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.
- 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:
- Chinese brands are difficult to pronounce for Westerners, and thus difficult to remember.
- Chinese brands are not trusted abroad because of the negative stigma and bad reputation associated with them.
- Chinese companies often pick English names that are too long and thus much harder to remember.
The Wall Street Journal – New Yorkers trying to pronounce “Huawei”:
Market Penetration – Asia
A multi-brand strategy enables companies to capture different market segments:
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.
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.
- China is slated to be the world’s top destination by 2020
- 120 million Chinese traveled abroad in 2015 (CNN Money)
- Chinese travelers are the world’s biggest spenders (Forbes)
ORIENTED Airlines – View website
ORIENTED Cruises – View 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.
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.
- By 2017, AA buying power will reach US$1 trillion
- Asians: Fastest-growing ethnic group in U.S. (Pew study)