In order to have a good name, those big brands will always struggle endlessly, including Didi, Tmall, JD.com, Google, etc. What are they all for?
Naming is a big question. The name means the brand, which is especially important for Internet companies. On September 9, Didi Taxi changed its name to Didi Chuxing as expected. But do you know that in order to have a good name, big brands like Didi, Tmall, and JD.com will always struggle endlessly. Brother Value is here to analyze from the perspectives of turnaround index (should be salted fish turnaround index), user recognition and improvement of brand value. How are these Internet or technology companies living better than before after they have changed their minds? Is it better or better?
1. Didi: From ? Didi? to ? Didi?, and then to ? Didi Travel? Nirvana_Rebirth
Turn over Index: ?
User recognition: 80%
Brand value: 85%
On September 9, Didi Taxi officially changed its name to ?Didi Chuxing ?. According to media reports, the two domain names ?didichuxing.com? and ?didichuxing.cn? were actually registered by Beijing Xiaoju Technology Co., Ltd. (Didi Taxi Registration Company) as early as June and August this year. In addition, the China Trademark Network shows that Xiaoju Technology Co., Ltd. has acquired the four major categories of trademarks of "Didi Chuxing" and the four major categories of trademarks of "Didi Chuxing". It seems that Didi has been planning to change its name for a long time. But what is the reason behind it? Looking at the name change process of Didi Taxi, it is actually a process of twists and turns.
On May 20, 2014, because the trademark was registered by a company in Hangzhou, Didi Dache, which did not want to get into trouble, changed its name to Didi Dache. After entering 2015, Didi has successively enriched its several major business lines. It is said that it will launch its own special car and offline express car services that have been considered "violating" by relevant departments many times. Brother Value feels here that Didi Didi changed from taxi-hailing to "Didi Chuxing" this time. In fact, there are many stories behind it. Firstly, it is to enhance the breadth of the shared travel market; secondly, because private cars have not been used by Beijing, Guangzhou, Chengdu and other places Admittedly, Didi had no choice but to adopt the strategy of besieging Wei and rescuing Zhao, in order to increase competition; thirdly, it is said that Didi will launch a private car service with its own brand, which will completely reverse the passive position of its own private car. However, in terms of user recognition, Didi Chuxing still needs market testing. In terms of brand value improvement, Didi Chuxing will compete more fiercely with Uber.
2. Tmall: From a second-tier brand to a leader, inspiration on the toilet
Turnover index:
User recognition: 95%
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Brand value: 90%
On January 11, 2012, Taobao Mall officially changed its name to "Tmall", changed the domain name to tmall.com, and the mascot became a Image of cute cat. Regarding the reason for this name change, Jack Ma once specifically responded, "Haha." I admire people who can write a long article about serious corporate bureaucracy from just two sentences from Wang Shuai. Some people say that Jack Ma came up with his name with his butt. Hahaha, yes, I really thought of it while sitting on the toilet. ?
If the previous Taobao Mall was still a second-tier brand name, then how has Master Ma’s latest achievement, whose butt determines his head, performed after more than three years? Double Eleven I believe that women who like online shopping will be familiar with this term. Starting from the Double Eleven promotion in 2009 when Taobao Mall was launched, it was officially renamed as Tmall in 2012. Alibaba has spent a lot of money to build the world. The cat brand is popular all over the country. This was a very successful rebranding case. On November 11, 2012, Tmall announced that its sales in 13 hours exceeded 10 billion yuan, setting a new world record. Based on the good situation of this name change, Alibaba Group has gradually improved its brand system, including Cainiao Logistics, Ant Financial, etc.
3. JD.com: From 360buy to JD Gou, easy to remember and better than the enemy
Turnover index:
User recognition: 85%
Brand value: 90%
On March 30, 2013, JD.com activated the JD.COM domain name, switched the old domain name 360buy to JD, and launched its mascot? a silver-white coat The star metal dog’s name is Joy. The official statement is that JD is easier to remember than 360buy, and the login is simple. In addition, the mascot dog symbolizes loyalty, integrity and speed. However, the rumor is that dogs can suppress cats, so in order to suppress their mortal enemy Tmall, the image of JD.com’s dog is obviously based on its appearance. The purpose was achieved. Since then, there has been a series of "cat-dog wars", and it is not difficult to imagine JD.com's motivation for changing its name.
After the name change, JD.com has subsequently established sub-brands such as JD Mall, JD Finance, and JD Daojia around more sophisticated brand names. Although it is not yet comparable to the Alibaba brand system, it has already Become one of the top four domestic Internet companies (after Alibaba, Tencent and Baidu).
4. Pitupi: sensational or easy to understand?
Turnover index:?
User recognition: 10%
Brand value: 50%
In May 2015, a little-known company, just because it changed its name, triggered 9 daily price limits in less than a month, and its stock price doubled. many. This is a company that aspires to be China's first Internet financial listed company. Its original name was Duolun Shares. On May 10, Duolun Co., Ltd. announced that based on the needs of business transformation, the company plans to change its name to P2PFinancial Information Service (Shanghai) Co., Ltd., with the English name P2PFinancial Information Service Co., Ltd. What is the origin of this company? According to media reports, this company has a history of 22 years, but from 1989 to 2015, its business changed many times, from the original construction ceramics company to real estate development in 2001. Sales, etc., and then changed to Internet financial services in 2014, it can be said that it is seeking changes in the face of various trends. Brother Zhi Zhi sincerely praises their spirit.
But obviously, Pi Tu Pi has taken a bit too big a step this time. Brother Zhizi opened its latest website, but it showed that it was inaccessible, and the businesses it claimed to involve equity crowdfunding, P2P lending and other businesses were not officially launched. Its transformation seemed to be just a farce of changing its name.
5. Cheetah: In order to get rid of the shadow, Fu Sheng established a new mountain
Turnover index:
User recognition: 60%
Brand Value: 70%
On April 3, 2014, Kingsoft Network changed its name to Cheetah Mobile in order to achieve a separate listing. The company's CEO Fu Sheng finally got rid of the temporary shadow of Zhou Hong_, a post-360 generation, and achieved the goal of listing on May 8. Brother Zhizi feels that Fu Sheng has been living in the shadow since he joined 3721 in 2003 and then joined Qihoo 360. Since then, the conflict with Zhou Hong has intensified and he left.
After Fu Sheng went to Jingwei Venture Capital for investment and failed to found Kanniu Imaging, he was recruited by Lei Jun to join Kingsoft. He continued to work in the security field where he was best at, and finally ushered in a new lease of life. Cheetah Mobile has also achieved a successful case of overseas listing of Kingsoft series. In any case, it is worthy of praise.
6. Ant Financial: Spin off the brand to seek listing
Turnover index:
User recognition: 85%
Brand value : 90%
In fact, the purpose of changing the name of Ant Financial is not much different from that of Cheetah mentioned above. On October 16, 2014, Alibaba’s small and micro finance company changed its name, which was the transformation of another major Internet company with a valuation of US$50 billion. However, although the market is huge, because it has not yet completed the official listing goal, Brother Zhi believes that Ant Financial has not yet turned around, and in terms of user recognition and brand value, Ant Financial has already been deeply rooted in the hearts of the people.
7. Renren: Wanted to save the decline but was drowned in the tide
Turnover index:?
User recognition: 60%
Brand value: 50%
On August 4, 2009, Thousand Oaks Group announced that Xiaonei.com would launch a new domain name renren.com and change its name to "Renren.com". As for the reason for the name change, Chen Yizhou, chairman of Qianoak, believes that as the age of users increases, the original campus users move into the society, so the name "Renren" is more suitable.
But even after the name change, Renren gradually declined after experiencing a short period of glory when it was listed. Since its establishment in 2000, it has been closed twice in 2001 and 2007 respectively. After being acquired by Thousand Oaks Group in 2005, it was listed on May 4, 2011 under the slogan "China's version of Facebook". Now it has become It has become a beautiful memory for us.
8.360: Transformation from personal grudge to giant
Turnover index:
User recognition: 90%
Brand value: 70 %
From the founding of 3721 in 1998, to being acquired and frustrated, and finally leaving to found Qiku, and later Qihoo, and then to 360, Zhou Hong_The original grasshopper model has continued to make breakthroughs after more than 10 years , has now become a multi-billion dollar Internet giant. As for the various names of the predecessor of 360, it is not convenient for me to comment here, but if you have a curious friend, you can search carefully. Every journey is a very interesting story. From 3721 to 360, it seems to be just a change of two numbers, but for Zhou Hong_ and his company, it is a counterattack process from the most difficult to successful, from grassroots to giant. Although Lao Zhou has still had a hot temper in recent years, he has also continued to brood over personal grievances, and has gradually gained the mind of the helmsman of an Internet giant.
9. Giant Network: Trying to get rid of the shadow of a game backfired
Turnover index:?
User recognition: 65%
Brand value: 50%
It seems that every company’s name change has a lot to do with its listing. Cheetah, 360, Renren, and of course Giant. On October 16, 2007, Shanghai Zhengtu Network Technology Co., Ltd. officially changed its name to Shanghai Giant Network Technology Co., Ltd., and listed on the New York Stock Exchange for IPO on November 1 of the same year. Although it was renamed and listed on the market, Giant Network became more famous, but it could not escape the shadow of the game Zhengtu. Giant Network's second game "Giant" was not as popular as "Zhengtu", and Shi Yuzhu had to continue to speculate around Zhengtu. Until 2015, Giant Network still needed games like "Zhengtu Pocket Edition" to maintain its own Status, it seems that changing the name is a less successful case.
10. Google: Changed its name to Alphabet to change the world?
Turnover index:?
User recognition: 70%
Brand value: 95%
On August 10, 2015, Google debuted under the Alphabet brand. Google will become the largest wholly-owned subsidiary of the new holding company. It seems that even after the death of Steve Jobs, we will habitually ignore that the two founders of Google also have the dream of changing the world. Of course, you may be more concerned about their sexy news, but as Larry Page said,? What if? You are changing the world, then you are doing something important. And you'll wake up every morning feeling pumped. ?So, Brother Zhi thinks we here should applaud Google for always being outstanding and always leading the Internet trend. Although Alphabet makes everyone confused at first, you should not doubt that this company, which was only founded 17 years ago, has always had The dream of changing the world, Alphabet's brand user recognition is not high, the brand value is indeed very broad and contains unlimited potential, the fly in the ointment is that they have just started to move forward from a new starting point. Brand