DavisMicro rebranding as BrandsDragon

DavisMicro.com, the China Wholesale Electronics specialist, is going to rename itself as BrandsDragon.com.

At this moment on our US location near Washington when we try to access any page on the domain www.davismicro.com we get redirected to www.brandsdragon.com

We haven’t seen yet many rebrandings in the main players of the China Wholesale industry, but the purpose of this one is clear. DavisMicro is planning to expand their their inventory besides electronics to other categories like wholesale apparel, sports and others (quoting themselves “all kinds of goods”). Margin on the consumers electronics category has been shrinking since the early days and it makes lot of sense to cover a larger piece of cake and get customers they wouldn’t otherwise.

It seems they have prepared for a smooth migration and on the homepage we can read the message “Welcome our davismicro.com customers, your user name, passwords, order history, are all the same as before”. The website logo still has the DavisMicro brand on it (with a special Halloween decoration) but will be replaced with a new identity around November 2010.

It seems a bit crazy to rename the company just before Christmas but we only wish good luck to them with their new brand.