Die Bestellmenge steigt sprunghaft. Was ist das "Effizienzgeheimnis" von JD's Inhalts-E-Commerce?
The competition in content e-commerce is intensifying.
Looking back at the ups and downs in 2024, "content is king" remains the main theme. Brands, platforms, and service providers have clearly realized this.
Content platforms are exploring the spill - over of traffic, e - commerce platforms are seeking solutions for content - driven growth, and brands are looking for new growth frontiers. Everyone wants to find the key to victory in the new round of competition. And the rules are being rewritten. In 2024, JD's content ecosystem (short videos and live - streaming) became a new growth frontier for merchants. At the first "JD Merchant Content Conference", JD revealed that the order volume of JD's live - streaming increased by nearly 150% year - on - year in 2024. According to the analysis of industry data agency CRI, this growth rate ranks first among major content e - commerce platforms. Moreover, the order volume of JD's short videos grew even more rapidly, with a year - on - year increase of 160%.
Behind this achievement is the strategic outcome of JD's reconstruction of the "people - goods - scene" logic with the dual engines of "shelf + content". At the just - concluded JD Merchant Content Conference, the ambition of its content ecosystem may be revealed.
With increasing involution, has JD's short videos and live - streaming become the No.1 choice for merchants to improve efficiency?
The integration of e - commerce contentization and content e - commerce has become irreversible.
The current dilemma regarding growth is essentially an efficiency war after "traffic inflation". When the industry is trapped in a cycle of "homogeneous content creation by influencers, fierce competition among merchants for ROI, and stock competition among platforms", JD has found a new differentiated path with the "efficiency gene" of shelf e - commerce - using professional content to build trust and using trust to improve conversion efficiency.
JD can accurately meet users' needs, which is the key to breaking the dilemma. Most of the traffic of shelf e - commerce users ultimately flows to the product detail pages. This means that users come to JD with clear needs, and the key to growth lies in solving the conversion loss in the "last mile".
The content ecosystem has become JD's solution for merchants. Xiaomi understands this well. On the one hand, Xiaomi has embedded two types of content on the product detail pages: one is the "main - picture video" that highlights the product's selling points, showing the product's functions from a professional perspective; the other is the "video review" section, composed of real user review videos. This combination of "professional + amateur" content further shortens the user's decision - making cycle and effectively improves the conversion rate. On the other hand, JD's live - streaming has become one of Xiaomi's main content distribution channels, hosting the live broadcast of brand press conferences and often planning exclusive channel activities such as CEO live - streaming and special KOL live - streaming. For example, during Lei Jun's annual speech in 2024, JD's live - streaming room broadcast it simultaneously, and the number of transactions in the live - streaming room exceeded 10,000.
This in - depth integration of "shelf + content" has enabled JD to form a unique "synergy of short videos and live - streaming" content ecosystem. Short videos are responsible for accurate product promotion, live - streaming for immediate conversion, and the shelf for repeat purchases. Taking Xiaomi as an example, JD has become an important channel for Xiaomi users to follow brand press conferences, with real and frequent interactions in the comment section. "Mi fans on JD have clear purchase intentions, and the conversion rate for new and popular products is significantly higher," emphasized the person in charge of Xiaomi's e - commerce marketing. Each press conference is made into video clips and repeatedly promoted, and accurately pushed to high - intention users on the homepage. The combination of 'professional content + efficient traffic' has enabled JD's content e - commerce to grow much faster than the industry.
JD's content e - commerce growth rate far exceeding the industry in 2024 confirms the business logic that "efficiency is the barrier". It has also enabled JD's content ecosystem to grow much faster than the industry, becoming an "efficiency moat" for merchants to fight against involution. As a brand manager said, "On other platforms, traffic is a cost; on JD, traffic is an asset."
JD's content ecosystem is the core lever for brands to achieve large - scale conversion at a low cost
In JD's narrative, content is not an appendage of traffic but the core lever of business. The differentiated advantage of its ecosystem lies in the reconstruction of the "people - goods - scene" to transform content into quantifiable growth.
The efficient conversion of live - streaming has become the first movement of JD's content ecosystem. During the 618 promotion in 2024, a special live - streaming event on JD caused a stir - executives from Midea Group appeared on stage with an AI digital human, answering thousands of users' questions in real - time. This "tech show" attracted 210,000 views, and the conversion rate increased by 25% compared to normal days.
Correspondingly, Midea has ranked first in the live - streaming sales volume of household appliances on JD for many years. The person in charge of Midea's JD channel said bluntly, "Among all content e - commerce platforms, JD's live - streaming has the highest conversion rate, and the core lies in the chemical reaction between 'professional content' and 'efficient traffic'." The digital human is not a gimmick but an epitome of JD's technological empowerment. Its live - streaming assistant, developed based on a large - scale model, can answer different users' personalized questions simultaneously and even automatically match national subsidy policies according to regions, taking "professionalism" to the extreme.
The accurate product promotion of short videos forms the second movement. The emerging Chinese - style jewelry brand Hanxiu Jewelry has focused on content since 2022, taking JD as its core platform. It has produced short videos for the National Elegance series, the Chinese Zodiac series, and the Twelve Flower Goddesses series, centered around amateur wearing and explanations of intangible cultural heritage craftsmanship, covering nearly 70% of its best - selling products.
Taking Hanxiu Jewelry's best - selling original dragon - phoenix series as an example, it has collaborated with JD's influencer ecosystem, focusing on both product main - picture and videos, and successfully created an industry hit with both cultural value and market popularity.
The person in charge of Hanxiu Jewelry believes that "On JD, content is not an auxiliary tool but an amplifier of product value." Behind this strategy is the strong demand of JD users for cultural connotations and product quality. "It is preliminarily estimated that we have invested a very small amount in the short - video field on JD, but the sales volume obtained through content accounts for as high as 60%."
The "hit product" of Ninebot has become the latest footnote to the synergistic effect of JD's content ecosystem. Previously, when Ninebot launched the second - generation Mech Master, it used JD's content ecosystem to build up momentum in advance. By offering multiple benefits, it attracted a large number of users. Eventually, the single - day sales volume of the second - generation Mech Master in the live - streaming room exceeded 13 million yuan, a month - on - month increase of 395%. "JD's traffic recommendation and live - streaming tools have significantly shortened the cold - start cycle of new products," revealed the person in charge of Ninebot. Behind this battle is a typical approach of JD's content ecosystem - "synergy of short videos and live - streaming": short videos for pre - promotion and product promotion, live - streaming for immediate conversion, and promotional activities to boost sales. The three are closely linked, pushing new products to become hits.
It is not difficult to find that the underlying logic of JD's efficiency - driven growth lies in the "in - depth integration of the content field and the transaction field". Different from content platforms, JD connects scenarios such as product detail pages, the discovery channel, and store live - streaming into a "decision - making closed - loop" to jointly receive in - platform traffic. For example, after Hanxiu Jewelry's users jump from short videos to the product page, they will see the product main - picture video, details, and video reviews echoing each other, significantly reducing the decision - making cycle. After users in Midea's live - streaming room place an order, they will receive automatic recommendations of extended warranty services and accessories from JD, further increasing the average order value. This content ecosystem truly achieves large - scale conversion and high - speed growth at a low cost, making the efficiency revolution of "traffic equals sales" a reality.
With a focus on developing the content ecosystem, how will JD define the next stage of content e - commerce?
In recent years, JD has frequently shown its emphasis on the "content ecosystem", which refers to the presentation of content forms such as live - streaming and short videos within the JD platform. During the 11.11 promotion in 2023, JD promoted procurement and sales live - streaming as one of its key content forms. At the Merchant Content Conference on March 18th, the signal of JD's vigorous development of the content ecosystem became even clearer.
According to official news, JD has launched the "JD Creative Hundred - Thousand Plan", aiming to build a full - scale content ecosystem. In 2025, it will invest over 10 billion units of traffic and 2 billion yuan in cash to help 100,000 merchants increase their transaction volume by over 100% year - on - year and 10,000 merchants increase their transaction volume by over 500% year - on - year through short videos and live - streaming.
Traffic support, cost reduction, and efficiency improvement are the three key dimensions of its efforts. By deconstructing its business logic, we can see that JD is trying to redefine the rules of content e - commerce from three aspects: traffic inclusiveness, technological empowerment, and ecological win - win cooperation.
Traffic inclusiveness enables small and medium - sized merchants to "operate with ease". JD will invest over 10 billion units of traffic, and merchants can freely use short - video templates and AI live - streaming tools through the JD Creative Service Platform. Technological empowerment enables "one - click content operation": JD's Yanxi digital human has been upgraded again. The live - streaming assistant based on a large - scale model can support merchants to start a live - stream with one click, provide accurate explanations by the digital human, answer questions in real - time, and automatically generate sliced videos for promotion. The ultimate goal of ecological win - win cooperation is to form a "symbiotic relationship" among influencers, merchants, and the platform. JD is no longer simply a traffic distributor but is building a "self - governing content" ecosystem through products and tools.
JD creates digital human live - streaming services based on the Yanxi large - scale model
JD's unremitting efforts in the content ecosystem are not only reflected in supporting and motivating merchants but also in attracting and cultivating influencers. At a recent meeting, JD also shared its definition of the influencer ecosystem: high - quality top - tier anchors, brand - owned celebrity endorser live - streaming in stores, and procurement and sales live - streaming rooms incubated by JD itself. JD has been injecting content genes into influencer live - streaming through external variety shows like "Let's Go Live! Youth Procurement and Sales" and e - sports competitions.
At the same time, JD has launched the "Long - Term Plan" for influencers, providing 1 billion units of traffic support and hundreds of millions of yuan in cash rewards to help the top 100 influencers achieve rapid growth in transaction volume. Brands and merchants can cooperate with JD influencers to obtain traffic support from the influencer matrix at a low cost, fundamentally improving content efficiency.
Efficiency and trust are the ultimate answers to content e - commerce. When the industry is indulged in traffic involution, JD chooses to return to the essence of retail - using content to improve decision - making efficiency rather than stimulating impulse consumption. The rise of JD's content ecosystem is not only a battle of technology or traffic but also a reconstruction of the "people - goods - scene" logic and a new idea of how content can be truly integrated into the overall platform ecosystem.
The booming development of JD's content ecosystem seems to bring an imagination and a possibility of reconstructing the shelf ecosystem. The ultimate inspiration of this transformation may be that the real winners in content e - commerce are always those who understand the value of "efficiency and trust" best.