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Summary of article:
JD.com has launched a free short drama product “JD Drama Chasing Welfare Club”. Through watching the drama, you can get the benefits and direct purchase of similar items in the drama. The mini-drama is packaged as a shopping guide tool, with the goal of converting drama-chasing traffic into shopping users.
Chinae-commerce Is the giant JD.com also going to get involved in the short drama? It is rumored that JD.com has begun internal testing of the independent short drama product “JD.com Drama Chasing Welfare Club”, which adopts a free model. The main gameplay is “get benefits by watching the drama, directly buy the same style in the drama, and JD.com will ship it.”
The paper reports that the product form of “Jedi Drama Chasing Welfare Club” is similar to mainstream short drama applications on the market: the homepage has a “Guess You Like” section, which includes mature tags such as urban daily life, suspense logic, return of the God of War, rebirth, slapping in the face, and abuse, and supports drama viewing, double-speed playback, swiping up and down to view archives and history.
Andtik tok The core of Kuaishou’s short plays is to capture the user’s time and monetize the plays through advertising or payment. The difference is that JD.com adopts another way to enter the game: directly cutting the payment link, using free short dramas to attract attention, and then through “direct purchase of the same genre in the drama” and receiving coupons to watch the drama, entertainment behavior and consumption behavior are tied together. However, actual testing found that relevant functions are still in the testing and improvement stage, and there is no e-commerce jump entrance yet.
According to reports, this means that the underlying goal of JD.com’s short dramas is not to sell dramas or seize entertainment time, but to use short dramas as a shopping guide tool, using the strong emotions of the plot to complete product conversion, and accumulate drama-seeking audiences into platform shopping users.
Currently, this product is availableWeChat The mini program is available for direct search and testing use. The platform already has popular themes such as urban, mystery, and rebirth, and supports functions such as watching drama, double-speed playback, and swiping up and down to archive. However, the JD.com app has not yet seen the corresponding gateway.
The layout of Jingdong’s short drama is not a temporary decision. In July 2025, JD.com has launched recruitment for short play operation positions. Monthly salary for key positions is RMB 45,000 to RMB 70,000, implementation salary is RMB 20 (annual salary for 20 months). The changed annual salary can reach a maximum of 1.4 million RMB. Job responsibilities include building a short drama IP and script grading system, collaborative recommendations, and product teaming to fuel business growth.
Summary FAQ
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The product is called “Jingdong Drama Chasing Welfare Club”. It adopts a free model and provides functions such as guessing your choice, swiping up and down to watch dramas, double-speed playback, archive and history viewing. This form is closer to the mainstream short drama applications on the market.
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Douyin and Kuaishou mostly rely on advertising or paid unlocking of plays to realize monetization, while JD.com first attracts users with free short plays, and then combines receiving coupons with direct purchase of similar items in the play, which directly connects entertainment behavior to consumption conversion.
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The report believes that the core of JD.com’s short dramas is not to provide entertainment content, but to use short dramas as a shopping guide tool, using plot emotions to drive product conversion, and further advance the audience into platform shopping users.
