Liu Qiangdong, founder of JD.com, debuted on Tuesday as a “digital persona” in JD.com App’s home appliances and supermarkets’ livestream rooms, attracting nearly 3,000 viewers in each room within a minute and accumulating over 10 million viewers in total during the half-hour livestream. Named “Big brother Dong,” the digital persona accurately replicated Liu’s speech patterns and gestures, engaging consumers by asking questions and interacting with them. This innovation aligns with the growing trend of livestream shopping, which had a penetration rate of around 31.9% in 2023, despite the high costs involved. To address this, employing digital persona anchors like JD.com’s can significantly reduce livestream costs.