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Recently, the "Top Ten Brands of Real Estate Internet Platforms" ranking, provided by CN10's Technical Research Department and CNPP's Brand Data Research Institute, has been released. These well-known domestic real estate platforms all have
Recently, the "Top Ten Brands of Real Estate Internet Platforms" ranking, provided by CN10's Technical Research Department and CNPP's Brand Data Research Institute, has been released. These well-known domestic real estate platforms all have catchy brand domain names. Today, let's take a look at what domain names these top performers are using.
Beike, also known as KE.com, is a mobile app for second-hand homes and new home rentals. Although Beike primarily exists in the form of a mobile app, its brand domain name KE.com was acquired at a high price in 2018 for eight figures. The domain name KE.com corresponds to the brand "贝壳" (Beike) and is incredibly short and easy to remember, making it user-friendly. Beike's current market value is $23.949 billion USD.
Anjuke is a leading domestic real estate information service platform established in 2007. In March 2015, Anjuke was acquired by 58.com for $267 million USD (approximately ¥1.729 billion RMB).
Anjuke's brand domain name is Anjuke.com, and its subsidiary brands also have premium domain names, such as "好租" (haozu.com), "爱房" (aifang.com), and "金铺" (jinpu.com). This strategic layout is crucial for 58.com's expansion into the rental and sales markets.
In its early days, Lianjia used the domain name homelink.com.cn for its official website. However, this domain name neither aligned with Lianjia's development strategy nor facilitated brand upgrades. Therefore, in 2014, Lianjia invested millions to acquire lianjia.com.
Fang.com is the world's largest real estate and home platform. It faced controversy in the past due to the "真假搜房网" (Real and Fake SouFun) incident. In July 2014, Fang.com changed its domain name to fang.com and rebranded as "房天下" (Fangtianxia).
Furthermore, Fang.com has also secured domain names like fangtianxia.com/.cn/.net/.com.cn. Its current market value has reached $3.451 billion USD.
5. Sohu Focus
As an important member of Sohu's portal network, Sohu Focus is a leading Chinese real estate and home online service platform. Its official website domain name is Focus.cn, which implies "焦点、中心" (focus, center) and aligns with the brand. Sohu Focus has also protected related brand domains like Focus.com.cn/.net.cn.
E-House China Holdings Limited is a leader and integrator in China's real estate transaction services sector, with two listed companies, E-House and Leju.
Initially, Leju used the domain name eju.com, acquired for a considerable sum, and later invested heavily in acquiring the brandable double-pin domain name Leju.com as its official website domain. Leju Holdings' current market value is $903.029 billion USD, and its trading code is the same as its brand domain name, "LEJU."
7. Wo Ai Wo Jia
Established in 2000, Wo Ai Wo Jia is a nationally renowned large-scale brand brokerage enterprise specializing in house leasing and the sale of second-hand homes.
Its brand domain name is 5i5j.com, which sounds like "我爱我家" (Wo Ai Wo Jia), conveying the brand's message. Additionally, Wo Ai Wo Jia acquired the premium two-letter domain "爱家" (ij.com) in 2019, positioning itself for international expansion. Its current market value is ¥7.538 billion RMB.
Founded in 2008, Leyoujia belongs to the Leyoujia Holdings Group in Shenzhen and covers various business segments, including second-hand home buying and selling, home rentals, and financial services. Its official website domain is Leyoujia.com, perfectly matching the brand name "乐有家" (Leyoujia), and the pinyin domain is easy for domestic users to understand and remember.
9. Xingfu Li
Xingfu Li originated from today's Toutiao real estate channel and is now an independent app under ByteDance, a comprehensive real estate information platform. Its official website domain name is xflapp.com, where "幸福里" (Xingfu Li) is abbreviated and combined with "APP," highlighting both the brand name and the app's characteristics.
Qfang.com is a real estate internet platform that primarily focuses on internet-based real estate transactions. Its official website domain is QFang.com, a perfect match for the company's brand name. Qfang.com has also secured brand-related domains like QFang.cn/.com.cn.
We can see that most of the well-known real estate websites in the list above use pinyin domain names, some of which were acquired at high prices, even reaching millions or tens of millions. Pinyin domain names have always been popular in China because they align with the way people remember, input, and access websites, bringing tremendous benefits to businesses. Many other real estate companies that use premium pinyin domain names include Loupan.com, Maifang.com, Loushi.com, Ifang.com, Zhaofang.com, and more.
As the internet economy continues to grow, the "Internet + Real Estate" business model has created a massive market. At this juncture, instead of investing millions in marketing expenses, it's more effective for companies to choose a domain name that fits their brand, is concise, and short to establish their brand and seize a competitive edge in the market. Forward-thinking enterprises continuously seek good domain names, and many have upgraded their brand domain names, seeking a more suitable and brand-representative tool for driving traffic.
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