The revenue of a single game exceeded 50 million yuan, and the live broadcast debut of "AI Liu Qiangdong" seemed to be a great success.
At 6:18 p.m. yesterday evening, the AI digital human based on Liu Qiangdong, the soul of JD.com, landed on the two live broadcast rooms of JD Home Appliances and Home Furnishing and Jingdong Supermarket for the first time, and served as the anchor with goods.
Rushing to the gimmick of "the president of 100 billion picks eggs for me", a large number of netizens poured into the live broadcast room driven by curiosity, and everyone hoped to see what the simulation effect of "AI Liu Qiangdong" was.
Because of this, in just one hour of live broadcast, the total number of views of the two live broadcast rooms was as high as 21 million, which shows the appeal of Liu Qiangdong's personal IP.
The following is a screenshot of yesterday's live broadcast, do you think the simulation looks like Liu Qiangdong himself?
In the whole process of live broadcasting, "AI Liu Qiangdong", who does not need to drink water and rest, almost does not stop, and promotes the information of various products prepared in advance in turn, which is very "conscientious".
It is worth mentioning that under the control of the backstage staff, the digital people in the live broadcast room can occasionally reply to real-time comments, and the sense of interaction is full, so that melon-eating netizens can't help but exclaim "the technology is too good".
To JD.com's surprise, the strong technical capabilities of the algorithm team have finally been transformed into beautiful sales results.
According to the official data, last night's live broadcast "AI Liu Qiangdong" talked about a total of 13 products, of which several products such as Telunsu milk, Jingbaiwei beibei pumpkin, and orchid peanut oil were all sold out, and the order volume soared by 7.6 times month-on-month.
In less than an hour of live streaming, JD.com sold more than 5,000 yuan in sales, far exceeding the expectations of industry professionals.
You must know that due to the impact of the economic environment, the product marketing budgets of major brands have generally declined, and the people have tightened their money bags, and the miracle of "breaking 100 million in a single game" has not been seen in the live broadcast room for a long time.
50 million, which is already a very bright achievement.
At the same time, due to some unknown reasons from the outside world, the top anchors of other platforms, such as Simba and Brother Xiaoyang, will gradually "withdraw" from the field of live streaming with bottomed dividends in 2024, and even Li Jiaqi, who is still sticking to it, has become much more low-key.
But at such a moment, JD.com has strongly increased live broadcasting, investing 1 billion in cash and 1 billion traffic to attract anchors and content agencies to settle in, and jointly build JD's content ecology.
Since there is no head anchor, Jingdong actually thought of this strange trick and directly threw "Liu Qiangdong" into the live broadcast room to sell goods.
This move, to a certain extent, took advantage of the boss's fame and quickly created a super anchor for JD.com, which is not unintelligent.
But in this day and age, it is obviously impossible to rely on one trick to eat all over the world.
As the novelty fades, it is foreseeable that the audience data in the live broadcast room of "AI Liu Qiangdong" will inevitably decline, and it is not yet known how much it can be retained.
The wave of live streaming has faded, but Jingdong and Liu Qiangdong are working hard to be "retrogrades", what kind of medicine is sold in the gourd?
This time he invested 1 billion yuan to incentivize live streaming and build a content ecology, could it be that the financial situation of JD.com and Liu Qiangdong has improved?
Judging from the official data, there is not.
On January 13, 2023, after a brief recovery in a quarter, JD.com's market capitalization fell below $100 billion again, and has since fallen all the way down, falling to less than $40 billion so far.
As for Liu Qiangdong himself, the current situation is not as good as it was back then.
Since the negative news broke a few years ago, Liu Qiangdong has gradually taken a back seat within JD.com, and his personal net worth has shrunk by nearly 7% since 2021, plummeting from 188 billion at that time to less than 50 billion.
Last year, Liu Qiangdong made a comeback to "dominate the overall situation", re-proposing the low-price strategy to help JD.com start, carrying out large-scale personnel transfers, and constantly making large and small moves, striving to help JD.com, which has been weak recently, return to normal.
Despite this, as the above data shows, these efforts are not reflected in the results.
Obviously, this big bet on live broadcast e-commerce and short video content ecology is another new move by Jingdong and Liu Qiangdong for the purpose of "self-help", and yesterday's performance can be regarded as a good start.
It is worth mentioning that the reason why the live broadcast debut of "AI Liu Qiangdong" was successful was due to the "Yanxi model" behind it.
In July last year, Jingdong publicly launched the Yanxi model, which is different from the vast majority of algorithm models confined to the laboratory, and the Yanxi, which was built by JD.com, an e-commerce giant, was originally developed for the purpose of applying it to every aspect of the e-commerce industry.
In JD.com's vision, Yanxi model will be committed to going deep into the task-oriented industrial scenarios such as product retail, transportation and logistics, finance and even health, and escort the whole process of the industry.
As for the "AI digital human" that amazed the whole network yesterday, this attempt to simulate Liu Qiangdong is not the first time that Yan Xi has applied this technology.
As early as a few months ago, the Yanxi model has been connected to AI products such as Jing Xiaozhi and virtual anchors, which can be regarded as testing the water for yesterday's "AI Liu Qiangdong" and laying a good front station.
Moreover, in addition to serving the self-operated live broadcast room, the Yanxi model also provides service support for many brands that have settled in JD.com, such as the Frog Prince, which makes daily chemical products, and Xifeng Liquor, a veteran wine company, which has already used Yanxi's digital human technology in advance.
According to relevant data, the digital human of the Yanxi model can be broadcast for more than 6 hours in many live broadcast rooms, and can even be broadcast 24 hours a day, with a conversion rate of up to 40%, saving a lot of anchor labor costs for the brand, and the revenue data is not inferior to real people.
As an aside, judging from the live broadcast performance of "AI Liu Qiangdong" last night, if this product is further optimized, it is unknown that it will completely replace the live anchor in the future.
The high-paying position of anchor with goods has emerged in recent years, and I am afraid that it will usher in another wave of big changes in the near future.
Speaking of Jingdong, the frequent changes in the past year or so are to some extent also due to the "high-level anxiety" represented by Liu Qiangdong.
Where does anxiety come from?
What is the cause of pressure? Competition.
is also a U.S. listed company, compared with the latest market value of Alibaba, Pinduoduo and JD.com, the three e-commerce giants, if you are Liu Qiangdong, you will have to sleep all night.
Alibaba, the big brother that was also listed on the U.S. stock market in 2014, has also fallen into a bottleneck in the past three years, and its market value has evaporated by more than 70%, but the emaciated camel is bigger than the horse, still $173 billion.
Pinduoduo, a rising star listed in 2018, has developed rapidly in recent years, and even surpassed Ali at the end of November last year, with the latest market value of $150.3 billion, and was once again thrown away by Ali with a gap of 20 billion, but it already has the strength to wrestle with it.
As for JD.com, as mentioned earlier, the current market value is less than $40 billion.
Word-of-mouth, capital, low-price model...... When the advantages in all aspects are no longer there, Jingdong's turnaround battle is of course not easy to fight.
After "three years of masks", domestic consumers now pay more attention to cost performance than at any time in the past, and Jingdong has finally realized the disadvantage of being "not down-to-earth enough".
In March last year, Jingdong also began to engage in "tens of billions of subsidies" for the first time, and in the summer, it waved a big pen to reduce the free shipping threshold for self-operated products, hoping to promote consumers to choose Jingdong shopping.
In short, in order to regain consumers and regain lost market share, JD.com would rather bleed.
Judging from last year's data, JD.com's toss regardless of cost has indeed paid off, but it is obviously not enough.
Throughout 2023, the revenue of JD's electronic products and household appliances segments will increase by 4.4%, and the revenue from logistics and other services will increase by nearly 30%, but due to the small size of the original scale, the revenue growth has just exceeded 100 billion.
The road is long, and Jingdong still needs to go up and down.
The launch of "AI Liu Qiangdong" is certainly like a gimmick to attract consumers to pay attention to JD.com again, but it is also like a clarion call for JD.com to do its best to the ever-changing market:
"We're still trying to counterattack, the bosses have been thrown into the live broadcast room to sell goods, and we have nothing to lose. ”