These companies should upgrade their domain names.
Being big does not necessarily mean you are better at choosing your domain. When I survey the corporate landscape in China, I see many large companies needing to upgrade their domains.
Brand-matching is the golden rule of domains. For example, Jack Ma founded a company called Alibaba Group Holding Limited, but it is generally called “Alibaba”. Therefore, its brand is “Alibaba” and so the brand-matching domain is Alibaba.com, not AlibabaGroup .com, AlibabaGroupHolding .com, or AlibabaGroupHoldingLimited .com. Of course, the acronym version is also acceptable, such as JD.com for Jing Dong.
Based on the brand-matching rule, let’s look at some mistakes made by Fortune China 100 companies.
|1||Adding prefix||China Life||e-ChinaLife.com|
|2||Adding suffix||China Merchants Bank||CMBchina.com|
|3||Not brand||Country Garden||BGY.com.cn|
|5||Incorrect acronym||WZ Group||ZJMI56.com|
|6||Incorrect spelling||Bank of Communications||BankComm.com|
|7||Incorrect order||China Shenhua||ShenhuaChina.com|
|8||Using other ccTLD||CRRC||CRRCgc.cc|
|9||Long acronym||China Railway (CREC)||CRECG.com|
|10||No understanding||China Communications Construction||ccccLTD.cn|
In the case of #3, the company is called “Country Garden Holdings Company Limited” and its Chinese name is Bì Guì Yuan (碧桂园). However, since “Country Garden” appears in its logo, I consider its brand being “Country Garden”.
#10 shows a complete lack of understanding of domains. There are three issues: (1) The acronym should be “ccc” not “cccc”; (2) The word “LTD” (for “limited” should not be used; (3) .com should be used because it’s a Fortune China 100 company!
As you can see, even some of the largest companies in China do not own their brand-matching domains.