Coreile

Chinese Domain Market Newsletter

Divine intervention? Shortly after I graduated from high school, I went with another friend to see a former classmate working at a lab situated on the top of a steep hill. When we arrived, our friend was still busy. We found two bicycles outside his lab so we decided to take a ride. I went first as we started going downhill. Soon I realized the brake was not working. I panicked and did not know what to do. As the bicycle picked up enormous speed, my world became all blank. My friend behind was shocked. He heard a bang as I hit the hill and flew into the air. Miraculously, I flipped and landed with my bums on a soft spot. The bicycle was totally wrecked but I suffered only minor bruises. God must have saved me at that moment. Here's the post.

March 29, 2017 (Wed)

.com safe from takeover by .brand in China


When the idea of .brand was announced, I was concerned that it would dethrone .com as the best choice for corporations in China, therefore greatly reducing the values of .com domain names. As it turned out, such fear is really not necessary. Just look at the following table of .brand extensions released in China so far. It is obvious that their performance is simply unattractive.

.brandCompanyAvailableDomains
AnquanQihoo 3602016 Mar1
XihuanQihoo 3602016 Mar1
ShoujiQihoo 3602016 Mar1
YunQihoo 3602016 Mar1
SinaSina2016 Feb1
WeiboSina2016 Feb1
微博Sina2016 Feb1
中信CITIC2014 Jan201
CiticCITIC2014 Apr145
ICBCICBC2015 Apr1
工行ICBC2015 Apr1
SohuSohu.com2014 Feb5
BaiduBaidu2015 Dec1
UnicomChina United2016 Jan1
RedstoneRedstone2015 Mar8
AigoAigo2016 Aug1
CyouGamease2015 Mar1
大众汽车Volkswagen2016 Jul1
联通China United2015 Dec1


There is no momentum at all. For example, .sohu was released in February, 2014 but only 5 domain names have been registered to this extension! Qihoo has applied for four extensions but none of them is in use. If nothing is happening in the first year or two, I don't see how .brand can survive and prosper.

It may appear Citic is the most active on the .brand scene. As the largest conglomerate in China and ranking 186th in Fortune Global 500, Citic has two .brand extensions but actually they are not actively used. My June 26, 2016 post pointed out their corporate site has gone back to Citic.com and Baidu search shows no .citic on the first page.

If you consider the Chinese language structure, you may agree that the Chinese .brand concept is flawed. The design goes against consumer habit of saying a company name first followed by what it does. Using Citic as an example, consumers say 中信.新闻 (Citic.news) not 新闻.中信 (New.citic). It's very difficult for consumers to remember something that go against their language usage habit.

So .com will remain king in corporate China for the foreseeable future.

Note: I want to thank Andrew Brier of Namestat.org for supplying me with the above data and answering me related questions. He has done a great job by publishing very detailed information on NewG extensions on his site.