This popular Chinese company uses a five digit domain name.
This year’s Top 100 Chinese Internet Companies list welcomes a new member which, surprisingly, uses a long numeric domain as its corporate domain. Here’s the story behind choosing the domain.
The Internet Society of China and Ministry of Industry and Information Technology jointly publish an annual list of the best 100 internet companies in China. These companies are the primary drivers of the digital economy. The latest list was published in August this year.
As usual, the top 3 are securely kept by Alibaba, Tencent, and Baidu. However, the surprise is IT startup Trueland (珍岛) entering the list this year and quickly grabbing the #70 spot. The Shanghai-based startup provides a wide range of IT services such as technical consulting, software design, network information technology, and even opinion polls. It has won many awards, including being listed as one of the Top 100 AI companies in China last year.
Baidu search indicates that the company’s corporate domain is not Trueland.com or Zhendao.com, but the long numeric domain 71360.com. While 4N domains are quite common in corporate China, 5N is rare. The 71360.com website prominently displays both the Chinese brand (珍岛) and English brand (Trueland), but apparently does not have any explicit explanation for this domain choice.
Nevertheless, the hint comes from its About page which shows the following tag line above the English brand: 为企业提供360度全方位服务. Here is the answer. 71360.com consists of two parts: 71 rhymes with Pinyin words Qi Ye (企业 = enterprises) and 360 refers to full-service. All together, 71360.com means “providing 360-degree full-service for enterprises”.
With the meaning of 71360 explained, customers within China may remember the domain with no difficulty. However, the meaning will be lost once the startup expands beyond China. If Trueland aspires to go global, the brand-matching Trueland.com is vital. For brand protection, Trueland.cn (unresolved), Zhendao.com (for sale), Zhendao.cn (under construction), as well as other related domains should also be considered.
Charles says
>may remember the domain with no difficulty
FWIW: US telephone companies implemented 7 digit telephone numbers (less area code) because they found people can generally remember that many of digits without a problem.
Kassey Lee says
I think it has to do with the purpose. If the number allows me to connect with my loved ones, e.g. the phone number of my parent’s place, I’ll have no problem remembering it. However, if a guy on the street gives me his phone number, I’ll forget it in just an instant. The same will apply to asking consumers to remember your corporate domain. If there is a strong reason, they’ll remember it. imho.
Charles says
I wonder how much the rest of the world accommodates Chinese users when they pick domain names ….
I think that is true for anything other than “the perfect” one word domain name. Perhaps its the senility of old age creeping in, but I find todays “common” two word domain names hard to remember as well. I have to type things into my phone immediately.
Kassey Lee says
Age is something that everyone has to deal with. The moment always comes when you start to think about “those were the days”. Regarding 2-word domains, simple ones are fine, e.g. I have no problem remembering the large parenting site BabyTree.com in China the moment I read about it, So, simple is best when it comes to domains.
Charles says
>The moment always comes when you start
> to think about “those were the days”.
As well as what will be.
Michel says
Kassey, question for you: does 84103 have any meanings in Chinese? Thanks. Michel
Kassey Lee says
Not off the top of my head. Generally speaking, I do not bother with finding meanings for long numeric domains (>4N). They are rarely used in corporate China. Long numeric domains are mostly traded among speculators, imho.
Michel Payette says
Thanks for taking the time to reply, Kassey