.一号店

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Status:	Proposed
Language:	Chinese (Hans/Simplified)
Translates to:	Number One Store
Manager:	Wal-Mart Stores, Inc.
Registry Provider:	Verisign
Type:	IDN Brand TLD
Priority #:	19

.一号店 is an IDN Brand TLD being proposed in ICANN's New gTLD Program. The applicant is Wal-Mart Stores, Inc., and it has secured Verisign to provide backend registry services

Application Details

Excerpted from response to question # 18 in TLD Application:

"Wal-Mart Stores, Inc. (ʺWalmartʺ) serves customers and members around the world. Walmartʹs mission and founding principle is ʺsaving people money to help them live better,ʺ and Walmart has been recognized as a leader in sustainability, philanthropy, and employment opportunity. In the U.S., Walmart operates more than 4,400 retail facilities, including Walmart Stores and Samʹs Club warehouses. Walmart International operates more than 5,200 retail units in 27 countries outside the U.S. Walmart.com has been known for bringing the convenience, quality merchandise, and low prices of Walmart to the Internet. Walmart content is accessible in multiple TLDs, including the .COM, .NET, and .ORG gTLDs, and the .CA, .CO.UK, and .US ccTLDs.

Launched in 2008, Yihaodian has become one of the leading B2C e-commerce companies in China. Offering more than 180,000 products, Yihaodian runs logistics centers in Shanghai, Beijing, Guangzhou, Wuhan, and Chengdu, along with delivery stations in 34 cities across China. Yihaodian is one of the fastest growing companies in China, and has earned first place for Deloitte Technology Fast 500 Asia Pacific, and first place for China Entrepreneur Magazineʹs Future Stars of China Enterprises in 2011. Through innovation, Yihaodian is committed to bringing its customers a new lifestyle of one-stop online shopping and services with superior experience.

In recent years, Walmart has invested heavily in global eCommerce in order to reach more customers. In 2010, Walmart consolidated its eCommerce activities around the world in a Global eCommerce Division. Walmart understands the impact that changing technology has had on retail and has dedicated eCommerce platforms around the world; the investments made in these platforms are helping to accelerate Walmartʹs growth in other markets.

The intended future mission and purpose of the .一号店 gTLD is to serve as a trusted, hierarchical, and intuitive namespace for the benefit of Yihaodianʹs customers and Internet users in general. Walmart will be the entity to bring the .一号店 gTLD to market and is also applying for .WALMART, .ASDA, and .SAMSCLUB (the Walmart family of gTLDs).

Although ICANN has not recognized a .BRAND gTLD specification in the current version of the Applicant Guidebook, it is widely anticipated within the brand owner community that this will become a specialty subset of new gTLDs. The .一号店 gTLD was planned as a .BRAND gTLD, with the goal of protecting Yihaodianʹs online presence and identity, expanding its marketing and promotional efforts, providing a secure channel for products and information online, and offering a platform on which to consolidate many of its intellectual property activities.

Walmart intends to initially limit registration and use of domain names within the .一号店 gTLD to Walmart, Yihaodian and Walmart’s qualified subsidiaries and affiliates. This initial use will allow Walmart to establish its operations and achieve full sustainability. This limited distribution, coupled with the other requirements set forth in Specification 9 of the template Registry Agreement, is intended to exempt Walmart from its annual Code of Conduct Compliance requirements."