JD.com's recent big moves can be said to be one after another.
Following last week's big 1 billion real money to make a short video,
Last night, the circle of friends was swiped by Liu Qiangdong's AI digital person again.
The e-commerce giant "Brother Yi" "stood on the platform in person", it is estimated that everyone wants to watch a lively time, and in less than an hour of live broadcast time, more than 20 million people watched, and the cumulative turnover exceeded 50 million.
It shows that the charm of Dongge has not diminished at all!
[Strong] [Strong] [Strong]
20 million people watched AI Liu Qiangdong
Yesterday, when I was free, Mr. Hua watched almost the whole live broadcast.
At 6:18 in the evening, Liu Qiangdong's AI digital human "Procurement and Sales Dongge" started on time in the live broadcast room of Jingdong Home Appliances and Jingdong Supermarket.
In just one minute of broadcasting, more than 3.682 million people poured into the live broadcast room.
During this period, Dong Ge talked about his exercise habits with netizens, and did not forget to praise the "purchasing and marketing brothers".
About two minutes later, Dong Ge began to bring the goods.
On the home appliance and furniture channel, Dongge mainly introduced air conditioners, televisions and other electrical products, and on the supermarket channel, Dongge mainly introduced meat, eggs, milk, rice, flour, grain and oil and other agricultural products.
In the process of bringing goods, Dongge will also operate the mobile phone from time to time and reply to messages.
As the first show, Dongge also prepared a number of red envelope rains for everyone, as well as rich benefits, such as tickets for the 2024 European Cup finals and 618 yuan supermarket cards.
About half an hour later, Dongge announced that it would be broadcast.
According to statistics, the two live broadcast rooms have attracted more than 20 million viewers.
This "Dong Ge" is a bit blunt
For Dongge's live broadcast debut, many people gave positive affirmation. It is admirable to think that the first person to eat crabs.
However, many netizens said that this Dong brother is a bit "blunt".
For example, there is no smile during the whole process, there is little blinking, there are no ups and downs in speech, and there will be stuttering, repetition, and loss of voice during the live broadcast. It's strange.
Indeed, compared with real people, AI digital humans do have some common problems. For example, the traces of the manuscript are obvious, the oral broadcast is relatively blunt, and the interactivity is poor.
However, the significance of "purchasing and selling Dongge" is definitely not about selling goods.
In fact, Jingdong entered the short video game as early as 2016, but it has never been famous, and it has been suffering from not having a super-head anchor.
And Liu Qiangdong, this super IP with its own traffic. This time, starting the live broadcast as an AI digital human is equivalent to filling the position of JD's super anchor in a certain sense.
Now it seems that with more than 20 million views, the super head anchor is worthy of its name.
The boss flocked to the live broadcast room
A CEO who doesn't bring goods is not a good CEO.
Before Liu Qiangdong, Robin Li, Liang Jianzhang, Li Bin, Lei Jun, Zhou Hongyi, etc. all brought goods for their own products, and the results were good.
For example, in March this year, Li Bin broadcast live on Douyin for the first time, attracting a total of 3.838 million viewers to watch and obtaining 33,000 yuan in live broadcast income.
And the day before the live broadcast of "Liu Qiangdong", Robin Li also walked into the live broadcast room to stand for Xia Yiping, CEO of Jiyue.
The reason why these bosses join the short video live broadcast is very simple, one is appeal, the second is cost-effective, and the third is strong endorsement.
Take Liu Qiangdong's AI live broadcast as an example,
Mr. Hua believes that on the one hand, it is to show Jingdong's determination to enter short videos, and on the other hand, it is to sell goods. However, this product is not an ordinary commodity, but an AI-driven product developed by JD Yunyanxi.
I believe this is also a powerful weapon for JD.com to enter the "AI+short video".
anyway
The emergence of "Purchasing and Selling Dongge" has indeed caused extensive discussion.
Some netizens said that AI Dongge is only suitable for trying first, after all, it is difficult for anchors who lack emotional communication to have the emotions of buying, buying, buying;
Some netizens also believe that digital human live broadcast will become the norm in the future, after all, the cost is low and cost-effective.
However, more people are looking forward to the "Milk Tea Sister" Jingdong live broadcast, after all, that is the biggest traffic password.
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