Cai Jing Wang·2025-06-20 05:46Core Insights - The article highlights the shift in e-commerce competition from price wars to a multi-faceted upgrade in experience driven by technology, content, and ecosystem [1][10] - JD.com has launched a series of innovative 3D products during the 618 shopping festival, marking the beginning of a 3D information flow era in the e-commerce industry [1][10] Group 1: Technological Innovations - JD.com introduced the "JD Liying" series of 3D products, including "naked-eye 3D advertising" and "3D intelligent home matching tools," which enhance consumer shopping experiences [1][2] - The naked-eye 3D technology allows users to experience immersive 3D advertising without any devices, utilizing AR real-time projection and AIGC-generated 3D models [1][2][6] - The "Liying-Meijia" solution enables users to freely design and visualize home decor in real-time, enhancing the online shopping experience for home goods [3][6] Group 2: Consumer Engagement - The new 3D technologies provide a more interactive shopping experience, allowing users to virtually try on products and see how items fit in their homes [2][3] - The introduction of 3D live streaming technology has significantly improved user engagement, with interaction rates increasing by over 20% and user dwell time growing by 50% compared to traditional live streaming [8][4] Group 3: Market Impact - The 3D advertising solutions have shown impressive results, with SK-II's click-through rate increasing by 60% and Huawei's conversion rate rising by 37% [6][7] - JD.com aims to democratize access to 3D advertising for small and medium brands through the "Liying-Mini" solution, which simplifies the 3D content creation process [7][10] Group 4: Future Directions - JD.com plans to continue optimizing its 3D engine and expanding AIGC capabilities while exploring collaborations with more brands [9][10] - The company is positioned to redefine the relationship between consumers, products, and shopping environments, moving from traditional image-based shopping to immersive spatial decision-making [10]