Domain name for the Chinese market
A China-facing domain needs to be memorable, meaningful to Chinese users, and fast to resolve from inside China.
Using Chinese national name servers (NS/DNS) can eliminate “domain not found” errors caused by slow overseas DNS lookups.
Background to the Chinese domain name
Here are a few terms to help you when reading this paper.
Domain name basics
There are two main parts to a domain name you need to consider when making a purchase:
- TLD (Top-Level Domain): the part of the domain name that comes after the “dot”, e.g. .com, .net.
- Domain: the part that comes before the TLD, e.g. mydomain in mydomain.com.
The domain name is the domain + TLD, e.g. mydomain.com.
NS vs DNS
- Name server (NS): a server available to the internet hosting the Domain Name Service (DNS).
- Domain Name Service (DNS): the database containing your DNS records, e.g. the IP address of your website.
Often, NS and DNS are used interchangeably. In China, many local name servers operate across multiple locations, maintaining copies of DNS databases for domains purchased in China. This helps keep response times low for over a billion internet users across a large country.
When marketing and selling to the Chinese market, you need your domain name to respond quickly and be easily accessible.
Ideas for your Chinese domain name
Using an existing company / brand name
If your company, brand, or product name already has traction in China, the decision is straightforward: build your domain around the name already known in China.
Using a keyword
If you do not have an established company/brand name in the Chinese market, you can use keywords based on your industry or services. Start with your current keywords (e.g., from Google), then assess whether those terms are meaningful and usable in the Chinese market.
Using a brand/company name or keyword in Pinyin
Pinyin is written using Latin characters and is the main input method Chinese users rely on to type Chinese on mobile devices, tablets, and PCs.
- Example: “Panda” in Chinese is 熊猫; in Pinyin: Xiongmao.
- Pinyin words are commonly used in domain names. For example, “Baidu” means “a hundred times” or “countless times”.
Translating your company, brand, product, or other name into Pinyin may yield a meaningful domain name. If you do this, have the Pinyin reviewed to ensure there are no undesirable secondary meanings.
Add the country code to the domain
Because a domain should be as short and memorable as possible, consider adding the country code to your domain label. This can help you use a shorter name and clearly signal “China” to the market.
- Example: 123.co → 123cn.co
- Use a similar format to Pinyin: short, easy to remember, easy to spell (often 3–5 Latin characters per word).
Chinese third-party services
Chinese B2B platforms (e.g., Alibaba), B2C platforms (e.g., Tmall), and social media (e.g., WeChat) typically require an account name during setup, which is then used for search and discovery.
We recommend using the same domain naming format for the Chinese market across all Chinese systems. Check whether your planned domain/account name is already in use.
Short names are recommended
If possible, keep the domain short and recognisable to Chinese businesses and people. Many simple English words (e.g., audio, video) are widely understood and have entered common use.
Subdomain of an existing domain
Using a subdomain on your existing domain is an option, for example:
- newkeyword.mydomain.com
You cannot use Chinese Name Servers unless your domain has been purchased from a Chinese supplier. If you cannot use Chinese NS, see your server/location options in Asia to improve performance for China.
TLD (Top-level domain) choice
Using a different TLD for your China market is generally preferable to using a subdomain.
Popular TLDs (as of 01 January 2025) include .com, .co, .shop, .xyz, .cloud, .design, .wiki, and .icu.
There are also China-related TLDs such as .cn, .com.cn, and .中国. As of 2022, these are only available to Chinese companies and citizens.
Quick checklist
Use these checks when selecting a domain name for China.
- Is the name short, easy to remember, and easy to spell?
- Will Chinese users recognise the brand/keyword (or its Pinyin form)?
- Have you checked the Pinyin for secondary meanings?
- Have you checked the name is available on key Chinese platforms (WeChat, Alibaba/Tmall, etc.)?
- Will you use Chinese national name servers (NS/DNS) to reduce “domain not found” errors?
- Are you choosing an appropriate TLD (.com/.co etc.) rather than a subdomain?
Need help?
If you’d like help selecting a China-friendly domain and setting up Chinese name services, contact This email address is being protected from spambots. You need JavaScript enabled to view it.
- Written by Peter Heather
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Top-Level Domains (TLDs) for the Chinese market
Choosing the right domain strategy for China is less about “getting a .cn” and more about ownership rules, search expectations, and performance.
A domain registered in China can enable Chinese name services (NS/DNS) and improve reliability — without needing to use a Chinese ccTLD.
Key terms: TLD, domain, NS and DNS
There are two main parts to a domain name you need to consider when making a purchase:
- TLD (Top-Level Domain): the part of the domain name that comes after the “dot”, e.g. .com, .net.
- Domain: the part that comes before the TLD, e.g. mydomain in mydomain.com.
The domain name is the domain + TLD, e.g. mydomain.com.
Summary: TLDs for the Chinese market
- Do not use Chinese ccTLDs (e.g. .cn, .com.cn, .gov.cn) for an overseas business presence.
- In 2022, Chinese authorities changed ownership rules: only Chinese companies and citizens can own Chinese TLDs.
- Overseas companies can still purchase a domain in China, enabling the use of Chinese national name services.
- Chinese search engines prioritise traditional TLDs such as .com, .net, .co, .cn.
- Our recommendation: keep your current TLD (.com / .co) and add cn to the domain label, e.g. mydomaincn.com or mydomaincn.co.
- Registering a domain in China can significantly improve online performance in China and local search visibility.
Top-level domains (TLDs): the three main groups
TLDs are broadly grouped as follows:
- Country-code TLDs (ccTLDs): two-letter TLDs assigned to countries/territories (e.g. .uk, .cn, .de) and managed by local authorities.
- Sponsored gTLDs (sTLDs): TLDs representing a defined community/sector (e.g. .edu, .gov, .museum), with sponsor policies.
- Unsponsored gTLDs (uTLDs): generic TLDs managed by ICANN-accredited registries and open to general use (e.g. .com, .net, .org, .info, .online).
Second-level ccTLDs under .cn
Within ccTLDs, there are also second-level ccTLDs. Examples under .cn include:
- .com.cn — commercial entities operating in China
- .net.cn — network-related organisations
- .org.cn — non-profits / organisations
- .gov.cn — government institutions
- .edu.cn — educational institutions
- .mil.cn — military organisations
Commonly used TLDs in China
Traditionally, commonly used TLDs in China include:
- .com
- .cn
- .com.cn (the original Chinese commercial format)
Chinese language domains and IDNs
You can register Internationalised Domain Names (IDNs) using non-Latin scripts, including Simplified and Traditional Chinese. Examples include:
- .中国 — .cn in Simplified Chinese
- .中國 — .cn in Traditional Chinese
- .公司 — .com in Simplified Chinese
- .网络 — .net in Simplified Chinese
You can also register the domain label in Chinese characters (e.g. 我的域名.com). While technically possible, we do not recommend it — its use is limited to people who can easily input Chinese on mobile/tablet keyboards.
Chinese ccTLD management and 2022 ownership rules
Chinese ccTLDs are operated and managed by the Chinese authorities. Since 2013, purchasing Chinese domains has been fully automated and typically involves a licensed Chinese supplier in the background.
In 2022, Chinese authorities only allow Chinese companies and citizens to own Chinese TLDs. If an overseas business uses a Chinese TLD, the authorities can shut down the domain.
ICP rules and publishing content in China
Chinese authorities apply Internet Content Provider (ICP) rules if you publish content within China. When writing this paper, ICP rules do not apply if you use Chinese ccTLDs outside China, however policies can evolve.
We recommend refraining from publishing inappropriate materials for the Chinese market.
Brand registration checks
We always recommend registering your company trademarks and brand name(s) in China.
When publishing a domain in China, local authorities may check the Chinese brand registration database. If the name is a registered brand, you may not be permitted to use the domain name in China — even if you own it. You can still use the domain outside China.
Quick checklist
Use this before purchasing a “China” domain.
- Are you trying to improve performance and reach — or just get a China-looking domain?
- Avoid Chinese ccTLD ownership risk: .cn / .com.cn are restricted.
- Prefer traditional TLDs (.com/.co) and add cn to the domain label (e.g. mydomaincn.com).
- Registering the domain in China can enable Chinese national name services (NS/DNS).
- Check China trademark/brand registrations before public launch.
- If you will publish content in China, understand ICP requirements and local compliance.
Need help?
If you’d like help selecting a China-friendly domain strategy and setting up Chinese name services, contact This email address is being protected from spambots. You need JavaScript enabled to view it.
- Written by Peter Heather
- Hits: 11361
Messaging in China
Most international messaging systems are tied to social media platforms and are not available in China.
For business, the practical default is WeChat — but enterprise messaging, niche platforms, and regulatory constraints all matter.
Why this matters
Messaging between staff, friends, and family is as important in China as it is anywhere else in the world. But the platform landscape is different: most international messaging services are blocked, and China’s domestic apps are tightly integrated with payments, social media, and business workflows.
What is available in China?
- Mobile networks: local and overseas telecom services work in China for calls and SMS.
- SMS: available but used far less than app-based messaging.
- Domestic messaging platforms: widely used, feature-rich, and often replace email for day-to-day communication.
Major messaging platforms in China
China has developed national messaging systems over the years. Below are the most relevant platforms for overseas businesses to understand.
Text based system – Tencent – 1999 – 574 million (2023)
Instant messaging with text, voice, video calls, group chats, and file sharing. QQ remains popular among younger users and gamers and supports QQ Wallet payments.
Momo
Messaging app and social networking – Momo Inc – 2010
A location based social networking and messaging app mainly used for meeting new people and social interaction. It supports text and voice messaging, as well as live streaming.
MiChat
Massaging platform like WiChat – Xiaomi – 2010 to 2021
Initially, it started as a messaging platform similar to WiChat. It supports messaging, voice, and video calls, but Xiaomi later discontinued the service in China to focus on other markets.
Messaging App (text) – Tencent – 2011 – 1.26 billion users (2023)
Messaging (text, voice, video), voice calls, group chats, and social features like "Moments." It also supports payments via WeChat Pay and mini-programs for businesses.
YiChat
Messaging service – China Telecom and NetEase – 2013
A messaging service offering free SMS (to non-YiChat users), voice, and video calls, it was launched as a competitor to WeChat but never gained the same popularity.
DingTalk
Messaging (text/voice/video/files) – Alibaba – 2014 – 500 million users (2023). It is primarily an enterprise communication tool that offers text and voice messaging, video calls, task management, and file sharing for business use.
DouYin
Messaging, social media, e-commerce platform – ByteDance – 2016 – 730 Chinese users. (2023)
Today, it's mainly known as a short-form video platform similar to TikTok (the international version of Douyin). It's widely used for sharing user-generated videos, challenges, and memes. Used as a messaging platform, mainly by your people. TikTok systems run on different platforms from DouYin and are not linked.
Feishu / Lark
Enterprise messaging platform – ByteDance – 2019 – 10 million users (2023)
An enterprise messaging platform, similar to Slack or Microsoft Teams, offers messaging, file sharing, video calls, and collaboration tools, focused on work communication. There is an exception for overseas messaging services not blocked in China.
Skype
Microsoft - 2003 to 2024
Used for international communication, offering text, voice, and video calls. Skype is used in China but faces restrictions and competition from local services like WeChat and QQ.Overseas messaging services are available in China by using a VPN. The Chinese regulations do not allow the use of VPNs. Most VPNs in China are blocked. In addition to the above messaging services, all social media platforms have their own messaging services. The primary social media not covered above.
Social media – Sina Corporation (30% owned by Alibaba) - 2009 – 584 million users (2023)
While primarily a social media platform, Weibo has integrated messaging features that allow users to communicate privately. It’s famous for sharing updates, news, and trends and has a significant influence on public discourse in China.
Xiaohongshu (Red Book)
Xingin Information Technology – 2013
A social commerce platform where users share reviews of products and lifestyle tips, particularly popular for fashion, beauty, and travel.
- While primarily a social media platform, Weibo has integrated messaging features that allow users to communicate privately. It’s famous for sharing updates, news, and trends and has a significant influence on public discourse in China.
- Xiaohongshu (Red Book) - Xingin Information Technology – 2013
- A social commerce platform where users share reviews of products and lifestyle tips, particularly popular for fashion, beauty, and travel.
- Overseas messaging to and from China recommendations
- Open a WeChat account. This can be done in most overseas countries. More than 95+% of Chinese businesses and consumers have a WeChat account. There is a translation option available.
- A Red Book account may be required if your customer/supplier uses this platform for business messaging. Note: - As stated above, Red Book users will also have a WeChat account.
- Standard text messaging is available, but is not used much in China. If you use text messaging and do not get a reply, there may be a problem in China. Backup texting at the outset to ensure there are no communication problems.
- Please remember to respect Chinese rules and regulations on messaging content.
Overseas messaging services
There are limited exceptions where overseas messaging services can work in China. For example, Skype may be usable for international communication, but availability and quality can vary.
Overseas messaging services can also be accessed using a VPN, but VPN usage is regulated and most consumer VPNs are blocked.
Recommendations for overseas messaging to and from China
- Open a WeChat account: this can be done in most overseas countries. Nearly all Chinese businesses and consumers use WeChat.
- Use built-in translation carefully: translation is available, but validate important terms and commitments with a Chinese speaker.
- Have a backup plan: SMS exists, but if you do not get a reply it may indicate delivery or usage issues in China.
- Respect content rules: avoid sensitive or prohibited topics and keep business messages professional.
Quick checklist
Use this checklist when setting up communications with Chinese partners.
- Do you and your staff have WeChat accounts set up (and verified)?
- Have you agreed which platform is used for business messaging vs personal chat?
- Do you have a backup channel if a platform fails (SMS / email / alternative app)?
- Are you avoiding sensitive topics and respecting Chinese content rules?
- Are key decisions confirmed in a formal channel (email / contract), not only chat?
- Have you tested your ability to communicate from inside China (travel scenario)?
Need help?
If you want help setting up a China-ready messaging and communication process, contact This email address is being protected from spambots. You need JavaScript enabled to view it.
- Written by Peter Heather
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Being seen on the internet in China
In many ways, Chinese trade is no different from that of any other country or region. Chinese businesses and consumers will always look for your business's internet presence. Your business's website is key to being seen in China, as international internet business platforms like LinkedIn (since 2023) and social media sites like Facebook and YouTube are all blocked.
It is essential that your business website can be seen in China. Approximately 80% of business websites attempting to be seen in China cannot be opened or respond slowly (taking over 30 seconds to load a page). Some website pages, including social media or CDN content, may also be missing. This collection of articles helps you understand the issues of being seen in the world's largest online market and take corrective actions.
Index of articles
Select an article below. This index is designed to be fast to scan on mobile and easy to maintain as you upgrade pages.
Chinese internet structure
Maintaining an internet presence in mainland China is the most effective way to be visible on the Internet, provided your Chinese hosting provider has access to all three major networks: China Telecom, China Unicom (formerly China Netcom), and China Mobile. Your choice…
Chinese name servers (DNS records hosted in China)
International DNS (Domain Name Server) records can take two to three attempts for a browser in China to locate your website. After the first attempt, the user believes there is a typing error or that the website does not work. China's internet…
Domain names for the Chinese market
In 2022, Chinese authorities permitted overseas companies to purchase domain names from Chinese domain suppliers, such as Access to China, with domain ownership. This gives you full access to the Chinese Names Service across China. Purchasing a domain in China also gives…
Chinese top-level domains (TLDS)
The rules governing ownership of Chinese TLDs (.cn, .cn.com, etc.) do not allow overseas companies or individuals to own them. This may be unclear, as many internet companies sell Chinese domains to overseas companies or individuals worldwide. To achieve this, they use…
Great Chinese Firewall
The Chinese authorities exercise strict control over the content of the Internet, encompassing websites, social media, apps, and other online platforms within China. This pervasive control, often referred to by the overseas press and businesses as the Great Chinese Firewall, is a…
GEO DNS and CDN Services
Geo DNS, or Geographical Domain Name System, is a DNS-based service that routes users to different servers or IP addresses based on their geographical location. Many services are available worldwide, but most perform poorly in China. CDN stands for Content Delivery Network.…
The use of QR codes in China
Chinese social media platforms ingeniously tackled the language barrier by using them. When scanned, these codes provide access to services through embedded, long, and complex URLs. Consequently, QR code scanning has become ubiquitous among over one billion Chinese internet users. In China,…
Website looks and feels for the Chinese market
Chinese companies and consumers want to see overseas websites that resemble their local country's design and feel. They do not want to see a Chinese-looking site that raises questions about the product or service's genuine source. We recommend maintaining your local website's…
Translation of your business website
This unique circumstance stems from China's vast online population of approximately 854 million internet users, the largest in the world. The prevalence of advanced translation tools has enabled Chinese netizens to access and comprehend foreign content more efficiently. This approach not only…
Automatic translation
While translation tools are imperfect and may not always capture the nuances of your intended messaging, they provide a starting point for visitors who wish to explore your website in their native language. This approach can help mitigate some of the challenges…
Chinese Multimedia
Multimedia has become more important than written or spoken media. For example, good multimedia is the difference between success and failure in the hospitality industry. The same can be said for most products and services. Social media will create multimedia for your…
Chinese social media and e-commerce
UpdatingSince approximately 2016, China has spearheaded the global landscape of social media and e-commerce development at an unprecedented pace. This rapid advancement has created a unique trend in China where social media and e-commerce have increasingly merged into a unified digital platform.…
Emailing in China
Like the rest of the world, it is not the primary tool for communication. WeChat has replaced most emails since its launch in January 2011. While most emails are encrypted during transmission, they are typically not stored as encrypted files on servers,…
Messaging in China
It has many of the same problems as email. We recommended opening a WeChat account for yourself or your business (a personal account is a more straightforward setup). Most Chinese enterprises and staff use WeChat as their primary communication tool. For example,…
Chinese telephones and mobiles
Most Chinese S&E business office desk phones are no longer used. Large companies still use desk telephone systems. Mobile calls are increasingly made over social media, such as WeChat. A good internet connection and local Wi-Fi support are essential for this. The…
APIS in China
UpdatingMobile apps are popular, so many mobile operating systems have reached the limit on the number of APIS allowed. The WeChat platform, launched in January 2011, addressed this issue by enabling you to run APIs within it. Today, APIS in China are…
Up-to-date internet content
Keeping your business content up-to-date with your products, services and business information is obvious. Many companies are increasingly finding this challenging, given the number of platforms and channels that must be updated with company information and data. When considering a new market…
Performance upgrades
Unless specifically developed, most websites utilise third-party services that are unavailable in China. Many websites include articles and images from social media. However, most social media sites outside China are blocked, leading to missing website information. Platform and cloud services, such as…
- Written by Peter Heather
- Hits: 284847
Chinese multimedia
In China, multimedia is not “nice to have” — it is the default way people consume information. Short video, live streaming, and micro‑dramas have become mainstream formats for marketing, education, and e‑commerce.
To be effective in China, your content must be mobile‑first, fast to load, and designed for platforms where video and social sharing are built in.
Why this matters
Chinese consumers and businesses do research visually. If your website is text‑heavy and your media loads slowly from overseas, you will lose attention quickly — and your pages may be treated as “failed to open”.
How big is multimedia usage in China?
China’s internet user base is enormous and heavily mobile‑driven. Official statistics show internet penetration reached 78.6% in 2024.
The national CNNIC internet report shows how dominant multimedia has become. By December 2024:
- Online video users: 1.070 billion (96.6% of netizens)
- Short video users: 1.040 billion (93.8%)
- Micro‑drama users: 662 million (59.7%)
- Live streaming users: 833 million (75.2%)
- Online music users: 748 million (67.5%)
The key multimedia formats you must understand
1) Short video
Short video is the dominant “discovery” format for products and services. It is used for education, product demonstrations, credibility building, and social proof.
2) Live streaming
Live streaming is a trust and conversion engine: Q&A, product launches, factory tours, training, and live commerce. Live content is also reused as clips for short‑video distribution.
3) Micro‑dramas (short episodic stories)
Micro‑dramas are now a mainstream entertainment format and are increasingly used for brand storytelling and performance marketing.
4) Long‑form video and series content
Long‑form video still matters for premium content, training, and deeper brand narratives — but it is often discovered through short clips and social sharing.
5) Image + infographic content
Images remain essential, but should be treated as “fast media”: compressed, responsive, and designed to render instantly on mobile.
What this means for your website
Your website is still important in China because it acts as a stable, controlled source of business information. However, your multimedia strategy must respect China’s network environment and platform reality.
- Mobile-first layout: your media must fit vertical viewing and small screens.
- Fast loading: media hosted overseas can be slow or inconsistent due to routing.
- Self-host critical assets: do not rely on blocked or unreliable third‑party resources.
- Use “preview-first” media: show a lightweight preview image first, then load video on demand.
Platform reality: where video is actually consumed
International platforms like YouTube are generally inaccessible in mainland China, so Chinese users rely on domestic platforms and ecosystems.
Your job is not to “copy” Chinese platforms — it is to publish content in formats that can be distributed and consumed in China’s ecosystem.
Recommended approach for overseas businesses
- Start with 3–5 short videos that answer your most common questions.
- Create one “trust video”: who you are, where you operate, how you ship/support customers.
- Use subtitles (even in English) — subtitles improve comprehension and reusability.
- Host media sensibly: keep critical media fast for China, and avoid fragile dependencies.
- Measure real load and playback from China networks (not just “ping”).
Quick checklist
Use this checklist when upgrading multimedia for China.
- Are your images compressed and responsive (mobile-first)?
- Do videos use a lightweight preview + click-to-load pattern?
- Are critical media files accessible and fast from China networks?
- Are you relying on blocked or unreliable third‑party media services?
- Do you have short-video versions of key messages?
- Have you tested real page load and video playback from inside China?
Need help?
If you want help designing and testing a China-ready multimedia strategy, contact This email address is being protected from spambots. You need JavaScript enabled to view it.
- Written by Peter Heather
- Hits: 8385