On Nov. 11, a very special day, New Top level Domain Global Roadshow Tour Event was held in Shenzhen as scheduled. This great gathering organized by BRANDMA.CO, leader of brand management and new top level domains in China, was supported by China Internet Network Information Center (CNNIC), Internet Society of China, ICANN and other related institutions and government departments, and gathered Uniregistry, Afilias, Neustar, “.SHANGBIAO” (dot trademark in Chinese) Domain Registry, KNET, Zodiac Holdings Limited, Rightside, TLD Registry and other such organizations and large enterprises, as well as many experts and insiders that paid attention to the development prospect of new top level domains.

As the Registry of top level domain “SHANGBIAO” with which global trademark owners protect, express, popularize and make public their rights to their trademarks on World Wide Web and which provides the addressing entry on the Internet, the Registry uses the unique trademark rights protection attribute of its top level domain “.SHANGBIAO” to attract unified attention of the participants of the event. “.SHANGBIAO” is the only international generic top-level domain in the world that uses Chinese “trademark” as its suffix, which can explicitly mark that the domain name is a trade name like branding ® sign of the registered trademarks on the address bar of the Internet for the trademarks of the offline brands, which is of great significance to the protection of enterprise trademarks.

Mr. Huang Xiongwei, Chairman of “.SHANGBIAO” Domain Registry, on behalf of the Domain Registry, gave a speech at the event. Based on his own personal experience of the whole process of “.SHANGBIAO” application, he expressed why they would like to apply for “.SHANGBIAO” and why they were so confident about “.SHANGBIAO,” a Chinese domain name. To sum up, there are two reasons. One is industry background, that is, the development of the whole Chinese domain names have already become a hot spot of the current Internet development and that as the basic resources of Internet, domain names will play a long-term role. Another reason is that the value and positioning of “.SHANGBIAO” show that it is not only a Chinese domain name but it also creates a new operational concept for domain names. That is, it combines trademarks of the traditional field and the brand protection on the Internet, and perfectly grafts those two by way of “.SHANGBIAO” domain names. The purpose of “.SHANGBIAO” Domain Registry is to help enterprises protect and publicize their brands, help every enterprise that has brand awareness and willing to expand their market by brand influence to build up a reliable, safe and authoritative platform by a “.SHANGBIAO” domain name, help enterprises and devote their soul efforts to building up their brands so that the public can be reassured about their consumption and no longer worry about “counterfeits”.

All this time, global brands have been really helpless faced with infringement and counterfeits widely popular on the Internet. People of insight hope that more and more enterprises can pay attention to Internet trademark and brand protection so as to create a safe environment for the development of domain name industry, the call of which can be heard without stop. However, there are seldom any methods that can resolve the current problems and eliminate the root causes. Only till the prompt birth of “.SHANGBIAO”, an international generic top-level domain approved by ICANN, can Internet brands and trademark protection see the dawn.

During the afternoon forum, Ms. Karen Lawn, Senior Legal Director of Alibaba expressed her own opinions on several new top level domains that participated in this roadshow. She believed that every enterprise that paid attention to brand should register a “.SHANGBIAO”, which should be protected. The reason lies in its outstanding intellectual property feature that can better protect the enterprise brand on the Internet, and by combining traditional trademark registration it can help every trademark holder more practically protect the rights of their trademark on the Internet and continue to expand their brand influence. She expressed that several famous brands under Alibaba such as Taobao and Tmall will all register “.SHANGBIAO”. Except representatives from Alibaba, several other guests at present such as some intellectual property lawyers and enterprise representatives all expressed their recognition of “.SHANGBIAO”, and recommended that enterprises should protect their brands as soon as possible to avoid brand loss caused by cybersquatting.

It is the third stop of the new top level domain roadshow, the last one being held in Xiamen on Nov. 13. By that time, related organizations, enterprises and insiders that pay attention to Internet brand rights protection and would like to understand how to apply for “.SHANGBIAO” can also know about more detailed information on “.SHANGBIAO” by the event held in Xiamen. Should you wish to know more about “.SHANGBIAO”, please visit “www.xn--26q714cmga30rl9j0zl.xn--czr694b” or “www.internettrademark.com”.