anchors to explain, and the cost is also high.

In recent years, short video live streaming has become the "standard" in the e-commerce field, and virtual anchors driven by artificial intelligence are a new change in the field of live streaming.

It is understood that according to the graphic dimension of digital characters, there are two types of common virtual anchors: one is a 2D digital person, which collects the image and voice of a real person, and uses relevant algorithms such as lip drive and action drive to produce a digital human image. The other type is 3D digital human, the production of this kind of virtual digital human involves real person scanning, 3D modeling and other technologies, from facial contours to clothing scenes need to be customized, often in the form of animated characters, suitable for the production of virtual IP characters.

From the perspective of the entire industry, digital humans have become the focus of the development of the live broadcast industry. According to iiMedia data, the core market size of China's virtual humans in 2022 will be 12.08 billion yuan, a year-on-year increase of 94.2%, and it is expected to reach 48.06 billion yuan in 2025. In 2023, the top 5 industries in demand for products in China's AI digital human industry are e-commerce and health, social security and social welfare, education, finance and transportation.

JD.com vigorously develops live streaming

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 took out 1 billion cash and 1 billion traffic as rewards to stimulate their creative enthusiasm and produce more professional and interesting content.

It is worth mentioning that Jingdong has also set up an institutional incentive list of up to 5 million yuan. As long as the number of people introduced by the institution reaches a certain size, there will be a chance to receive a 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 its operational capabilities.

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 talent stage alone, and will come up with more rewards in the future.

In fact, JD.com has been increasing its investment in the live broadcast track since last year, hoping to further narrow the gap with its competitors. In March last year, JD.com announced the launch of the "Super Rising Star Program" for talents, providing traffic and account weight support for new content-based accounts for the first broadcast.

In addition, Jingdong has also recruited many head anchors across the network, including Luo Yonghao, Yu Dagongzi, Jin Xing, Huang Shengyi and other well-known industry head anchors and star anchors, all of whom have carried out live broadcasts on the Jingdong platform.

During last year's double 11, Jingdong's live broadcast room was also successfully out of the circle because of the anger of Pinduoduo in the air, and in the first week of Jingdong's live broadcast, more than 140 million consumers poured into the live broadcast room, and the highest live broadcast of home appliances reached more than 10 million people.

However, although Jingdong Live has also frequently attracted attention, due to the lack of native anchors with the popularity of the whole network, it is difficult for JD's live broadcast e-commerce business to have a long-term effect, and Liu Qiangdong's live broadcast may also want to add a fierce fire to the development of JD Live through his own influence.

Whether AI can also make consumers emotionally resonate

However, replicating real anchors requires technology and addressing consumers' psychological expectations. This kind of business model built with low-cost replication logic, although it is fast in efficiency, does not mean that every consumer buys it.

"Compared with the self-broadcast of merchants, the live broadcast of talent emphasizes more on character design and content, and forms a spiritual and emotional connection with fans, so it can explain why some talents are not highly converted, but fans are very sticky. A business executive of a leading live broadcast platform pointed out.

To a certain extent, this also means that whether it is an AI digital human or a copy of the live broadcast screen of the talent in the form of a slice, it is difficult to truly replace the emotional identity generated by real people when they interact with fans in real time in the live broadcast room, and the incremental basis of the "replica" is based on the long-term precipitation of the talent and the live broadcast organization. (Source: Beijing Business Daily, China Business News, The Paper, People's Daily, Jingdong Blackboard News)