In the era of “.com is king”,is it necessary to register other domain names?

In the vast realm of domain names, .com has always reigned supreme, dominating the scene as the undisputed king. Nearly every major corporation possesses its own .com domain name. However, in the era where ".com rules," is there a need to specifically register and safeguard domain names associated with other countries? The answer is a definite yes. As the saying goes, "When in Rome, do as the Romans do." Even if a business already has a more generic .com domain name, utilizing localized domain names can be the most direct and effective way to gain user recognition and engage in differentiated marketing.

1. **Integration into the Local Market to Accelerate Business Growth**

Employing a domain name that aligns with the search and cultural preferences of local users can quickly break the ice, making it more readily accepted by local consumers and boosting brand influence. For instance, China's Changan (changan.com.cn) has adopted the country-specific domain name changan.ru to target the Russian consumer market, establishing a Russian-language website. Similarly, many foreign companies entering the Chinese market use country-specific domain names like .cn and .com.cn, which represent China. Amazon, for instance, acquired amazon.cn and the single-letter domain Z.cn to create its official Chinese website. Apple's Chinese official website is apple.com.cn, and they also own .cn domains that redirect to it.

2. **Showcasing Business Distinctiveness to Establish Brand Professionalism**

The development of the internet has transformed the world into a "global village," causing many domain names to transcend their original national attributes. People now place more emphasis on their commercial value. For example, .co domains are widely considered synonymous with "business companies," and .io domains are no longer exclusively associated with the British Indian Ocean Territory but are extensively used by internet enterprises.

In practice, many large enterprises, driven by their positioning and needs, value domain names that reflect their business attributes and uniqueness. Examples include Google's google.io, Microsoft's microsoft.io, Alibaba's ele.me, and Luo Yonghao's t.tt. These domain names are not only short and memorable but also highly distinctive, effectively reflecting the business nature and strengthening the brand's image and professionalism in the minds of users.

3. **Enhancing Protection of Brand-Related Domain Names and Asserting Domain Name Autonomy**

Enterprises should actively acquire and register domain names related to their brands. This not only reduces repurchase costs but also prevents brand domain names from falling into the hands of others, eliminating the risk of damage to the corporate image or the need for a forced rebranding. Personalized terminal platforms can better showcase a brand's unique image.

For example, Huawei not only holds huawei.com but also registers and protects huawei.cn/.com.cn, as well as huawei.cc/.cm/.us/.asia, and Huawei's online store, "Vmall.com," has safeguarded Vmall.in/.hk.

Perhaps not all of these domain names will be actively used, but maintaining control over brand domain names is essential. Therefore, in addition to primarily having .com as the brand's domain name, a comprehensive brand strategy should be established to build a protective "moat" around the brand's domain names.

Moreover, utilizing multiple domain names for cross-linking can improve search engine rankings, aid in brand promotion, and save advertising costs. In summary, domain names, as a symbol of a business in the online world, can have profound and positive effects on brand promotion, traffic acquisition, and corporate image.

In conclusion, for every project or platform aspiring for long-term development, while considering .com and making it the top choice for the official website domain name, it is also essential to establish a comprehensive brand strategy. This not only deepens the brand's value but also gains the trust of users, making it a powerful tool for standing out in intense competition.