360Buy Rebrands as JD.com

JD, 3/30/13

Beijing-based B2C e-commerce platform 360Buy (Jingdong) announced today that the company has adopted the domain name JD.com. The company's previous domain, 360buy.com, will continue to exist, but will redirect users automatically to JD.com. "Jingdong" is the Pinyin transcription of 360Buy's Chinese name. The company has rarely branded itself as "360Buy" in its Chinese-language advertising, and has now begun to refer to itself as "Jingdong" in its English-language press materials as well.

"Jingdong Shangcheng" ("Jingdong Marketplace"), the official Chinese name of the company, has been shortened to "Jingdong," implying that the company may expand its product offerings beyond e-commerce.

The company also unveiled a new red-heavy color scheme for the JD.com site and a new corporate mascot, a dog named "Joy."

Keywords: Jingdong e-commerce Internet B2C 360buy branding

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