Today, the media revealed a news that JD.com founder Liu Qiangdong's AI digital human "Dongge" will start its live broadcast debut at 6:18 tonight.
In recent years, with the rise of live streaming, more and more business tycoons have begun to participate in live broadcast activities, having a lot of fun, making a lot of money, and having rich and three-dimensional character designs, enjoying a huge number of fans, which makes many traditional entrepreneurs envious.
For example, Luo Yonghao, the founder of Hammer Technology, sold all kinds of goods through live broadcasts, and actually changed the decline and turned into a king. Dong Mingzhu of Gree Electric not only promoted products in the live broadcast, but also demonstrated Gree's determination to change in the channel and diversification strategy, and was familiar with and learned to use the network to become a big thing.
and Lei Jun, the founder of Xiaomi Group, whose live broadcast debut set a double record for sales and viewership on the Douyin platform. Sohu's founder, Zhang Chaoyang, has been experimenting with live streaming since 2016, and his live broadcasts include teaching English, sharing news, and livestreaming with goods.
Yu Minhong, the founder of the up-and-coming New Oriental, is now having a good time when the education industry is facing transformation, participating in the sales of agricultural products, rural revitalization, and cultural tourism business through live broadcasting.
The participation of these business tycoons not only brought new vitality to the live streaming industry, but also demonstrated their personal charm and influence.
For Liu Qiangdong of JD.com, think about it from another perspective, how can I, one of the world's largest e-commerce platforms, sit back and watch such dividends flow by. Since last year, there has been news that Dong Yuhui is going to come over and make the live broadcast e-commerce bigger. Later, there was no movement, and this time I went out with all my might, and it seemed that I was going to do something big, but I had to do it under the pressure of the situation.
Of course, this time it is not the external head of the famous anchor, but Liu Qiangdong himself, of course, not the real himself, it is Liu Qiangdong's "stand-in", his digital clone. This made its fans somewhat disappointed.
However, it also makes sense. Think about it, the founder of a well-known e-commerce head company, who has never engaged in live streaming before, suddenly appeared, once there is a mistake, there is no room for maneuver, which is a big risk for a giant enterprise.
In addition, the negative impact of Liu Qiangdong's Minnesota incident has not been completely eliminated, and it is a foolproof strategy to keep a low profile. Of course, this incident saved Jingdong and Liu Qiangdong to a certain extent, allowing Jingdong to pull back and move steadily and positively. Compared with the embarrassing status quo of rival Ma Yun, Liu Qiangdong should be comfortable.
In addition, through the situation of digital human live broadcast, it not only seems lofty, but also has the meaning of dimensionality reduction to attack other live broadcasts, and can also reflect and update their own voice and sense of existence in today's business environment and social public opinion.
The industry believes that Liu Qiangdong's live broadcast debut of AI digital human is not only an important attempt by JD.com in technology and content ecological construction, but also an innovative exploration of the e-commerce industry in live streaming and user interaction.
First of all, the application of AI digital human technology reflects JD.com's forward-looking and practical capabilities in scientific and technological innovation. Through JD Yunyanxi's AI-driven large-profile digital human technology, Liu Qiangdong's AI clone can show the same timbre and image as a real person in the live broadcast, which can not only attract users' attention, but also provide a richer and more diversified shopping experience. The application of this technology will undoubtedly promote the development of the form and content of e-commerce live broadcast in a more high-tech and interactive direction.
Secondly, Jingdong demonstrated its strategic layout in brand building and market positioning by registering trademarks such as "Lao Liu Special", "Youjing Home Products" and "Round Head Price". The application and registration of these trademarks can not only protect JD.com's intellectual property rights, but also provide legal support and brand protection for JD.com's development in the fields of advertising and sales, clothing, shoes and hats.
In addition, JD.com announced that it would invest more than 1 billion yuan in cash and 1 billion yuan in traffic as rewards for outstanding creators and institutions, which reflects JD.com's emphasis on the construction of the content ecosystem and the attraction of creative talents. In this way, JD can not only stimulate the creative enthusiasm of creators and institutions, but also bring more professional and interesting content to the platform, thereby attracting more users and enhancing the activity and influence of the platform.
Finally, Liu Qiangdong's participation in the live broadcast in the form of AI digital human is not only a warm-up for JD's content ecology and short video creation, but also a strengthening of JD's market positioning for low-cost and high-quality goods. Through this innovative form, JD.com can not only continue to bring consumers low-cost and good products, but also enrich the user's shopping experience and improve user satisfaction and loyalty.
Of course, it is foreseeable that with Liu Qiangdong's style of acting, the "stand-in" is also temporary. This digital identity is likely to be just the first step for Liu Qiangdong to start the e-commerce live broadcast, if it goes well, Liu Qiangdong will personally participate in the e-commerce live broadcast to bring goods, and give Zhang Zetian a big stage, and even fully enter more fields such as cultural tourism, online and offline interaction, it is completely possible.
From today onwards, it is likely that e-commerce, cultural tourism and other related live broadcast formats are beginning to change, but it is also possible that everything is still calm.
Let's wait and see.
Xie Xiaowen: Strategic scholar. He mainly commented on current politics, business, railways, and culture. WeChat public account: zgmjply (commentator Xie Xiaowen)