Image source: Generated by Unbounded AI

Without AI, the labor cost alone for operating a live broadcast and delivering goods for one month would be 20,000 yuan.

President Yao, who returned to his hometown to sell rice, felt that the cost was too high. "Twenty thousand yuan means that I have to sell 200 bags of 10 kilograms of rice. If I want to use profits to cover the cost of live broadcast, it is basically a fantasy."

But the money must be spent, because the market is everything .

Yao Huifeng, known as President Yao in the world. In Yifeng, Jiangxi Province, where President Yao is located, almost every household grows rice. Therefore, rice must be sold outside the province or online to achieve sales.

President Yao is a college student who flew out of the village. After graduation, he worked as a medical representative for cardiovascular, cerebrovascular and tumor drugs in Beijing and Guangzhou. It was also because of this job that he had new ideas about life and returned to Start a business in rural areas. "Without a person's health, all fame and fortune are meaningless. It's very pitiful. This is also my original intention of making organic rice. I hope that everyone can eat healthy food and enjoy a healthy life."

< p> From the time he started his business in 2011 to now, President Yao has tried almost every channel, from word of mouth to Taobao, Weidian, to Douyin’s short videos and live broadcasts... He has formed 5 e-commerce teams, but online Sales have never been ideal.

“It is too difficult to start a business back home. I want to sell the good agricultural products from my hometown through e-commerce. I have tried various channels, but to no avail after seven or eight years.”

Due to the small number of staff and unprofessional team, relatives and neighbors in the village work multiple jobs and cannot concentrate on e-commerce operations. President Yao can only rely on self-study and finding people to make videos, pictures and texts to support the store. Shop, "The customer service is an aunt. When she is busy at work or has something to do at home, she will not check the customer service message for a day or two, and potential customers are lost."

Later, President Yao saw JD.com on the Internet There are supportive policies for small, medium and micro businesses, and he registered a store on JD.com in November. According to him, this is the last platform that has not been operated before, so he will try again. But this time, President Yao, who has thousands of acres of farmland, has a new partner - JD Yunyanxi AI.

01. President Yao’s first experience with AI

President Yao gave up his high salary When I returned to the village to plant rice at work, it was 2011, and e-commerce was still a “novelty in big cities” in rural areas. President Yao's father even went out to work in frustration because he was not optimistic about it. However, President Yao spent a year growing organic rice and sold it for 10 yuan per pound, making him famous and becoming a leader in getting rich among rural youth across the country.

Everyone thought that President Yao’s return to his hometown was a success, but he was still starting businesses again and again, often paying for his feelings. The reason why President Yao's rice e-commerce business has "stagnated" is due to a lack of professional staff and high operating costs.

The problem faced by President Yao is that "employees rely on villagers and operations rely on themselves."

Most of the villagers are farming and packaging express delivery, but why?Products are listed on the platform, but no one knows anything about it. For example, a store needs to be "decorated", and each product on the shelves must have a standard and good-looking business details page, including pictures, copywriting, and videos.

Not to mention customer service and after-sales service. "Originally, farming depends on the weather. We are all farmers. We get up early and work hard, so we don't have much time to do it."

President Yao has successively established 5 e-commerce teams. At most, there were 5 Personally, I have done Taobao, Weidian, short video platform Douyin, live broadcast... But because I am not professional, the traffic of the store is very poor, and the money I earn cannot cover this part of the cost. In desperation, President Yao disbanded the team. Now there is only him, plus a villager who works part-time as customer service.

Recently, President Yao invited his friend A-Dai (a video blogger) to come again to “take pictures of villagers.” It just so happened that he could also ask A-Dai to take some product photos. “A set of product details pages and header pictures costs 1,200 yuan, which can save money. Just save it."

But unexpectedly, Dumb brought good news.

Seeing President Yao who was “working hard late at night to upload new photos”, Ah-Dai asked his e-commerce friends if there were any AI functions that could improve efficiency that could help. He learned about JD’s Yunyanxi AI tool. It can intelligently generate product scene pictures, and there are also digital human live broadcasts and 24-hour robot customer service for President Yao to try.

President Yao had been exposed to AI copywriting before, and with the mentality of giving it a try, he used AI to generate the details page and header image. Unexpectedly, such a "foolish" operation could be done in a few seconds. Something that would have cost him several days and thousands of dollars before.

“A single shooting of a product requires 1,200 yuan, plus customer service, anchor, operations and other personnel expenses, the monthly expenditure is at least more than 20,000.”

Add digital people Live streaming and 24-hour robot customer service were tasks that were difficult to find people to do in the village before, but now President Yao can handle them all by himself.

Previously, President Yao had to sell 2,000 kilograms of rice to make back the monthly cost of more than 20,000 yuan. Now, almost all of JD Yunyanxi’s AI tools are open to small and medium-sized businesses. They are free during the trial operation period. A series of expenses such as live broadcast, customer service, and operations are no longer a problem for President Yao. "I will hold a sharing session later and share this with other entrepreneurs who have returned home," he said firmly.

02. Cyber ​​transformation of rural e-commerce

The dilemma of President Yao is also the dilemma of thousands of young people who have returned to their hometowns to start businesses in their hometowns. With the latest business models discovered in first-tier cities, they hope to return to their hometowns to "flex their ambitions", but they are constantly facing practical challenges, such as their yearning for big cities.

President Yao’s cousin returned to her hometown to work in e-commerce with President Yao after graduating from college. However, after working for two months, she went to a big city to find a job. “I was surprised that I could persist for two months. ”

But AI gives wings to reality and completes a gorgeous transformation. AI tools make "one person opening a store" a reality.

With the help of JD.com's Yunyanxi AI marketing partner, President Yao can efficiently operate the entire sales process by himself, greatly reducing costs and significantly improving conversion rates.

In July last year, JD.com released a large model of Yanxi. The relevant person in charge of JD.com Yunyanxi said that in the complex marketing process of the retail industry, with its performance in content generation and semantic understanding, the large model is highly consistent with the e-commerce scenario.

AIGC can be said to be the first AI function used by e-commerce, and the biggest advantage of JD.com’s AIGC is that it fully meets the needs of brand merchants. According to the relevant person in charge of JD Cloud, more than 800,000 merchants have used Yanxi related AIGC products. The current usage rate of Yanxi marketing copywriting generation is as high as 99.5%. The generation of Yanxi product images has increased the purchase conversion rate by 53%. The generation of Yanxi video has increased the purchase conversion rate by 53%. And mixed cutting helps brand merchants save more than 90% of costs.

Later, President Yao also used Yanxi digital human live broadcast and AI customer service. President Yao hired three anchors before, but there was no sales, and the cost of labor and equipment cost more than 20,000. "Normally we can't live broadcast 24 hours a day, but with digital live broadcast, I can live broadcast 24 hours a day, and I don't have to worry about inventory. This function can help me identify 0 inventory and remind me to replenish the stock."

After the AI ​​customer service is set up, the problem of part-time customer service not responding in time has also been solved. "After setting it up, product, after-sales, logistics and other issues can basically be answered automatically, which reduces my pressure and allows me to return to the rhythm of farming and polishing products during the day."

Now, President Yao relies on Yanxi's digital human live broadcast and intelligent customer service have enabled the store's digital human to live broadcast 24 hours a day and the intelligent customer service to answer questions online 24 hours a day.

03. AI reconstructs e-commerce

Several functions that President Yao has recently used are actually several of the core functions of Yanxi Intelligent Marketing Platform. One: data insights, content generation, precision marketing.

What exactly is AI e-commerce? Whether it is the search recommendation algorithm of "thousands of people, thousands of faces", or generative content output, or the comprehensive intelligence of business tools, these answers are all correct.

Technological progress means improved efficiency. With the explosion of generative AI, AI is used everywhere in marketing, customer service, management, and organization in the e-commerce field, and in all aspects of production, operations, supply chain, and market. Even the underlying logic will be reconstructed by AI.

On December 5, JD Cloud released Yanxi Intelligent Marketing Platform, including Yanxi Xiaozhi 2.0, intelligent hybrid cutting platform, intelligent shopping guide, intelligent outbound call, digital human and other top ten AI marketing products. The purpose is to "help brand merchants achieve long-term stable growth." Relying on JD Yanxi's large model, Yanxi's intelligent marketing platform can run through the entire cycle of the consumer journey, deepen the link between brands and users, and help brand merchants with more efficient content generation, more personalized user interaction, and more direct business transformation. Achieve long-term stable growth.

YesIt can be said that this is an "AI marketing tie-in" that truly meets the needs of merchants.

Specifically, the core capabilities of Yanxi Intelligent Marketing Platform are marketing content generation, intelligent outbound calls, personalized services/shopping guides, and full-journey insight analysis. These capabilities cover almost all key points of e-commerce operations to build a more intelligent, efficient, and collaborative marketing link.

In particular, digital human live broadcast has launched 140+ personalized characters and 50+ industry-specific attribute scenarios, covering 90% of common inquiries with zero configuration, and the accuracy of product recommendation response exceeds 90%. The performance has surpassed 80% of the anchors in the industry, and innovatively created live broadcast methods such as two-person live broadcast, makeup trial live broadcast, dress-up live broadcast, live broadcast, and multi-lingual live broadcast. They are active in various industries such as cultural tourism, finance, and government affairs, and widely serve more than 7,500 brands.

In addition, in order to refine operations, traders will make live video slices based on each segmented user. This cost does not include the traffic cost of a single investment and needs to be calculated separately.

But this time, Yanxi Digital Human can support the automatic generation of digital human live broadcast slices, and achieve one-stop multi-channel delivery.

In addition to the above-mentioned functions of improving operating efficiency, President Yao said that they lack operational experience and are more concerned about whether there is mature promotion experience that can be used, such as placement.

Publishing has always been the "metaphysics" of merchants.

Nowadays, traffic resources are not only expensive, but e-commerce platforms also have very detailed payment standards: clicks, big Vs, trailers, and even manifestations in different locations have clearly marked prices, especially 618, double During prime time periods like the National Day, traffic costs will be higher. The pay-per-click traffic price for some product categories can reach 30 yuan per click.

Many merchants told Business Data that the accuracy of the traffic flow was not high and the company spent a lot of money on promotion, but the conversion results were not satisfactory.

Among the functions released by the Yanxi platform, precision marketing customer acquisition attracted the attention of President Yao.

For businesses, user behavior data is more important than too much. Because it is supported by data from tens of millions of self-operated SKUs and 600 million users, JD.com’s Yunyanxi intelligent marketing platform can understand consumer behavior preferences before launch and provide merchants with more personalized marketing content; after launch, merchants can also Review exposure data to improve conversion efficiency.

For super large merchants, AI’s performance in cost reduction and efficiency improvement is even more obvious. It can be said that large models took the lead in achieving breakthroughs in marketing scenarios, helping brands find the benchmark for marketing ROI.

In response to the needs of brand merchants for multi-channel delivery, Yanxi Intelligent Video Mixing and Cutting Platform has injected tens of millions of JD.com’s self-operated SKU video materials. Brand merchants only need to enter the product SKU, and the large model can automatically extract the products. Selling points and generate video scripts, automatically match the script's corresponding video clips and intelligently mix and edit them. It only takes a few minutes to generate a multi-channel adapted product video with one click.It also realizes fast and real-time advertising for video introduction on product detail pages, brand/KOS account operations, etc., with efficiency increased by 95%.

Take Anta as an example. During the JD.com 11.11 period, Anta joined hands with JD.com Yunyanxi to move digital live broadcasts into offline physical stores in Chengdu.

The reason why clothing live broadcasts can attract consumers to stop is mainly because the anchors try on the real upper body effects displayed, thereby stimulating the desire to buy.

During the live broadcast, the anchor is responsible for explaining product selling points, discount information, etc., while the model assistant broadcaster wears 10 sets of 30 hot-selling items in total, making the presentation more comprehensive, flexible, and multi-segmented from multiple angles. The reusable upper body details of the product are displayed, making the live broadcast experience close to the live broadcast room of real clothing. Data shows that during JD.com’s 11.11 period, Anta’s overall live broadcast GMV achieved a 200% growth, with all revenue coming from digital people.

Walmart is also using Yanxi AIGC. Previously, it took Wal-Mart 3 days to take the main product image and manufacturer details for each SKU. This year, Yanxi AIGC is used to train an exclusive product image generation model, which can generate usable product details image content in batches with one click based on original product materials. Compared with manual design, the cost of AI single image generation is reduced by 80%, and the image generation efficiency is increased by 5 times. The above, so far, nearly 10,000 product images have been generated, which are used in scenarios such as Walmart Mall mini-programs and Walmart JD stores.

It can be said that e-commerce has officially entered the AI ​​era.

With the continuous advancement and innovation of technology, the application of generative AI in the field of e-commerce will become more extensive and in-depth, and a more intelligent, efficient and open e-commerce ecosystem will emerge, providing opportunities for merchants and Provide consumers with better services and experiences. At the same time, AI will also attract more cross-border companies and innovators to join the e-commerce industry, jointly promoting the prosperity and development of the industry.

We have reason to believe that in the days to come, generative AI will continue to shine in the field of e-commerce, creating more value and surprises for merchants and consumers.