Chinese E-commerce Company Rebrands Internet Domain, Logo

Chinese B2C e-commerce website 360buy.com has officially changed its domain name from 360buy.com to Jd.com.

At the same time, its official Chinese name “Jing Dong Shang Cheng” is shortened to “Jing Dong”; and its blue-colored logo “360buy” is replaced by a metal-colored dog named “Joy”, which has become the new official logo and mascot of this website. The name Joy seems eerily similar though to the name of rival Internet shopping company Joyo.com, which is a subsidiary of Amazon.

Over several years of high-speed expansion, Jd.com has recently been focusing on adjustments in its business structure and corporate image as it readies for a rumored initial public offering. For the easy memorization and direct login of Chinese users, the website officially changed its domain name from 360buy.com to Jd.com. Jd.com is formed by the first letters of its Chinese name Jing Dong.

Commenting on its new logo and mascot, Jd.com’s representative said the dog represents loyalty. It also embodies integrity and a high running speed.

In January 2012, Alibaba’s B2C e-commerce subsidiary, a major competitor of Jd.com, changed its name to Tmall.com and selected a cat as its mascot.