The B2B2C joint venture established by the Chinese search engine company Baidu and the Japanese e-commerce operator Rakuten has announced that it has formally adopted the Chinese name "Le Ku Tian" as the brand name of its online service platform Rakuten.com.cn, which is currently opened to e-commerce vendors for registration.
Koichi Nakamura, CEO of Rakuten.com.cn, said that the reason for adopting "Le Ku Tian" is because its pronunciation is similar to Rakuten, and it is also a Chinese name representing happiness. He further explained that their service concept is to make online shopping a secure, convenient and happy pursuit. They hope consumers can enjoy the cool shopping experience on Rakuten.com.cn.
Both Baidu and Rakuten's executives said that the Rakuten.com.cn e-commerce website will not only further energize the Chinese e-commerce ma...
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