Leading Chinese e-Business Brands as Key Elements for the Future of Chinese Economy

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Prezentacija "Leading Chinese e-Business Brands as Key Elements for the Future of Chinese Economy" koju je Miroslav Radulović održao na konferenciji E-trgovina u aprilu 2010.

Text of Leading Chinese e-Business Brands as Key Elements for the Future of Chinese Economy

Povezivanje Srba u svetu i partnerstvo sa Kinom kao ansa za razvoj Srbije i njenu strateku orijentaciju ka budunosti

Leading Chinese e-Business Brands as Key Elements for the Future of Chinese EconomyMarko LjubiiNikola ZivlakMiroslav RaduloviLifan YangDr. Ming Xu

Pali, April 2010.

ContentsIntroductionSpecial Characteristics of Branding in ChinaCharacteristics of Chinese languageImplications of Chinese languages special characteristics on brand naming in ChinaAnalysis of Chinese e-business brandsConclusion

I. IntroductionChina Internet Network Information Center (CNNIC) recently reported that China has around 384 million Internet users (as of December 2009)A year-to-year increase of 51.7% in Internet usersContinuous improvement in infrastructure, governmental promotion and increasing mobile access, along with more disposable income, will result with more widespread use of Internet and development of e-businesses

II. Special Characteristics of Branding in China Characteristics of Chinese languageVery different than European languagesMember of Sino-Tibetan language groupCompounded of thousands of morphemes (around 3,500 basic in daily use)A bisyllabic language (over 70% of words are two-syllable)Around 400 syllabic sound components out of which the whole spoken language is formedMandarin (cca. 850 million speakers), Wu (cca. 90 million), Min (70 million), and Cantonese (cca. 70 million) most widely spoken Chinese dialectsMandarin (Beijing dialect) the official language of instruction in all levels of education, government institutions and media.Chinese characters evolved from hieroglyphsThe script is common to all dialects4 tones in Mandarin speech

Chinese (brand) names cannot be freely formed as those in English or other European languagesYou cannot simply scramble letters such as those in Oreo (a chocolate brand)You cannot combine an existing word with some meaningless syllables, such as Motorola (a mobile phone brand)You cannot make a combination of related, but incomplete words (e.g. Smartone, the name of a mobile phone company)You cannot blend words (e.g. Telstra, the name of an Australian telecommunication company)You cannot clip words (Intel, a computer processor manufacturer)II. Special Characteristics of Branding in China Implications of Chinese languages special characteristics on brand naming in China

Basic rules for creating Chinese brand namesA good Chinese brand should be a two-syllable compoundThe second syllable of a compound brand should be high-tonedThe compounding structure should follow the pattern of modifier-nounThe compound brand should have a positive connotation

II. Special Characteristics of Branding in China Implications of Chinese languages special characteristics on brand naming in China

2-syllableX-H toneModifier-NounPositive91%73%78%66%

We have analyzed 18 Chinese e-business brands, ranging from search engines and social networking web sites, to online retailers and job search enginesTheir brand naming strategies seem to follow basic brand naming rules in ChinaII. Special Characteristics of Branding in China Analysis of Chinese e-business brands

Brand naming in Chinese online retailing*

Chinese characters-zhu- yuCharacter analysis used as an adjective means outstanding, extraordinary, and eminent. The characterconsists of which meant ( rn) , meaning people in ancient times . is frequently used in phases like (zhuju), meaning unsurpassed, distinguished, as well as (zhu r b qn), meaning unmatched, or to stand alone above others. means to surpass. It is comprised of two parts: (zu) and (yu). Its original meaning is to exceed, to overstep others.When used as an adverb, it means more and more, such as yu du yu ho, the more the better. It is always used in thephrase yu gu- to go over or tosurmount.

Brand naming in Chinese online retailing*Overall, the name (zhu yu) means to be outstanding and prominent. The Chinese name communicates that they are better than their competitors, contributing to brand differentiation.Besides that, has almost the same sound with its English name Joyo, which presents a consistent verbal identity to enhance brand recognition. Joyo has already become a very large online company in China and their convincing name has likely contributed to their success.

Brand naming in Chinese online retailing*

Chinese characters- to- boCharacter analysisoriginally means to wash in a pan orbasket to wash away useless parts and leavebehind the valuable parts. It is often used inphrases such as, (tojn), panning orlooking for gold, (toti),to wash, or to eliminate through selection. means treasure and precious things. It is made up of two parts: and ( yu, which means jade) which represents great value. can also be used as a noun, such as (bobo), meaning baby or darling. Usually it is used as an adjective, such as (bobi) valuable treasure, (bozng), as in buriedtreasure or precious deposits.

Brand naming in Chinese online retailing*The full name is actually , or To bo wng. (wng) means net and is the noun used for website. However, the online shopping site is always simply referred to as To bo (), which means to search for treasure. The name indicates that all products bought on Taobao are of great value. It evokes excitement and enjoyment surrounding online shopping, and conveys a sense of adventure. With 120 million registered users, Taobao is hugely popular in China, especially among young people.

Brand naming in Chinese online retailing*

Chinese characters- dngCharacter analysis originally means appropriate or to be equal to. It is often used in phrases like qia dang meaning suitable, apt, appropriate or proper. When is spoken, it actually has the same meaning and a similar sound to ding dangwhich is tinkling, a jingle, or a ding-dong sound

Brand naming in Chinese online retailingSimilar to To bo (), the full name is Dangdangwang (), where means net or website. The name has no concrete meaning, yet its sound could give customers a joyful mood and encourage them to buy more. The name represents that two sides have agreed to make a deal on something, in this case a purchase. The easily-pronounced, phonetically-harmonious name should be appealing to a variety of target audiences.


III. Conclusione-brand names closely follow the established rules of the brick-and-mortar worldmost of the brand names are bisyllabic, two morpheme ones, emphasizing traditionally auspicious animals such as dog or dragon, and positively connotated words that are believed to bring good luck, such as excellent, or coolseveral companies have very straightforward brand names, meaning job search or carry on a journey, implying they were first to provide such services in China, and therefore the most experienced and proficientsome choose their brand name to include lucky numbers, or amusing word play with numbers that have similar pronunciation with certain phrases

Thank you for your attention?


Miroslav Radulovimiroslav.radulovic@gmail.comTel. (Serbia) +381 63 530 231

Marko LjubiiMr.ljubicic@gmail.comTel. (China) +86 15021242364