Date
24 September 2018
GoGoVan, which merged with freight service 58 Suyun in August last year, is now called Kuaigou in mainland China. It means "fast dog" in Chinese. Photo: HKEJ
GoGoVan, which merged with freight service 58 Suyun in August last year, is now called Kuaigou in mainland China. It means "fast dog" in Chinese. Photo: HKEJ

GoGoVan has a branding problem in China

A dog may be a man’s best friend, but not everyone likes to be referred to as a dog.

That’s why a mainland logistics firm specializing in delivery and home moving received howls of protest from its driving partners after it was rebranded as Kuaigou, which means “fast dog”.

58 Suyun, the Uber-like freight business unit of mainland online classifieds giant 58 Home, came up with the rebranding after acquiring Hong Kong’s online logistics platform GoGoVan in August last year. Kuaigou became the official Chinese name of GoGoVan in mainland China.

Unfortunately, the new name doesn’t sit well with many mainland drivers, who think it is insulting to be associated with the animal. While a dog is highly regarded for its faithfulness and speed, it is also known for being servile to its master.

One driver said a customer, when seeking the service of the firm, said: “Give me a dog to deliver the goods.” 

Another driver said sometimes he is confused whether it is he or his client who is the dog.

58 Suyun tried to appease its drivers, telling them that no offense is meant and so none should be taken.

It notes that online shopping website Taobao has its Tmall, which means “sky cat”, while rival JD.com has a puppy for its logo.

A popular mainland search engine, second to Baidu, is called Sogou, which literally means “search dog”.

But it is understandable why the drivers don’t want the new label: they’re working for long hours like a dog.

– Contact us at [email protected]

CG

EJ Insight writer

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