JD.com Faces Backlash After Collaborating with Controversial Comedian Yang Li During E-Commerce Campaign

Friday, 18 October 2024, 11:34

E-commerce growth faces challenges as JD.com deals with customer backlash due to its partnership with controversial comedian Yang Li. JD.com's campaign for Singles’ Day sparked outrage, leading to customer boycotts and the company issuing a public apology. The backlash underlines the complexities of audience engagement in e-commerce strategies.
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JD.com Faces Backlash After Collaborating with Controversial Comedian Yang Li During E-Commerce Campaign

JD.com's Singles’ Day Campaign Under Fire

JD.com, a major player in the e-commerce sector, encountered significant backlash this week due to a marketing campaign featuring the controversial female comedian Yang Li. Her participation in a live-streaming event aimed at promoting health care products stirred outrage, prompting many users to threaten account cancellations over social media platform Weibo.

After a series of negative reactions from customers, including a notable user known as Zhichilaotou, who claimed to have canceled his account, JD.com issued an apology. They pledged to increase the value of vouchers and discounts to appease disgruntled customers.

Understanding the Backlash

The backlash against Yang's involvement highlights JD.com's miscalculation about its predominantly male user base, which QuestMobile reports as being around 58%. Yang's humor, often critiquing men, has previously triggered boycotts, including a notable incident in March 2021, leading to a suspension of her live-stream.

Market Responses

Despite the controversy surrounding Yang, JD.com’s stock prices closed up, showcasing resilience in the volatile e-commerce market. Comparatively, other platforms like Alibaba's Tmall maintain different audience engagement strategies in their promotional campaigns, featuring a broader range of comedians.

As e-commerce continues evolving, understanding customer sentiments remains crucial for brands, especially when collaborating with controversial figures.


This article was prepared using information from open sources in accordance with the principles of Ethical Policy. The editorial team is not responsible for absolute accuracy, as it relies on data from the sources referenced.


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