Daqing Zhonglan recently began work to apply for new top-level Chinese domain registration for its Qinghong brand. The move aimed to strengthen protection of the company's network rights, interests and brand, as well as avoid abuse of the domain name to build bogus websites, which hurts the company's image.
The Internet Corporation for Assigned Names and Numbers officially kicked off the new TLD program in March 2011. The China Internet Network Information Center has brought the Chinese domain name into the global Internet system in January 2014. The registration enables users to visit the company's website by typing Chinese characters in a browser's address bar so they can have access to company information and product price.