Jingdong finally has a brother with goods

Author|Ye Er, Editor|Wei Xiao

With the end of the countdown slogan of "321, welcome Dongge Digital People" of the procurement and sales personnel, at 6:18, Liu Qiangdong appeared in the live broadcast room of @Jingdong Supermarket and @Jingdong Home Appliances at the same time.

To be precise, it is Liu Qiangdong's digital clone, an AI digital human named "Brother Dong".

In the live broadcast, "Brother Dong" was wearing a navy blue suit with a white shirt, full of business style. As soon as the live broadcast began, "Brother Dong" began to introduce his digital human identity, and also emphasized that there were many digital people before him, and JD procurement and sales anchors appeared in the live broadcast room.

"In the past few days, I have been learning from the procurement and sales anchors of our supermarket every day. "Brother Dong" said.

Although the form is broadcast by numbers, the performance of "Procurement and Marketing Dongge" is very flexible. When explaining the product, "Purchasing and Selling Dongge" also waved his hands to emphasize the preferential strength of the product.

In less than 20 minutes after the broadcast, the number of viewers in the live broadcast room of Jingdong Supermarket and Jingdong Home Appliances exceeded 10 million from 2 million.

It can be seen that the debut of "Procurement and Marketing Dongge" is full of traffic.

Of course, this is basically equivalent to Liu Qiangdong's personal end, which can be regarded as facing the public again after a long absence.

Everything is for JD Live Broadcast, and everything is for JD to compete for "low-cost and good things" user minds.

The trend of market competition has been burning.

With a low price advantage, Pinduoduo continues to kill from outside the Fifth Ring Road to inside the Fifth Ring Road. Douyin Kuaishou is wrapped in content traffic and has risen strongly in the live broadcast e-commerce track. Whether it is Ali or JD.com, each other's once stable fundamentals have been impacted.

The data is even more intuitive.

In late November last year, Pinduoduo's market value once surpassed Alibaba. In terms of Douyin, according to market sources, GMV has grown to 2.2 trillion in 2023 and is constantly narrowing the gap with JD.com.

The counterattack also began.

On Ali's side, on March 28, the 2024 Taobao Content E-commerce Festival announced that it will add 10 billion cash and 100 billion traffic this year, and increase investment in content e-commerce, and share the new dividends of doubling growth with ecological partners such as anchors, talents, institutions, brands, and merchants.

JD.com, on its part, also announced a few days ago that it would invest 1 billion yuan in cash and 1 billion in traffic as rewards to attract more original creators and high-quality content institutions to settle in and increase the layout of short videos. Specific to content creators, Jingdong revealed that the platform will subsidize talents in multiple subdivisions such as 3C digital and home appliances, and also plans to select the "Top 100 Talents" at the end of the year.

It has become a consensus to increase content and compete for traffic.

In particular, Liu Qiangdong also personally ended up in the form of a digital avatar "Purchasing and Selling Dongge" this time, which shows Jingdong's determination.

It depends on whether this new first brother with goods can gain the upper hand in the PK with Dong Yuhui, Li Jiaqi, Luo Yonghao and other head anchors?

The first brother with the goods is here

Four years ago, when Luo Yonghao announced that he was going to enter the live broadcast with goods, there were rumors in the market, and Jingdong also had the intention of cooperating with it, but in the end, Luo Yonghao chose Douyin and became the first brother of Douyin at that time.

Last year, when Dong Yuhui was involved in a small composition turmoil and wanted to "separate" from Dongfang Selection, there was also news in the market that Jingdong had repeatedly discussed the feasibility of recruiting Dong Yuhui and the possibility of multiple cooperation in the future, but it did not happen.

Jingdong Live, of course, wants to overtake the anchor and create his own brother with goods, but after all, he is a little bit lucky. But now, it's finally here.

Liu Qiangdong's personal end, with the blessing of the halo attribute of the founder's IP, "Brother Dong" may have confirmed the position of the first brother of Jingdong live broadcast.

Officially, the momentum began.

For the debut of "Dongge Procurement and Sales", Jingdong has prepared the "Jingdong Home Appliance Procurement and Sales Live Room" and "Jingdong Supermarket Procurement and Sales Live Room" to go into battle together, and at the same time provide a large number of benefits, such as 2024 Euro Cup final tickets, 618 yuan supermarket cards, etc.

And in terms of product promotion, Jingdong also combined Liu Qiangdong's image IP to make some life-oriented and entertaining pictures, which look very down-to-earth.

Obviously, Jingdong may also have a plan to make "Dongge" a live broadcast brother.

After all, Liu Qiangdong is a good hand in bringing goods to JD.com.

On the live broadcast, Liu Qiangdong has experience.