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.
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Within 40 minutes, the overall order volume of the live broadcast room exceeded 100,000
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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".
Although the AI digital human is difficult to distinguish between the real and the fake in terms of image, the tone of the voice is still stiff when introducing the product.
According to JD.com, within 40 minutes, the overall order volume of the live broadcast room exceeded 100,000.
Behind the purchase and sale of Dongge, it is the Yanxi model developed by JD Cloud itself. It was revealed that in order to restore the most authentic "Dongge", the technical team "fed" the large model with speech materials, chatted and even included Liu Qiangdong's own travel experience, and continuously optimized, and finally formed the current AI digital human "Procurement and Marketing Dongge". Judging from the picture of the live broadcast, there is still a lot of room for optimization of the digital human image of "Purchasing and Selling Dongge".
Since the beginning of this year, JD.com's many major actions are showing that JD.com attaches great importance to the content ecology. In mid-March, JD.com set the "3 must-win battles in 2024", with content ecology, open ecology and instant retail, and the content ecology ranking first. On April 10, JD.com announced that it would invest 1 billion in cash and 1 billion in traffic as rewards to attract original short video authors and high-quality content institutions to settle in.
JD.com has invested heavily. Behind the focus on content ecology, it is also JD.com's lack of traffic. You want to attract consumers to spend time in the JD app through high-quality content and live broadcasts, and finally convert to place orders.
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lacks a big anchor, and for a long time, Jingdong has not had its own "Dong Yuhui"
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The top anchors are constantly "retiring", and Simba and Xiao Yang are leaving. If JD wants to develop a content ecology, it still needs to cultivate and support its own anchors.
After shouting Li Jiaqi's incident, the explosion of Jingdong's procurement and sales live broadcast room made Jingdong see the path of the development of live broadcasting. During 11.11, JD.com saw a staggering 380 million viewers and more than 3 million items sold. "No pit fees" and "no commissions" to maintain a healthy low price.
Originally, consumers who came to Jingdong and other shelf e-commerce shopping had a clear desire to buy, and it was the norm to leave after buying. Douyin, on the contrary, is the logic of interest e-commerce, consumers have no need to buy, and through the introduction and explanation of the anchor, they have a desire to consume and place an order.
The anchor's personality and style, consumers' trust in the anchor, and the lowest price on the whole network in the live broadcast room are the keys to completing the order. Although AI digital humans have low cost and can broadcast live 24 hours a day, they still lack some "human touch" and cannot meet the emotional needs of consumers. It has always been regarded as a compensation for live anchors.
As early as 2020, Xu Lei said in an interview that live broadcast will be the standard configuration of various websites and will be normalized, and not every platform and consumer needs live broadcast, only in specific scenarios and specific products will continue to be live.
Previously, JD.com began to support third-party merchants and implement traffic and resource equality. Live streaming may also give small and medium-sized businesses an opportunity. Through the same model to make digital humans for live broadcast, it may not be limited to the platform of JD.com, which can reduce costs and increase efficiency, and bring exposure to the store.
The "No. 1 position" digital human is live, and the other parts are drained by real staff. This also opens up new ways to play.
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Jingdong got up early in the morning, but rushed to a late set
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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.
On April 10, JD.com announced that it would invest 1 billion in cash and 1 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.
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.
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.
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 2 years, learn AI, and choose a new track to start again after 2 years".
What does this mean?
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Live streaming is facing an industry reshuffle, where is the road?
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Top streamers usually have a huge fan base and influence, and their departure may lead to the loss of some users, which will have a certain impact on the short-term development of the industry.
However, in the long run, it also provides more opportunities for other potential streamers and merchants. Therefore, the live streaming industry is about to undergo a reshuffle.
The reason is that with the rise of live streaming, more and more anchors and merchants are pouring into this field, and the competition has become increasingly fierce.
However, the government's supervision of the live streaming industry has gradually been strengthened, and the requirements are more standardized and transparent. This may lead to some top streamers opting out or transitioning.
However, from the perspective of industry development, the impact of de-"heading" on the industry is still positive. The exit of the top anchor will provide more exposure opportunities for other anchors and merchants, help the diversified and balanced development of the industry, and reduce chaos and misconduct.
At the same time, the departure of the top anchor may make consumers look at live streaming more rationally, pay attention to product quality and service, rather than relying only on the influence of the anchor.
Balancing the contradiction between price and product selection is an important challenge faced by live streaming.
To solve this contradiction, it is necessary for businesses to increase the degree of product differentiation by designing unique products and providing personalized customized services, so as to reduce consumers' sensitivity to price.
In addition, professional shopping guidance anchors are arranged in the live broadcast room to use their professional knowledge and experience to provide consumers with professional shopping guidance and advice, helping them better understand the value and advantages of products, so as to make more informed purchase decisions.
More importantly, it is necessary to have a reasonable pricing strategy: Merchants should formulate a reasonable pricing strategy based on the cost of the product, market demand, and competition to ensure that the price matches the quality of the product and the service.
For the trend of the live streaming industry, live streaming should pay more attention to standardization, specialization and quality.
As consumers' demands for shopping experience continue to increase, the livestreaming industry should gradually shift from pursuing short-term profits to focusing on long-term development and brand building.
In addition to winning the trust and loyalty of consumers by focusing on the quality of products and services, anchors and merchants can also try to add the application of AI, VR and other technologies, which will bring richer display forms and interactive experiences to live streaming.
In the future, live streaming may tend to be a more professional, standardized and high-quality development path. Only in this way, on the premise of protecting the rights and interests of consumers, can we properly balance the contradiction between price and product selection, and realize the sustainable development of the live streaming industry.
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Why do entrepreneurs strive to become Internet celebrities?
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There are various reasons for entrepreneurs to personally participate in live broadcasts, the first of which is the direct amplification of the brand effect. When entrepreneurs stand on the platform, their personal influence and brand image can be directly transmitted to consumers, and this "big guy effect" can often quickly increase the viewing rate and engagement.
In addition, entrepreneur live streaming can also demonstrate the company's sincerity and transparency, enhance consumer trust, and can also directly control marketing information and brand communication, reducing dependence on external anchors.
For example, Lei Jun, CEO of Xiaomi Group, personally livestreamed the goods, not only showcasing the products, but also enhancing the emotional dimension of the brand by sharing the story of Xiaomi's growth and technological innovation. Entrepreneurs' live streaming can often achieve the dual effects of brand promotion and sales.
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Why did the super streamer leave?
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At the same time, former giants in the live broadcast industry, such as Xiao Yang Ge and Simba, have gradually reduced the frequency of live broadcasting, and even announced their "retirement" and turned to other businesses. Behind this phenomenon, there are several major challenges faced by super streamers.
Crazy Brother Yang and the Three Sheep Network have dropped the list for two consecutive months
1. The fierce competition and high-pressure state of live streaming.
The constant pressure on superstreamers to maintain a high-intensity live stream rhythm and sales performance has led some streamers to consider long-term physical and mental health and career development.
2. With the maturity of the live broadcast industry, the dependence of brands and platforms on anchors has gradually decreased.
Now that brands and platforms have started to re-evaluate the mode of live streaming, the status and role of some anchors have been redefined, and their cooperation conditions and profit sharing will inevitably be affected, so they have to consider adjusting the track.
In addition, technological advancements, especially the use of AI digital humans, have reduced the cost and complexity of traditional live streaming, enabling enterprises to more directly control the content and quality of live streaming, and indirectly changing the ecology of top streamers.
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There are also many new ways to play with their own traffic
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A typical example is Liu Qiangdong's AI digital human, which can live stream without interruption without fatigue or other human errors, and can effectively control the risk of negative public opinion that may arise during the live broadcast, which is especially beneficial for brands that need continuous exposure and sales.
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Of course, it is also necessary to see that it is difficult for digital doppelgangers to establish emotional identity for the audience like real people. The rise of knowledge-based anchors such as Dong Yuhui just shows that anchors should bring certain emotional value to consumers in addition to bringing goods.
This is exactly what many people say about Liu Qiangdong's digital human live broadcast, "I can't interact with products, and my emotional expression is also very monotonous." No emotion, it's all skill. ”
In fact, entrepreneurs rush into the live broadcast room and leave the live broadcast room for the same reason as the super anchor - live broadcast is the fastest fermented natural traffic pool on the Internet today.
In the Internet era, where there is a lot of traffic, it is the main battlefield for entrepreneurs. Zhou Hongyi, the founder of 360 Group, even bluntly said that entrepreneurs should be Internet celebrities, people's brains have been formatted by short videos and live broadcasts, and no one knows that companies don't have Internet celebrity products.
This time it is not so much that Liu Qiangdong is selling goods, it is better to say that Liu Qiangdong has made an example, in addition to the press conference, selling 2B businesses such as digital human technology, there are many new ways to play with their own traffic.