Text: Wang Xian
Edit|Si asked
On the evening of April 16th, with the shout of "321, welcome Dongge Digital People", "Procurement and Marketing Dongge" appeared in two Jingdong procurement and marketing live broadcast rooms at the same time, selling major appliances here and introducing agricultural and sideline products there.
Jingdong No. 1 position, a "net celebrity" entrepreneur with his own topic, even if he appeared in the live broadcast as a digital person, it still attracted 20 million people to enter the live broadcast room, and many media and netizens came down to discuss, and Jingdong Live, which was once ignored by many people, also broke into the public eye.
Since the beginning of Double 11 in 2023, JD Live has frequently swiped the screen. Compare the price of Li Jiaqi, shout Pinduoduo, Dong Yuhui, and then recruit anchors without thresholds, and "purchase and sell Dongge" live broadcast.
The commercial rivers and lakes have never been calm, and this year is even more turbulent.
In the past, Lei Jun went down to advertise Xiaomi SU7, and now Liu Qiangdong went down to win the row for Jingdong live broadcast. The fate of the No. 1 position is the best way to publicize and market, and it also secretly reveals more information that can be interpreted.
Some people interpret that the Jingdong live broadcast that "caught up with a late set" finally made up the ticket and got on the bus, and there was also the "number one person" in the live broadcast room.
But the digital person whose movements are stiff and repetitive, and who hardly interacts with netizens, is still difficult to win the favor of the audience in the live broadcast of the "trust business".
Stretch the timeline. In 2016, Jingdong just laid out live broadcast e-commerce, and Liu Qiangdong made his live broadcast debut during the Double 11 period;2024year,Jingdong just announced that it would increase its content,Purchase and sell Dongge digital people will appear again,And on April 18th,It is2024Jingdong 618 Merchant Ecological Partner Conference。
The purchase and sale of Dongge, which appeared before this critical window period, is a part of JD.com's increased content, and it is also a part of JD.com's publicity and marketing 618, and in the end, it is still JD.com's selling.
Dongge live broadcast, for the benefit of his brothers
"Okay, I have a message for my brother. ”
At around 6:17 p.m. on April 16, Liu Qiangdong, who was dressed in a suit, sat in front of the stage, calling himself "Brother Dong" and shouting "brother" from time to time.
In the live broadcast room, some viewers wondered: "Is it me? Why do you have Dong Ge in the live broadcast room of home appliances and supermarkets?"
This anchor, who looks no different from Liu Qiangdong, is actually Liu Qiangdong's digital doppelganger "Brother Dong", who appeared in the two live broadcast rooms of Jingdong Home Appliances and Home Furnishing and Jingdong Supermarket, and started a live broadcast of more than 40 minutes.
The last time Liu Qiangdong appeared in public was in 2022, even if the digital person who appeared in the live broadcast room this time collected movements and voices, it still attracted a lot of attention.
According to JD.com's official data, the live broadcast of Dongge was purchased and sold in less than 1 hour, and the number of views in the live broadcast room exceeded 20 million.
The audience who poured into the live broadcast room, on the one hand, was curious about Liu Qiangdong's live broadcast with goods, and on the other hand, it was also for the various "benefits" of the live broadcast room: in the live broadcast room, they gave tickets to the European Cup finals, Jingdong supermarket cards, and from time to time put a penny of welfare goods on the shelves, and drew a few free orders.
It's just that a mouthful of a "brother", from time to time there is a sentence of "Okay, a brother left me a message, I replied to you" Dong Ge, in fact, did not interact with the audience in the live broadcast room, barrage, just doing one-way output, when introducing the product, the copywriting traces are too heavy, and when introducing the steak, it is said that "grass-fed beef has a lower fat content, the meat is lean, the muscle fibers are also very rough, and the chewiness is full", the product detail page introduces general copywriting, and similar can be easily found on the Internet.
Purchasing and selling Dongge's live broadcast copywriting, you can find similar statements
In the live broadcast room, the audience sent a barrage to ask if they could introduce other linked products, and Dongge did not respond, but introduced all kinds of major appliances, various agricultural products and food and beverages in a predetermined order.
Watching the whole live broadcast, it is easy to find that the actions, expressions and words used by Dongge are repeated, so that after the live broadcast, netizens said, "It's all about bringing goods, and there is no trace of emotion."
The first live broadcast was slightly insufficient, but in the live broadcast of the numbers, Dongge can be called a good start.
Purchase and sell the homepage and recommended products of Dongge's live broadcast room
Jingdong's official public account "Jingdong Blackboard News" shows that in the live broadcast room of Jingdong Supermarket, within 40 minutes of Dongge's live broadcast, the overall order volume of the live broadcast room exceeded 100,000, and the order volume of the 13 products explained increased by 8 times compared with last Sunday, and the cumulative turnover of the whole live broadcast exceeded 50 million yuan.
Brother Dong, not just bring goods
This is not the first time that Dongge has brought goods live.
In 2016, when Jingdong first laid out live broadcast e-commerce, Liu Qiangdong made his live broadcast debut, and on November 10 of that year, he joined stars to do a "12-hour marathon star live show", and made a large plate of chicken and Boston lobster live.
The cumulative number of viewers of this live broadcast reached 21 million, bringing the first generation of traffic of JD Live.
Liu Qiangdong's live broadcast debut in 2016 Source: Jingdong Blackboard News
In 2024, Liu Qiangdong will appear in the live broadcast room again in the form of a digital human. The best marketing is that the company's top leader personally goes down, and the effect and traffic will be far beyond imagination, and the appearance of the No. 1 position is also worthy of more in-depth interpretation, not just the role of "head anchor".
Lei Jun, who has frequently spoken out on social platforms recently, has promoted Xiaomi SU7, helping Xiaomi Auto make a name for itself in the field of new energy vehicles that are "rolled", and Lei Jun's Douyin account has also increased by more than 4.05 million fans in the past 30 days, "forced" many car company bigwigs to go live broadcast.
Selling cars is the surface, and using new energy vehicles to tell Xiaomi a better business story is the ultimate goal of Lei Jun to embrace Xiaomi SU7 owners.
Dongge's live broadcast is obviously not a simple live broadcast.
From 2023 onwards, JD.com has been making efforts in live broadcast e-commerce, and has also been increasing the construction of the content ecology within the platform.
Before 618 in 2023, JD.com has launched a new policy to recruit content anchors, attracting a large number of anchors and MCN institutions to settle in.
Subsequently, during the "Double 11" period in 2023, Jingdong's procurement and sales live broadcast room exploded out of the circle because of the shouting of Li Jiaqi, more than 140 million consumers entered the procurement and sales live broadcast room, and the first live broadcast of supermarket procurement and sales exceeded 10 million.
In the live broadcast room of Jingdong procurement and sales, Li Jiaqi was shouted in the air
In 2024, Jingdong's live broadcast room will continue to shout Pinduoduo to "compare prices", calling Dong Yuhui to settle in, and then saying that there is no GMV threshold to recruit anchors. In terms of content, JD.com launched a new "shopping-graphic" channel in March, started to make short pictures and texts, and announced on April 10 that it would spend 2 billion yuan (1 billion cash and 1 billion traffic support) to increase the content ecology of the JD platform.
Combined with JD.com's recent operations, it is actually more like releasing a signal: in 2024, JD will increase live broadcast e-commerce and accelerate the construction of content ecology.
Today, when Internet traffic has peaked, the growth rate of the e-commerce market has slowed down, but live broadcast e-commerce is growing rapidly. Platforms with traffic anxiety are also constantly thinking about how to attract consumers to shop on the platform, or how to make consumers stay more in the platform.
As a member of the three giants of e-commerce, JD.com's live broadcast e-commerce pressure and traffic pressure are particularly high.
On the one hand, Taobao and Douyin have created their own live broadcast e-commerce positions early, and they have also come up with their own head anchors, and the live broadcast e-commerce ecology has matured. Although Jingdong's live broadcast "got up early in the morning", it "caught up with a late set".
Guosheng Securities' report has mentioned that the data of "2020-2021 MCN Institutional Live Broadcast Platform Delivery Selection" shows that only 4% of MCN institutions will choose JD in 2021. Luo Yonghao, who will help JD.com start live broadcast e-commerce in 2023, will also stop broadcasting his "Make a Friend" account in 2024: the cooperation between the two sides may have expired.
Make a friend on JD.com, which will be off the air in 2024
On the other hand, JD.com will no longer update the data related to monthly active users from the fourth quarter of 2022, and according to the data of the "2023 Double 11 Insight Report" released by QuestMobile, it can be seen that during the "Double 11" period in 2023, the daily active users of mobile Taobao will reach up to 532 million, followed by Pinduoduo's highest daily active users of 398 million, and JD.com's daily active users will only reach 212 million.
Using "Procurement and Marketing Dongge" to increase live broadcast e-commerce to alleviate growth pressure, and increase the content ecology to attract and retain traffic is JD.com's current solution to the problem, and it is also a choice that has to be made.
Jingdong is content-oriented, and the road is long
Can you become the head anchor of JD.com?
The answer is probably no.
Although Jingdong officially said that Dongge will join the live broadcast room of Jingdong's various categories one after another, the digital person who cannot interact and cannot give the audience real feedback does not have an advantage in the "trust business" of live broadcasting.
Lei Jun announced that he would broadcast live on Douyin on April 18
Lei Jun took the labels of "Are you ok", "Rebus" and "close to the people" to play a stalk in person, so as to get a lot of praise. Li Jiaqi, Brother Xiao Yang and Simba, many head anchors, also have more or less distinct personal labels and characteristics, in order to gain the audience's sense of identity.
Brother Dong, a digital person, shouts "brother" on his lips, but it is difficult to show real emotions, he is more of a "machine" to introduce goods, and he cannot become a "head anchor".
However, the timing of the appearance of Dongge is quite ingenious.
On the one hand, Brother Xiao Yang and Simba, the two leading anchors of Douyin and Kuaishou platforms, have said that they will reduce the number of live broadcasts. The head anchor is gradually hiding behind the scenes, and Jingdong and Liu Qiangdong can just grab this part of the scattered overflow traffic.
On the other hand, two days after the live broadcast of Dongge, that is, on April 18, JD will hold the 2024 JD 618 Merchant Ecological Partner Conference. In the report of "Tiger Sniff" on March 7, it was mentioned that some JD insiders revealed that 618 in 2024 has been regarded as a key window period by JD.com, and the corresponding resources have been concentrated on 618 from the first quarter.
The JD 618 Merchant Ecological Partner Conference was held on April 18
The "good start" of purchasing and selling Dongge is the best publicity of Jingdong on the eve of the 618 promotion, and it is also the last to sell goods.
Jingdong Yanxi, which has previously deployed digital human virtual anchors, has also attracted the attention of many merchants by purchasing and selling Dongge, and may also be able to help JD live e-commerce, prompting merchants to adopt low-cost digital humans to deploy JD live e-commerce. Liu Qiangdong, the No. 1 position, used a digital person to live broadcast, which also made more people see JD.com's determination to do live broadcast and content ecology. What Dongge is doing now is more to let more merchants and MCN institutions enter JD.com, and bring JD.com's content from 0 to 1.
In 2023, JD.com will promote the Yanxi digital human anchor
From this point of view, shouting Dong Yuhui and recruiting anchors are not as good as a live broadcast of Dongge.
The purchase and sale of Dongge has given JD live broadcast e-commerce and content ecology a shot in the arm, and it can also make JD's content breakthrough, but JD's live broadcast e-commerce and content road is still very long.
During the "Double 11" period in 2023, the daily live broadcast traffic of the live broadcast broadcast room that attracted a lot of attention is not stable: according to the data of the homepage accounts of multiple live broadcast rooms, it can be found that the number of daily live broadcast viewers rarely reaches one million, and the number of live broadcast venues is even less than 100,000.
In JD.com's procurement and sales live broadcast room, the traffic is not stable.
"Interface News" reported that in the live broadcast room of Jingdong procurement and sales, a popular item like Huawei Mate 60 can be watched online by 300,000 to 500,000 people at the same time in a live broadcast, and thousands of units are sold, while some small categories or unpopular products are far from reaching this value.
The success of purchasing and selling Dongge has Liu Qiangdong's traffic and the curiosity of the audience. In addition to these two points, how do other ordinary digital people perform in the field of live streaming?
used to be a digital human anchor on Douyin
In 2023, we mentioned in "299 yuan a set, 24 hours a day, AI anchors are involved in the live broadcast room" that the application of digital anchors has appeared in many local life live broadcast rooms, with low operating costs, but the amount of GMV with goods is not high, and it is more of a "supplement" to the daily live broadcast, doing simple shelf sales, it is difficult to mobilize consumers' emotions and make them place orders.
JD.com's digital human live broadcast and procurement and sales of Dongge can only be regarded as a supplement to JD.com's shelf e-commerce, and its role is limited.
JD Live may have successfully "made up tickets" with the help of this procurement and sales live broadcast room and "Dongge", and re-boarded the live broadcast e-commerce bus, but if it wants to catch up with other live broadcast e-commerce players, JD also needs to accelerate the completion of the live broadcast ecology on the platform.