How to select the new top-level domain name? The domain registrar first is the third view

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According to the "Sina microblogging @ domain Observer" News, from the country view, China's new top-level domain name market share, has ranked third in the world. The Three Kingdoms of virtue have become. However, from the market penetration rate, the Chinese market currently the main ASCII new top-level domain name registration Bureau only four: Zodiac Registration Board,. Club Registry,. XYZ Board, and radix board. Seeing this big wave new g has a lot of power, in the next willing to do ants to save in case. The following from the domain name registrar perspective, analysis should be how to grasp the new top-level domain opportunities.

1. See the Registry's operating concept

Does your registration board have a "price war" cult? For now, the sale of the new top-level domain name than the. com is not satisfactory. This shows that the Chinese market is still holding a wait-and-see attitude towards the new gtld, which is still in a typical market incubation period. Because of this, the registration Bureau should not at this time play a big price war. There are two reasons:

First, the domain name price war, logically violates the Internet "iterative development" principle. Domain name first is an Internet product, the cultivation of its user stickiness is a process of value dependence, not cost dependence. Price is on the one hand, but ultimately maintain a domain name of the long-term vitality, by price "iteration" is not. This explains why the acknowledged address resource is already scarce. com "has been criticized, never replaced" reasons; Website such a similar suffix, also had to register the first day to drop to a cup of Starbucks price. In the long run, the simple price reduction of a domain name is never a good idea. In this period, the Registry's upstarts were most likely to be "sold" to distract from the development of their operations. And a "sales" kidnapping, but also "unable to endure loneliness" of the registration Bureau, its long-term cooperation with limited space.

Moreover, there are few "repeat customers" in the price wars that are affordable. Once the price of a domain name begins to fall sharply, there is little likelihood of raising prices. Although in the short term, from the actual benefits of income and registered quantity, we should vigorously promote, but this from "hold" to "kill" the negative effect, generally not six months will be able to show (such a lot of precedents), these consequences include low rates, value-added users out of the field, and the proliferation of anti-spam domain name operation and maintenance costs. If the price tag is to be played, we should remind the Registration Bureau to do more marketing efforts and "value growth" to stabilize the "credit risk" of the low price strategy.

2. Grasp the product view of the registration Bureau

Can your registry help you "find a few more baskets for eggs"? An open secret is that with the new top-level domain name explosion, the domain name industry has become a channel for the king of the buyer's market. So is it true that the Registrar is lying on the money day? The answer is No. Because the priority row is not good, efficiency can not go. Registrars in each other's competition, it may be "the wrong po, standing on the wrong team", thus missing a round of development opportunities.

First talk about the choice of domain name. When ICANN first set up the new top-level domain name in 2005, it said in its motivational statement, "The penetration of address resources into market segments, the diversification of domain name suffixes to achieve a wider range of precise applications". Jean-jacques Subrenat, ICANN's director, said, "The general acceptance of a particular group of people can be said to be the rite of all new top-level domains." The industry domain name, because of its innate "vertical integration advantage", so it is easier to "define" its user base, should become ICANN's policy protection and priority development of the object. Like what. Club (Entertainment category) for youth groups, entertainment; Press (media) for vertical media, from media people, etc., are typical examples. Therefore, even in the buyer's market, registrars should also focus on the choice of domain name, priority. Here, we advocate the development of those industry domain names, of course, the suffix is shorter a little better.

Secondly, on the choice of the board. We expect to have at least 20 new top-level domain registrars and up to 50 to 70 new top-level domain names in the Chinese market in 2015. This in itself means a sudden increase in the cost of communication between registrars. How can we identify a long-term and reliable partner? The author provides three inspection dimensions: Financial strength, domain name type, and operational capability. In a comprehensive perspective, we propose to give priority to the development of a "multiple domain name" registration board.

Hold a number of new top-level domain suffix, not only from the side reflects the economic strength of the board, but also for the channel cooperation between the two sides to provide "economies of scale" effect, such as the combination of multiple domain name rebate, marketing activities, such as innovation. In addition, whether there is a physical institution in China, not only involves the access mechanism of China's regulatory departments, but also a long-term operation of a basic guarantee of cooperation. From this point of view, based on Beijing's development of the Indian Radix Registration Bureau, the Local enterprise Zodiac Registration Bureau, and the old Afilias Registration Board undoubtedly occupy the opportunity.

3. Look forward to the values of the board

Does your registration board use domain name applications as a future direction? Tel's "Electronic Business Card"; CN "QQ Space" is the domain name application of the conscience. Regardless of the degree of usage, this idea of managing domain names is the decisive force that really determines how a new top-level domain name emerges from thousands of small partners. If the suffix has the innate advantage of this aspect, it is a good opportunity. Like what. Host can do a parity site, such as. Coffee can do a O2O application. In the price, to market, and hit the channel at the same time, registrars such as the eye, the first position of one or two such seed domain name products, for the later major customer stickiness training, and even long-term income, is undoubtedly a rational investment. As for the previous registration Bureau, can ancestors one step to create a domain name application, and achieve practical results, can only be given time to answer.

Finally, see the development trend of China's new top-level domain name, only these three views are far from enough, wish the national 300 large and small domain name registrars colleagues, early to explore a suitable for their own development of the new top-level domain management road.

Author: Xiao Du