pertwk Chapter 66 Officially renamed Tmall
Chapter 66 Officially renamed Tmall
"Tianpin." Yang Mo, the future Tmall operations manager and top operations genius, frowned, took a sip of tea, and said, "The name sounds very high-end, giving people the impression of a high-end mall, but it's a bit too high-end."
"Think about it, when buyers hear 'Tianpin,' they immediately think of selling high-end goods. But what we want is authentic, affordable, and from a well-known brand. This seems to conflict a bit in terms of brand positioning."
Daisy said with a slightly bewildered look, "Really? I think it fits pretty well."
Zhang Yong scribbled in his notebook and wrote down the name: "Tianpin is indeed better than Tianmao. I'll write it down first."
"Afterwards, we will hold another internal vote and an expanded meeting, inviting colleagues from other departments to vote as well, in order to avoid one-man rule as much as possible."
"Let me suggest one too!" Tech guru Sanfeng raised his hand and said, "How about 'Chosen One'? 'The Chosen One' sounds very sophisticated and gives off an aura of charisma."
"No, no, no, no, no!" Leng Yue immediately interjected, "Sanfeng, be serious! Who would have thought the Chosen One is selling things?"
Sanfeng scratched his head and said, "I think it's alright."
Next, Wang Jialei, also known as Qiao Feng, suggested a name. He said, "How about 'Tianpu'? The 'pu' in 'pupu' (shop) immediately suggests selling things, it's down-to-earth, and it echoes the 'tian' (sky) in the domain name, making it simple and easy to remember."
Yang Mo, whose nickname is Duan Meng, shook his head and said, "This is too down-to-earth. It makes the same mistake of not being clear about the positioning of Taobao Marketplace. No way."
"How about that pavilion?" someone asked tentatively. "The 'pavilion' in 'pavilion' sounds classy, like a place where treasures are hidden."
"No, no!" Leng Yue shook her head. "It sounds too old-fashioned, and it feels like a place to find antiques, not a shopping mall."
Just then, the Ragdoll cat in the tea room seemed to be disturbed and ran over to rub against Lin Mu's leg. Lin Mu stroked its chin and said, "Let me think of a name too, how about Tmall?"
"Tmall? What does that mean?" Qiao Feng asked, puzzled.
Lin Mu said, "Look, our domain name starts with T, the second with M, and the third with A. The second and third letters together spell 'cat', right?"
"Huh?" Wang Jialei said, "From the domain name perspective, there is indeed a connection, but what does 'cat' mean?"
Lin Mu said, "Cats are fashionable, tasteful, and picky about things. Looking at international brand images, everyone likes to use cats as elements, and everyone's impression of cats is similar: cats are proud."
"If Tmall goes international in the future, it will be easier to promote and spread its message."
Qiao Feng frowned, lost in thought. At that moment, Zhang Yong, the department head, spoke up: "I've also noted this name down. It seems interesting, at least better than the ones we came up with before."
Just then, Lin Mu's eyes lit up, as if he had thought of something, and he said, "Everyone, I just thought of a great slogan."
A promotional slogan is simply a catchy tagline. For example, Alibaba Group's slogan is "Making it easy to do business anywhere," while Taobao's slogan later became "Taobao: Find what you like."
Lin Mu slowly said, "Just buy it on Tmall. Besides, haven't we already tentatively scheduled our promotional marketing for Singles' Day on November 11th? Then let's add Double Eleven to it. Double Eleven, just buy it on Tmall. What do you think?"
"Interesting, it feels kind of interesting," Leng Yue muttered to herself.
Operational genius Yang Mo pushed up his gold-rimmed glasses and replied, "Let's stick with this for now. This slogan is concise and to the point; it's better than the previous one."
Tech whiz Sanfeng timidly raised his hand and asked, "Am I really the only one who thinks the Chosen One is better?"
Everyone was silent, then answered in unison, "Yes, it's just you."
Next, people suggested a few more names. Because Lin Mu suggested an animal image, someone suggested the term "Heavenly Dog." Lin Mu thought to himself: Heavenly Dog? Is it trying to steal JD.com's luck?
Then, people successively suggested forty or fifty more names. Among these forty or fifty names, "Tmall" ranked among the top in terms of satisfaction.
Zhang Yong glanced at his wristwatch and said, "Okay, this meeting has been going on for an hour, and we've collected a total of 48 names."
"Next, I will compile these names into an email and distribute it to everyone. Please fill in your three favorite names in the email and then copy them back."
"I will send the three names with the most votes to all colleagues in the Taobao department, and then select the best name in the end."
After returning to his workstation, Lin Mu soon received an email from Zhang Yong.
Among the many names, he carefully selected three as candidates.
First, he mentioned Tmall.
The second is Taobao brands. The advantage of this name is that it has low recognition cost and can seamlessly take over Taobao's traffic and user base.
The third is "Selected". The advantage of this name is that it has a clear value orientation and can quickly establish brand awareness.
Soon, about twenty people in the Taobao Mall department had chosen names, and their choices were largely the same as Lin Mu's. Zhang Yong then distributed these three names to the Taobao business unit.
……
Taobao's operations department.
Wang Zaixing was processing work content in an email when a new email popped up in the notification bar.
He casually opened the email and saw that the subject was "Selection of Several Names for Taobao Mall".
At the beginning of the document, Xiaoyaozi explained in detail why Taobao Mall wanted to change its name. In the latter half of the document, he listed the three names selected by internal staff.
Wang Zaixing looked at the three names: Tmall, Taobao Brands, and Selected Products.
All three names are accompanied by promotional slogans: Taobao Brands is "Brands found through Taobao, worth entrusting your business to"; Selected Brands is "A good life doesn't need to be chosen"; and Tmall is "Go to Tmall, and you'll buy everything."
Wang Zaixing sighed inwardly: These three names sound much better than the awful name "Taobao Mall," and it should have been renamed a long time ago. He just wondered if any of these three names were suggested by Lin Mu.
Wang Zaixing suppressed his distracting thoughts and ultimately chose "Tmall" as the name he wanted when voting.
As for why Tmall was chosen.
Firstly, both "Taobao Brands" and "Selected Products" overemphasize branding and have too much of a commercial feel. In contrast, "Tmall" highlights animal attributes, making it more memorable.
Secondly, the slogan – "Just go to Tmall, that's all you need" – unexpectedly struck a chord with people.
Meanwhile, in a luxurious office, a powerful figure surnamed Ma, using the alias Feng Qingyang, also received the email.
He only found out when he saw the email that Taobao Mall was going to finalize its new name today.
The mere mention of changing his name makes him eager to do so.
Just like he made everyone on Taobao choose nicknames, he personally prefers to name things.
He was particularly confident that Taobao Mall, a project he valued highly, would grow to be no less successful than Taobao in the future.
If he were to give such a being a name, and people all over China and even the world would call it that, he would feel a unique sense of accomplishment.
The bigwig surnamed Ma stared intently at the three names on the email, already mentally nitpicking.
However, when he saw the last name, "Tmall," he suddenly felt as if he had been struck by Cupid's arrow.
Huh? Why does this name feel so fitting for him? I like it no matter how I look at it.
The tycoon surnamed Ma shook his head, feeling as if his luck had been stolen away.
He racked his brains for a while, but still couldn't come up with a better name than "Tmall".
After a subtle sense of frustration, he also voted for "Tmall" in the email.