Jingdong launches new domain name to launch "Joy" mascot

Since the evening of March 30th, Jingdong Mall has just officially switched 360buy.com's domain name to JD.COM, and launched a mascot image named “Joy”. At the same time, it revised the homepage. In addition, the official name of "Jingdong Mall" will be reduced to "Jingdong".

After two to three years of rapid expansion of scale, Jingdong Mall began to review all aspects of its business structure, ecosystem, and even corporate identity in the last year or two. Jingdong Mall officially switched the original domain name 360buy.com to JD.COM for users' convenience and direct landing. JD.com believes that JD.COM is more likely to generate associations with the JD.com brand as the spelling initials of the word “JINGTONG”, which is conducive to the spread and promotion of the JD.com brand image.

In addition, the official name of “Jingdong Mall” will be reduced to “Jingdong”. The “360buy” Logo, which was originally the official blue tone, has been updated into a metal dog named “Joy”. Jingdong intentionally removed the word "memory mall" or intended to dilute the color of its e-commerce business and pave the way for its future expansion in logistics and financial services.

The Jingdong Mall official interpretation of the metal dog mascot is: Known for the owner's loyalty, with upright character and fast running speed. In January 2012, Jingdong Mall’s rival Taobao Mall was renamed “Tmall” and cats were used as official mascots. After a lapse of more than a year, "Tmall", the name and official image that initially attracted a lot of discussion in the industry, has gained widespread recognition from users.