Analyst explanation: The phenomenon of collective "renaming" of retail enterprises in electric business

An overview of the event: March 30, Jingdong Mall will be replaced by www.360buy.com domain name www.jd.com, the official name by "Jingdong Mall" reduced to "Jing Dong", but also officially launched the company's mascot-a "Joy" dog. On the same day, Xun announced plans to replace the domain name in May. A year ago, Taobao mall renamed "Day Cat", in the industry caused no small talk. Recently, traditional retailers have changed their names, most of the reason is to adjust the structure, expand sales scope, such as Yintai department store group changed its name to Yintai commercial Group, Suning Appliance changed its name to Suningyun business. II. related data: According to the China Electronic Commerce Research Center statistical monitoring shows that all kinds of electrical business change the name of the incident up to nearly hundred, including: Gome Online Mall changed its name to Gome on-line, excellent shopping online mall changed its name to buy fashion mall, Red Star United States Kay Mirs under the electronic Mall by the Red American mall renamed as the Star-Yi home, Commodity city renamed to Yiwu Purchase, as well as the net will buy the domain name merged to jia.com. The following is the China e-Commerce Research Center to bring you 2012-2013, retail change is not complete statistics: three, analyst comments: In this regard, China E-commerce Research Center, assistant analyst Pangminli that the name of the electricity dealers and retailers have the following three major categories: including company name, site name, Changes to the domain name of the shopping site. To this electric dealer and the retailer group renaming the phenomenon, Pangminli pointed out, mainly has the following several reasons: 1, the structure adjustment, the strategic expansion. Electric dealers, traditional retailers began to adjust the industrial structure, on the basis of desalination of the original business, optimize the integration of related resources, so that enterprises to diversify development. For example, Jingdong Mall will be abbreviated as "Jing Dong", perhaps to dilute the concept of the electrical business, logistics, financial platform business are done on the platform. and Suning, gome through renaming, accelerate the transformation, dilute the user to it as the definition of electrical dealers, the introduction of department stores, daily necessities, books and so on, for the long-term development of electric business enterprises to develop suitable "soil." 2, strengthen the brand, promote the purchase. Enterprise renaming more in the original name on the basis of modification, and did not completely abandon the original brand. Enterprises by renaming the reason, through the media public relations or media to actively resolve the definition of new names, renaming reasons, and strengthen the brand image of enterprises. Large enterprises such as Suning's renaming more causes the media to its group structure and other deep factors of the discussion and analysis, through the media's spontaneous interpretation, so that ordinary consumers understand the history of the enterprise, to promote its identity of corporate culture, and then form a potential purchase behavior. 3, save marketing, flow costs. For example, Jingdong before the domain name is not good to remember, the original 360buy.com domain name and site names are not strong, many users can not remember most of the need to search through Baidu to Beijing east. To this end, the annual Beijing east need to Baidu and other search engines to pay about 60 million yuan of traffic fees. This year, the cost of logistics, portal advertising costs continue to increase the enterprise to bring pressure. Enterprises in the low profit situation can only reduce marketing costs. And when renamed to become a topic, will encourage users to search, improve the enterprise's search volume, bring flowAmount。