Chinese Companies – Global Expansion

U.S. companies have long understood the value and the power of brand marketing and how that translates into global recognition and worldwide sales. The big players all utilize short and memorable .COM domain names to capture global market share and to command trust and respect in the minds of consumers.

Only in the past few years have Chinese companies recognized the importance of selecting the right English brand and domain name as a means to become a truly global powerhouse.

Some examples:

  • 奇虎 – Qihoo 360 (China) paid USD $17 Million for 360.com in a bid to boost its global profile.
  • 微信 – When Weixin rebranded to WeChat, “It doubled its overseas users in under six months from 50 million to 100 million and Tencent became fastest-rising Chinese brand.” Later, it purchased We.com for USD $8 million.
  • 京东 – Jing Dong paid USD $5 million for JD.com, upgrading from 360buy.com. They enjoyed a USD $20 million/year savings in search engine advertising, more than covering the cost of the domain.
  • 小米 – Xiaomi acquired Mi.com for US$3.6 million because it was much easier to remember, a move to improve their name recognition as they continue expanding into international markets.

Other branding hurdles for Chinese-named companies that want to expand globally:

The Wall Street Journal – New Yorkers trying to pronounce “Huawei”:

Market Penetration – Asia

A multi-brand strategy enables companies to capture different market segments:

Companies That Got the Memo
Estée Lauder Develops a Brand Just for China
Endurance International Group Launches Bluehost China

Media Conglomerates

A global media house can quickly expand across Asia using the ORIENTED brand – “Oriented in Shanghai”, “Oriented in Singapore”. In addition, the opportunity exists for one dominant clearinghouse across Asia since English publications there are highly fragmented – city guides, lifestyle e-zines, classifieds, review sites.

Ted Conferences

Companies engaged in corporate philanthropy and community initiatives would benefit from both the oriented.com and the oriented.org URLs.

As an example, the oriented.org URL can be an Asia-focused version of the TED Talks, similar to the ORIENTED Dialogue & Exchange Program. The power and impact of the brand “ORIENTED” speaks for itself.

Tourism & Travel Businesses

There are any number of tourism and travel-oriented businesses that could benefit from this marketing asset.

ORIENTED AirlinesView website

The airline industry is exploding in Asia, with airlines competing to roll out new brands as the demand for air travel there is at an all-time high.

ORIENTED CruisesView website

The same is true for the cruise industry. Major lines are deploying larger ships in Asia, while port cities are ramping up their cruise facilities.

Location-Oriented Companies

ORIENTED can easily apply to traditional businesses such as moving, relocation, transportation, and shipping/logistics companies. It can also apply to new media, search, GPS, and location-based apps.

How about an app that helps you find your way around cities in Asia?

Asian Social Network

To date, there is no English-language SNS for Asians.  With China’s burgeoning middle class, global emigration trends of China’s affluent population, and the Asian American buying power nearing $1 trillion, this is a real opportunity.

Market Penetration – Asian America

Businesses can use the ORIENTED brand to capture this lucrative market.

See ABC’s “Fresh Off the Boat“, McDonalds’ myinspirasian.com website, and AARP’s debut of its Asian American website.