Chinese domain names are reaping policy benefits: a turning point from "optional" to "mandatory".

In March 2026, a seemingly low-key policy document is rewriting the rules of the game in China's domain name industry.

The "Guidelines for the Analysis and Utilization of Intellectual Property Information," issued by the State Intellectual Property Office, for the first time includes Chinese domain names in the legally mandated scope of trademark conflict investigation. This means that when conducting trademark searches, brand protection, and similarity checks, companies must simultaneously verify the registration ownership and usage status of the corresponding Chinese domain names.

Policy Core: Synergistic Protection of Trademarks and Domain Names

The milestone significance of the new regulations lies in the fact that domain names are no longer dependent on trademarks, but have become independent civil rights.

In the past, many companies only focused on trademark registration, neglecting the protection of their online domain name assets. The result was frequent infringement issues such as core brand keywords being preemptively registered, counterfeit websites, and traffic hijacking, leading to high costs for rights protection.

The new policy explicitly requires companies to establish a normalized protection mechanism for "trademark + domain name" simultaneous search, deployment, and rights protection. Wu Dongping, Vice President of the China Trademark Association, pointed out: "Trademark rights do not represent the right to use Chinese website addresses for online brands."

China Internet Conference Focuses on Domain Name Issues

The 25th China Internet Conference (July 8-9), currently being held in Beijing, has made "Innovative Development of Internet Infrastructure Resources" one of its core topics. Domain name system construction and the contemporary value of Chinese domain names have become industry focuses.

At the 9th Chinese Domain Name Innovation Application Forum, Hui Xianglong, General Manager of the .website registration management agency, emphasized: "Chinese domain names have officially become a legally mandatory item for trademark monitoring; companies must regard Chinese domain names and trademarks as core brand digital assets."

Data Speaks: The Commercial Value of Chinese Domain Names

".商城" (.māngchéng) has approximately 43,000 global registrations, ranking third globally in 2025.

The success rate in trademark infringement cases involving Chinese domain names reached 89.3% (data from the Hangzhou Internet Court).

Merchants using independent domain names saw a 35% increase in visitor dwell time and a 22% increase in inquiry conversion rates.

In domain name dispute cases, the proportion of disputes involving Chinese domain names is far higher than that involving English domain names, reflecting a stronger awareness among enterprises of protecting their Chinese brand identity.

Case Study: Lee Kum Kee's Domain Name Defense Battle

In 2024, the Domain Name Dispute Resolution Center of the China International Economic and Trade Arbitration Commission ruled to transfer the "Lee Kum Kee.中国" domain name to Lee Kum Kee Company, a company with a 136-year history.

This case reveals a key rule: domain names follow the "first-come, first-served, immediate effect" principle, without prior rights review. Even if a company owns trademark rights, if someone else registers the same Chinese domain name first, the company will face complex dispute procedures and may even be unable to reclaim it.

New Opportunities: The Strategic Value of 2-Letter .cn Domains

Driven by favorable policies, high-quality short domain names are becoming core assets for brand protection. Among them, 2-letter .cn domain names, with their scarcity, memorability, and strong brand attributes, have become the first choice for businesses.

Why Choose 2-Letter .cn?

Ultra-Short: 2 letters + 1 suffix, lowest input cost

Highly Versatile: Not restricted by industry, suitable for various brand scenarios

Investment Potential: Short domain name resources are scarce, with clear appreciation potential

Favorable Policies: Gain stronger legal protection under new regulations

DN.com Platform Recommended High-Quality 2-Letter .cn Domains:SO.cn、EX.cn、HU.cn、JB.cn、WR.cn……

First come, first served; time waits for no one.

The shift from "optional" to "mandatory" for Chinese domain names marks a new stage in the Chinese domain name industry. For businesses, the core question is no longer "Should I register?" but rather—"Has your brand domain name already been registered?"

During this policy window, securing premium domain names is crucial for building a digital moat for your brand.

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