File photo/Ye Xiaodan (NBD)

May 27 (NBD) -- Chinese e-commerce giant JD.com (NASDAQ: JD) forged long-term partnership with short-video platform Kuaishou on Wednesday to jointly develop live-streaming e-commerce business.

The two sides will carry out cooperation in fields such as supply chain building, brand marketing and data base building, and create the live-streaming e-commerce ecosystem on the short video platform. It is reported that Kuaishou will enable its users to purchase the self-operated products of JD.com within the short-video app.

The cooperation is expected to start from the 618 Mid-Year Shopping Festival of JD.com and Kuaishou.

As for the reason of the tie-up, a person close to JD.com disclosed that Kuaishou plans to build a reliable supply chain network, and the online retailer wants to tap the markets in lower-tier cities where Kuaishou is situated.

Known as one of the top short-video platforms, Kuaishou has over 300 million daily active users (DAUs). A source close to Kuaishou revealed male users account for more than 60 percent of Kuaishou's live-streaming users, and small household appliances and other categories are rigid demand of those male users. JD.com's advantages in supply chain of 3C products can help meet the demand of those Kuaishou users.

National Business Daily noticed that Kuaishou has been testing the water in live-streaming sales. Last year, the short-video app joined hands shortly with Pinduoduo (NASDAQ: PDD) and Alibaba's Tmall, respectively, for the 618 Mid-Year Shopping Festival and the Double Eleven Shopping Festival. 

Insiders held that collaboration between short-video platforms and online marketplaces will be a new trend in the e-commerce industry. Douyin will also make some deployment later.

An insider pointed out that on the one hand, online platforms are seeking for more marketing channels, and on the other hand, with the fierce competition in the field of live-streaming sales, it is a shortcut for platforms to build their live-streaming e-commerce business chain through collaboration between platforms to obtain complementary advantages.

Email: gaohan@nbd.com.cn