Why do companies need to buy brand domain names? Is it not possible not to buy them?
DomainCn
As an Internet company, the most basic configuration is that you have to have an official website first.
Through the cases of some successful companies, we can see that every company will have one or several official websites. This is the easiest way for users to access and understand the company's business, and it is also the simplest and most effective channel for companies to obtain user resources. In the subconscious of many users, when they learn about a new thing, they first go to the official website to learn about it, even if it is just a page, and the domain name is a necessity for building an official website, and it is also one of the important channels for companies to display the official website to users.
Therefore, having a domain name is the most important step for Internet companies to start a business. Maybe at the beginning, the startup company does not have much ability to buy a good brand domain name, but even so, the brand domain name should be included in the company's plan and laid out in advance.
We have seen too many examples. Many companies have announced that they have acquired a certain domain name when the company has undergone major changes or is about to go public. Just like Ctrip some time ago, it directly changed the brand name of the international site to trip.com, which is consistent with the domain name. Some time ago, Mogujie acquired mogu.com just to match the domain name with the international brand. For example, we often talk about JD.com, Tencent, Baidu, Xiaomi, Facebook, etc.
Why do they choose to spend millions, tens of millions, or even hundreds of millions to acquire a domain name? Is it just that there is too much money and nowhere to spend it?
We must know that the people or teams who can run a company to the listing have a long-term vision, and they will not be confused about the accounts of capital expenditure and income.
The editor summarized it, it is nothing more than "wanting", but "cannot register", so you can only spend money to buy it.
Why do you have to buy it? There are probably four reasons:
1. Not subject to third-party control
No matter how good your APP is, if it does not comply with the platform rules, it can be removed from the shelves;
No matter how much your store sells, as long as it involves the interests of the platform, it can be closed;
No matter how good your self-media account is, with tens of millions of fans, it can be blocked for a simple reason;
You rely on search engines? As long as you don't pay, the search results will be your competitors.
Only the domain name is yours once it is bought. It is the only traffic entrance that will not be controlled by a third party. Therefore, those big companies are willing and necessary to acquire brand domain names.
2. Enhance brand image
An ordinary user will judge the strength of a website or enterprise by the domain name. The difference between using a domain name is huge. Only a domain name that matches the brand, is easy to input, and is short and easy to remember can better attract user traffic, and then combine the trademark with the product to create an integrated brand image and impress consumers.
3. Save advertising investment
A good domain name can save 99% of advertising expenses, which is not a casual talk. Although there are more and more types of traffic entrances now, there is no doubt that domain names are still the largest traffic entrance on the Internet, and the traffic brought to the website cannot be ignored! Having a good and appropriate domain name is not only convenient for users to remember, but also conducive to the establishment and dissemination of website reputation; it can greatly save the traffic costs paid to search engines and the marketing and promotion costs of advertising companies, which is a very critical step in brand promotion.
4. Protect brand image
There are already too many vivid cases to help us prove how important it is to use brand domain names and protect related domain names. If a domain name similar to the brand name unfortunately falls into the hands of competitors or malicious people, it will cause user loss and damage to the brand image, which is not worth the loss. Standing in the needs of the company's development strategy, it is necessary to protect the domain name in advance!
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