JD’s Special Support for Live Streaming during the Coronavirus Outbreak

JD’s Special Support for Live Streaming during the Coronavirus Outbreak

By Yuchuan Wang and Hui Zhang

On February 13, JD.com announced special support for merchants, KoLs and multi-channel networks (MCNs, KoL agencies) doing live streaming e-commerce to better support the rising demand for online shopping.

This is in addition to the company’s ongoing supply of all kinds of products and fast delivery across China.

For merchants, JD Live will reduce the take rate to as low as 1%, provide extra traffic support, and waive all service fees. In addition, for projects aimed at helping farmers and relieving poverty, JD Live will also provide special policies and subsidies. At the same time, from now until the end of February, KoLs will receive cash subsidies for livestreaming in seven categories: food and beverages, fresh food, household cleaning and paper products, personal care, kitchen utensils, household products and pet life. New KoLs on JD’s platform will also get access public domain traffic.

In order to meet the needs of merchants for new product releases, JD Live has also upgraded its “Online Product Launch Conference,” which leverages 5G to broadcast at low latency. The upgraded function will enable merchants to gain access to JD’s massive marketing resources and tools.

Earlier this week, JD.com announced the launch of “National Fresh Produce Green Channel” to help farmers who are seeking a sales channel for their products due to the coronavirus outbreak. JD Live will provide free of charge live streaming service and subsidies such as coupons and JD points for merchants who participate in the initiative to leverage.

JD also invited county and village representatives to come into the JD Live studio and introduce their local specialties. On February 11th, the live stream featuring representatives from Yongfu country of Guangxi Autonomous Region attracted more than 300,000 followers in less than an hour. On February 12th, the live stream with Xianmei Liao, deputy magistrate of Yongfu county was watched by more than 400,000 viewers.

Due to the continuous impact of the epidemic, the flower market also suffered a heavy blow during the Spring Festival and Valentine’s Day this year. With wholesale markets at flower growing areas suspended, most of the supply has been cut off and florists are temporarily closed. As such, a large number of flowers have been disposed.

JD.com leveraged its technology, logistics and traffic to help florists survive the epidemic by organizing them to do live streaming through JD Live to attract customers. JD also contacted flower training institutions and florists to provide free courses on flower arrangement, thus attracting more consumers to buy flowers. Thanks to JD’s unparalleled logistics speed, most customers can receive flowers the same- or next-day they order them.

 

(yuchuan.wang@jd.com; zhanghui36@jd.com )

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