Case of a 7 letter acronym domain — The curious
It’s a mouthful.
I enjoy end user research since it is quite entertaining. I get to discover all sorts of reasons why a firm chooses a corporate domain. Still, sometimes the reason can be hard to understand. A recent case will illustrate my point.
This firm is a flower seedling supplier in Shandong, China. It sells a variety of flowers such as seasonal grass flowers to offices, restaurants, hotels, and other institutions. It also undertakes sizable-scale community greening projects and flower arrangements for festivals. The firm serves a sizable area of the country.
Its legal name is Qing Zhou Shi Zheng Ze Yuan Hua Hui Miao Mu You Xian Going Si (青州市正泽源花卉苗木有限公司). Yes, firm legal names in China tend to be very long. The legal name can be divided into a number of blocks for our study.
- Qing Zhou Shi (青州市=Qingzhou city. Location of firm)
- Zheng Ze Yuan (正泽源=Zhengzeyuan. Brand name.)
- Hua Hui Miao Mu (花卉苗木=flower seedings. Business nature)
- You Xian Going Si (有限公司=limited firm. Type of firm)
The flower seedling supplier uses QZZZYHH.com as its corporate domain, which comes from Qing Zhou Shi | Zheng Ze Yuan | Hua Hui Miao Mu. Note that, still, the “S” for Shi is missing in the domain. It ought to have been QZSZZYHHMM.com if the the acronym approach is to be followed fully.
For comparison, look at how Baidu has selected its corporate domain from its legal name.
- Bei Jing (北京=Beijing. Location of firm)
- Bai Du (百度=Baidu. Brand name.)
- Wang Xun Ke Ji (网讯科技=network information technology. Business nature)
- You Xian Going Si (有限公司=limited firm. Type of firm)
Baidu has chosen Baidu.com, which matches the firm’s brand name. So, the key here is to identify the brand name of a firm. Once you know the brand name of the firm, you’ll know what domain can be used as its corporate domain. In the case of the seedling supplier, since its brand is Zhengzeyuan, the brand-matching Zhengzeyuan.com or ZZY.com would be a good choice.
