58 Daojia changed its name to "Swan Daojia",with the left hand delisted and the right hand listed?

58 Daojia, now renamed as "Tian'e Daojia," is possibly marking a fresh start as it aims to fully stand alone. According to Chen Xiaohua, this renaming aligns with the brand upgrade under their new strategy of "process reengineering and service enhancement."

58 Daojia is an internet-based lifestyle service brand created by 58.com, offering users professional, convenient, and reliable standardized home services. In August 2020, it was valued at over 7 billion Chinese yuan, ranking 351st on the Hurun Global Unicorn List in Suzhou High-tech Zone.

Currently, "Tian'e Daojia" is using the domain name daojia.com. This concise double-pin domain name directly reflects the brand name, aligns with Chinese input habits, and greatly aids in brand promotion. It's reported that Yao Jinbo spent a significant sum, over one million yuan, to acquire this domain name. Previously, Tian'e Daojia used the subdomain daojia.58.com, and 58daojia.com is also set as a redirect link to daojia.com. This shows that 58.com has high hopes for the Tian'e Daojia brand.

As for rebranding, this isn't the first time 58.com has done it. Back in 2018, the Daojia Group renamed their urban freight brand, 58 Suyun, to "Kuaigou Dache."

Kuaigou Dache, an intracity freight brand launched by 58 Daojia, merged with Gogovan in 2017 and was officially renamed Kuaigou Dache in 2018, separating from 58 Group's overall business. Kuaigou Dache continued to use the subdomain suyun.daojia.com from 58 Suyun, leveraging the advantages of the daojia.com top-level domain.

Speaking of domain names, Yao Jinbo is truly a domain name expert. In the early days of his entrepreneurship, he paved the way for "58.com" with premium numeric domain names like 58.com and 58.cn, and he acquired the brand pinyin domain name wuba.com for nearly 350,000 yuan. Today, 58.com holds 120 domain names, most of which are high-value gems, such as zushou.com (rent and sell), zhaogong.com (job recruitment), jianli.com (resume), maipiao.com (buy/sell tickets), chuyou.com (traveling), ganjiwang.com (Ganji.com), and many more industry-specific domain names, all redirecting to various related websites within the 58 Group.

For major corporations, rebranding is a significant decision, as it involves a devaluation of previous brand advertising investments and the need to rebuild brand recognition among users. However, on the other hand, rebranding can lead to more precise user targeting, making the brand more personalized and identifiable.

On September 7th, the privatization agreement of 58.com was approved with a vote of over 75%, confirming its delisting from the New York Stock Exchange. Meanwhile, 58 Daojia undergoes a brand upgrade and renaming, seen as a step in the process of separating the two entities.

As a result, industry experts are speculating whether "Tian'e Daojia" is preparing for a U.S. IPO and whether the rebranding can lead to a successful takeoff. We'll continue to follow these developments closely.