On August 26th, JD.com announced that it will once again increase incentives to attract more high-quality live streaming service providers and influencers to settle in. This is another major move by JD.com in content e-commerce after two policy investments in April and June this year. JD will invest an additional 1 billion yuan in cash and cash flow resources every month to provide subsidies and support to high-quality institutions and influencers.
As the live streaming e-commerce industry enters a mature stage, more and more consumers are gradually accustomed to the consumption form of "watching live streaming shopping". According to a research report by iResearch Consulting, the size of China's live streaming e-commerce market will reach 4.9 trillion yuan in 2023, with a year-on-year growth rate of 35.2%. It is expected that the compound annual growth rate of the market size will reach 18% from 2024 to 2026.
JD stated that in order to meet the growing demand for content consumption from users and help brand merchants better seize the development opportunities of live streaming e-commerce, JD Live continues to increase its incentive policies. This time, an additional 1 billion yuan worth of cash and traffic resources will be invested every month to continue building a healthy, orderly, and prosperous live streaming ecosystem.
Among them, in response to the introduction of digital live streaming service providers, the platform will invest billions of traffic and fully open up the emergence rights of public domain channels such as JD Live Channel, search, and recommendation, providing direct traffic support for digital live streaming. By introducing digital human service providers on a large scale, we have helped businesses reduce their broadcasting costs through digital human live streaming, benefiting nearly 10000 businesses so far. At the same time, the platform will also stratify digital human service providers and improve their digital human product capabilities in terms of cooperation models and links. In addition to providing 1 million yuan in live advertising incentives to service providers who meet the conditions, there will be additional targeted incentives and other support.
In terms of incentives for service providers and influencers, JD.com hopes to create a more specialized live streaming ecosystem. To this end, it will introduce industry experts, well-known artists, and other expert level certified influencers to 15 popular tracks, and create live streaming content in conjunction with JD's procurement and sales. For service providers and influencers, JD.com will provide targeted support with millions of cash and hundreds of millions of traffic. When the sales volume reaches a certain scale, they can receive a one-time cash reward of up to 1 million yuan per month.