Double Eleven Jingdong Fashion Live Base Unveiled The New Position Of Net Red Economy.

In October 31st, Jingdong fashion live broadcast base was officially launched in Beijing.

The base has set up 15 types of multicenter live rooms and showroom display areas. During the 11.11 promotion periods, the live base will carry out 12 days of large-scale live Carnival show. 60 high-quality fashion anchors will bring together nearly 200 high-quality brands for the Jingdong global good festival to bring more than 2000 hours of live broadcast activities.

Jingdong will provide a more professional, scene oriented content production space and one-stop content marketing services for businesses and fashion anchors, and create a new position of net red economy with cluster mode "net red + live + business" mode.

That night, Jingdong

The live broadcasting base also ushered in the first 6 hours of live night show to preview the upcoming 11.11 Jingdong global good things Festival.

Same evening,

The fashion night live show takes the theme of "fashion spike night, hi buy explosion" as the theme. From 20 o'clock in the evening to 2 o'clock in the morning, it is divided into four main links: "Jing Xuan Shang Shang", "Jingdong fashion 11.11 broadcast strategy", "super price single product" and "0 to 2 point kill kill two hours".

As a representative of the successful pformation of 3C tech man to bring the goods to the tide, Hu Shengli, senior vice president of Jingdong group and President of fashion business group of Jingdong mall, appeared in the studio to share the experience of the fashion with consumers, and recommended his favorite pieces of "Jing Xuan Shang Shang".

For example, NetEase strictly chooses 100% wool double faced overcoats, which are hand sewn and light and keep warm; Heng Yuan Xiang has a high quality soft and comfortable sweater, and its fabrics are made of high quality pure wool, which is more delicate than ordinary wool. 3D's three dimensional business straight-line casual pants, micro elastic comfortable and neat, beautiful, helmsman series automatic mechanical men watches, both sports and business.

Sense.

That night, the live broadcast also won the unanimous praise from netizens. The total amount was over 1 million 420 thousand at 2 in the morning, and the attendance rate was over 7 million 190 thousand.

Hu Shengli said that as the Jingdong joint quality brand business for consumers to have high cost performance and personalized features of the single product, "Jing Xuan Shang" has expanded from a single category of men's clothing to women's clothing, sports, bags, watches and clocks, Jingdong own brand and other six categories, and will develop into an independent IP with the characteristics of technology, fashion, cost-effective, and so on, to bring quality shopping experience to consumers.

8:00-24:00 every day since November 1st, Jingdong

The live broadcast base will be held for 12 days in a large-scale live Carnival show. 60 high-quality fashion anchors will bring together nearly 200 high-quality brands for the 11.11 big promotion of Jingdong, bringing over 600 fashion live broadcasts, and the total broadcast time will reach 2160 hours.

In November 1st, on the day of the Jingdong spike day promotion, Jingdong fashion also combined what is worth buying, providing consumers with 16 hours of uninterrupted, including hundreds of "Beijing selected products" and "spike day" theme of the live broadcast.

On the day of November 11th, the popular player of tomorrow's son will also bring live fashion to Jingdong as a star of Jingdong, share the trend of the Jingdong FANBOX channel and explode Jingdong 11.11.

Turning to the advantages of Jingdong's live broadcast base, Luojia, general manager of marketing department of the Department of fashion marketing of Jingdong mall, said that the mode of the collective live broadcast base mainly solved the pain points of different businesses for different content creation of goods. The Jingdong live broadcast base built up the atmosphere through the atmosphere, invited professional anchors to mix and match different brands' strengths and single products to carry goods drainage, and at the same time, the new product's unified presence in the base could reduce the logistics cost and improve the commercialization efficiency.

In fact, before the establishment of the live broadcast base, Jingdong has been working with many businesses in the form of live broadcast.

For example, the use of UGC (user production content) creation method, Jingdong for the Internet leisure shoes brand ZHR matching anchor, use Flash + live broadcast form to help ZHR orders and fans in 2 hours growth of about 2500%, UV conversion rate of 1000% growth.

In addition, on the live broadcast of PGC (professional production content), Jingdong made a PGC live broadcast for Hai Lan's home, so that the number of visitors in Hai Lan's home shop increased by 49%, and the order volume increased by 41%.

For a long time, the incubation of daring people is an important part of the content ecology construction of Jingdong layout.

As early as August this year, Jingdong fashion launched the Beijing Star program at the conference.

Through the doubling of the overall Commission on fashion and the two main contents of the Jingdong's new Chai Chai new exclusive sector, the content of 1:1 can be created in an all-round way. By the end of this year, the Jingdong fashion will implement the high commission of 1:1 to double the subsidy policy for the whole category of fashion. The full range of empowerment content will reach a long term to help the output of better quality content, so as to realize the win win of the three sides of the content creators, platforms and brands, and build a benign, more featured content ecosystem.

Turning to the future planning of Jingdong fashion in the content ecology construction of the live broadcast, Hu Shengli said that Jingdong will provide integrated services for brand businesses with content construction, taking the base of the offline as the core, and incubating talents through high-quality talents.

Program development, support business incubator, brand business and other measures to create a Jingdong featured ecosystem of content, further narrowing the distance between brands, users and anchors, helping brands to achieve a comprehensive upgrading of cost, efficiency and experience.