The surprising fact about my Pinyin domains

March 9, 2019 (Sat). Because I'm Chinese and I write about the Chinese domain market, I regularly receive requests to appraise Pinyin domains. The surprising fact is that most of these Pinyin domains are owned by non-Chinese investors who don't speak Chinese. If that's hard to understand, today's discussion will even be harder to comprehend.

While non-Chinese investors are chasing after Pinyin domains, I, the Chinese guy, actually owns none of them. That's the surprising fact about my Pinyin domains. Why am I wasting my Chinese language and culture advantages?

The reason is simple. The internet is global by its very nature, which links up consumers all over the world to form one gigantic economy. If you open a store in this digital economy, you have the possibility of selling to everyone in the world on the first day of your business. If that is true, then why not get a digital address for your store that is easy to remember for everyone in the world?

Your digital address is your domain. A good domain gives you free advertising in the form of word of mouth, which helps you spread your reputation throughout the world. Since English is the global language and .com the global extension, a domain based on English and .com matching your store name is the easiest way to remember your address. Global brands know this simple fact. That's why Apple is at and Panasonic at

China is a huge market, but the world population is five times larger. So, why limit yourself to just one market when you can have the whole world? Many Chinese companies understand this difference and choose an English or English-like domain. Just look at the Big 3 in China: Baidu at, Alibaba at, and Tencent at Of course, Pinyin domains are fine if they are pronounceable outside China, as illustrated by the example of Baidu.

In short, I focus on the largest group of potential buyers and currently EnglishDotCom is my choice.

Join me on LinkedIn for further discussion.