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March 26, 2016 (Sat)

Truncate to Upgrade


Min Fu Kang (民福康) is an Internet startup specializing in helping companies in the health industry to go online. Founded in 2010, the company was listed on New Third Board stock exchange (NEEQ) recently.

Now, with more money, the next natural step is to get a better domain name because Chinese companies see domain name as the door to their corporate world, so they must have a very good door.

The company used to operate on MFKang.com. It's part acronym and part Pinyin, making it difficult to remember. In my opinion, it's not a good name to use. The good news is, the company recently truncated MFKang and upgraded to MFK.com.

MFKang.com redirects to MFK.com so we know the latter is now the new corporate site for the company. MFK is short and easy to remember, helping the company in branding and raising its profile. I think the MFK.com upgrade is a good move.

For brand protection, the company has also secured MFK.cn but it did not resolve when I checked it. Unfortunately, it looks like MFK.com.cn is owned by a different company from the bio-tech industry.

I used to see a lot of truncate-to-upgrade practice in the western world, and now I also see the same pattern occurring in China. If you own a very short acronym .com, it may pay to do a research to see if related domain names are already used by companies in China. You may already have potential users lining up for your .com domain name.