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JD Introduces Avatar of Founder Richard Liu to Boost Sales and Attract Shoppers
JD introduces avatar of founder Richard Liu to promote products. Avatar-powered livestreaming show drives sales volumes to exceed RMB 50 million in less than an hour. JD aims to capitalise on the trend of combining content and shopping in the online retail space.
In a bold move to tap into China's booming online retail market, JD, the Chinese e-commerce giant, has unveiled an avatar of its founder, Richard Liu, to promote its products. The virtual doppelganger made its debut in a livestreaming show, driving sales volumes to exceed RMB 50 million (US$6.9 million) in less than an hour.
This strategic move by JD highlights the company's efforts to capitalise on the trend of combining content and shopping in the online retail space. With fierce competition from rivals who have already established a strong presence with popular influencers, JD is making significant investments in new areas to catch up.
Liu's avatar is powered by JD's ChatRhino large language model, as revealed in a WeChat post published by the company. The post also mentioned that JD's AI-driven virtual hosts now serve over 4,000 brands, showcasing the company's commitment to leveraging technology to enhance the shopping experience.
During the livestreaming show, Liu appeared in two separate sessions, each lasting less than an hour. He showcased a total of 13 products, including steak and milk. While the avatar successfully replicated Liu's gestures and mannerisms, the segments where he introduced the products lacked interaction with the audience, sounding somewhat mechanical.
JD experienced a surge in traffic last November when its procurement and sales team joined livestreams as hosts, offering popular items like the iPhone 15 series at discounted prices. Unlike other e-commerce platforms, JD stated that its model does not involve additional costs such as advertising fees or commissions for invited hosts, making it an attractive option for sellers.
The introduction of Richard Liu's avatar comes at a crucial time for JD, as the company aims to regain momentum in the post-pandemic era. In 2023, JD's revenue grew by 3.7%, a significant slowdown compared to its previous years' growth rates. The e-commerce industry has been slow to recover due to price-sensitive consumers tightening their belts.
JD's foray into livestreaming and the use of avatars demonstrates the company's determination to adapt to changing consumer preferences and stay competitive in the online retail landscape. By leveraging technology and embracing new forms of content, JD aims to attract shoppers and boost sales.
JD introduces avatar of founder Richard Liu to promote products
Avatar-powered livestreaming show drives sales volumes to exceed RMB 50 million in less than an hour
JD aims to capitalise on the trend of combining content and shopping in the online retail space
Source: TECHNODE