JD.com invests $132.2m into video content creation

It aims to attract more creators and institutions to the platform.

JD.com has committed $132.2m (CNY1b) to bolster its video content creation efforts. 

In a statement, the company said the move aims to attract more creators and institutions to the platform.

“This initiative underscores JD’s commitment to leveraging the power of short videos and live streams in innovating the online shopping journey for its users and providing brand merchants with novel avenues for growth,” it said.

As per the China Internet Audiovisual Development Research Report 2024, 71.2% of surveyed users utilise short videos and live streams for online shopping, with over 40% considering them their primary channels of consumption.

For individual content creators, the platform is offering cash subsidies across more than 20 product categories, including electronics, home appliances, fashion, and health. Eligible creators stand to receive weekly bonuses of up to $4,146 (CNY30,000) in addition to video playback subsidies and sales commissions.

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On the institutional front, JD has launched a dedicated five-million-yuan incentive program. Institutions that successfully recruit a substantial number of influencers will receive generous monthly cash subsidies, along with personalized guidance to optimize their performance on the platform.

The focus is on promoting high-quality, original content to enrich the user experience. JD also aims to cultivate top-tier influencers and drive content-driven e-commerce growth.