Ye Xujian: Social age network brand strategy domain name is the cornerstone

The intermediary transaction SEO diagnoses Taobao guest stationmaster buys the Cloud host technology Hall

Yiche Chairman and President of the board: Ye Xujian

Domain Name City (domain.cn) March 28 News, for a website entrepreneur and website Enterprise, domain name is the cornerstone of network brand strategy development. Let us first follow the footsteps of successful people, a simple review of Yahoo, Google, Facebook, Tencent, such as the origin of well-known network brands.

Domain name is the cornerstone of network brand strategy development

Yahoo (Yahoo!) Network brand symbolizes an era: the Portal era, yahoo.com domain name brand generation in the Internet portal era. The word yahoo derives from Jonathan Swift, the author of Gulliver's Travels, which represents a guy who is Jonathan in appearance and behavior.

Jerry Yang, founder of Yahoo (Yahoo!) and Filo David Filo, chose the name because they felt they were Yahoo. The reason for choosing this name is that they like the dictionary's definition of Yahoo as "not sophisticated". At that time, yahoo.com network brand in a sense of a typical innovation and the spirit of reclamation.

In the American Western Gold rush, no matter whether the gold miners are rich or not, but those who make round spades, picks, jeans, the company, have really earned real money. Yahoo (Yahoo!) is positioning is the first batch on the internet to "make spades, picks, jeans" company. "Yahoo!" Brand image has a big exclamation mark, not only 2000 years ago affected Google (Google) early use of "google!" Image, even influenced the Chinese internet entrepreneur Dai. On October 7, 2002, Dai registered Discuz.net, Creative will "discuz!" Series of network building products to the global.

Changes in the world, January 18, 2012, in order to yahoo.com the future and sustainable development, Jerry Yang resigned from Yahoo Board of directors and all other functions of the company, become "domain name than the CEO more important" a different footnote.

In the search for the king of the years, Google (Google) is the best search network brand endorsement. Although Google.com represents the top apps for massive data searches, few people know that Google.com is just a typo domain name for a random search. In the September 1997, Shawn Anderson (Sean Anderson) and Larry Page in the office tried to come up with a good network brand, a name that could be associated with a massive data index. Anderson spoke of the term "Googol", which refers to the 100 power (square) of 10, written in the form of a number 1 followed by 100 zeros, can be used to represent the vast amount of resources available on the Internet.

September 15, 1997, Anderson in front of the computer, in the Internet domain name registration database inside the search for a moment, to see if the new name is not to be registered and used. Anderson made a spelling mistake by typing "Googol" into "Google" during the search and discovering that the domain name "google.com" could be used. Like "Googol" contains the meaning of "huge" number, google.com search engine using mathematical algorithms, the Internet search results to effectively classify, through the search engine rapid promotion, quickly become one of the most common network information search tools.

Google can find that the "typo" is meant to refer to small typographical errors, as English words, literal translation is "typographical error", and the word type is "typing," meaning, typo is type in the typographical or typographical errors after a variant, Then it refers to all typos and typographical errors. In Domain name field, typo domain name also can refer to the spelling of domain name is near or similar to another domain name, and the literal translation of typo domain name is the wrong domain name. Today, Google.com has been an inadvertent technical input error, into a globally known typo domain name as the core of the network brand.

Science and technology people-oriented, into the social network era, the network has become the user's daily communication tools, facebook.com is a typical name of the unified noun class domain. Facebook comes from a traditional paper "roster," where American universities and prep schools distribute the "roster" of all members of the school community to new students and faculty to help people know the rest of the school. January 11, 2004, Mark Ello Tes Zackerberg (English name: Mark Elliot Zuckerburg on the internet to the domain name company paid 35 U.S. dollars, registered name for the thefacebook.com one-year domain name rights, opened a new entrepreneurial process.

In May 2005, Thefacebook.com received $12.7 million in venture capital from the Accel Cooperation Fund (ACCEL Partners), valued at $87.5 million. August 23, 2005, Facebook from the Aboutface company's hands to buy a domain name facebook.com, from the name of the Remove. At the time, Facebook paid more for its core domain name than 1.5% of its second investment, or even 40% of its first-round investment.

Of course, facebook.com does not have the only domain name Facebook acquired, since then the Facebook series of country domains has been incorporated into the bag. Facebook.com is not even the most expensive domain name Facebook has acquired. November 15, 2010, Facebook founder Zuckerberg announced that the company to the U.S. Farm Board Alliance ("AFBF") acquired the fb.com domain name. According to the data, Facebook acquired a domain name fb.com, spending about $8.5 million trillion, which could be higher if the cost of the transaction was counted.

In 2008, a survey by Internet brand authoritative website domain name News (domainnews.com) showed that about 82% of the companies surveyed believed that losing domain names was more damaging than losing the company's CEO, about 72% Companies believe that an appropriate domain name is more important than the right person or the right office location. The Sedo company, which is responsible for conducting the investigation, points out that an improper domain name strategy can hinder the development of an enterprise. "A blessing in disguise, how to know is not blessing (A loss, no bad Thing)". In China, Tencent (Tencent) is precisely because of the loss of the initial period of domain name, only to create the qq.com of this well-known network brand.

November 11, 1998, Tencent (Tencent) was founded in Shenzhen, China. When the Chinese name of "Shenzhen Tencent Computer System Co., Ltd." was confirmed, Scomputer proposed that there should be a similar pronunciation in English name, like well-known communications company Lucent's Lucent has the international brand effect. Ma thought of "Tencent" blurted out. In the subsequent development of Tencent, the Hong Kong people adjacent to Shenzhen have some changes in the pronunciation of Tencent, they will "Ten" and "Cent" separated into two words, so often someone curious to ask why the company's name is called "very money." Scomputer said: "We explained that the rise of the mobile phone, SMS cost is a dime, just very money, and Tencent is from the mobile phone business to find the breakthrough point." From then on the origin of Tencent has a meaning.

In 1999, Tencent launched the OICQ instant messaging software. March 2000, Tencent Oicq by ICQ Party "AOL (Anglo Online)" allegations, loss of oicq.com domain name. April 2001, Tencent abandoned its long run OICQ brand, renamed Instant Messaging software for Tencent QQ2000, the product renamed Tencent QQ, enable tencent.com domain name as the site brand domain name.

April 8, 2003, has been fighting in the field of instant messaging Tencent, at the cost of 10 million to buy overseas qq.com global top-level domain name. April 9, 2003 afternoon, Tencent is responsible for external news release senior PR manager Shanyao confirmed that Tencent has acquired qq.com domain name. Qq.com May 4, 1995 by the U.S. Software engineer Pattinson (Robert Pattinson), is one of the world's few two-character stacked letter rare boutique domain name, has been publicly priced 2 million U.S. dollars for sale. After the acquisition, Tencent has been the domain name as an important network portal, forming a "Q" series of network brands, achievements Qzone, Qplus and other products of innovation and development.

As the "window" and "experimental plot" of China's reform and Opening-up, Shenzhen is based on passion, innovation, daring and hard work. Tencent Tencent Network brand has deeply branded the unique innovative style of Shenzhen. At present, Tencent Tencent has one of the largest Internet integrated service providers in China and one of the Internet companies with the most service users in China.

Pinyin domain name becomes the main body of Chinese network brand

In non-English speaking countries, Microsoft English name Microsoft, for example, it is not very common to spell out exactly 9 English letters, so Microsoft has chosen the MSN.com three-letter short domain name corresponding to the brand abbreviation in the Internet domain as a global network branding strategy. January 1, 2004, Microsoft and Shanghai Union and Investment Co., Ltd. jointly set up a joint venture to bring MSN.com into China. MSN.com and qq.com belong to fine short domain name, because the quality of short domain name global brand market demand compared to the actual number is very limited, at present in China Pinyin domain name has constituted the network brand main body.

Phonetic domain name is a network brand system with Chinese characteristics. The "phonetic", which originated from 1955 years, is the Chinese phonetic romanization scheme of the People's Republic of China. Phonetic scheme is mainly used in the Chinese pronunciation of Mandarin, as a common voice of Chinese characters. Systematically embodies the rules of Mandarin pronunciation. With the popularization of computer, Hanyu Pinyin is a very common Chinese input method. As China's national standard, Phonetic has become an international standard, and it is the only and exclusive criterion for spelling Chinese names and names.

In accordance with China's national standards, the Chinese pinyin to spell the names of people, is the last name in the former, first name. Hanyu Pinyin is also the only and exclusive standard of Chinese place names. For example, "Beijing" spelling, French to fight in French, English in English to fight, German to spell in German, speak out are all Beijing, but spelling is completely different. With the "phonetic", the whole world to spell Beijing to use a method, this is the international standard.

Chinese phrases with two Chinese characters as the main body, the industry double spell mood and creativity, brand and strength. Not every enterprise has the opportunity to own or buy a product brand corresponding to the short domain name. China's internet does not have a single industry domain name, it is said that the name is not smooth, it is difficult to quickly be recognized by ordinary users, greatly enhance the network brand marketing costs.

Sina's brand origins need to go back to 1998, Sina is the four-pass and Sinanet network merger and reorganization after the establishment of the Sinanet network domain name is sinanet.com, "Sina" a word from Sino Hindi "China", "Sino" in English written language is also often applied, For example, sino-american the meaning of Sino-US relations, "Sina" department Sino and China together, this is the origin of Sina "Sina". 2010, Sina to buy the corresponding weibo.com related series of dual-spell domain name, so that the two-hybrid monopoly products double-fight domain name superior. April 7, 2011, Sina Weibo officially enabled weibo.com domain name, established a good product brand image.

China's real-name social networking platform in October 2008, Renren has curbed the rapid development of kaixin (kaixin001.com) through the acquisition of kaixin.com domain names strategy, and won the opportunity to go public in the United States. In the fourth quarter of December 31, 2011 Audit financial report published by Renren, operating loss of 19.7 million U.S. dollars, operating losses, including xiaonei.com intangible assets such as one-time impairment costs. Xiaonei.com is an Internet domain name acquired by Renren in 2006 and is no longer used. From xiaonei.com to renren.com for everyone to win a greater market, renren.com domain name for brand development to provide a better cushion.

With the popularization of Chinese Internet and the continuous growth of netizens, the value of double spell domain name will be continuously excavated. Pinyin domain name application will increase, more and more entrepreneurs and enterprises like and pay attention to the application of pinyin domain name. October 15, 2008, Happy NET or will enable the new domain name has caused million IP to shejiao.com domain name incident exposure, enhance the March 2010 Sina launched micro-blog business when the acquisition of weibo.com double spell domain name confidence, triggered the June 2010 Tencent acquisition Pengyou.com, Pengyou.net to intercept Sina friend this product in the social networking domain development of product domain name brand strategy. Facebook's expansion into China is bound to confront the Chinese market with a variety of messy transliteration names, prevent interference with its core Facebook brand, and enable Chinese Internet users to recognise social-product dual-domain names, or it will be the exclusive choice for their proprietary social-networking market brands.

Social networks are gradually breaking through the social patterns of China's old days, changing the real life of the Chinese people. Social networks are not paid media, not media that buy ads with money. Corporate web site is no longer a simple online brochure, but has become like a store-like channel attributes, the network has become the Enterprise online Terminal display counter the most economical way. The unique network culture and the business communication strategy, has brought the new challenge to the enterprise. In the social network era, to strengthen the investment of domain name brand, must become an important part of the brand value of the enterprise.

Take the recruitment industry as an example: from the Zhaopin.com brand benefits, through the industry domain name to strengthen the monopoly of Zhaopin in the industry leader-level brand status, on the other hand can also be in search engines to bring more natural clicks, is almost a victory over other recruitment sites. The success of a Web site, although not by a domain name can be completed, but a good memory and the topic close to the domain name will be easier for your users to remember, but also easy to build your own website brand.

Enterprises through the Web site and brand integration strategy, changed the original multiple site multi-brand strategy, is conducive to the unified management and promotion of brand, create a new image of the enterprise, convey a better brand experience, to promote business development. More and more enterprises are trying to increase the investment of network brand and communicate with consumers through social network. Overseas brands into China, cumbersome domain name input has become a barrier to promote the network, more and more international enterprises through the adjustment of local domain name strategy to change its local brand image.