Facing the Future

Media and business giants make use of digital avatars

By Zhang Yage

There was a time when business leaders tended to come up with ideas and make big decisions from behind the scenes, but those days may be coming to an end. In the era of information and technology, these leaders are increasingly placing themselves front and center on screen, using the trendiest and most innovative methods to connect with consumers and build brand image. Liu Qiangdong, founder and CEO of JD.com (JD), an e-commerce and logistics giant, also known as Richard Liu, is a case in point. On April 16, a digital avatar of Liu appeared as host in two livestreaming sessions on the company’s platform selling daily groceries and electronics devices. In one of the livestreams, targeted at sports fans looking forward to the UEFA Euro 2024 soccer tournament in Germany from…

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Beijing Review (Digital) - 1 Issue, Vol.67/No.18

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