Liu Qiangdong played big and drove hundreds of presidents to live broadcast on JD.com

E-commerce newspaper Pro

2024-04-26 11:09Posted on the official account of Guangdong E-commerce News

The boss is not enough, Jingdong wants more than 100 digital human presidents to go into battle to bring goods

Liu Qiangdong, CEO of JD.com, recently brought goods in person in the live broadcast room as a digital person, and sold 50 million in a live broadcast. The bosses worth hundreds of billions of dollars have gone live in person, which can also be seen that Jingdong is determined to stick to the live broadcast.

In fact, since 2024, many bigwigs in the car circle and Internet circle have begun to do live broadcasts, short videos, and even keen to be Internet celebrities to harvest traffic crazily, and this trend has not stopped.

After all, in the era of stock, traffic is paramount. Since the successful delivery of the "Dongge" digital human, JD Cloud also plans to launch more than 100 enterprise president digital humans. There are also thousands of enterprises such as brand owners, cultural tourism, and finance consulting related matters.

Source: Jingdong Supermarket procurement and sales live broadcast room

In other words, in the future, there will be more than 100 heavyweight presidents like Liu Qiangdong who will bring goods in the live broadcast room as digital humans, drive the popularity and traffic of the live broadcast room, and promote users to place orders.

According to JD Cloud, the JD Cloud Yanxi team has launched the "Rocket Acceleration Mode", opened the one-to-one VIP customization service, and delivered the products with quality and quantity in strict accordance with the agreed time node. In addition, all brands can enjoy a 30-day free trial, and they can pay before they are satisfied.

It is worth noting that it is the president of the company who creates the image of digital people bringing goods here, so why not the head anchor with goods, or a traffic star?

First of all, the president of the big guy who is worth tens of billions of dollars personally does the live broadcast, giving fans and users a sense of grounding. For example, Lei Jun, who entered the automobile circle, personally opened the door for the owner when the car was delivered, and reaped a wave of fans. Netizens even labeled Lei Jun as down-to-earth and close to the people, and Xiaomi cars were even more popular. And the friends can only envy it, gritting their teeth and blaming themselves for not thinking of this trick.

Source: Screenshot from Little Red Book

As early as 2016, when Double 11, Liu Qiangdong also broadcast live on JD.com, but that time was indeed a live broadcast, and Liu Qiangdong also cooked in person during the live broadcast, which also attracted many people to watch.

Liu Qiangdong himself cooked

Secondly, for users, it is not strange that at present, whether it is a head anchor or a celebrity with goods, but the president and big boss who are worth hundreds of billions of dollars can be a little interesting, and what they pursue is a sense of contrast and down-to-earthness, and what they see is this IP title.

On the other hand, in terms of cost, digital human anchors are definitely much cheaper than head anchors, and even live broadcasts for 24 hours in a row can be done.

Even Jack Ma said that the era of AI e-commerce has just begun, and it is both an opportunity and a challenge for everyone. It can be seen that AI+ e-commerce can also encounter greater sparks.

The AI digital human delivery also means that AIGC-style e-commerce live broadcast has gradually entered the 3.0 era, and digital humans can not only be used for e-commerce live broadcast, but also can be applied in industrial scenarios such as cultural tourism, finance, and intelligent services.

During the Spring Festival, Yanxi Digital Human settled in the live broadcast rooms of many brands, bringing cross-border beauty, jewelry, 3C digital, home appliances, etc., with a cumulative GMV of more than 40 million yuan, and the conversion rate in leisure time increased by more than 30%.

However, some users think that the digital human is too fake and too blunt, and JD Cloud is also constantly improving. It is understood that now only 5-10 minutes of video material and a minimum of 6 seconds of voice material are needed, and JD Cloud Yanxi can customize a lifelike digital clone.

But there are also users who can't tell the real from the fake, and don't seem to realize that this is a digital person, after all, Liu Qiangdong's digital person sold 50 million within an hour.

Of course, the development of AI is faster than we can imagine, and the boundary between truth and fiction is blurring. Previously, a group of AI beauties brought goods on social platforms, and their fans increased innumerably. There are also many people who are willing to pay for it even if they know that it is AI, focusing on emotional value.

Source: Screenshot from Weibo

Liu Qiangdong was really anxious this time

The competition in the industry has been intensifying, and Jingdong has been making new moves since the beginning of the year, and it is the Spring Festival Gala and the boss's live broadcast, and Liu Qiangdong has also begun to be anxious.

In March this year, in the "2024 Hurun Global Rich List" released by the Hurun Research Institute, Liu Qiangdong ranked 427 with a wealth of 49.5 billion yuan, a drop of 291 places compared with last year, and his wealth has shrunk by nearly half.

Liu Qiangdong 2024 Hurun Global Rich List Ranking

In 2021, Liu Qiangdong ranked 54th on the "Hurun Global Rich List" with a wealth of 188 billion yuan, up 71 places. In recent years, the rate of decline has been getting faster and faster.

Liu Qiangdong's 2021 Hurun Global Rich List ranking

Specifically, in 2022, Liu Qiangdong's wealth will be 135 billion yuan, ranking 77th. In 2023, Liu Qiangdong will have a fortune of 95 billion, ranking 136th.

In the latest list, Liu Qiangdong's ranking has dropped sharply, and compared with 2021, Liu Qiangdong's wealth has shrunk by 138.5 billion yuan, and his ranking has fallen by 373 places.

From the stock price point of view, the performance of Jingdong Group in the capital market is not very optimistic, last year as a whole showed a downward trend, the market value has also shrunk significantly, and it has gradually been left behind by Pinduoduo.

At the close of the U.S. stock market on April 24, 2024, Alibaba's latest market capitalization was US$190.066 billion, Pinduoduo's latest market capitalization was US$169.461 billion, and JD.com's latest market capitalization was US$44.998 billion. According to calculations, Alibaba's market capitalization is 4.2 times that of JD.com, and Pinduoduo's market capitalization is 3.7 times that of JD.com.

Source: Screenshot from Snowball

Judging from the financial report, JD.com's revenue in 2023 will be 1,084.7 billion, a year-on-year increase of 3.7%, and the net profit attributable to the company's ordinary shareholders for the whole year will be 24.2 billion, a year-on-year increase of 132.8%.

Although last year's revenue and net profit achieved positive growth, JD.com's overall growth rate showed a slowdown trend. According to the financial report, JD.com's revenue growth rate in 2023 will be 3.7%, a decline from 27.6% in 2021 and 9.9% in 2022.

At present, Liu Qiangdong still needs to find a feasible path to solve the current dilemma. After all, the wolves are currently around, and if you don't pay attention to it, you will let the opponent take advantage of it.

Is it feasible for JD to rely on content to turn over?

Since the beginning of this year, an obvious change is that e-commerce platforms have begun to compete for content. One of the biggest trends is that short dramas have blossomed on various shopping platforms, and some have even invested money to attract users by watching short dramas for free.

At present, Taobao, Jingdong, Pinduoduo, Douyin, Kuaishou, Meituan and other large manufacturers have laid out short dramas. This also reflects that Internet giants are falling into traffic anxiety, after all, good content can attract users' attention, prolong users' use time, and deepen their loyalty to the platform.

In addition, platforms are also increasing their support for content. At the end of March this year, Taobao released the 2024 short drama support policy, announcing that it would invest tens of millions of funds and more than 1 billion traffic on brand custom dramas in 2024;

JD.com has set three must-win battles in 2024, namely content ecology, open ecology, and instant retail. The content ecology was proposed for the first time, referring to live broadcasts, short videos, graphics and other sections of JD station.

In April this year, JD.com also announced that it would invest one billion in cash and one billion traffic as rewards to attract more original creators and high-quality content institutions to settle in. It is understood that Jingdong is actively preparing for the incubation of top talents, and plans to select the top 100 talents at the end of the year.

However, traditional e-commerce platforms are far inferior to short video platforms in terms of content investment, and they can even be said to be thrown out of the street. But in general, it can still enrich the ecology of the platform and meet the needs of users for entertainment content.

Platforms also need to weigh the pros and cons, and reasonably plan and execute a content strategy according to their own situation and market demand to achieve a better user experience, increase traffic and conversion rates, and ensure the stable development of their core business.

Author | Li Ying

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