Wednesday , March 22 2023

A domain that rides on China’s global strategy

This company smartly upgraded its domain when it went global.

Image with green background that states "Domain Upgrades"

The best deal is where all parties win, and this is also the principle that China promotes in its global strategy. One company must have heeded the advice and even implemented the principle in its domain.

Awinic is an integrated circuit (IC) design house that supplies chips to handset makers including Xiaomi, Oppo, and Vivo. On August 16, it went public at the Shanghai Stock Exchange, making its CEO Hongjun Sun the latest billionaire in China.

Awinic (艾为) was founded in 2008, and used as its corporate domain.

In the early years, the domain was probably fine because the business was domestic. Also, was already owned by a Chinese electronic component supplier. However, the site was closed by the government in 2010 due to failure to obtain an ICP license. became active again in 2019, and this time it is owned by the IC design house. English contents were also added to the site, signaling the launch of the company’s global business. now forwards to the new corporate domain.

How does the domain reflect the “all parties win” principle? According the its site, “awinic” is made up of “a” (meaning “all”), “win”, and “IC”. So, you have an IC supplier wanting to make sure all parties win.

The Chinese brand name Ai Wei (艾为) was likely created from the English brand name because Ai Wei sounds like “awinic” and has no meaning. In other words, the English name came first before the Chinese name.

( is owned by a Chinese pesticide company and is still for sale.)

Here are my observations:

  • There are many Chinese companies like Awinic that prefer English-based domains.
  • .com is the first choice in China
  • .cn is secondary and less important

So, if you have English-based .com domains, you may want to find out if any of them just happen to fall into the path of domain upgrade for a company in China. Try “Three steps to Chinese end user research” and “7 ways to find contact email addresses for Chinese companies“.

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About Kassey Lee

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