In previous blog posts, we’ve explained the many reasons why Chinese IDNs are good for brands and businesses, investors, brand protection agencies, and regular netizens, as well as the incredible opportunities they present. The reasons are sound and reliable, but we’ve yet to go over the specifics of how to “spin” great Chinese IDNs as an investor, and how to properly value them for your investment strategies.
What does it mean to “spin” domain names? For those of you who may be new to domain investing, in short, spinning a domain name is the process of finding an available name based on criteria such as character length, syntax, the number of syllables, and more.
So, with that said, we present our next educational resource to help you, the domain investor, spin great names and get the maximum return on your investments within the Chinese domain market. Firstly, note that certain unique qualities of the Chinese language makes the creation of investment-grade Chinese domains challenging to non-Chinese.
The general principles of spinning Chinese domain names is similar to the way people been spinning English domain names. After all, they are all domain names, of the same nature (unique identification), for the same purpose (for users to locate and visit websites), and that much is universal in every country and culture. Good Chinese domain names, like English counterparts, should posses the following qualities:
The most important first lesson for spinning good Chinese domains is to unlearn English-domaining rules of short strings.
The English language has a relatively low information density compared to hyper-compact languages such as Chinese. To express the same idea, an English speaker needs to use more characters (letters) and hence must type a longer domain name.
It is this exceptionally high information density that makes spinning good Chinese domains (especially investment grade domains) quite different than for equally good English domains.
In fact, to learn how to spin excellent Chinese domains, it is important to forget much of what you already know about spinning English domains. Many of the rules of English domains do not apply to Chinese, and some (such as “be as short as possible”) can harm your prospects.
For the Chinese language, thanks not only to high information density, but also due to certain cultural cues, methods of abbreviating, and making puns, a lot can be said within a space of a small number of characters.
Additionally, great Chinese should not only include “keywords” or “keyphrases,” but also have established legitimate, logical connections between words, all expressed in a way that fits into typical Chinese speech patterns semantically and syntactically.
Consider the following examples in spinning a domain name for a food court located within a shopping center called the “Oriental Plaza”. First, let’s look at a domain name which has been constructed according to English-domaining rules of “shorter is better”:
东方饭 (东方 = oriental / 饭 = food)
While this domain fulfils English-domaining rules of short terms, in Chinese, it is not a good or valuable domain name.
The domain is not a good choice because:
The domain is not valuable because:
In this exercise, a longer domain is much better and more valuable:
东方广场美食城 (the court of fine cuisine located within Oriental Plaza)
This is a great domain name, because:
We’re going to pause here for now and let you absorb some of the introductory information on how to spin great Chinese domains. In our next installment, part two, we’ll go over some more pointers to help you come up with some fantastic Chinese domains. Some of those pointers include the compactness of the Chinese language and how that is important to understand in domain spinning, variations of Chinese characters, pinyin inputs, and finding a Chinese expert to help you in your business.
Stay tuned for next week’s part two!
-ChopChop Domains Team