Liu Qiangdong is full of firepower and engages in Jingdong live broadcast

E-commerce newspaper Pro

2024-06-07 10:59Posted on the official account of Guangdong E-commerce News

JD.com continues to increase its weight in the field of live broadcasting

The content e-commerce market continues to expand.

Although JD.com has a deep foundation in the field of e-commerce, compared with some fast-rising platforms, it once appeared conservative in content e-commerce.

In the face of market pressure, JD.com did not stay in the past, but quickly adjusted its strategy and increased its investment in content e-commerce.

Recently, it was reported that JD Live plans to further invest cash and traffic resources to increase incentives for cooperative MCN institutions and talents, so as to attract more professional institutions and content creators to join the JD Live platform.

Moreover, in order to optimize the cooperation ecology, JD.com will implement a set of rating management system, which will be rated according to indicators such as the duration of the organization's broadcast, the frequency of broadcasting, and the volume of orders.

Looking back on this year, JD.com has made frequent moves in the field of live broadcasting, recruiting Internet celebrity HR, and "copycat Li Jiaqi", and even making a president AI digital human team.

A few days ago, Ren Yuechao, a former high-value HR of Huawei, joined JD.com and served as a dual role of HR and anchor.

Ren Yuechao first became popular because when he participated in the company's offline job fair at Huawei, the photo was captured by netizens and posted online.

He quickly attracted a lot of attention with his outstanding appearance. Later, soon after he resigned from Huawei, he appeared as a new anchor at the JD 618 launch conference.

Source: JD.com

And in the 618 promotion, there is also an anchor who looks like Li Jiaqi who appeared in the live broadcast room of Jingdong Home Appliances, and the Jingdong anchor called him "Brother Li". This "Little Brother Li" played slogans such as "low price +7" and "then Li is expensive" in his live broadcast room, and promised to give a 20% discount on the price of the goods provided by Li Jiaqi, implying who it is self-evident.

Source: Jingdong procurement and sales live broadcast room

At the 618 kick-off conference, JD.com CEO Xu Ran's AI digital human also participated in the live broadcast. JD.com announced that 18 president digital people will participate in the live broadcast to form a "president digital human group" to lead the new trend of e-commerce live broadcast.

JD.com's various measures to continue to strengthen the field of live broadcast are actually JD.com's specific practice of the "content ecology" in the "content ecology, open ecology, and instant retail", and it is an in-depth implementation of the content e-commerce strategy.

Nowadays, people are more and more inclined to shop in entertainment, and the combination of content marketing and e-commerce transactions can more effectively attract users' attention and promote purchase conversion. Platforms such as Cats & Dogs and Doukuai are vigorously deploying content e-commerce, improving user experience and revenue through short videos, live broadcasts, graphics and texts.

From the initial self-operated e-commerce, JD.com has gradually expanded to logistics services, third-party platforms, financial technology and other fields, and content e-commerce is also an indispensable strategy for it today, cooperating with other fields to build a richer and three-dimensional e-commerce ecosystem.

JD.com is in crisis

JD.com's recent series of vigorous support for 618 is actually a struggle under multiple crises.

According to the news exposed in May, within the company, the phenomenon of JD employees finding someone to punch in on behalf of the company is not only common, but has even developed into a mature industrial chain. For 15 yuan at a time, one person can punch in for 20 people, involving more than 14,000 people per month.

Such a large-scale check-in behavior undoubtedly exposes the loopholes in JD.com's internal management and supervision processes.

At the same time, the company's external environment has also put a lot of pressure on JD.com.

In the traditional shelf e-commerce sector, Pinduoduo, for example, has soared to about $198.3 billion in total market capitalization, compared to JD.com's total market capitalization of $46.7 billion.

Pinduoduo's catch-up in market share undoubtedly directly threatens JD.com's market position and intensifies the competitive pressure in the industry.

Then the rise of content e-commerce such as Douyin is also in full swing, with its huge user base and strong content marketing capabilities, it has rapidly grown into a new force in the field of e-commerce.

Moreover, for brand owners, Douyin and other platforms can reach consumers more directly through KOL, live broadcast and other means, so content e-commerce platforms such as Douyin are more attractive to brand cooperation.

The competition in the e-commerce industry is no longer limited to traditional goods and services, but has expanded to multiple dimensions such as content creation and community interaction.

Now in 618, Liu Qiangdong personally went to the front line of various business sectors, participated in the planning and execution of major activities, and closely followed up through remote work to ensure the effective implementation of the strategy even if he was overseas.

According to the news, in the past three months, Liu Qiangdong's average daily sleep time is less than four hours, and this high-intensity work state fully demonstrates JD.com's determination to pursue performance growth and efficiency improvement.

With a sense of urgency, Liu Qiangdong said bluntly: "Those who have poor long-term performance and never work hard are not my brothers."

Source: E-commerce News

This statement is in stark contrast to his emphasis many years ago that "JD.com will never fire a brother".

In the past, Liu Qiangdong advocated the concept of "Jingdong family", emphasized the unity and consistency of the team, and was committed to creating a warm and harmonious corporate atmosphere.

But now, for the long-term development of JD.com, if it does not transform into a high-performance organization that focuses on efficiency and results, and does not eliminate the "big factory disease", then JD will really be in danger.

Where does competitiveness come from?

The person in charge of the advertising sales and operation department of JD Retail once said that in recent years, marketing has increasingly returned to the essence of people, goods and places, and finding the relationship between people, goods and places is the core royal road to help brands achieve long-term growth.

For an established e-commerce platform like JD.com, "goods" and "fields" are actually their advantages.

Jingdong has always been known for its strong logistics system, good warehousing capacity, and huge commodity warehouse, which can meet people's diversified needs and ensure the rapid distribution of goods. Moreover, JD.com's self-operated business also strictly controls the quality of goods.

As a mature e-commerce platform, JD.com has also accumulated a good brand reputation, high platform trust and strong technical strength.

In March, JD.com's "Chunxiao Plan" also launched the "AI all-round service package", providing merchants with AI assistants, AI-generated graphics, videos, AI customer service, etc. It is worth mentioning that this plan also provides merchants with free digital human broadcasting, which can be broadcast live 24 hours a day, saving hundreds of thousands of live broadcast costs every year.

Source: Jingdong after-sales

In contrast, if JD wants to improve its competitiveness, it must work the shortcomings of "people".

Now Douyin has Brother Xiao Yang and Dong Yuhui, Kuaishou has Simba, Taobao has Li Jiaqi, and Zhang Xiaohui, the head anchor of Xiaohongshu, has also been dug up, and Jingdong is quiet, and there is no sense of existence.

The anchor, as a medium that directly interacts with everyone in the live broadcast, not only carries the function of sales, but also plays an irreplaceable and important role in brand building, consumer trust building, content innovation, etc.

If JD.com wants to maintain its competitiveness in the field of live broadcast e-commerce, it must strengthen the construction of the anchor team.

At this point, in fact, JD Live has long had a differentiated and outstanding moment.

Last year's Double 11, JD.com's purchasing and sales team did not have gorgeous and exquisite makeup when selling goods in live broadcasts, but chose the most simple and simple live broadcast style.

Although they look "raunchy", they are very familiar with the goods, and they explain it to the first minute. Because these people are responsible for product selection and sales themselves, they are able to accurately convey the core selling points of each product and provide professional advice.

Moreover, they took advantage of Li Jiaqi's "79 yuan eyebrow pencil incident" to vigorously market, not only launched the "low-priced Li Jiaqi live broadcast room", but also used the method of pumping 10,000 eyebrow pencils to directly "mock Li Jiaqi's face" of Li Jiaqi's previous eyebrow pencil overturn.

Source: Jingdong APP

Driven by such a unique live broadcast strategy, the number of viewers in the live broadcast room of Jingdong exceeded 140 million in the first week of the event, and then summarized that about 300 brands sold more than 100 million yuan, and the 9.9 free shipping channel exceeded one million orders.

These atypical anchors have established trust with the audience with their in-depth understanding and professional interpretation of the product. Interaction through sincere, direct communication and hot events demonstrates the key role of the "human" factor in the success of the live broadcast.

In emerging fields such as live e-commerce, the importance of "people" has become increasingly prominent.

The harmony and unity of "people, goods and yards" is the key to driving sustainable business growth. By continuously optimizing the strategy and execution of "people", while consolidating and expanding the existing advantages of "goods" and "fields", JD can build a more efficient, interactive and personalized retail ecology to adapt to market changes and lead the development of the industry.

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