HONG KONG, 25 JUNE 2009—The China Internet Network Information Center (CNNIC)— the state network information centre of China founded as a non-profit organisation in 1997 and functioning as an executive arm of the Ministry of Information Industry of the Chinese government —and Microsoft Hong Kong have joined forces to promote the use of Chinese Internet keywords.
First launched in 2003, Chinese Internet keywords are visiting network names that directly bring Internet users to websites. As an alternative to URLs, Internet keywords establish a corresponding relationship between an Internet keyword and a URL.
As of March 2009, there were 300 million Internet users in mainland China, up 42 per cent from 2008, said Xiao Bo Han, associate director, Chinese Internet keyword Division of CNNIC.
Protecting brands online
Vincent Huang, chairman of Huyi Global Information Resources Group, the sole authorised Chinese Internet keyword registrar in Hong Kong and Macau, said: “Chinese Internet keywords have increased from 500 to 7,000. The number of Chinese Internet keyword registrations has increased from 1,700 in 2003 to more than 15,000 in 2009.”
“Registrations of Chinese Internet keywords have come from government departments, listed companies, brand names and many other small and medium enterprises in different industries. This reflects the increased awareness of the increased importance of Internet browsing in the Chinese language,” said Huang.
“The Chinese Internet keyword does not manifest itself [sic] as a marketing tool for enterprises, but also provides brand protection for brand owners. According to online statistics from the Hong Kong International Arbitration Center, the number of online infringement cases has increased by 50 per cent between 2007 and 2008, and the number of cases of Chinese Internet keyword cybersquatting has been on the rise,” he said.
