JD.com is quietly beta testing a standalone free short drama product called "JD Drama Benefits Club," which focuses on watching dramas to earn rewards and discounts, with same-style products from the dramas available for direct shipping and purchase from JD.com. The core strategy is to use free short dramas to drive traffic and retain customers, guiding users to place orders for self-operated products and converting drama-watching users into platform shoppers. The product has a full suite of basic functions, featuring multiple short drama content tags, and supports swipe-to-browse episodes, favorites, watch history, speed playback, and more. JD.com has previously made multiple moves in the short drama space: in 2024, it mixed short drama content into the recommendation feed on the "Browse" page of the JD app, supporting searches for same-style items in scenes with jump-to-shopping; in 2025, it recruited for multiple short drama operations positions with high salaries. Meanwhile, Douyin's Hongguo is also ramping up short drama e-commerce, having beta tested features such as pop-up search for same-style items and image recognition to find same-style products with in-app purchase completion, and this year Douyin E-commerce also established a dedicated Hongguo E-commerce department with high priority.