Double Eleven, 6 18 ... Almost every promotion, major e-commerce companies will change their bids many days in advance. It can be said that the number change has been closely integrated with the marketing activities of e-commerce, because it is almost the most efficient and cost-effective way for major e-commerce companies to find motivation. Users can find the recent preferential activities of major e-commerce companies without even clicking on the application.
JD。 This bid change is very different from the past. Previously on ... The rebranding of COM generally only adds some activity elements, such as activity slogans or some holiday patterns, and does not change joy's external image. This time, JD.COM chose to completely abandon the original trademark image and design a new image for joy.
In the new trademark, joy changed the "cold image" standing on one side, but almost "stuck" her big face on the trademark. The original "full-length photo" has also become a bust photo. In addition, many careful netizens found that joy has changed from the original plane image to a 3D image.
Actually, JD's purpose. The design of COM is obviously to get rid of joy's dog image. As can be seen from the new trademark, joy obviously takes a standing posture. From the exposed shoulders, joy looks more like a human than a dog. Joy's expression is cuter and more vivid than before.
For JD. COM's new image, netizens launched a heated discussion, and the evaluation was mixed. Some netizens said JD.COM. The new logo of COM is cuter and more friendly than before; However, some netizens said that JD.COM. The new logo of COM has completely changed and looks very unaccustomed.
In fact, changing icons is a very risky thing for enterprises. Because logo is inseparable from the image left by a company in the hearts of customers, blindly changing logo may destroy the intimate relationship between the company and customers.
Kraft Foods was originally an enterprise engaged in cheese processing in the old United States. At that time, Kraft occupied a large market in the old United States and became a business giant in the old United States.
However, Kraft, which became bigger and stronger in 2009, decided to change its trademark. Kraft thinks its trademark is too simple. In order to expand the future business map, Kraft decided to add more elements to the trademark. However, this did not bring much help to Kraft's business development, but almost dragged Kraft into the water.
After changing the logo, Kraft's trademark is really fancy, but domestic consumers don't buy it. Because of too many elements and colors, Kraft's trademark seems to be more and more unclear in the expression of information. Many consumers can't correctly capture what this company does through trademarks. This almost plunged Cabra into the abyss.
Of course, reasonable bidding changes can also help enterprises accelerate their development. Among them, BYD's rebranding has been talked about by domestic netizens.
Of course, the rebranding mentioned here is not the rebranding of BYD's entire enterprise, but refers to the Dynasty sedan series released by BYD. Previously, BYD abandoned the well-known "BYD" logo on its newly released models and used the logos of Tang, Qin and Song San dynasties. The logo contains a large number of ancient elements, which are both beautiful and rich in cultural heritage. I didn't expect BYD's ingenious idea to be unanimously welcomed by consumers. Once released, this series of models was a great success in the market, and almost all of them were "sold out". BYD's marketing this time can be called textbook-level marketing in the automobile industry.
As can be seen from the above example, changing the icon is a very influential thing for an enterprise, because the purpose of trademark existence is to establish a certain image in the hearts of customers, and changing the trademark is equivalent to overthrowing this image and establishing a new image, which is also very dangerous for the enterprise. For example, some time ago, Xiaomi spent 2 million yuan to ask a Japanese designer to design a new LOGO for himself, and the final change was only from square to round. Although the designer explained a lot and said that the LOGO he designed was alive, it still made the majority of netizens feel that Lei Jun had been cheated.
With the development of JD.COM, JD.COM's "spokesperson" Joey also experienced cross-dressing. From the initial "silver dog" to the later "white dog" and now "big-faced dog", joy is also accompanying JD.COM to make continuous progress and transformation. In fact, joy's dressing in each period represents JD. What COM expects of itself. So silver stands for JD. The desire of COM to build itself into a company full of science and technology; White represents that as JD.COM began to pursue affinity, he began to pay attention to and improve his service; 3D and "Big Face" represent that JD.COM hopes to be closer to consumers, put itself in their shoes and become a more friendly enterprise.
JD。 The rebranding of COM completely changed his logo image and also embodied JD.COM. COM's confidence in its brand image and brand appeal. JD.COM firmly believes that his position in the eyes of consumers will not change with the change of trademarks. What effect will JD.COM have? What did the bid change of COM bring to you? Everything takes time to answer.
After Xiaomi 2 million changed the LOGO, "JD. The dog is getting fat, too.
JD.COM also changed its LOGO, and the "Little White Dog" gradually expanded and became more rounded.