Registering and Protecting Domain Names in China

Your domain name often represents the first point of contact between you and your customers: it conveys your brand reputation and acts as the main online access point to product and contact information and, often, for sales. As such, having control over your first choice domain name is the initial, and most important step in managing your online presence. Loss of your domain name can easily lead to consumer confusion, lost web traffic and emails, and it can also result in loss of reputation and lost business. The omnipresent nature of the Internet means that even EU SMEs operating exclusively in their home markets cannot ignore the risks that domain name infringement may pose to their business, even if these activities originate in China.