"Liu Qiangdong" live broadcast with goods: the number of views exceeded 10 million in half an hour, and the goods were shipped out of the warehouse in half an hour

Can digital human live broadcast make up for the "pain" of JD's content ecology?

Author/ IT Times reporter Shen Yibin

Editor/ Sun Yan

"Jingdong's new and old friends,I'm Liu Qiangdong,I was a little nervous about the first live broadcast,I also found a purchasing and marketing brother to learn from the experience......"4month16day,Liu Qiangdong appeared in the two live broadcast rooms of Jingdong home appliances and home furnishings and Jingdong supermarket procurement and sales at the same time,Its "doppelganger" is realized by digital people。

broke 10 million in half an hour, won a good result in the first battle, can the digital person "Liu Qiangdong" leave the traffic in the Jingdong live broadcast room?

Half an hour to watch more than 10 million

Half an hour for goods to be sorted out of the warehouse

As soon as the broadcast started at 6:18 in the evening, the reporter of "IT Times" entered the two live broadcast rooms of Jingdong home appliances and Jingdong supermarket on time through Jingdong App, and 3.019 million and 2.243 million people watched online respectively. The digital person "Liu Qiangdong" is chatting with the audience, telling the feelings of the first live broadcast and praising the procurement and sales team, and does not forget to remind the audience to grab the discount red envelope rain.

Two minutes later, the delivery officially began, and the number of online viewers in the two live broadcast rooms exceeded 3 million. Looking at the mouth of "Brother Dong", although it can correspond to the text described, and the accent is imitated well, but it is a little unnatural when you look closely, and the fingers of your right hand are constantly rubbing and being ridiculed by netizens as "used to counting money".

"Speaking of the European Cup,In my spare time, I will do some long-distance running、Push-ups and other sports,Although I play less football,But I have many fans and friends around me,Which team are you all fans of?Comment area"Jingdong home appliances in the live broadcast room"Dongge"It seems to have mastered the know-how of live broadcasting,Interact with the audience while bringing goods,Then the camera turned to be a product introduction of Hisense TV for watching football。 On the other hand, in the live broadcast room of Jingdong Supermarket, "Dongge" incarnated as a chef to introduce to the audience how to select and cook beef.

The number of online viewers in the live broadcast room of Jingdong Supermarket exceeded 10 million at 6:45, and the live broadcast room of Jingdong Home Appliances and Home Furnishing also exceeded 10 million at 6:48, until "Dongge" was broadcast, and the number of people in the two live broadcast rooms reached 11.282 million and 11.533 million respectively.

As a founder with his own traffic, even the digital person "Liu Qiangdong" can bring a lot of traffic to JD.com. Liu Qiangdong first participated in the live broadcast in 2016 at the Jingdong Double 11 promotion, incarnated as a chef to cook a large plate of chicken and Bolong. According to the data of the day, Liu Qiangdong's appearance pushed the number of viewers in the live broadcast room to a peak, and the cumulative number of online viewers reached 21 million until the next broadcast.

In that era when live broadcasts were not yet popular, Liu Qiangdong had such traffic. However, in the increasingly fierce competition in traffic, how much of the traffic saved by the digital person "Dongge" on the field can be caught by the live broadcast room of Jingdong's procurement and sales? It also depends on the cooperation of a series of conditions such as price, logistics, and customer service.

The "IT Times" reporter tested and found that at 7 o'clock in the evening, the order placed in the "Procurement and Sales Dongge Zone" in the live broadcast room of Jingdong Supermarket took an hour and a half to complete the sorting and delivery. At half past 9 o'clock in the evening, the order placed in the live broadcast room of Jingdong Supermarket was sorted out of the warehouse in more than half an hour. I have to say that the hard power of Jingdong Logistics should not be underestimated, but it depends on whether Jingdong is willing to subsidize and really bring down the price.

A three-day fast digital human anchor

The cost is less than 1/10 of a real person

According to the JD Cloud Yanxi team, the digital human "Dongge" in this live broadcast is an AI-driven large-profile digital human, trained through small sample materials, including audio and video materials for speeches and daily conversations. In terms of image training, the Yanxi model captures and presents Liu Qiangdong's habitual expressions and movements, such as occasionally rubbing his fingers when speaking, and cooperating with larger hand movements when emphasizing something, but the movements are still relatively repetitive;

However, during the live broadcast of the digital person "Brother Dong", the last end of each sentence seems to rise, especially in the last five minutes of the live broadcast of Jingdong Supermarket, it is obvious that "Brother Dong" is eager to get off work, and the repetitive sentence receives the speed of the next sentence before it is finished, which makes the whole perception discounted.

Maybe digital human live streaming is not the best choice, but it must be the most cost-saving option. Industry insiders told reporters that at present, more than 4,000 brands have used the same digital person in the live broadcast room, and the conversion rate has increased by more than 30% in idle time, and the cost is less than 1/10 of the live broadcast.

In an interview with the media, the technical staff of the live broadcast center of Qianxun Holding Group introduced that now, by collecting real human image, language and body data, and then training the collected data, the "birth" of an AI digital human anchor with a real image only takes three days at the earliest. With the help of technologies such as automatic generation of large-scale model live broadcast copywriting and one-click configuration of goods, the broadcast can be started immediately within 2 hours, and the daily operational effort is less than 30 minutes.

In the view of Zhang Shule, an industry commentator, such a money-saving and labor-saving digital person, on the one hand, is JD.com following the live broadcast trend of other industry bigwigs, and on the other hand, it is a good start for JD.com's in-depth live broadcast to bring goods. However, at present, the flexibility and wisdom of digital people still need to be improved, and in many cases, they cannot drive the audience's consumption emotions like live broadcasts, so more often they can only be used as publicity gimmicks.

The "pain" of content consumption

The "sweetness" of live streaming

When it comes to live streaming, the first platforms that come to people's minds are Douyin and Taobao, where top anchors and specials attract countless traffic. Xiaohongshu combined the strategy of product planting and big bloggers to start live broadcasts for buyers, and even Meituan, which focuses on instant retail, also started live broadcast business. Content consumption has become a key track for major platforms to compete for, on the other hand, JD.com, the content ecology seems to have always been its weakness.

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.

Jingdong has not worked hard, "digging" Luo Yonghao to open a "branch" in Jingdong live broadcast, and Jingdong procurement and sales played the slogan "lower than Li Jiaqi", but these attempts failed to make the latecomer Jingdong live broadcast an instant hit.

JD had to change, on April 10, JD officially announced that it would invest 1 billion cash and 1 billion traffic as rewards to attract more original creators and high-quality content institutions to settle on the platform.

Li Jiangtao, the author of "The Business Model of the Great Era", released a video analysis that Jingdong is learning from Douyin, laying out live broadcasts based on short videos, and building a second curve of growth, which also means that the Internet e-commerce industry will bring a new round of reshuffle.

In fact, during last year's Double 11, Jingdong tasted the "sweetness" brought by live broadcasting, and Jingdong's live broadcast attracted 380 million people to watch without pit fees and commissions, and the sales of goods also exceeded 3 million pieces, which is undoubtedly a shot in the arm for Jingdong's deep cultivation of live broadcasting.

Compared with other e-commerce platforms, JD.com lacks the huge traffic brought by the head anchor, and the founder with his own traffic has become the "number one anchor" of JD.com to start live broadcasting. Zhang Shule said that live streaming is moving towards the era of word-of-mouth, and consumer shopping is centered on the anchor's word-of-mouth and product cognition. Therefore, it is necessary to find a balance between consumer shopping experience and user stickiness.

Typesetting / Ji Jiaying

Photo / JD.com 

来源/《it时报》公众号vitimes

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