74 Chinese top-level domain names: "create" or "awkward"?

Beijing time December 18, 2012 early morning, when the Internet name and digital address distribution agency ICANN in Los Angeles, the new generic top-level domain (GLTD) application list draw results, the Zodiac technology CEO Zhongzhenhong Calm down. This time the lottery is to determine the new generic top-level domain approval order, in all 1930 applications, the Zodiac technology application. Gossip "ranked 21st,". Group "ranked 23rd,". Shop "31st Place,". Mall "47th Place,". I love You "50th place,". Entertainment "57th Place,". Charity "65th Place,". Fashion "92nd Place,". Website "99th,". Wang "154th place, while Sina applied". Weibo "ranked 45th. The whole process was very tense. Zhongzhenhong told the first financial daily reporter. As the company that applied for the largest number of applications, ICANN's lottery results directly affect how long the company's front is going to pull. According to the rules, ICANN releases 20 lists a week from mid-March 2013, and if the rankings are very likely to wait 2014 or 2015 years, the market will have more opportunities and more space than before. The balloting gives priority to 116 IDN (non-English top-level domains) applied by developing countries, with 74 applications in the top-priority IDN applications for the Chinese international top-level domain. If all goes well, applicants, including the Zodiac technology, will be digging up a "gold mine." With ". Mall "For example, each such two-level domain name application, the applicant needs to the zodiac technology to pay 15 USD/year registration fee. According to incomplete statistics, the domain name of the first market cake at about 2 billion dollars a year, the level two market is a hundredfold. One industry insider believes the new generic top-level domain will only make the cake bigger. Dormant four years for the arrival of this day, Zhongzhenhong prepared for 4 years. 2008, the Zodiac technology company was founded, it was the year of important changes in ICANN. Because top-level domains have long been dominated by national and international top Internet institutions, ordinary companies have no opportunity to participate. To provide more choices for Internet users, promote innovation and stimulate the economy and create new business opportunities globally, providing new protection mechanisms for rights holders and internet users, ICANN began planning for a common top-level domain open policy in 2005. ICANN's opening of the new generic top-level domain initiative began in 2008, with a more comprehensive policy and rights protection mechanism that has been revised by ICANN community members and governments. 2011 June 20, ICANN announced the opening of the generic top-level domain name, the third universal top-level domain application was launched in December, and Chinese and other non-English domain names can participate in the application. This will allow businesses and institutions to register as a generic top-level domain with their own name, but will not approve the application as a country/region name or territory name. For the company, four years meansIt smells like "just out of the box." In addition to the office location, labor costs and other expenditures, more important is the process of application difficulties and costs. According to the relevant regulations, the application of a top-level domain name assessment costs as high as 185,000 U.S. dollars, and if the application fails, the money is not refunded. The application of the domain name, the zodiac technology cost a total of 2.78 million U.S. dollars, after the successful application of each domain name to ICANN to pay an annual fee of 25,000 dollars. "There may be a lot of risks leading to application of domain names after submitting applications." "said Li Jianxiang, vice president of the Zodiac technology. First, each domain application submits four hundred or five hundred pages of instructions to ICANN with a version of 5, and ICANN also sends people to view the technology, financial and experience of the applicant, and in addition to the domain name application process, it is likely to encounter objections from associations or individuals and intellectual property disputes. such as Zhongzhenhong more desirable. " Schools ", the amount of public and private schools in the country is quite large, the amount of registration will certainly be very high, but". School "is sensitive and eventually has to give up. "In addition, brand protection is important. "Zhongzhenhong said. ICANN has received 1930 applications, there are 751 domain names are 2 and more competition, because technology companies and the natural relevance of Internet domain name, Apple, Google, Dell and other companies enthusiasm, ". App" even attracted the Google, Amazon, including 13 companies and institutions to compete. In addition to a number of IP disputes involving the domain name to be decided by arbitration, the rest of the need to auction. In such a competitive situation, the cost of 185,000 of dollars for many companies will be wasted. Potential business Opportunities However, for the Zodiac technology, as a "strewn", if the application of the 15 domain names, a few successful through the words, it is already a victory, after all, the global new universal top-level domain opening itself means that the Internet operating pattern will change dramatically. Internet domain name mechanism launched 40 years ago, only ". com" and other 23 international domain names in operation, the application approved the new domain name may be more than 500, which will bring business innovation, brand competition and the diversification of user choice. CNNIC investment operation of the North Dragon in the network domain name product line Senior Director Zhihijie said that the Chinese top-level domain name registration and promotion is an important part of the internet industry. "Not only to provide customers with a more simple and convenient choice of opportunities, but also for the brand building and product service applications bring great help." "At present, including IBM, EBay, Facebook, Hitachi (Hitachi), Audi (Audi), Canon (Canon), Nokia, and other international well-known brands, on different occasions have announced the application of the new top-level domain name as the main content of corporate brand strategy development." Citic Group, Baidu, Patriots, Alibaba, Renren, ICBC and other well-known enterprises have also participated in the application. Enterprise brand as the suffix of the top-level domain name, not only equivalent to the Internet on the delineation of their own territory, set a sideBanner, at the same time for the enterprise's network marketing layout, corporate brand protection, open up new product promotion model are extremely important strategic significance. China Flag Information Group President Feng revealed that once the new top-level domain name application is successful, will be used for things networking strategy, to achieve its products "object linkage." In addition to the China Internet Information Center (CNNIC) applied ". Company "and". Network "Two Chinese domain names, the zodiac technology to finance the application of 15 new top-level domain, become the largest number of applications for Chinese domain name enterprises." "We initially selected more than 100 domain names, in fact, are good, but after several rounds of screening, after market research, the final determination of 15." "SMEs is a potential business opportunity, but also our future service is an important object." "Li Jianxiang said. In Li Jianxiang's view, 500 million of Chinese netizens, 95% of them belong to blind-hit. "This part of the people are the mainstream of information, English domain name, a lot of people are not remember, but the Chinese area name is relatively good to remember." "For example," he said. Group "," shoes. Group ", the industry is more subdivided, whether the shoes of enterprises or consumers are to enjoy the services brought by innovation. As for registration fees, different domain names have different fees and different setting modes. Make a hypothesis with two of them: ". The group "itself has a lot of restrictions on the conditions for registration, although the amount of registration will not be." Gossip "So much, but the registration fee may be more than that." Gossip "High, in addition, in good domain name auction market,". The value of the group is difficult to estimate. "Of course, it's just assumed that the price of a certain star's gossip name auction will be high too." Overall, the market gives us a lot of room for imagination. "Zhongzhenhong thinks. Will it be "cold shoulder"? Of course, dreams are not easy to achieve. June 25, 2010, "China" officially into the global Internet root domain Name System. The mainstream view that the Chinese domain name is not only a brand protection, but also more in line with Chinese habits. The emergence of ". China" is beneficial to the marketing promotion of enterprises. Data show that as of January 2011, more than 90% of national ministries, provincial government agencies, more than 95% of the media news sites, more than 50% Chinese hundred enterprises opened the ". China" domain name. More like the Great Wall, terracotta Warriors, Peking Opera and other Chinese traditional cultural heritage of Chinese domain names were registered by foreigners. The ". China" domain name is now used in about three kinds of situations: first, the big brand enterprises in order to prevent the adoption of self-protection measures, the second is the marketing team for profit lobbying individuals or businesses to register, third is the person who registers the domain name. A person in the industry said Sina applied ". Weibo "market prospects are more optimistic, business model relatively easy, such as" Ren Zhiqiang. Weibo "itself has a certain influence. But in fact, when people surf the internet, they don't seem to be using these domain names at all. People familiar with the matter told our correspondent, "China" is not easy to apply, but any domain name needs to be promoted. Zhihijie that "China" and ICANN issued a top-level domain name is two different systems, not as a reference. He added: "Of course, this has much to do with how to promote, nor is it true that every domain name that ICANN distributes has a good market outlook." After all, China's top domain name changes people's application habits. "Such as changing people's awareness, the domain name and corporate brand to move together." "Mengniu is a brand, but can you remember the domain name of Mengniu?" Farmer Spring, do you remember its domain name? But the Chinese top-level domain name is very good to remember, to the enterprise is the brand promotion, to the consumer, is the direct arrival user needs the information, this is more simple and convenient than the search. "But unfortunately many companies in the country are not aware of the problem right now," said one industry insider. "The person thinks that even if the Chinese top-level domain name has the influence to the search market, but the key still depends on the international big Enterprise's leading effect." One of the biggest companies to apply to ICANN is Google, which has more than 100. "I think everything needs a process. "Zhongzhenhong said. 3D China Co., Ltd. in charge of Bai Qiang that the domain name with global resource uniqueness, more scarce than trademarks, once registered other people can not register, so some of the meaning of good, or short and easy to remember the domain name will appear supply and demand opportunities to promote the value of the domain name promotion. "Mainly enterprises through the domain name brand promotion awareness is not strong enough, generally in the economically developed areas, enterprises attach great importance to their own website construction, domain name brand building." Bai Qiang said, "but some traditional heavy industry enterprises and some small and medium-sized enterprises mostly do not pay attention to the relatively backward, the Internet promotion and promotion of the intensity is not enough." ”