The GMV of all 618 platforms surpassed 2.1 billion, and Make a Friend Holdings (01450) “AI+ Digital Man” is preparing new momentum for growth

During the 618 promotion period this year, Make a Friend Holdings (01450) handed over an impressive report card: As of June 20, the GMV for all 618 platforms of Make Friends reached 2.1 billion yuan, an increase of 17.2% over the previous year; the number of orders exceeded 6 million, and the number of spectators exceeded 750 million. Among them, Taobao's order volume increased 65% year over year, Douyin increased 42%, and the GMV for the two live broadcasts on the newly established Baidu Preferred Platform exceeded 105 million yuan. Digital live streaming also became the focus of the industry with its strong “technical skills”.

The excellent performance of Make Friends in the 618 promotion not only verified the continued growth momentum of its live e-commerce business, but also highlighted the strategic value of forward-looking AI technology. And the commercial success achieved by making friends this time on digital live streaming will also become an important engine for future performance growth.

AI multi-modal collaboration technology empowers a new paradigm of live e-commerce

According to public data, Luo Yonghao's digital live streaming, which was jointly launched with Baidu Choice this time, set a new digital human live streaming record. The cumulative number of viewers exceeded 13 million, and the total turnover (GMV) reached 55 million yuan. Among them, the performance of core categories such as 3C digital, food and beverage even surpassed the May live streaming data for the same period.

And behind this impressive battle report is a multi-modal collaborative technology system supported by Baidu Wenxin's 4.5T model and many “full of dry goods” technical details.

The Zhitong Finance App learned that the core technical architecture of this digital human live broadcast includes five major modules: digital human multimodal collaboration technology driven by “script”, “script” generation technology incorporating multimodal planning and deep thinking, real-time interaction technology for dynamic decisions in scenes, speech synthesis technology for automatic text control, and highly consistent ultra-realistic digital human length video generation technology.

In terms of speech synthesis, the technical team broke through the limitations of the traditional speech synthesis technology “round character”. After massive live streaming data learning and automated evaluation, it was able to accurately capture mood changes in language, and successfully recreated Luo Yonghao's iconic language style and “Roche humor”;

In terms of digital human modeling, the technical team not only achieved a high degree of restoration of the real appearance, but also perfectly “replicated” the anchor's slight expressions and habitual movements. To achieve free physical interaction between digital people, scenes, and objects, the technical team carried out targeted special modeling, which took into account high controllable interaction and the double high accuracy of people and objects.

It is worth noting that in order to achieve natural and smooth interaction between anchors and add realistic interaction such as interruptions and repetitions to the conversation, the technical team also introduced a dialogue context decoder to unify the reasoning and calculation when synthesizing information from historical conversations and current conversations, creating a highly realistic effect sufficient to “fake the truth.”

Market analysis points out that the successful practice of digital human live streaming has verified the commercial value of AI digital human technology in live e-commerce scenarios, and is expected to bring potential room for imagination to the company's performance.

In the second half of the industry, how can digital people restructure the live streaming e-commerce industry?

As the live e-commerce industry shifts from scale expansion to a stage of quality improvement and technology-driven high-quality development, making friends also insisted on building a “quality+technology” moat to continuously strengthen its core competitiveness.

In terms of quality control, we made friends to establish an industry-leading “five-round product selection mechanism”, combined with the training and guidance of category experts to ensure the provision of high-quality and reliable products and professional services to consumers.

According to platform data, making friends during the 618 period helped 13 partner brands achieve 10 million-level GMV breakthroughs, and over 400 brands achieved million-level GMV achievements. At the same time, through deep cooperation with many mainstream e-commerce platforms such as Douyin and Taobao, we have made friends and built a perfect after-sales service system, and customer satisfaction continues to be at the forefront of the industry.

In terms of technological innovation, the “Friend Cloud” live broadcast platform system independently developed by Jiaoyou provided stable and efficient operation support for more than 5,000 live broadcasts during the 618 period, processed a total of 820,000 product selection processes, completed 870,000 compliance reviews, and achieved a significant improvement in business efficiency and standardization; from oral presentation writing and product subtitle optimization to trending trends and business data analysis, the company's AI technology has been applied in the entire business chain, significantly improving the user experience and conversion rate.

In addition, compared to traditional live streaming, digital live streaming solutions also have significant advantages in breaking time and cost restrictions. Due to the energy and time of the anchor, it is difficult for traditional live streaming to be broadcast around the clock, but digital people can operate 24 hours a day, explaining, answering questions and interacting with consumers from different time zones and regions; on the other hand, automated live streaming by digital people will also greatly reduce the operating costs of live streaming during non-prime time periods, so that the live streaming team can focus more on important aspects such as product selection and creativity, expand market coverage and reach more potential consumers.

Looking forward to the future, the strategic cooperation reached between Baidu and Make Friends is expected to help make friends quickly launch new application scenarios such as 24-hour uninterrupted live streaming rooms and cross-border real-time translation and live streaming. Through the innovative “real+digital person” collaboration model, it will not only further release technical dividends and bring new increases to the company's performance, but is also expected to promote value restructuring in the live e-commerce industry.