Mar 2, 2022|

JD’s Virtual Anchor Makes Livestream Debut for Beauty Brands


by Doris Liu

JD Beauty’s virtual anchor “Xiao Mei” made her livestream debut on the Super Category Day, February 28, during which more than 1,000 beauty products saw a year-on-year increase of over 100 percent.

Xiao Mei, which means “little beauty” in Chinese, provided a 24-hour live streaming service with professional knowledge and explanation in livestream studios of 21 cosmetic brands including Yves Saint Laurent (YSL), L’Oreal, OLAY and Kiehl’s, attracting more than one million viewers in total .

As a third-generation intelligent digital human, Xiao Mei’s facial features are synthesized by a neural network with hundreds of millions of parameters, and her lip movements can be precisely synchronized with her voice. During the livestream, every frame of the virtual anchor was generated by artificial intelligence (AI), and her voice sounded like a real person, offering online shoppers a more natural experience.

In terms of sales on the JD Beauty platform, high-end beauty brands showed a strong momentum of growth on the Super Category Day, with Lancome, L’Oreal, Estee Lauder, SK-II and OLAY ranking Top 5 in terms of turnover. Over 50 popular products exceeded RMB 100 million yuan in turnover in one single day.

By upgrading the livestream shopping experience through technological innovation, JD Beauty helps brands reduce the training, management and operation costs of human livestream anchors and to obtain continuous growth of the livestreaming scene, which also opens up new possibilities for the beauty industry.