Domain upgrade is the name of the game in China

November 16, 2019 (Sat). The domain behavior in corporate China is quite similar to what we see in the west. Companies like to upgrade to shorter domains for a variety of reasons: such as better name, prestige, publicity, or going global. Let's look at some examples. is obviously not a top-notch domain for an ecommerce platform which is listed on New York Stock Exchange. The company Wei Pin Hui (唯品会) invested $2 million in 2013 to upgrade to Now, the domain "" is also the company's brand name. Currently, forwards visitors to

In 2014 mobile phone maker Xiao Mi (小米) acquired for $3.6 million, even though it already owned the brand-matching Now, points to the new corporate domain I think the reason for the upgrade is to go global. is much easier to remember than outside China.

Internet security company Qihoo 360 (奇虎360) started out at and then upgraded to In 2015, it invested a whopping $17 million to acquire However, the company still uses as its corporate domain and merely forwards visitors to the former.

Upgrade from Pinyin to acronym is also popular. Zhu Ba Jie (猪八戒 = a character in the novel Journey to the West) is a marketplace for logo design and other digital services. A few years ago, it changed its corporate domain from the brand-matching to the acronym domain Acronym may be easier to remember than Pinyin for consumers outside China, as illustrated in this case.

As you can see, Chinese companies like to upgrade to shorter .com domains. If you own a domain sitting in the upgrade path, your domain will be very valuable. Research is key to finding out such possibility.

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