Chinese Domain Market Newsletter

I grew up a poor boy in a village, and a cheap game I played was kite fight. I made my own kite using newspaper and bamboo stick. Then, I broke a glass bottle into fine pieces, put them into a can filled with glue. I drilled two opposite holes at the bottom of the can and then passed a thread through the holes. The thread became coated with the glass-filled glue. Once the thread became dry, I flew my kite, found another kit in the sky and tried to cut its thread with my weapon. Once I succeeded, I maneuvered my kite to bring back the prey. That's how I collected good kites without spending money. Here's the post.

May 24, 2016 (Tue)

A Korean startup's domain strategy in China

Flitto is a translation company based in South Korea. Founded in 2012, the startup provides translation for all major languages. It has over 5 millions of users in 170 countries. Last year it opened its branch office in China.

When the startup entered the Chinese market, they had their company name translated to 翻易通 (Fan Yi Tong) and then acquired the domain name as their corporate website in China. They also own and ( actually redirects to

翻易通 (Fan Yi Tong) is a good translation, in my opinion. It rhymes with the name Fritoo (not exactly, but close). The Chinese translation literally means "easy translation" which is very appropriate considering the nature of their business.

Remember, Chinese consumers tend to remember a company by its Chinese name, so they'll remember 翻易通 (Fan Yi Tong) better than Fritoo. That also means they can easily remember its Pinyin version and so type when they want to visit the company on the Internet.

While currently not the mainstream, I think Chinese .IDN would even be better than Pinyin name as it saves the step of translation in a consumer's mind.

I think a domain name such as 翻易通.中国 (Fanyiton.China), 翻易通.公司 (Fanyiton.Company), or 翻易通.世界 (Fanyiton.World) can be used as the consumer-facing door leading to their corporate world.

In other words, their Chinese .IDN name can just be a label with no contents. The only purpose is to redirect to its corporate site and the main use is in marketing. (Currently, none of these Chinese .IDN names resolves. 翻易通.中国 may be the best candidate because the company's full Chinese name is 翻易通中国, which is a perfect match.)

Unfortunately, the company failed to secure Someone had the vision and registered it way back in 2005 and is using it as a simple translation directory. Also, the company does not have which appears to be owned by an individual person and does not resolve.

Overall, I think the startup's Chinese company name and domain name are good, but they need to do more in brand protection by securing all related domain names.