When the interpretation of the electrical quotient becomes an amusement

Jingdong to replace the new domain name and the introduction of metal dog mascot, and published after the stove cooler than the pot, before the hype is really noisy. In particular, the moral of the dog cat, a lot of media to mix, rare independent analysis. Jing-dong, the cat and other electric giants of the play still have to sing, but more and more entertainment viewers!

Jingdong to change the domain name, the reason is not simple. Before the 360buy.com is really hard to remember, no way, Jingdong has to be in search engines and other sources of traffic, according to media reports, its expenditure of 60 million yuan per year, the industry still think it is a relatively conservative figure. So, hope to spend tens of millions of JD.com domain name, convenient for customers to land directly, save the flow fee. It is reported that Xun, even with Tencent's traffic support, is still planning to launch a new, simple and easy to remember domain name in May.

As for Jingdong Mall renamed Jing Dong, this and its platform strategy has a certain relationship. Jingdong Mall This name, so that people habitually think that Jingdong is a selling things, affecting the Liu is intended to build logistics, information systems, financial and other platform-oriented business smoothly for the General people accepted. This is similar to Gome and Suning's intention to go to the electric business.

Of course, the most ironic is the previous rumors about the mascot. Although Jing Dong never less do hype and so on, but this time, I first to the heart of a gentleman to a gentleman's heart. If wrong, do not ask for forgiveness.

In small series, the introduction of mascots and "Jingdong Mall" yi name "Jingdong" is a coin of both sides, is one thing. The essence of the problem is that Liu intends to strengthen the brand and extend its brand attributes. According to the Western positioning theory, a brand name for a variety of products or services is difficult to succeed, it is best to represent a product category, so that the brand name to become a synonym for a category, why Procter and Gamble to launch so many of the son brand, is rumored to be this consideration. But in the Celestial kingdom, although the localization theory also has many successful cases, for instance "The Herbal tea Drinks Wanglaoji (Gado)" is the localization theory has been boasting.

More often, however, the positioning theory fails in China. For example, Zhou, an expert in positioning theory, said that the positioning theory explains the success of Tencent, which clearly represents a variety of products. The expert was said not to have answered.

In addition, a senior executive has revealed that they have in the countryside to promote two brands of new refrigerators, one is a new brand, one is to follow its famous TV brand "Skyworth", but the vast majority of customers choose the latter, in the consumer view, the TV is good, the refrigerator nature should also do well.

In addition, China Resources Group is also an example of a single brand multiple business success story.

Pull a little far, and then back to the topic of Jingdong. Why does Jingdong have to launch the mascot at the same time? In fact, this is also to learn from the West, too many famous brands, there is a popular logo, such as over gas Motorola, such as Apple, small series guess, Daiju East is also want to shape a strong brand of business. Change the domain name is want to save the flow fee, this time also want to province advertisement fee (of course, some big brand advertising fee is also very high).

Liu Idea is Gao Zhan far, Shan. But a word has to say: spend tens of millions to buy domain name, the mascot naturally also cost not to save money, but this dongdong sense is too strong, do not see any of the fine design of the place, but also can not see like a dog, if planed to four feet, the mascot's head looks like a mouse head.