Image source: Photo.com
As a traditional e-commerce platform, Jingdong began to lay out the field of live broadcasting, and it was a "bombshell" as soon as it came up, and invited "Liu Qiangdong" to sit in the live broadcast room. At 6:18 p.m. on April 16th, Liu Qiangdong transformed into an AI digital human - "Procurement and Sales Dongge" completed the "live broadcast debut", and appeared in the live broadcast room of Jingdong Supermarket and Jingdong Home Appliances and Home Furnishing. The live broadcast of "Purchasing and Selling Dongge AI Digital Human" uses the AI digital human self-developed by JD Yunyanxi, which is the industry's first form of live broadcast of entrepreneur digital human.
According to Jingdong Supermarket, the purchase and sale of Dongge AI digital human was broadcast for 30 minutes, and the number of viewers in the live broadcast room exceeded 10 million; In just 40 minutes, the number of viewers in the live broadcast room exceeded 13 million, creating the highest peak in the number of viewers since the launch of the live broadcast room of Jingdong Supermarket; The number of views in the past one hour exceeded 20 million, and the average stay time of users during the live broadcast period reached 5.6 times the daily average. Within 40 minutes, the overall order volume of the live broadcast room exceeded 100,000, and the cumulative turnover of the entire live broadcast exceeded 50 million.
Judging from the live broadcast effect, Liu Qiangdong's AI digital human clone is almost the same as a real person in terms of timbre and image, but many netizens believe that this "copycat version" of Liu Qiangdong is still a little less emotional than a real person.
In this regard, Pan Jun, director of commodity strategy consulting of a world-renowned consulting company, believes that JD.com's use of "Liu Qiangdong digital human" for live broadcast can undoubtedly attract more consumer attention and participation with its influence. In the highly competitive e-commerce field, how to better attract and retain consumers is a problem that major e-commerce platforms have been working on. The use of Liu Qiangdong's digital human for live broadcast will help improve JD.com's popularity and influence to a certain extent, thereby attracting more consumers.
According to Hong Yong, an expert at the think tank of the China Digital Convergence 50 Forum, this move may be JD.com's new attempt to lay out the live broadcast e-commerce field, attract traffic through virtual IP, make up for or replace the traffic impact caused by the departure of some head anchors, and build a more stable and controllable content ecosystem.
Looking back at the development of the live broadcast e-commerce industry from "Jingdong uses 'Liu Qiangdong digital human' to do live broadcasts":
——Advantages of China's live broadcast e-commerce market
Compared with traditional e-commerce, live broadcast e-commerce can achieve real-time output of information, and real-time live broadcast gives users more sense of reality and liveness. Users can communicate and interact with the anchor on product information through comments. In addition, compared with the traditional e-commerce marketing model, the live broadcast e-commerce model reduces the advertising link, shortens the marketing link, shortens the transaction time of goods, and improves the conversion rate. Celebrities and Internet celebrities bring their own fan traffic, which can quickly bring a lot of popularity to merchants and promote product sales. It brings users a richer, direct, and real-time shopping experience.
-- The scale of China's live broadcast e-commerce market
According to the transaction scale of the live broadcast e-commerce industry released by the China Internet Economy Research Institute, the transaction scale of the live broadcast e-commerce industry expanded rapidly from 2017 to 2022, reaching 3.5 trillion yuan in 2022, an increase of 53% year-on-year. As of June 2023, the scale of live broadcast e-commerce transactions in China will reach 2.0 trillion yuan, and it is preliminarily estimated that the transaction scale of the live broadcast e-commerce industry in mainland China will reach more than 4.0 trillion yuan in 2023.
-- The driving factors for the development of China's live broadcast e-commerce
The driving factors of China's live streaming e-commerce can be mainly divided into technological progress, supply-side promotion, demand-side pull, and policy assistance. The support of technology and policies, and the promotion of the upstream and downstream of the industrial chain have accelerated the development of live broadcast e-commerce in mainland China.
-- China's live-streaming e-commerce mainly sells consumer goods such as clothing, daily necessities, food and beauty
According to the "2023 China Live E-commerce Opportunity Insight Report" jointly released by Weiboyi and Cicada Mother, users' shopping preferences for live broadcast e-commerce present three major echelons. Among them, clothing, daily necessities, food, and beauty are the first echelon, and more than 50% of live broadcast e-commerce users prefer to buy clothing, daily necessities, food, and beauty on live broadcast e-commerce platforms. The second echelon includes home appliances, game products, books and stationery. Virtual products or services, jewelry, and others are the third tier.
According to the report of the Prospective Industry Research Institute, with the rapid development of live broadcast e-commerce, many new occupations and new positions have emerged, such as anchors, assistant broadcasters, product selectors, operations, etc. These new professions and positions provide more opportunities and options in the job market. Live streaming e-commerce has the advantages of strong interactivity, high conversion rate, and decentralized consumption, and the scale of China's live broadcast e-commerce market will still grow at a high rate in the future. It is preliminarily estimated that by 2029, the scale of China's live broadcast e-commerce transactions is expected to reach 19 trillion yuan, with an average annual compound growth rate of 30%.
Chen Yinjiang, deputy secretary-general of the Consumer Rights Protection Law Research Association of the China Law Society and executive dean of the Beijing Sunshine Consumer Big Data Research Institute, believes that the key to promoting the high-quality development of live streaming is to form a joint force of governance and development, so that the live streaming industry can develop healthily in the regulation and gradually standardize in the process of development, rather than discarding food and banning it because of choking. It is recommended that the relevant departments further strengthen supervision and guide and supervise the compliance of operators in the industry. On the one hand, it is necessary to achieve inclusive and prudential supervision, establish and improve the corresponding error correction and fault tolerance mechanism, and leave a certain space for the positive and healthy development of platforms and anchors; On the other hand, it is necessary to strictly abide by the bottom line of the law and ensure its development in the norms.
Prospective Economist APP Information Group
For more research and analysis of this industry, please refer to the "Analysis Report on the Development Prospect Forecast and Investment Strategic Planning of China's Live Broadcast E-commerce Industry" by Qianzhan Industry Research Institute.
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