JD.com launches its 'New Territory Multiplier Plan' to help merchants achieve deterministic growth in live streaming and short videos through traffic support, AI cost reduction, and more.
On April 14, the 2026 JD.com Merchant Content Conference was held in Beijing. At the conference, JD.com officially launched the "New Territory Doubling Plan," focusing on the live streaming and short video sectors. The plan introduces 12 support initiatives across four key dimensions: traffic support, cost reduction and revenue growth, smart efficiency enhancement, and ecosystem protection, all aimed at comprehensively supporting healthy merchant growth. The goal is to help 100,000 new merchants achieve 100% year-on-year sales growth through live streaming and short videos by 2026.
At the conference, awards for the 2025 annual content ecosystem were presented to brands. Haier, Lenovo, Midea, OPPO, Feihe, P&G, and Saturday (Zhouliufu) received the Annual Outstanding Contribution Award. Aptamil, a2, Fujida Electric Vehicles, and Niu Technologies received the Annual Outstanding Contribution Brand Award. Flégate and Shanshanyousong received the Emerging Brand Honor Award. AMD, Haier, By-Health, Wuliangye, and Purple Floral Language received the Annual AI Live Streaming Pioneer Award.
JD.com Live Streaming Shows Strong Growth in Scale and Traffic; Number of Merchants Using Digital Human Live Streaming Grows More Than 4.75 Times
The live streaming and short video industry currently faces pain points such as high slot fees, low ROI, and inefficient advertising. More and more merchants are shifting from "chasing traffic" to "deep value cultivation." Leading brands and emerging brands such as Haier, vivo, Swisse, and Marius have already achieved low-investment, high-return growth on JD.com through live streaming and short videos. It can be said that leveraging JD.com live streaming and short videos is becoming a "standard configuration" for merchants building an omnichannel content ecosystem.
Leveraging its super supply chain advantages, JD.com's "content space" and "transaction space" are closely connected, helping merchants more efficiently drive transaction conversions through content. Over the past year or more, JD.com's live streaming and short video business scale and traffic have continued to grow at a rapid pace, with live streaming in niche tracks such as industrial belts and fresh food experiencing full-scale growth. Data shows that in 2025, the number of merchants and influencers, as well as traffic, coming to JD.com for live streaming all doubled year-on-year. Orders placed by users through JD.com live streaming and short videos increased by more than 100% and 114% year-on-year, respectively. The number of merchants using digital human live streaming grew by more than 4.75 times year-on-year. In addition, daily average orders from Jingxi industrial belt merchants on JD.com live streaming grew more than 25 times year-on-year, with daily average active accounts and daily average live streaming sessions both growing more than 5 times year-on-year. For fresh food merchants, daily average active accounts and daily average live streaming sessions on JD.com grew more than 150% year-on-year, and daily average orders grew more than 215% year-on-year.
"JD.com has built a five-major IP matrix: youth live streaming, CEO live streaming, on-site live streaming, celebrity live streaming, and AIGC live streaming. The core advantage that distinguishes JD.com live streaming from other platforms lies in its sourcing and sales live streaming. Sourcing and sales teams have a deeper understanding of consumption trends and user needs and are in control of the entire supply chain. They can provide users with more professional explanations, more assured products and services in the live streaming room, and can bring merchants higher conversion rates and more stable growth," said the head of the live streaming ecosystem at JD.com's retail platform marketing center.
Providing Tens of Billions in Traffic Support, Over 1.5x Additional Traffic Boost for New Products, and an Omnichannel AI Operations Solution
To further lower the barrier for merchants entering live streaming and short videos and to improve traffic conversion and operational efficiency, JD.com will launch 12 key initiatives in 2026 across four dimensions: traffic support, cost reduction and revenue growth, smart efficiency enhancement, and ecosystem protection, providing all-around support for merchants to achieve certain growth.
In terms of traffic support, JD.com live streaming and short videos will integrate core channel resources from the main site, including the Billion-Dollar Subsidy, flash sales, and special deals, and leverage advertising systems to access high-quality traffic both on and off the platform, building an omnichannel exposure matrix for the content ecosystem to provide merchants with tens of billions in traffic support. At the same time, for high-quality new products, JD.com will use multiple live streaming formats (sourcing and sales, influencer, CEO) and omnichannel marketing methods such as JD Circle warm-up, short video seeding, and influencer reviews to create integrated marketing plans covering the full product lifecycle, giving new products an additional 50%+ traffic boost. Furthermore, JD.com will deepen live streaming in nine vertical sectors: digital products, technology, food, fashion, lifestyle, outdoor, health, on-site, and AI. Through the model of "short video seeding + live streaming conversion + Circle retention," it will help merchants acquire high-value users more precisely. For industrial belt merchants and small and medium-sized merchants, JD.com has created the exclusive live streaming IP "The Factory Manager Is Here," providing major resources such as fixed traffic entrances, core traffic slots during major promotions, live streaming room ad slots, and private domain promotion to build a brand incubation platform for industrial belt merchants.
In terms of cost reduction and revenue growth, JD.com is fully implementing a "zero-cost" content strategy, supporting merchants in starting store live streaming on JD.com at zero cost. JD.com sourcing and sales teams and youth sourcing and sales teams can provide merchants with "zero commission, zero slot fee" live streaming services. At the same time, JD.com is offering free standard digital human services valued at 30,000 yuan per year, supporting 24/7 uninterrupted digital human live streaming, significantly reducing live streaming operational costs and helping merchants save expenses while improving conversion efficiency. Additionally, merchants can achieve "zero-cost" short video coverage on JD.com, significantly improving product conversion efficiency through live stream clips and review-style short videos.
In terms of smart efficiency enhancement, JD.com provides merchants with an omnichannel AI operations solution. JD.com's live streaming AI agents can offer rich features such as live stream script generation, AI clips, AI product selection, AI cue cards, smart explanations, interactive agents, digital human live streaming, and 3D product display. The AI clip feature can improve live stream order conversion rates by an average of over 40%. The AI product selection feature drives an average 30% increase in live streaming transaction value. The AI cue card feature effectively guides users during host explanations, helping increase average live stream viewership by 34%. Moreover, with the synergy of AI product selection and AI cue cards, product planning and script drafting for an entire live stream can be completed in just 8 minutes, greatly improving efficiency for merchants. In addition, for off-platform traffic acquisition, the "Jingzhuntong" platform provides live streaming ad placement services that help merchants precisely reach high-value users both on and off the platform with a single click.
In terms of ecosystem protection, JD.com adheres to the principles of "true low prices, true professionalism, and true emotional connection," establishing a strict full-process supervision mechanism for live streaming and short videos. It rigorously cracks down on violations such as false advertising and product mismatches, effectively protecting consumer rights while creating a healthy growth ecosystem for quality merchants. JD.com will also continue to cultivate a matrix of youth sourcing and sales professionals and professional influencer hosts, solidifying user trust through professionalism and content creativity, bringing merchants stable and sustained sales conversions, and driving the live streaming industry toward greater standardization and specialization. This year, JD.com will continue to expand its service provider ecosystem, doubling the number of service providers on the Jingmai Service Marketplace to offer merchants full-chain services including live streaming agency operations, influencer incubation, digital human operations, and AI short video production, helping merchants achieve rapid sales growth.
The launch of JD.com's "New Territory Doubling Plan" represents another in-depth empowerment of merchants expanding into live streaming and short videos. In the future, JD.com will continue to leverage its super supply chain advantages, combined with supporting capabilities in logistics, finance, after-sales, and technology, to create a new content operations paradigm for merchants characterized by low cost, high conversion, and stable growth, driving the healthy and sustainable development of the live streaming and short video industries.