Innovation in mind: JD.com stumps up one billion yuan in cash incentives to pull in more creators and institutions
Chinese e-commerce giant, JD.com, has announced an investment of one billion yuan in cash incentives aimed at attracting a wider pool of video content creators and institutions to its platform.
It says that the move confirms its commitment to leveraging short videos and live streams in innovating the online shopping journey for its users and providing brand merchants with novel avenues for growth.
For individual content creators, the platform offers cash subsidies across more than 20 product categories, including electronics, home appliances, fashion, and health.
Creators who meet the platform’s recruitment criteria can receive weekly bonuses of up to 30,000 yuan, alongside additional incentives such as video playback subsidies and sales commissions.
On the institutional front, JD has established a separate five-million-yuan incentive programme.
Institutions that successfully onboard a significant number of influencers will receive monthly cash subsidies. JD will also provide one-on-one guidance and support.
A key element is the prioritisation of high quality, original content. The platform intends to amplify the reach of such content through algorithms, traffic coupons, and other means.
JD says that it is also in the process of incubating top-tier influencers, with plans to cultivate 100 star influencers by year-end.
This initiative builds on the growth witnessed in the company’s content ecosystem over the past year, marked by a 300% increase for “trial + review” videos in key metrics such as orders, user base, and viewing duration.
Notably, during the Singles’ Day Grand Promotion in 2023, JD’s video challenges initiative generated nearly 100 million yuan in transactions.
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