Recently, Xiaomi has successfully acquired products and two brand domain names. Both domain names are directly marked with the meaning of "excellent products". The exact amount of the transaction has not been disclosed at present. Lei Jun has always attached importance to corporate trademarks and domain names. Since the establishment of the company, more than 1,7 related trademarks have been registered, and the core products of Xiaomi Company have protected the corresponding trademarks and domain names. From Xiaomi domain name, MIUI domain name and mi Chat domain name to Mi domain name, Mi China, and Lei Jun domain name, it spent 3.6 million dollars to acquire domain names, thus entering the international market. Lei Jun has repeatedly said in public that "the best domain name must be used for projects. If you can't buy a domain name, then you don't need this name directly".

after Xiaomi launched the dual spelling domain name, although the pinyin domain name has unique local cultural characteristics in China, it is easy for domestic users to remember and conforms to the visiting habits, but Lei Jun said, "After choosing Xiaomi, what is the pity that foreigners can't pronounce Xiaomi's pinyin?" We also have a huge job to teach people all over the world what Xiaomi is. This is a huge job. "

in April, 214, Xiaomi Company announced the launch of a new global domain name, and the access to the original domain name will automatically jump to the new domain name. This move is also considered as Xiaomi's preparation for internationalization and a measure to promote internationalization.

after Xiaomi bought the domain name at a high price and officially launched it, there were various voices in the industry, ranging from congratulations to questioning whether it was necessary. Lei Jun, CEO of Xiaomi, published and replied to his own opinion in Weibo. Regarding the question raised by some netizens: Why is it not as easy to remember? Lei Jun felt that xiaomi was going to be an international company in the future, so he replied on Weibo: Our China people are easy to remember, but the key is that Xiaomi foreigners can't read and can't remember. This time, the domain name is very straightforward to express the pace of Xiaomi technology's full opening of internationalization, which is considered as a sign of the full opening of Xiaomi's internationalization curtain.

the domain name registered in November, 1998 is the pinyin domain name of Mi, which echoes the logo of Xiaomi's mobile phone and explains the meaning of "Mobile Internet" behind the logo of Xiaomi more concisely. In addition, the domain name is easier to be recognized, remembered and used by international users. Lin Bin, co-founder and president of Xiaomi Technology, said: Let the world's rice noodles be closer to Xiaomi.

The transaction price of Xiaomi's brand-new domain name was exposed at the level of one million dollars. Li Wanqiang, co-founder and vice president of Xiaomi Technology, directly revealed on Weibo, "This figure is strange to mention, and the transaction price is 3.6 million dollars!" According to the exchange rate at that time, the domain name value was as high as 22.44 million yuan. Chairman Lei Jun also said on the Weibo that Xiaomi's new domain name "Thief Expensive" may be the most expensive domain name in China's Internet history. However, Cai Wensheng, the domain name king, said after hearing the news, "No matter how expensive it is, it's worth it! A good company must have a good domain name pairing. "

Xiaomi's many high-profile brand domain name upgrades have caused a sensation in the Internet circle, which is not only conducive to the internationalization of Xiaomi Technology, but also the publicity effect brought by the acquisition of the domain name is far greater than the value of the domain name. As Hao Hongfeng, chairman of Brewmaster Network, said, "A good domain name can save 9% of the advertising fee". Domain name repurchase can choose sea area network.