Can you imagine Liu Qiangdong selling milk and eggs?
The live broadcast e-commerce that is becoming more and more fierce is waiting for "Liu Qiangdong" to end up in person.
01
"Brother Dong" appeared in the live broadcast room
"I haven't broadcast live for a long time, and I'm still a little nervous. ”
At 6 p.m. on April 16th, the "Procurement and Sales Dongge" AI digital human with Liu Qiangdong's image opened the "live broadcast debut" in the live broadcast room of Jingdong Home Appliances and Jingdong Supermarket at the same time.
Although "Liu Qiangdong" appeared in the form of an AI digital human, it also attracted many netizens to watch the excitement. Half an hour after the appearance of "Liu Qiangdong", the number of viewers in the live broadcast room of Jingdong home appliances and the live broadcast room of Jingdong Supermarket exceeded 10 million.
The AI digital human of "Procurement and Sales Dongge" is being broadcast live. Screenshot from Jingdong Supermarket's live broadcast room.
In the live broadcast room of Jingdong home appliances and home furnishings,"Liu Qiangdong"While introducing the function of TV,While emphasizing cost performance;And in the live broadcast room of Jingdong supermarket next door,"Liu Qiangdong"At the same time, he is also seriously introducing fresh eggs, milk, blueberries, how to make hamburgers, and calling on netizens in the live broadcast room to "brush up".
Zhongxin Finance noticed that although the AI digital human is difficult to distinguish between the real and the fake in terms of image, the tone is still stiff when introducing the product.
"At present, AI technology has been widely used in the live broadcast rooms of major platforms. Chen Tao, a senior analyst of Analysys circulation industry, told Zhongxin Finance that the AI digital human "Procurement and Sales of Dongge" may be a short-term hot spot for JD Live to pull traffic and increase popularity, but it is not the key direction of long-term development. "In the future, JD should empower AI to stores, merchants and influencers on the platform. ”
02
Why did "Liu Qiangdong" make his live debut?
In the wave of development of live broadcast e-commerce in full swing, JD.com can be called "getting up early in the morning to catch a late set".
As early as 2016, Jingdong launched the live broadcast function, but JD Live, which mainly supports self-operated stores, failed to incubate super anchors, and its presence in the public's perception has always been weak.
Regarding the mode of live broadcast, Xu Lei, who previously served as the CEO of JD.com, said in an interview in 2020 that live broadcast will be the standard configuration of various websites and will be normalized, not every platform and consumer need live broadcast, only in specific scenarios, specific products will continue to be live.
Despite being "invisible" in the field of live broadcasting, JD.com does not want to catch the last train of e-commerce live broadcasting. In 2020, Jingdong Live has successively invited stars such as Cui Jian, Wang Feng, and Chen Shu, and in 2023, "Double Eleven", Jingdong procurement and sales have earned enough topic by "shouting Li Jiaqi". However, whether it is in incubating top anchors or creating live content, JD.com still faces challenges.
The AI digital human of "Procurement and Sales Dongge" is being broadcast live. Screenshot from Jingdong Supermarket's live broadcast room.
On April 10, JD.com announced that it would invest one billion in cash and one billion in traffic as rewards to attract more original creators and high-quality content institutions to settle in. And the debut of "Liu Qiangdong" this time is undoubtedly building momentum for the live broadcast of heavy money.
However, in today's live broadcast industry, does JD still have a chance to get a piece of the cake?
"Judging from the proportion of live broadcast e-commerce in the transaction ratio or transaction volume of the entire e-commerce, in fact, it still has a lot of room for growth. Chen Tao believes that it is precisely because live broadcast e-commerce still has room for growth, so whether it is traditional e-commerce or content e-commerce, it is still increasing investment in live broadcasting. Because of this, JD.com, which seems to be late at the moment, is not without opportunities.
"Regardless of the previous live broadcast foundation, JD has a certain opportunity to share this cake. He said.
03
Brother Xiao Yang and Simba are "leaving"
Compared with "Liu Qiangdong" who personally came on the field to build momentum for the live broadcast, the over-the-top anchors of e-commerce are leaving the live broadcast room.
In February this year, Brother Xiaoyang, the head anchor of Douyin, fell out of the TOP20 of the short video live broadcast talent list for the first time, and related topics also rushed to the hot search on Weibo.
In this regard, Brother Xiao Yang said in the live broadcast in March that there will be more entertainment live broadcasts in 2024, and the number of live broadcasts will be reduced. He also said that if there is a special event, consider directly handing over his account with more than 100 million followers to his apprentices.
Brother Xiao Yang's Douyin account. Screenshot from short video platform.
At the same time, Simba also sent a signal of "retirement". Shortly after Brother Xiao Yang responded to the "falling behind" on the list, Simba said, "Suspend the live broadcast, precipitate for two years, learn AI, and choose a new track to start again after two years".
Chen Tao believes that the "invisibility" of over-the-top anchors is the normal law and direction of the development of the live broadcast industry. "Now Simba, Brother Xiao Yang, and even Meijia and Qianxun are developing anchor matrices, on the one hand, to reduce the risks that may be brought by over-the-top anchors, and on the other hand, the live broadcast matrix composed of more anchors can reach more users. ”
Source: China News Network
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