This move has also been interpreted by many industry insiders as JD’s desire to reshape its live broadcast business. Judging from the current live broadcast ecosystem, JD’s live broadcast business is in an embarrassing situation. Ali, the strongest competitor in the e-commerce business segment, is in the live broadcast business The Internet has developed rapidly, and Li Jiaqi and Wei Ya, two top-level anchors with goods throughout the entire network, have been born; while Douyin and Kuaishou, which started with short videos, have also expanded from short videos to live broadcast delivery tracks, and were born. Xin Youzhi, known as "the first brother of Kuaishou".
"Jingdong Live" got up early, but caught a late episode JD Live was established around Double Eleven in 2016, while Taobao Live was born in April of Fax List the same year. Both were established in 2016 in the "first year of live broadcast"; while Douyin only opened the live broadcast function around 2018, until January 19, 2020 Today, Pinduoduo’s live broadcast function “Duoduo Live” was officially launched. It can be said that Jingdong’s live broadcast business developed relatively early, but early development does not mean that it can do well in this business. It can be said that although the time to dabble in the live broadcast business was earlier.
The development of its live broadcast business was very slow in the later stage due to the lack of forward-looking vision of JD. reaction to seeing the popularity of the live broadcast track and the huge stimulation of the sales of goods by the live broadcast of the e-commerce business. However, this reaction seems to have come a little late. Earlier, according to 36Kr report, the target GMV (ie total turnover) of Taobao live broadcast in 2020 is expected to be 500 billion yuan. 36 Krypton previously reported that the GMV target of Kuaishou e-commerce has been raised to 250 billion yuan, while Douyin is 200 billion yuan.