In a move to dominate the live-stream shopping arena, JD.com, a leading Chinese e-commerce powerhouse, has announced a generous US$138 million (1 billion yuan) cash incentive program. This initiative aims to attract more content creators to its platform, capitalising on the surging popularity of video-based shopping in China. As live-streaming and short video content become increasingly integral to the online shopping experience, JD.com is positioning itself as a prime destination for both creators and consumers.
Boosting creator engagement
JD.com’s new incentive scheme is designed to reward influencers across a diverse range of categories, such as electronics, home goods, fashion, skincare, and automotive accessories. Eligible influencers could pocket up to 30,000 yuan weekly, bolstering their motivation to produce engaging and high-quality content. Additionally, these content creators are promised greater visibility for their videos and live streams, offering an even greater incentive to participate.
Support for agencies and the growth of video shopping
The e-commerce giant is also extending its support to multichannel networks (MCNs), agencies that assist influencers in expanding and monetising their online presence. A dedicated fund of 5 million yuan is allocated for these MCNs, providing them with monthly cash bonuses contingent on their success in bringing new talent to JD.com’s platform. This strategic move comes in response to the explosive growth of video shopping in China, where over 71% of internet users made purchases after viewing video content in 2023, a significant leap from 42.7% the previous year.
JD.com’s strategy and future plans
Despite launching its live shopping service shortly after Alibaba’s Taobao, JD.com has struggled to cultivate a roster of star influencers comparable to its competitors. Recognising the importance of standout content creators in driving sales, JD.com has now committed to nurturing top-tier talent within its ecosystem. The company is in the process of identifying and incubating potential star creators, with plans to unveil the 100 most successful ones by the end of the year. These flagship influencers are expected to play a crucial role in boosting platform sales and enhancing JD.com’s appeal to a broader audience.
As live-stream shopping continues to reshape the e-commerce landscape in China, JD.com’s ambitious initiative underscores its commitment to becoming a leading player in this dynamic market. By fostering a vibrant community of content creators and offering substantial financial incentives, JD.com is well-positioned to capitalise on the growing trend of video content consumption among Chinese shoppers.
