Coreile

Chinese Domain Market Newsletter



March 21, 2016 (Mon)

You Work Hard, but Why Make It Hard for Your Customers?


Niu Jia Bang (牛家帮) is an online-to-offline (O2O) platform offering on-demand home services such as cleaning, laundry, and repairs. Niu (牛, cow) is a symbol of hard working in China, and Jia Bang (家帮) means home help. The name is very appropriate.

Founded only in 2014, it has already attracted a lot of attention and even completed Series A+ funding recently for further expansion.

So, you may guess their corporate site is NiuJiaBang.com -- or even better NJB.com if they could afford? Yes, they do own NiuJiaBang.com but they are not using it. Their main site is actually NiuHome.com. They don't even bother to forward NiuJiaBang.com traffic to NiuHome.com. What a waste!

I checked their Whois information and found that NiuHome.com was created in December, 2012. NiuJiaBang.com was created almost one year later, in November, 2013. It looks like the registration of NiuJiaBang.com was almost an afterthought and for brand protection only.

This is a matter of common sense. If you have invested in building the Niu Jia Bang brand, wouldn't most consumers simply go to NiuJiaBang.com or NiuJiaBang.cn? Why do you make it hard for consumers to remember your address on the Internet? Also bad news is that they probably don't own NiuJiaBang.cn because it redirects to Yunjiazheng.com which offers similar home services too.

It baffles me to see why companies invest so much on their brand names but fail to use a matching domain name for the sake of the consumers.

On the other hand, I don't like Pinyin mixed with other elements such as an English word in this case. Consumers prefer simplicity and consistency.

By the way, NJB.com belongs to a company in Hong Kong but the website does not resolve, so Niu Jia Bang still has a chance to upgrade to a premium .com domain name.