The world’s largest online retailer Amazon.com entered the Chinese market in 2004 through a takeover of the former Chinese e-commerce site Joyo.com. The company name changed from Joyo (卓越网) to Amazon in 2007 (卓越亚马逊). 4 years on the company is undertaking a major rebrand as it makes step to take on the domestic Chinese competitors including Tmall.com and 360buy.com.
The new brand name only really affects the Chinese name for Amazon, with the Chinese characters all changing from 卓越 (Zhuó yuè) to 亚马逊 (Yà mǎ xùn). The website URL has also been changed from amazon.com.cn to z.cn “to make it easier to remember” according to the press release.
A new TV Commercial has been created as well to raise awarness about the rebrand and help make Amazon become the “most customer-oriented online shopping destination for a wide range of authentic goods at low prices”.
Agency credit: Y&R China
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