Yang Li 'backstabs' JD.com

Perhaps even JD.com didn't expect to get "stabbed twice" right at the start of Singles' Day—first by the Zhang Zetian incident, then by the Yang Li controversy.

If the Zhang Zetian incident was JD.com passively catching strays, the Yang Li incident became its first PR crisis after this year's Singles' Day kicked off.

Though Yang Li's public apology drew a line under the matter, it undoubtedly set a bad tone for JD.com's Singles' Day campaign.

These two incidents reveal not only the growing caution of internet companies but also the undiminished intensity of competition even in an era of interconnected platforms.

We'll skip discussing Zhang Zetian today and focus on how the Yang Li incident negatively impacted JD.com, using it to examine broader challenges facing the internet industry.

The Yang Li controversy follows a clear thread:

Her polarizing remarks triggered fierce backlash from JD.com's male user base, sparking a chain reaction.

While JD.com resolved it by apologizing and pledging to avoid similar spokespersons, the episode exposes deeper issues—especially the new PR challenges companies now face.

I

When the Yang Li incident erupted, my social media feeds overflowed with complaints: "I knew about 'feminist extremists,' but 'male chauvinist backlash' is new."

This reflects how Yang Li's comments alienated JD.com's male users. But reducing this to gender wars oversimplifies things.

The real revelation? During interconnected Singles' Day promotions, e-commerce rivals are now fighting for traffic with unprecedented ferocity.

On surface, JD.com offended male users by hiring Yang Li. But the bigger risk? Competitors weaponizing this to poach JD.com's customers.

Thus, while appearing as a PR crisis, this actually signals JD.com's entry into cutthroat competition. Beyond routine Singles' Day challenges, JD must now navigate hyper-intense traffic wars.

Choosing relatable spokespersons isn't wrong—but during traffic battles, selecting universally acceptable figures becomes crucial.

II

If cutthroat competition fueled the Yang Li firestorm, it also taught JD.com a masterclass in spokesperson selection—prioritizing user perspectives over corporate preferences.

During the controversy, alleged JD.com "insider revelations" proliferated online, all framed through gender conflict lenses—from workforce demographics to claims of faster promotions for female employees.

Analyzing these "revelations" reveals their true purpose: stoking gender tensions to destabilize JD.com.

While comedians like Yang Li resonate with certain audiences and boost engagement, their polarizing nature demands careful vetting for corporate partnerships—especially amid current stand-up comedy's controversies.

This incident proves JD.com should evaluate spokespersons through multidimensional user lenses, not just corporate optics. In hindsight, Yang Li was an unwise choice.

Ultimately, the Yang Li incident delivered JD.com a brutal real-world PR crash course.

III

This year's interconnected Singles' Day emits a distinct vibe: traditional e-commerce moats—walled gardens and deep trenches—no longer guarantee dominance.

Previously, platforms relied on siloed ecosystems. Now, with barriers dismantled, users flow freely between platforms—where a single controversy like Yang Li's can derail a major campaign.

The takeaway? Legacy e-commerce models are failing. For JD.com, differentiation and user-centric adaptation matter more than old playbooks.

In this chaotic new era, attracting traffic and conversions requires reinvention—not repetition.

Epilogue

"Backstabbing" perfectly encapsulates the Yang Li incident for JD.com. Beyond surface drama, it signals deeper shifts:

For JD.com—a live-fire PR drill; For e-commerce—proof that traffic wars have entered a brutal new phase.

Singles' Day just began, yet JD.com already took two hits.

This reflects JD.com's struggle to adapt to interconnected competition—and heralds e-commerce's new epoch.$JD.com(JD.US)