Sep 1, 2021|
JD and Kuaishou to Support Livestream Influencers on Book Recommendations
by Vivian Yang
JD Books and Kuaishou, China’s leading video-sharing app, will join hands to create an initiative to support livestream influencers on Kuaishou to recommend books . The two parties announced it on August 28th in Beijing.
The initiative, called “Knowledge from many stars” in Chinese, brings together JD’s strength in book supply chain and Kuaishou’s livestreaming scenarios and traffic to enrich reading culture in China as knowledge sharing formats have been gaining steam in the market.
“Many livestream hosts and MCNs are interested in the book category but lack the source of products and management skill in book supply chain,” noted a manager in charge of Kuaishou’s e-commerce business. The collaboration with JD Books will support these people by providing access to a comprehensive pool of authentic book products as well as JD’s premier logistics, after-sales services and more, offering a better shopping experience to their fans.
According to a representative of JD Books, under this initiative JD will work on bridging Kuaishou hosts and book authors for various interactions, such as inviting authors into Kuaishou hosts’ livestreaming sessions and offline events to directly interact with fans, and involving livestream hosts into authors’ new book release activities and more.
Furthermore, Kuaishou’s short video matrix on its platform and JD Books’ publicity resources via multi-media channels will both help boost the visibility and content varieties for livestream influencers’ performance on book recommendations.
To encourage outstanding influencers to continuously produce high-quality content, JD Books will offer a number of incentives such as naming them as JD’s “book recommendation officers,” providing new book launching resources on specific book products, online traffic support and more.
The initiative will be officially launched on Sept 1st and will last until the end of 2022, and aims to draw together a vast range of book industry players, livestream influencers and content platforms to explore collaboration and value co-creation among relevant industries.