Zhong Guo Jin Rong Xin Xi Wang·2026-01-27 12:26Core Insights - JD.com has officially launched its annual New Year goods festival on January 25, featuring significant discounts and promotions, including direct price cuts of up to 50% and additional subsidies of up to 3,000 yuan [1][2] - The introduction of AI-native digital humans marks a technological upgrade, transitioning from traditional digital tools to a more interactive and personalized shopping experience [2][8] Group 1: AI Native Digital Humans - The new generation of AI-native digital humans, powered by JD's JoyAI model, allows for real-time generation of various personas, enhancing consumer engagement and providing a more immersive shopping experience [2][6] - These digital humans can perform complex tasks and create personalized content, moving beyond their previous role as mere cost-saving tools [2][5] Group 2: Creative Engagement Strategies - Over 100 brand presidents will appear as customized digital avatars during the festival, promoting popular products with significant discounts [3][4] - The character "Ma Honghong" will randomly appear in various brand live streams, offering chances to unlock substantial cash rewards, enhancing consumer interaction [3][4] Group 3: Technological Advancements - The JoyAI model enables digital humans to generate long-duration live streams with high expression fidelity and natural interaction, addressing industry challenges such as hand illusion [6][7] - JD.com has introduced a "digital human live room replication" feature, allowing merchants to upload real live stream content for accurate replication, enhancing the quality and fluidity of digital interactions [7] Group 4: Market Positioning - JD.com is leading the commercialization of AI-native digital humans, with plans to launch over 300 such digital personas during the New Year festival, covering various scenarios from product promotion to brand activation [8] - The shift from "tool-based" to "native" digital humans is redefining the boundaries of live streaming and driving the next evolution in live commerce [8]