Zhong Jin Zai Xian·2024-04-17 10:53Core Insights - Liu Qiangdong's AI digital avatar made its debut in a live-streaming event, achieving over 20 million views in less than an hour, showcasing the potential of AI in e-commerce [1] - JD.com is actively seeking to enhance its live-streaming capabilities by attracting top-tier hosts, aiming to compete with platforms like Taobao and Douyin [2] - The company has implemented significant reforms and investments to improve its content ecosystem and attract more users and merchants [3] Group 1: AI Digital Avatar Launch - The AI digital avatar "Cai Xiao Dong" successfully launched on April 16, 2023, in JD's live-streaming channels, reflecting the company's innovative approach to e-commerce [1] - The live-streaming event saw over 10 million viewers within 30 minutes, with several products sold out during the broadcast [1] - This event marks the first instance of a corporate leader's digital avatar participating in a live-streaming sales event [1] Group 2: Competition and Strategy - JD.com is focusing on attracting top live-streaming hosts to enhance its platform's visibility and sales potential, as evidenced by its previous successful collaborations with influencers [2] - The company has segmented its live-streaming channels into various categories, including home appliances and groceries, to cater to diverse consumer interests [2] - JD's strategy includes a significant investment of 10 billion in cash and traffic incentives to recruit hosts and enhance user engagement [3] Group 3: Market Position and Growth - JD.com has seen a substantial increase in third-party merchants, with a 188% year-on-year growth in 2023, indicating a successful expansion of its marketplace [3] - The company aims to shift its image from being primarily associated with 3C products to a broader range of consumer goods, including low-cost private label products [2][3] - The focus on content and user experience is part of JD's broader strategy to compete against rivals like Pinduoduo and Douyin, which have been encroaching on its market share [3]