The name is a university question, and the name means brand, which is especially important for internet companies. On September 9, Didi taxi was renamed? Didi Chuxing? . But you should know that in order to have a good name, big brands like Didi, Tmall and JD.COM will always struggle endlessly. Brother value is prepared to analyze and analyze these internet or technology companies from the perspectives of turnover index (which should be salted fish turnover index), user recognition and brand value promotion. Turn over a new leaf After that, did you live better than before, or did you get better?
1. Didi: Where? Tick-tock? Arrive? Didi? And then what? Tick-tock? Nirvana _ rebirth
Transaction index:?
User awareness: 80%
Brand value: 85%
On September 9, Didi taxi was officially renamed as? Didi Chuxing? . According to media reports, didichuxing.com? 、? didichuxing.cn？ In fact, these two domain names were registered by Beijing Xiao Ju Technology Co., Ltd. (Didi Taxi Registration Company) as early as June and August this year. In addition, China Trademark Network shows that Xiao Ju Technology Co., Ltd. will? Didi Chuxing? Four types of trademarks and? Tick-tock? Four categories of trademarks are in the bag. It seems that Didi actually wants to change its name? Have you been planning this for a long time? Yes But what is the reason behind it? Looking at the renaming process of Didi taxi, it is actually a tortuous process.
2065438+May 20, 2004, because the trademark was registered by a company in Hangzhou, don't want to get into trouble? Trouble? what's up Tick-tock, take a taxi and change it to? Didi taxi? . After entering 20 15, Didi enriched several major business lines. It is said that it will launch its own car and get off the express train, and the relevant departments will think twice? Violation? Special car service, the value brother here feels that Didi has changed from taking a taxi this time? Didi Chuxing? In fact, there are many stories behind it. One is to enhance the broader market breadth of * * *; Secondly, because the special car has not been recognized by Beijing, Guangzhou, Chengdu and other places, Didi has no choice but to adopt the strategy of encircling Wei to save Zhao, also in order to compete for latitude improvement; Third, it is said that Didi will start the special car service with its own brand, and will completely reverse its passive position in the special car. However, in terms of user recognition, Didi Chuxing needs market testing, and in terms of brand value enhancement, Didi Chuxing will compete more fiercely with Uber.
2. Tmall: From a second-rate brand to a leading position, the inspiration on the toilet
Turnover index:
User awareness: 95%
Brand value: 90%
20 12 65438+ 10/01,Taobao Mall was officially renamed as? Tmall? And changed the domain name to tmall.com, and the mascot became a lovely cat. Regarding the reason for this name change, Ma Yun has specifically responded. Ha ha. I admire the person who can write a long article about the serious bureaucracy of enterprises from Wang Shuai's two sentences. Some people say that Ma Yun came up with this name with his ass. Ha ha ha, by the way, I really came up with it sitting on the toilet. ?
What about before? Taobao Mall? It's also a second-class famous brand. What about Master Ma? Butt decides head? More than three years have passed. What's the latest achievement?
Double eleven? This word value brother thinks that women who like online shopping will not be unfamiliar, since Taobao Mall was launched in 2009? Double eleven? The promotion began, and 20 12 was officially renamed? Tmall? The Tmall brand created by Alibaba is popular all over the country. This is a very successful case of renaming. 20 12, 165438+ 10 month, 1 1, Tmall claimed that the sales in 13 hours exceeded10 billion yuan, setting a new world record. Alibaba Group has gradually improved its brand system, including rookie logistics, Ant Financial Services and so on, based on the excellent situation of this name change.
3.JD。 COM: From 360buy to JD Dog, it is easy to remember and crush the enemy.
Turnover index:
User awareness: 85%
Brand value: 90%
On March 30th, 20 13, JD.COM launched the domain name of JD.COM, replaced the old domain name of JD.COM Mall with JD.COM, and introduced the mascot? A silver-white alien metal dog. What's its name? Joy？ . Officially, JD is easier to remember and log in than 360buy, and the mascot dog symbolizes loyalty, integrity and quickness. But the gossip is that dogs can suppress cats, so in order to suppress the sworn enemy Tmall, the image of JD.COM dog obviously achieved its goal from the appearance. After that, take turns? Cat and dog fight? It is not difficult to imagine JD's motives. The name of COM has changed.
After the name change, JD.COM established sub-brands such as JD.COM Mall, Jingdong Finance and JD.COM Home Furnishing around a higher brand name. Although not as good as Ali's brand system, it has become the top four Internet companies in China (after Ali, Tencent and Baidu).
4. Peep: grandstanding or easy to understand?
Transaction index:?
User recognition: 10%
Brand value: 50%
2065438+May 2005, a little-known company, just because it changed its name, triggered nine daily limit in less than a month, and its share price more than doubled. Is this home? Determined to be the first Internet finance listed company in China? The company was formerly known as Duolun Shares. On May 10, Duolun announced that due to the need of business transformation, the company intends to change its name to Pippi Financial Information Service (Shanghai) Co., Ltd., and its English name is P2P Financial Information Service Co., Ltd. What is the origin of this company? According to media reports, the history of this company is as long as 22 years, but from 1989 to 20 15, its business has changed many times, from the initial building ceramics enterprise to the real estate development and sales in 200 1 year, and then to the internet financial services in 20 14 years. Brother value really praised their spirit.
But obviously, Bumpy is a little too big this time. Value brother opened its latest website, but it showed that it was inaccessible, and its business involving equity crowdfunding and P2P lending was not officially launched. Its transformation seems to be just a farce of renaming.
5. Cheetah: In order to get rid of the shadow, Fu Sheng set up another hill.
Turnover index:
User awareness: 60%
Brand value: 70%
20 14 On April 3rd, Jinshan Network was renamed Cheetah Mobile for listing separately. Fu Sheng, CEO of the company, finally got rid of the temporary shadow of Zhou Hongyi after 360, and achieved the goal of listing on May 8. Brother Cheng believes that Fu Sheng joined 372 1 in 2003 and then entered Qihoo 360. Since then, the contradiction with Zhou Hong _ has intensified and he has been living in the shadow.
Fu Sheng switched to Jingwei Venture Capital. After the establishment of Koniu Image failed, it was recruited by Lei Jun to Jinshan to continue to be the best security field. Finally, he ushered in a new life. Cheetah Mobile has also achieved the successful case of Kingsoft's overseas listing, which is commendable in any case.
6. Ant Financial: Split the brand and seek listing.
Turnover index:
User awareness: 85%
Brand value: 90%
In fact, the name change of Ant Financial is not much different from the cheetah mentioned above. On 201410/6, Alibaba's microfinance was renamed, which was behind the transformation of another large Internet company with a valuation as high as 50 billion US dollars. However, although the market is huge, because the goal of official listing has not yet been completed, Brother Value believes that Ant Financial has not yet turned over. From the perspective of user recognition and brand value, Ant Financial has long been deeply rooted in the hearts of the people.
7. Renren.com: I want to save the decline but I am submerged in the wave.
Transaction index:?
User awareness: 60%
Brand value: 50%
On August 4th, 2009, Thousand Oaks Group announced that the new domain name renren.com will be launched on the campus network, and it will be renamed as? Renren. com com。 As for the reason for the name change, Chen Yizhou, chairman of Thousand Oaks, thinks that with the growth of users' age, the original campus users have gone to society, so? Everyone? This name is more appropriate.
However, even after the name change, everyone experienced a short-lived listing and gradually declined. Since its establishment in 2000, it was closed twice in 200 1 and 2007 respectively. After being acquired by Thousand Oaks Group in 2005, what? China version of Facebook? After the slogan was listed on May 4th, 20 1 1, it has now become our beautiful memory.
8.360: From personal grudges to giants' transformation
Turnover index:
User awareness: 90%
Brand value: 70%
From 1998, when it founded 372 1, to the unsuccessful acquisition of Qiku, to Qihoo, and then to 360, Isabella Chow _ 10 has continuously broken through the original Cao Meng model for many years, and now it has become an Internet giant with billions of dollars. Brother value is not convenient to comment on the names of 360 predecessors, but if you have curious friends, you can check it carefully. Every journey is a very interesting story. From 372 1 to 360, it seems to be only a change of two numbers, but for Zhou Hong _ and his company, it is a counter-attack process from the most difficult to the successful, from the grassroots to the giant. Although Lao Zhou's temper is still hot in recent years, he is constantly worried about personal grievances and gradually has the mind of the Internet giant at the helm.
9. Giant Network: Trying to get rid of the shadow of a game backfired.
Transaction index:?
User awareness: 65%
Brand value: 50%
It seems that every company's name change has a lot to do with listing, cheetah, 360, everyone and, of course, giants. June 65438+1 October 65438+In June 2007, Shanghai Zhengtu Network Technology Co., Ltd. was officially renamed as Shanghai Giant Network Technology Co., Ltd., and in June of the same year, 65438+1October1was registered in the IPO of NYSE. Although it was renamed and listed, the giant network became more famous, but it could not escape the shadow of the journey. Giant, the second game of Giant Network, was not as popular as Journey, so Shi Yuzhu had to continue to stir up cold rice around Journey. Until 20 15, Giant Network still needs a game similar to Journey Pocket Edition to maintain its position. It seems that renaming is a less successful case.
10. Google: renamed? Alphabet? To change the world?
Transaction index:?
User awareness: 70%
Brand value: 95%
On August 20 15 10, Google appeared as the brand of Alphabet. And Google will become the largest wholly-owned subsidiary of this new holding company. It seems that even after Steve Jobs' death, we will habitually ignore that the two founders of Google also have dreams of changing the world. Of course, you may care more about their erotic news, but as Larry Page said, if you are changing the world, then you are doing something important. And you feel chicken blood all over every morning because you have to get up. ? Therefore, Brother Cheng believes that we should applaud Google for always standing out from the crowd and always leading the Internet trend. Although Alphabet will confuse everyone at first, don't doubt that this company, which was established only 17 years ago, has always had the dream of changing the world. Alphabet's brand awareness is not high, and its brand value is indeed very broad, which contains unlimited potential. The only fly in the ointment is that they just started from a new starting point.
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