A MINI MASTERCLASS ON ‘VIP’

The new internet domain name extension .vip has broken some of the most respected sales records since .vip domains launched globally on May 18, 2016.

Holding twin titles as the fastest-growing new domain extension in history, and the largest total billings for a new domain extension’s launch month, .vip has performed so well in Chinese-speaking regions that many people around the world are wondering why “VIP” is such a hot property in China.

6,968 PER HOUR / 116 PER MINUTE！ 730,450 PER DAY / 1269 PER HOUR!

7 DAYS24 HOURS

13,943 PER DAY / 581 PER HOUR!

ntldstats.com December 7, 2016

NEWSFLASH!.VIP FULLY APPROVED BY CHINA’S GOVT.

On Monday December 5, 2016, .VIP became one of only three new gTLDs to become approved for sale and use in China.

This achievement was hard-won by the MMX team.

This means that .VIP domains can be resolved to websites hosted in China – only approved TLDs have this privilege.

SO, WHY IS VIP SUCH A WHITE-HOT WORD IN CHINA?

For American, European, Indian people and other non-Chinese English speakers, the question has arisen countless times since .vip’s global launch: China speaks Chinese, so why is “VIP” such a white-hot term?

‘VIP’ IS A CHINESE WORD.

A bold statement that is perhaps counter-intuitive to non-Chinese! Bear with us and learn why VIP is considered a Chinese word in China.

China’s flag carrier, Air China, designed ‘VIP’ into the company logo in 1988. The stylized ‘VIP’ represents the phoenix.

VIP ≠ V.I.P.

In China, VIP is not an acronym.

When a Chinese person sees ‘VIP’ they do not mentally expand the English acronym to “Very Important Person”.

Thinking that ‘VIP’ means ‘Very Important Person’ in China is not accurate. You could poll any random million Chinese people in any average Chinese province, and you would be very surprised to find even one who knows that VIP is also an English acronym, and that it is an English abbreviation of “Very Important Person”.

Kind of like General Tso’s Chicken and Fortune Cookies, which many non-Chinese assume are Chinese, but are completely unknown in China!Fortune cookies are not Chinese.

A HISTORY LESSON ON VIP IN CHINA

‘VIP’ first entered China in 1965, as a word (not an acronym) as a term meaning “honored guest”.

In 1965, exceptionally few Chinese people knew even a single word of English, so the term “VIP” was codified as an acceptable and appropriate term for the Chinese language by the Central Government’s “Western Languages-Chinese Translations and Writings Ministerial Joint Experts Specifications Committee”, China’s highest authority for standard linguistic translations.

This is the official Chinese government translation for ‘VIP’, meaning ‘honoured guest’, from “Chinese Language Translation and Writing Specifications”

A HISTORY LESSON ON VIP IN CHINA

In 1978, China’s historic “Reform and Opening Up” economic policies, in which Communist collectivism was loosened by new Chairman Deng Xiaoping and the seeds of today’s Chinese ‘economic miracle’ were planted, the term ‘VIP’ enjoyed a burst of widespread usage that is continuing strongly today.

Usage of ‘VIP’ in China started its current upward trend in 1978, as China opened to the world, and limited private businesses became legal.

PRODUCTS, PLACES AND EXPERIENCES ARE ALSO VIP

China has for thousands of years developed a culture of hospitality. Any visitor to China will have experienced the singular welcoming grace offered by practically every Chinese citizen the visitor encounters.

In China, consumers of products, visitors to places and participants in experiences are all considered by the vendors to be ‘honored guests’. It is this link that has led to the widespread adoption of ‘VIP’ by vast numbers of businesses and brands.

TO BE RICH IS HONOURABLE

Ancient and contemporary Chinese culture encourages people to openly display their wealth and status with each other. This is the reason that China has been the world’s biggest consumer of luxury goods since 2007. Make no mistake: in todays’ China, conspicuous consumption has none of the negative cultural connotations that exist in many Western cultures.

Wealth bestows honor.

Honor is acknowledged with the Chinese word VIP.

The ancient Chinese gold ingot, or ‘yuanbao’, is the symbol of honorable wealth. The yuanbao appears in the .VIP logo, to emphasize .VIP domains as representative of attainment.

VIP IN USE IN CHINA: ‘HONOURED GUEST’

In the Chinese language, the standard term for ‘loyalty card’ is ‘VIP卡’ (“VIP Card”)

Practically every Chinese company which welcomes customers into their premises, loyalty programs or experiences uses ‘VIP’ to give their ‘guests’ honor and face.

Chinese consumers love receiving ‘VIP cards’ (the standard term for a loyalty card) and feel honored and appreciated by companies which issue them.

Ask any average Chinese consumer to show you her purse or his wallet, and you will find a dozen or more VIP Cards inside!

China’s biggest bank, The Bank of China

Greenery is a leading national restaurant chain, with >100,000 VIP cardholders.

Ctrip is a massive online travel bookings site, with >90MM registered members.

Bailian outlet belongs to Bailian Group, which is one the largest trade and business enterprises in China.

Haagen-Dazs VIP Club Card in mainland China

VIP IN USE IN CHINA: EXCLUSIVE EXPERIENCES

VIP is used in many business names of hospitality companies in China.

One random example amongst tens of thousands is the Chengdu VIP Holiday Hotel, whose Chinese name is written 成都VIP假日酒店

Wanda Group hosting an VIP Cruise Party for their loyal customers.

Semire hosting a VIP fashion party for their consumers.

VIP IN USE IN CHINA: HIGH-END EDUCATION

New Oriental Education & Technology Group has taught more than 20 million students since 1993. It has built 56 schools, 31 bookstores and 703 learning centers over 50 cities in China.

The company’s premium certification product is known as the Overseas Testing VIP Program.

VIP IN USE IN CHINA: ONLINE SERVICES

Practically every leading Chinese online, social media and O2O service offers a ‘VIP’ program.

For example, iQIYI, arguably China’s most influential mobile video platform, has 20 million paid subscribers, who are called ‘VIP Members’.

Sina Weibo (“China’s Twitter”) has more than 1 million users who have the word 'VIP' in their username or profile description.

Chinese event holders use the word “VIP guest” on their posters to show their respect for guests.

VIP IN USE IN CHINA: GIVING RESPECT TO EVENT ATTENDEES

Mercedes-Benz Club

Alibaba’s Taobao is the world’s biggest online store, generating sales that exceed several of the largest American online stores added together. Taobao listings include ‘VIP’ in their titles to help consumers discover expensive and luxurious products, services, and real estate.

Another random example: the influential Chinese Jewelry Business Circle have built ‘VIP’ into the trade group’s logo.

VIP IN USE IN CHINA: LUXURY

VIP Jewelry Business Circle

Porsche VIP cardin Shanghai Auto Show

Taobao estate website

In today’s China, pursuing a ‘VIP lifestyle’ means to get well-educated, and to work hard to become a respected, influential person.

VIP IN USE IN CHINA: A NEW KIND OF LIFESTYLE

A MASTERCLASS ON ‘VIP’

MASTERCLASS PART TWO:

How to sell .VIP domains to your customers.