In order to sell home appliances, JD Appliances is going all out, and Liu Qiangdong is leading the charge! Recently, JD Appliances directly introduced the AI digital persona of its founder, Liu Qiangdong, to livestream sales directly on JD's platform. The debut sales included home appliance products such as Hisense TVs and Midea air conditioners. The home appliance industry believes that JD Appliances' move is simple: online sales of home appliances are becoming saturated, and e-commerce platforms are facing the impact and pressure of livestream shopping.
Since entering 2024, it's been tough to sell home appliances in first-tier markets! Or rather, online platforms like JD and Tmall, which sell home appliances, are now facing competition from livestream e-commerce. Under pressure both online and offline, JD Appliances and others have no choice but to "take the initiative" to compete with their peers!
Recently, JD Group, in order to seize market share, orders, generate buzz, and grab attention, has pulled out all the stops by introducing an AI digital persona of its founder, Liu Qiangdong, and initiating livestream sales of home appliances. In the future, Liu Qiangdong's AI persona is expected to regularly livestream sales in the online space, essentially demonstrating JD's determination to sell goods by directly involving the boss to activate market enthusiasm and online traffic.
On the evening of April 16, Liu Qiangdong's AI digital persona completed its debut livestream sales event. It lasted less than 50 minutes, focusing primarily on JD Appliances, while also praising the excellent work of JD's procurement team and recommending products such as Hisense TVs and Midea air conditioners to users.
Ultimately, this debut livestream on JD garnered over 20 million views and more than 100,000 orders. However, the actual sales performance of this livestream is not the main focus, as the promotional value often outweighs the sales value. Nevertheless, the future success of Liu Qiangdong's livestreaming will still be judged by numbers and performance.
In the eyes of the home appliance industry, Liu Qiangdong's foray into livestream shopping marks a qualitative turning point for the entire home appliance retail sector. Firstly, competition in the home appliance retail market is intensifying, with upstream prices rising and downstream sales stagnating, leaving manufacturers in a bind. Secondly, offline physical stores are being squeezed by online stores, which in turn face competition from livestream and community sales. JD Appliances must take proactive measures to maintain its market leadership position rather than rely on inertia, and reignite its enthusiasm.
Moving forward, all companies and merchants in the home appliance industry are more concerned with the fact that this year's market competition isn't just between online and offline stores, but also among online platforms engaged in livestream sales. Faced with this situation, all home appliance manufacturers must go all out to survive. How to go all out remains to be seen. Therefore, JD's decision to directly use Liu Qiangdong's AI digital persona for livestream sales is twofold. On one hand, JD seeks to leverage Liu Qiangdong's personal influence to boost livestream sales; after all, for the average person, it's hard to distinguish between the real Liu Qiangdong and his digital persona during livestream shopping. On the other hand, with the fragmentation of home appliance retail channels and fierce competition among online sales platforms, whether it's online stores, livestream shopping, or community sales, offline store owners can never hold on to their market share without making a concerted effort and stepping up their game.
For other companies and merchants in the home appliance industry, the logic of operation going forward is clear: it's time to go all out. There's no time for waiting or hesitating; it's time to make a dash for it!
