What are the advantages of investment domain names?

Someone asked: What is a domain name? Someone answered: A domain name is a website address, a string of numbers or letters; someone added: Domain names are not that important, especially after the emergence of apps and mini-programs, domain names are even dispensable. Is it really like this?

1. Domain names are identifiers, but also brand assets.

Enterprise names and registered trademarks are traditional identifiers. In the Internet age, you not only need an identifier but also an interactive one with the outside world, and domain names are the "bridge" connecting "identifiers" with the outside world.

Research by the World Brand Lab found that a domain name is an identifier and, more importantly, a crucial brand asset. In the chaotic world of the Internet, a simple and memorable domain name is crucial for businesses.

Why is Xiaomi, led by Lei Jun, so successful while Smartisan, led by Luo Yonghao, is only recognized by very few people? It's because Xiaomi's mi.com domain name is easy to remember at a glance, while Smartisan's Smartisan.com is hard for fans to remember.

2. Domain names are the best anti-counterfeiting identifier on the Internet.

All Internet websites built and operated in China must be registered with the local communications administration as required. The "Ministry of Industry and Information Technology ICP/IP Address/Domain Name Information Filing Management System" supports the query of "website domain name" filing. Through this query, you can find out whether a website has been filed.

3. Domain names are still China's largest traffic entry point.

Many people have a habit of searching on Google or Baidu before visiting a website. The search results often show dozens or even hundreds of related websites. Then, among a large number of search results, they painstakingly search for the target website.

Now, more and more people choose to visit directly by entering the domain name in the address bar, which saves time and improves efficiency by skipping the intermediate search step. Data shows that 41.68% of Internet users choose direct access as their main way of going online. Direct access is still the largest entry point for websites to acquire traffic, and this data shows an increasing trend year by year.

4. Domain name strategy may determine the competitive landscape.

Almost every Internet giant has one or more premium domain names. Xiaomi's mi.com, Vipshop's vip.com. JD.com's earliest domain name, 360buy.com, can no longer keep up with its development strategy and competitive landscape. Not only did it have to pay hefty advertising fees to Baidu every year, but it also made many users mistakenly think it was related to Qihoo 360. Based on this, Liu Qiangdong spent 20 million to acquire jd.com, and JD.com's brand immediately improved by several notches.

5. English-speaking users still rely on domain names to go online.

From the perspective of English usage, the significance of domain names is "what you see is what you get." You can simply enter the website name to visit the website you want. However, for Chinese, it does not belong to the "what you see is what you get" category. Therefore, Chinese people often prefer to access websites through search engines. However, for English-speaking users, in today's world where apps are not yet fully popular, direct access to websites via domain names will still be their preferred choice.