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Foreign Brands' Marketing Strategies Lagging in Wake of Massive e-Commerce Growth in China

Posted by on Mar 14, 2017 in Uncategorized | 0 comments

We preach it all the time here on the blog: foreign (western) brands and businesses should seriously consider modifying certain aspects of their digital strategies to perform at a higher level in China in terms of visibility, credibility, and profitability. Why? Because the Chinese online consumer population is largest in the world, and it’s only growing. A recent study reported that a whopping 36% of China nationals purchase goods and services from digital platforms, at least once per week. That’s a weekly total of over 500 Million people, nearly double the amount of the entire United States population! In the wake of this unprecedented e-commerce growth, foreign brands haven’t quite figured out how to keep up in terms of successfully marketing to and reaching this massive population. Foreign brands big and small are still relying on many outdated methods of reaching Chinese consumers, such as email marketing, even though email as a tool is being used less and less in China in favor of popular and easy-to-use communication platforms such as WeChat. In the midst of e-commerce completely taking over as the primary method of Chinese consumerism, foreign brands should react quickly and stay on top of the digital trends in China, including the utilization of their Chinese localized brand, products, and services through the use of fully-Chinese websites for marketing purposes built on an exclusive, newly-approved Chinese domain extension. Last month’s formal approval by the Chinese government of the new Chinese domain extensions .在线 (“Dot Chinese Online”) and .中文网 (“Dot Chinese Website”) to be legally marketed and sold by approved vendors in China mean big news for foreign brands and businesses, as relevant fully-Chinese web addresses can now be used, more than ever before, as a powerful tool to leverage within China to reach more consumers and lead them to your site or promotion whether it’s through mobile or desktop. Case in point, tech giant Amazon has adopted and currently utilizes the fully-Chinese domain name 亚马逊.在线 (amazon.online) as a redirect to its Chinese site, amazon.cn. Smart move, Amazon! Another strategy that continues to grow in use and popularity, which we’ve also covered on the blog before as well, is the online-to-offline buying phenomenon, better known as O2O. Let me remind you that O2O sales is expected to top $626 billion by 2018 as the rate of Chinese consumers interacting with brands online and offline is taking place at a higher rate each day. Foreign brands must take note. The O2O revolution is already underway, and foreign brands and businesses can once again utilize this strategy to bolster their presence in China, with a website built on a relevant Chinese domain name. Several foreign brands and businesses are beginning to...

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ICANN Case Study: .在线 and .中文网

Posted by on Feb 27, 2017 in Uncategorized | 0 comments

Just recently, the Internet Corporation for Assigned Names and Numbers (ICANN) worked in tandem with TLD Registry Ltd. to create and publish a concise and informative case study of newly-accredited Chinese IDNs, .在线 (Dot Chinese Online) and .中文网 (Dot Chinese Website). The case study (also available for download on ICANN's case study page) includes a brief overview of the background of .在线 and .中文网, and highlights the value and promising potential that these extensions can provide for brands, businesses, individuals, and any other online venture seeking to utilize a language spoken by nearly a quarter of humanity. VIEW PDF BELOW: chinese-online-website-us-letter-en Share this: Email Twitter LinkedIn Google Facebook More Pocket Tumblr Pinterest Reddit Sina...

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DNA’s First Official “State of the Domains” Newsletter Now Published Completely in Chinese!

Posted by on Dec 18, 2014 in Uncategorized | 0 comments

TLD Registry is extremely proud to be responsible for the full layout and design of the Domain Name Association’s (DNA) first official newsletter, released this past October at ICANN 51 in Los Angeles. The publication provides insight to the use of domain names through analysis, trends, and case studies. The TLD Registry team is extra excited for multiple reasons. In order to coincide with the English version of the newsletter, TLD Registry has been working alongside the DNA to complete a fully-Mandarin version of DNA’s “State of the Domains” quarterly publication. Be sure to catch the next newsletter at ICANN 52 in Singapore in February. We believe this is the first time ever that an international domain sector association has published a complete China edition. In a Chinese media report released yesterday, DNA announced the release of the fully-Mandarin edition and kindly acknowledged our Chinese IDNs, Dot Chinese Online and Dot Chinese Website. Several Chinese media outlets picked up the story including the popular business and finance news outlet, Xinhua08. To view the Chinese media report click here. DNA also announced that in their recent global research study, they found that China favors the use of new gTLDs. Results showed that 68% of the Chinese netizens who were surveyed, like having more options for domain names. China also displayed a greater awareness of new gTLDs. The “State of Domains” report included a feature article in the “IDN Spotlight” section by our very own CMO Simon Cousins. The feature covered launching IDN TLDs in China with a focus on DCO and DCW. Click here to view the English feature article in the “State of Domains” report. Click here to view the Chinese feature article in the “State of Domains” report. TLD Registry would like to thank the DNA for providing this wonderful opportunity to further expand universal access to Chinese internet users around the world.     Amanda Ng, TLD Registry Share this: Email Twitter LinkedIn Google Facebook More Pocket Tumblr Pinterest Reddit Sina...

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Dot Chinese Online (.在线) and Dot Chinese Website (.中文网) featured in EURid's World Report on Internationalized Domain Names 2014

Posted by on Sep 15, 2014 in Uncategorized | 0 comments

The TLD Registry team is excited and flattered that our Dot Chinese Online (.在线) and Dot Chinese Website (.中文网) TLDs have been featured as the current most successful IDN new gTLDs by the European Registries for Internet Domains (EURid),  in their comprehensive World Report on Internationalized Domain Names 2014. The August 2014 volume of the report is supported by the United Nations’ UNESCO, Verisign, the Council for European National Top Level Domain Registries (CENTR), the Latin American and Caribbean Association of cCTLDs  (LACTLD), the Asia Pacific Top Level Domain Name Association (APTLD), and the African Top Level Domain (AfTLD). The report was created with the intention of propagating international equality within the internet’s global community. Our goal of empowering 20% of humanity to use their own great and ancient language, Chinese, in website addresses is what drives our work, and we are delighted to have been made a case study in the report. “I believe that internationalised domain names are an essential entry point for a multilingual and inclusive Internet, and that is why we have made them an integral part of our policies to protect an Internet that is open and accessible to all”, said Neelie Kroes, the Vice President of the European Commission. TLD Registry has been championing international internet equality for seven years now, as demonstrated by our two leading IDN’s, Dot Chinese Online and Dot Chinese Website, which offers native Chinese internet users the ability to use domain names in their own language.  The report gives a full analysis of the nature of IDNs — why it drives multilingualism, usage, enhancement abilities, industry opinions, new IDN gTLDs, and the industry stats. A full chapter is dedicated to universal acceptance – what it means, how it is supported, and recent developments (such as Google’s implementation of IDN email addresses in Gmail). TLD Registry’s CMO Simon Cousins stated, "We're proud to see our Chinese IDNs under Dot Chinese Online (.​在线) and Dot Chinese Website (.中文网) highlighted as a case study in the EurID-UNESCO report. The TLD Registry team is proud of the work we do to improve the lives of vast numbers of ordinary Chinese internet users”. The Dot Chinese Online and Dot Chinese Website case study features are mentioned in Section 8.2.5, on page 86, focusing on new IDN gTLDS. The study gives an overview of our top registrations with corresponding IDN TLDs (.在线 and .中文网). An honorable mention in Section 8.2.2, page 84 states that Dot Chinese Online (.在线) and Dot Chinese Website (.中文网) are the “IDN new gTLDs with the highest volumes of registrations to date (May 2014)” . TLD Registry is proud to represent the integration of internationalized domain names for the world’s Chinese...

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Independent endorsement of Dot Chinese Online & Dot Chinese Website by renowned internet consultancy FairWinds Partners

Posted by on Jul 23, 2014 in Uncategorized | 0 comments

TLD Registry’s Dot Chinese Online (.在线) and Dot Chinese Website (.中文网) are garnering more attention in the blogosphere, as demonstrated by a flattering new FairWinds Partners blog post today. FairWinds’ Founding Partner, Phil Lodico, mentions several business, social and cultural benefits that registrants enjoy with fully-Chinese domain names. One of the benefits raised by Mr. Lodico includes the fact that businesses will be exposed to the massive Chinese internet user population and consumer market. “Chinese-character TLDs offer Western businesses a way to tap into the vast Chinese consumer market in an organic and culturally adaptive way,” Lodico wrote. “It’s time for American businesses to take notice, and consider if they should have a presence in this space.” Another benefit mentioned by Mr. Lodico is that these businesses have the chance to be in the front of the line to invest in brand new, unused Chinese-language TLDs. “It makes sense for businesses to register their brand names first in the Chinese IDNs,” Lodico wrote. We are delighted that Mr Lodico’s internationally-respected internet strategy consultancy has independently arrived at the same conclusions as we did six long years ago, when we first applied for Dot Chinese Online and Dot Chinese Website. Given the TLDs market-leading position (no other non-English new gTLD is ranked higher, in terms of domains registered, than our two Chinese TLDs), we congratulate FairWinds on their conclusions and recommendations! We believe that it is time to kiss your ASCII goodbye. As more attention is given highlighting the value of IDN’s, particularly Dot Chinese Online and Dot Chinese Website, the English-character (“ASCII”) dominance of domain names will come to an end. This will make the internet world more clear, concise, and straightforward for the people in non-Chinese language user communities – very definitely including China’s 650 million internet users. And that’s the way it should be. “If a brand has or desires a presence in Chinese markets, new IDN TLDs are worth serious consideration,” Lodico advises. We couldn’t agree more. Mr. Lodico’s post is has appeared across the web, and is sourced from China’s Changing Internet Domain Name Landscape. Mitch Watkins, TLD Registry. Share this: Email Twitter LinkedIn Google Facebook More Pocket Tumblr Pinterest Reddit Sina...

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China's fashion ecommerce leader joins Dot Chinese Online

Posted by on Apr 30, 2014 in News, News, News, News, News, News | 0 comments

We are very pleased to report that China's number one internet apparel brand, VANCL, has selected Dot Chinese Online (.在线) with the excellent domain name 凡客.在线. VANCL moved to its Dot Chinese Online domain name on the TLD's first day of availability. VANCL sells in excess of US$1 billion in fashion annually, and exports to more than 100 countries. The Beijing-based company maintains design studios around the world, including China, Spain, Korea and Japan. Similar to brands such as GAP and UNIQLO, the company's business model is one of "affordable luxury" in quality men's, women's and kid's fashions and lifestyle goods. When Boston Consulting Group published its November 2013 report on China’s e-commerce market VANCL was the first brand mentioned. Share this: Email Twitter LinkedIn Google Facebook More Pocket Tumblr Pinterest Reddit Sina...

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