If the APP is renamed well, there will be no loss of users!

1. Why did the App product change its name?
For mobile Internet products, changing the name after the launch and early development is actually risky, especially changing a name like "Love Notes" that is so recognizable and relevant to the user group. However, we still have to go this far for long-term development considerations. So in what cases do we need to consider changing the name? Before this name change, our team did a small survey and concluded that there are three situations:

Brand upgrade: For example, "Hujiang.com" was renamed "Hujiang". After the name change, it includes four major business systems, and Hujiang.com became one of the sub-businesses.

Product form: The Cost-Effect app is a typical example. Cost-Effect started as a community e-commerce and gradually evolved into a health and shopping guide assistant on the mobile side. After the name change, the product became more vertical, directly engaging in "male interest e-commerce" and creating an interest-based e-commerce shopping mall.

Product positioning considerations: For example, there was an app called "Goddess Calls You to Wake Up" which was later renamed "Wake Up". The name "Goddess Calls You to Wake Up" is obviously more tool-oriented and positioned more towards men, while the team hopes to shape the product into a social product used by both men and women. "Wake Up" has a more social feel, so they chose a more colloquial name "Wake Up".

The name of Love Notes was changed to Love Diary based on this starting point.

"Love" and "notes" put together are a compound word, which is very concrete and tool-oriented. In fact, Love Notes not only has the tool function of "recording", but also has a very lively community for couples. It is also providing couples with dating guides such as "Where to go for a date", as well as customized products for couples, striving to serve couples from multiple dimensions.

Act only after careful planning. After the management has thought about the strategy, it is time to start promoting cooperation from all employees.

2. Things to note when renaming an App product
The four major sectors involved in the name change are:

1. Overall Company Information

A. Slogan and one sentence introduction.

The product name has changed, and the slogan must also be upgraded accordingly. Regarding this, I would like to share my personal opinion: slogans and one-sentence introductions are actually different expressions of the same meaning, the real and imaginary. A one-sentence introduction lets everyone know what the app does for users as soon as they hear it, and it is a more realistic sentence; while a slogan is intentional.

Cicada Travels

slogan: Discover the beauty of travel and save travel memories.

Introduction: A refreshing tool for easily making travel notes while traveling.

Love Story

Slogan: Let love be remembered.

Introduction: The most heartwarming couple software.

For companies in the startup and growth stage, one-sentence introductions are used in more scenarios, such as pinning on Weibo, print advertising, and exposure on various channels. Information flows too fast nowadays, and you have to let users know what you do at a glance, so you have to spend more time thinking about this.

B. Intellectual Property

Intellectual property rights mainly include trademarks and software copyrights. You can find an agency to register your trademark and the application process is very simple. However, because of this, you will encounter many cases of malicious registration. Any application that has made some noise on the market must pay attention to this and register some related trademarks in advance. Maybe you will really make it big.

Software copyright is relatively complicated, involving source code and creation instructions, and the application process is very long, but the sooner you apply, the better, as this can simplify the process of changing the name in the app market.

C. Domain name.

The method of getting a domain name is very tricky, and if you are unlucky, you really have to settle for the next best thing or spend some money.

2. The target user.

1. Application market.

The Android side involves many markets, and each company has different policies. The small market is more relaxed, basically you just need to go through some simple procedures. For the large market, if you have a software copyright certificate, you can pass smoothly. If not, you will have to work hard. We encountered this situation when we changed our name on App Store. They asked us to provide detailed proof, but we only had the electronic receipt of trademark authorization, which was not strong enough. Repeated email communications did not resolve the issue, and it was finally done through BD. It really is a society based on personal connections.

The IOS name change is very user-friendly. Just submit the version as required.

Changing the name of the app in the app market is only the first step. What’s more important is that the old name should still be used as the search keyword for the app. At the same time, the first sentence of the app introduction should state that “xxx has been renamed to xx”. In this way, potential users will know that the name has been changed when they search for the new app instead of searching for a copycat app.

2. Baidu system (Baidu Encyclopedia, Baidu Tieba, Baidu Knows, Baidu Experience), Weibo, and WeChat.

Baidu Encyclopedia and Baidu Tieba: Create an encyclopedia and a Tieba named after the new app. At the same time, the old encyclopedia and Tieba should also indicate that they have been renamed.

Baidu News and Baidu Knows: The principle is the same, that is, when you search for the old name in the application, the news release and Baidu Knows question "xxx is changed to xx" will appear.

Weibo: Simply change the existing Weibo account to a new name and re-authenticate.

WeChat: You need to register a new account and verify it.

3. In-application

1. Replacement of code.

2. Send emails to all users to notify them to activate their accounts and change their passwords.

3. Change the name of the user group and change the group announcement.

4. To Partner

1. Name changes in recruitment channels.

2. App exchange volume.

Change to a new icon, name and link.

3. Contact partners.

Officially notify partners via existing contact information.

4.PR.

We can push the name change information out through email and WeChat, but for potential partners and users, we need to work harder on PR. First of all, within the circle, we need to find a voice source. 36Kr, Lei Feng, and Chuangyebang are all very well-known, but you have to prepare the news points first, which means that your changes are worthy of them conveying to you on the platform. Otherwise, these well-known media will not publish news that is too blunt; Secondly, at the user level, we need to increase the results and weight of Baidu searches. News is also one of the fast ways. In this regard, if your media resources are not very rich, you can spend 2~3K to find a public relations company to help you publish it, which is very efficient.

3. Opportunities for App Product Name Change
The name change is accompanied by a product upgrade. At this time, taking advantage of the opportunity of the product upgrade to introduce new product features, stimulate user experience, and conduct appropriate ASO will turn the name change into a driving force for product promotion.

1. Turn the name change into an activity and get users involved. In the early stage of the name change, you can launch a name contest with prizes, encourage users to vote, and other means to increase user participation and make users feel involved and identify with the product;

2. When announcing the change of product name through different media, introducing the new features of the company's products will be a good promotion for the products. At the same time, if you can coordinate with the release of new features and design corresponding activities to encourage users to experience the features of new products, the name change will have a better effect.

3. After changing the name, making full use of the new name to optimize ASO can also achieve more unexpected results.

4. Final words
The aspects involved in the name change of companies at different development stages are not the same. The above is just my personal summary of the name change of Love Diary. Some of them are clear in depth, while some may fall into blind spots in thinking. I welcome all seniors to correct me.