The JD.com 618 shopping festival will begin on 31 May at 8pm. Officially, JD.com unveiled 12 AI hardware categories on 30 May: AI computers, mobile phones, headphones, cameras, learning machines, keypads, watches, routers, glasses, door locks, cameras, and speakers. Working with 3C digital companies including Lenovo China, Xiaomi, Qualcomm, and Intel, this launch presents a suite of preferential policies and a thorough overhaul of the service experience. Aiming to motivate over 3 million consumers to upgrade to new AI products during the 618 period, initiatives include trade-in subsidies and free trials for some AI products.
By introducing these 12 categories, JD.com aims to help consumers clearly identify AI hardware classifications, facilitating more informed purchasing decisions. This strategy also provides guidance for brands and markets to expand and enhance their AI-oriented hardware offerings. In the first half of 2024, JD.com’s vigorous promotion led to rapid growth in these categories. Data from JD.com indicates that the search volume for AI hardware-related terms have increased nearly twelvefold year-on-year, with overall sales of JD.com AI hardware equipment up by more than 200% year-on-year.
In March this year, JD.com partnered with 3C digital brands such as Lenovo, Xiaomi, and OPPO to accelerate the implementation of the ‘AI Accelerated Refresh Plan,’ promoting the widespread adoption and application of AI hardware in personal and household environments. Additionally, JD.com is establishing AI full-scene ecological pathways through the ‘AIGC Mango Seed Plan’ and creating a shopping guide position called the ‘AI Equipment Hall,’ allowing users to experience AI products in a one-stop-shop on JD.com.
At a traffic distribution level, JD.com plans to invest 300 million to support the development of AI categories. At a product shopping level, JD.com will implement initiatives such as category paving in the search field to ensure the long-term nurturing of AI categories, making it easier for users to find their favourite AI products.
Following the appearance of Liu Qiangdong’s digital human in a livestream, during the 618 period, 18 CEOs from different AI digital human brands will serve as ‘JD.com 618 Welfare Officers’ and participate in livestreams. Additionally, thousands of digital humans will be ‘on duty’ during JD.com’s livestreams, capable of achieving efficient broadcasts within two hours. This AI digital human live technology will also be freely available to merchants, helping them conduct broadcasts at lower costs.
