"Liu Qiangdong" is live, will Ma Yun be far away?

On the evening of April 16, "Liu Qiangdong" appeared in the live broadcast room of Jingdong's two procurement and marketing live broadcasts as scheduled. Same as in the trailer, it is the digital person who appears to purchase and sell Dongge.

Liu Qiangdong's choice of digital human live broadcast is a strategy to kill two birds with one stone, one is to promote JD's procurement and sales live broadcast room, and the other is to promote JD Cloud and JD's AI technology. But the problem is that the reason why the anchor is an efficient traffic conversion transaction channel is that it is personified and personalized, but the digital person is cold.

Digital people are sold in Dongge

Judging from the number of views and likes in the live broadcast room, Dongge has indeed brought a lot of traffic to the live broadcast room. According to the observation of the alphabet list, when Dongge was broadcast (18:18), the number of views in the live broadcast room of Jingdong Home Appliances was about 3 million, and when it was broadcast (18:50), it was 11.5 million, and the number of likes in the live broadcast room far exceeded that of the past. Of course, this is also related to the fact that a lot of lottery benefits were released on the spot.

If Liu Qiangdong can appear in the live broadcast room, the waves that this stone can stir up are obviously much bigger.

In recent years, there has been no shortage of entrepreneurs who have walked into the live broadcast room, and Yu Minhong is the most typical example. Recently, Lei Jun, CEO of Xiaomi Group, also announced a live broadcast plan.

Last year's Double Eleven, the Jingdong procurement and sales live broadcast room relied on the shouting Li Jiaqi to gain a certain amount of voice, but counting the head anchors who have risen in recent years, whether it is Dong Yuhui or Xiao Yang, they all have distinct personalities, but the Jingdong procurement and sales live broadcast room is based on the brand image, as Dongge said in the live broadcast room, Jingdong's main focus is "no pit fees, no commissions, and benefit consumers". It always lacks a soul figure.

In the past, brands that relied on a certain marketing event to become popular in the circle have proved that without core characters, no human design, and no IP, it is difficult to maintain the popularity of the brand's live broadcast room for a long time.

JD.com has always lacked content genes, and it is not easy to cultivate a head anchor. Jingdong has also tried to introduce external head anchors, but even Luo Yonghao, who is quite compatible with JD.com, has not achieved outstanding live broadcasts in JD.com. If you want the head anchors of other platforms to give up Douyin, Taobao and other platforms with a larger scale of live streaming to stay on JD.com, JD.com will undoubtedly have to pay a high price.

Just as Dongfang Selection's former number one anchor was Yu Minhong, JD.com's biggest traffic password is none other than Liu Qiangdong himself. Although Liu Qiangdong's image appeared in the live broadcast room yesterday, the digital human anchor is mechanical, with a mechanical tone and action, and there is no interaction with the comment area. The core function of live streaming is to interact with users.

If Liu Qiangdong can start the broadcast in person, it will obviously bring interaction, and more importantly, it can generate more topics for discussion and extension.

Of course, compared to the crisis that Yu Minhong faced at the time, JD.com's growth problems were far less serious. Like Liu Qiangdong, Ma Yun should appear in the live broadcast room the most. Liu Qiangdong took the lead in the live broadcast industry and took a small step, so will Ma Yun be far away?

A

In the past few years, JD.com has launched several attacks on short videos and live broadcasts, and it seems that this time JD.com is more resolute than ever.

Although the major live broadcast platforms have avoided the problem of anchor head similar to Simba, a review of the rise of the live streaming platform can find that without a benchmark head anchor, it is difficult for the platform ecology to break out, and the inability to cultivate big anchors also proves from another side that this platform does not have enough room and scale for growth.

Jingdong Live is in need of such a benchmark figure. They have tried to introduce external head anchors,Last year618During the period,Make a friend and settle in Jingdong,Luo Yonghao appeared in the Jingdong live broadcast room to start the live broadcast,But as a head anchor who has rarely appeared in the live broadcast room,The number of times I can appear in the Jingdong live broadcast room is even less。

Luo Yonghao

JD.com has also tried to cultivate its own anchors, and in recent years, JD.com has launched many anchor support programs. In January this year, the Financial Associated Press reported that a JD employee issued a notice in a work group called "JD Live Anchor Recruitment Promotion", saying that JD is urgently formulating an anchor recruitment plan, and does not assess GMV and gross profit for recruiting anchors.

However, in the case of the initial determination of the pattern of live broadcasting, it is even more difficult for anchors who have not yet been able to get ahead on other platforms to stand out on a platform with insufficient traffic.

JD.com's latest move is to announce that it will 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. The incentives here aren't limited to streamers.

The advantage of JD live broadcast lies in the goods,From this point of view,Compared with the heavy money to cooperate with external head anchors、Introduce new anchors,JD.com's main procurement and sales live broadcast room from last year's Double 11 is a more suitable route for JD.com,It is quite a match with JD.com's genes。

However, it should be noted that the reason why the Jingdong procurement and sales live broadcast room gained attention at that time was that it participated in the public opinion war between the brand and Li Jiaqi, and the important reason why the outside world paid attention to this matter was the attention to Li Jiaqi himself and the head anchor.

Back to the root of the problem, live broadcast is an efficient traffic conversion tool, and traffic is needed first to do live broadcast, what JD lacks is an anchor with fan appeal and strong personality.

B

In fact, Jingdong is holding a big anchor and not using it, that is Liu Qiangdong. Every entrepreneur is a marketing bonanza, and even more so a founder like Liu Qiangdong with a distinct personality label.

This is also the reason why entrepreneurs have walked into the live broadcast room in the past few years.

Appearing in the live broadcast in the way of a digital human, JD is obviously aware of this. But if Liu Qiangdong can walk into the live broadcast room in person, the outside world's attention to Jingdong Live will inevitably increase greatly, and the topic and discussion will be at your fingertips.

In addition, the founder personally went down to the live broadcast, which means that the company will invest more manpower and material resources in the live broadcast, whether it is the brand or the anchor, he will follow when he sees the founder go down, for JD.com, this is a choice to get twice the result with half the effort.

JD.com's other traffic password is the first generation of Internet celebrity Zhang Zetian. In recent years, Zhang Zetian has not appeared in the public eye too much, but every time she updates photos on social platforms, it will cause a lot of discussion, obviously, the traffic accumulated on her body has not been released.

Zhang Zetian's identity as the proprietor's wife, appearance, and the attention of the outside world to her are all elements of becoming a big anchor in the head, not to mention the discussion and influence that these buffs may generate.

Of course, as business managers, founders have limited energy, and it is difficult to put more energy into the live broadcast room. But Yu Minhong's example vividly proves that it is possible for the founder to personally go live to cultivate a new generation of big anchors.

Dong Yuhui was liked by everyone in the early days because of his distinctive personal characteristics, but if he did not appear in the Oriental Selection Live Room as a former New Oriental teacher, he might not be able to be noticed by everyone.

Dong Yuhui

Although Yu Minhong and Dongfang Selection's early live broadcast results were not good, whether it was the number of viewers or the amount of goods, it was difficult to call it eye-catching, but Yu Minhong personally went live and let Dongfang Selection always stand in the public eye, their new trends can always be noticed, and new anchors are easier to be seen by the public, from this point of view, the founder plays the role of a magnifying glass.

Through the magnifying glass of the founder, the new anchor completes the relay, and the founder can retreat to the back of the screen.

Of course, compared with Yu Minhong, who suffered the annihilation of the entire track back then, JD.com only faced the problem of growth, and the motivation for the founder to go down was naturally not enough.

In the past few years, most of the frequent live broadcasts are entrepreneurs whose businesses have encountered serious business difficulties, such as Yu Minhong and Li Guoqing, and Ctrip, whose business has been seriously affected during the epidemic.

But now, live streaming is a regular path for enterprise transformation, business transformation, and even business marketing.

Recently, Lei Jun announced that he would start broadcasting, "Xiaomi SU7 has been released for less than 20 days, and there are too many 'never expected', I want to talk to you about it." "This kind of live broadcast, similar to an online press conference, can obviously drive further dissemination of products and topics.

C

However, so far, we have not seen the founder of the e-commerce platform walk into the live broadcast room. Whether it is Ma Yun, Liu Qiangdong, or Huang Zheng and Zhang Yiming, who founded the company earlier, they have never entered the live broadcast room.

Huang Zheng and Zhang Yiming probably don't need it, their e-commerce business is still growing at a rapid pace, and they are the attacking side, but Taobao and JD.com's e-commerce businesses are facing growth problems.

After the number of users hit the ceiling, the e-commerce platform has entered a battle for user shopping frequency and user duration, in this regard, Douyin has the blessing of traffic, absorbing the growth and stock of the industry, and Taobao and JD.com, which lack content traffic sources, are not advantageous.

Although the GMV of JD.com and Taobao is still huge, operating companies are looking to the future, and they need new sources of traffic and new channels.

Judging from Taobao's recent actions in the content field, they are also in urgent need of new traffic injection. In December last year, after Taobao established the content e-commerce division, Taobao live broadcast and shopping teams were merged, and live broadcasts, short videos, and graphics and texts were connected.

In March this year, Taobao announced its growth targets for the next year: a 100% year-on-year increase in user scale, a 100% year-on-year increase in the number of anchors with monthly transactions exceeding one million, and an 80% year-on-year increase in GMV.

In the past year, Taobao Live has also introduced many anchors from the outside, "Everything you can think of (all the short videos or live broadcast experts on the whole network), we have basically talked about it", the person in charge of Taobao Live once said.

In the same situation as JD.com, Ali also has an influential anchor, that is, Jack Ma. Ma Yun himself is extremely talkative and good at speaking, which is naturally compatible with the form of live broadcast, if Ma Yun can enter the live broadcast room to bring goods, he will definitely be able to create many Internet hotspots.

In 2020, Ma Yun broadcast live for the first time and communicated with young people in Jingdezhen for more than 1 hour, "I am also doing live broadcast for the first time, I don't know if it is an anchor, but I think it's pretty good." ”

Of course, appearing in the live broadcast, the casual Ma Yun will also receive more public attention, and the golden sentence he said in the live broadcast room back then, "If young people are still afraid of pressure, they will work in vain!"

But on the whole, if Ma Yun can appear in the live broadcast, it will inevitably arouse greater discussion heat, bringing waves of traffic peaks to Taobao Live and Taobao.

More importantly, Ma Yun Live can support a group of new anchors for Taobao Live. Taobao live broadcast itself already has a quite mature anchor ecology and many head anchors, which is very suitable for the "Ma Yun + Taobao anchor" joint live broadcast model, whether it is a middle-waist anchor or a head anchor, Ma Yun's endorsement is obviously more real than any platform traffic incentives and subsidies, and the growth effect will also be exponential.

Now, Taobao Live is Taobao's Juhuasuan, which is an efficient traffic conversion tool, and Ma Yun's live broadcast room can also become a Juhuasuan of Taobao Live, bringing new traffic to Taobao Live.

Looking at the head anchors, Dong Yuhui, Brother Xiao Yang, and Luo Yonghao have all reduced the number of broadcasts they have started broadcasting and are invisible behind the scenes after they are on the right track and becoming more and more mature in the live broadcast room. The founder's live broadcast room can also be handed over to professional anchors to take care of after completing the initial cold start stage, and the founder will naturally succeed and retire.