Chinese School - Google feels the wrath of Chinese surfers

BIZCHINA / Biz Who

Google feels the wrath of Chinese surfers
(Shanghai Daily)
Updated: 2006-04-21 09:03

Does the Chinese name for Google "Guge" befit the world's No. 1 search
engine?
Some Google fans don't think it does. They have created an online
petition called www.noguge.com to get the search engine to change its
Chinese name.

Reasons cited for the petition are the name is "weird," "unsophisticated"
and could damage the "cool" image of Google in China.

"Google, we love you, but we don't love Guge," said the Website, which
received more than 2,600 signatures yesterday. "The name Guge is not
satisfactory and we are disappointed. Do you hear us, Google?"

Eric Schmidt, CEO of Google (2nd L), Kaifu Lee, Vice President of Google
China (L), and Johnny Chou, President of Google China (R), unveil the new
Chinese-language Google brand name at a press conference in Beijing
Wednersday April 12, 2006. The new brand name 'Gu Ge' or 'Valley Song,'
draws on Chinese rural traditions to describe a fruitful and rewarding
experience, according to Google. [AP Photo]

Google, second to its Chinese rival Baidu.com, has been receiving flak
for its new Chinese name since its elaborate christening ceremony in
Beijing last week, graced by Google's global chief Eric Schmidt and a
cohort of the company's senior management.

Domestic media were quick to pounce on the "harvesting song," saying the
Chinese name reflects the US-based company's lack of understanding of the
local psyche.

Guge in Chinese also means a valley song or a grain song. The name Google
came from the word "Googol," which denotes the number 1 followed by 100
zeros.

"Google gives us an individualistic feel, yet Guge sounds traditional and
rural ... in other words, it's outdated," said a blogger on another
Website.

Industry analysts also told Shanghai Daily that Google could have picked
a better name.

"A valley song has got nothing to do with Google's original meaning," Tom
Doctoroff, Greater China CEO of ad agency JWT, said yesterday. "You make
mistakes like this when you don't know your consumers. It's a huge
mistake."

Kaifu Lee, Vice President of Google China
But Google China is unfazed by the commotion.

"Guge is not a substitute for Google, rather, it will complement Google,"
the company said in a statement in response to queries from Shanghai
Daily.

"Names such as Gougou (dog dog) are unable to fulfill the
responsibilities of a corporate, brand or product name, nor do they
reflect fully our goals and mission," it said in reference to the more
literal suggestions from net users.

Google has been put under the microscope for its efforts to woo Internet
users in China, which included introducing a censored version of its
service in compliance with Chinese laws.

A survey conducted last year by the China Internet Network Information
Company revealed that more than half of respondents could not correctly
spell "Google," a glitch which the company hopes to remedy with the new
Chinese name.

The statement also said the name aims to cater to users unfamiliar with
English usage of the search engine. "It would be unfair to ignore their
needs," it said.

(For more biz stories, please visit Industry Updates)

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