Understanding China' domain behaviour - Companies upgrade to shorter domains

Prashant Sharan

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VIPshop.com is obviously not a top-notch domain for an ecommerce platform which is listed on New York Stock Exchange. The company Wei Pin Hui (唯品会) invested $2 million in 2013 to upgrade to VIP.com. Now, the domain “VIP.com” is also the company’s brand name. Currently, VIPshop.com forwards visitors to VIP.com.


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