DNSPod十问Neha Naik:以人民币结算海外IT业务的可能性？

问答时间：2020年10月22日

嘉宾简介：

Neha Naik：Radix域名注册局全球渠道总监，在域名行业拥有超过15年的面向注册局、注册商、网站托管商等全产业链合作经验。

Neha Naik：The Director for Channel Partnerships at Radix, a leading Domain Registry Operator. She has over 15 years of experience in the domain name industry; having worked with registrars, registries, and web hosts across the globe.

主持人简介：

吴洪声(人称:奶罩)：腾讯云中小企业产品中心总经理，DNSPod创始人，洋葱令牌创始人，网络安全专家，域名及DNS技术专家，知名个人站长，中欧国际工商学院校友。

以下为对话原文整理：

吴洪声：能简单介绍一下Radix注册局吗？

Neha Naik：Radix是一个拥有和运营10家新域名后缀的顶级域名注册局。包括：

.TECH，.STORE，.ONLINE，.SITE，.WEBSITE，.SPACE，.FUN，.PRESS，.HOST，.UNO，还有一个ccTLD国家顶级域名：.PW。

2012年，当ICANN(互联网名称与数字地址分配机构) 初次邀请新顶级域名(nTLDs)的申请时，Radix提交申请了31个后缀，投资超过5000万美元。最后，Radix获得了7个后缀归属权，此后几年内，又赢得了另外3款后缀，从而形成当前11款域名产品组合。截至2020年3月，Radix管理着超过600万个域名，其两个域名后缀.ONLINE和.SITE的注册量都接近200万。在2020年所有新注册的非顶级域名中，Radix占顶级域名(nTLD)市场份额的29%，而后缀个数却只占全部新顶级域名的1%。

Hongsheng Wu：Please Introduce the Radix Registry for us .

Neha Naik：Radix is one of the top domain registries that owns and operates 10 new domain extensions viz; .TECH, .STORE, .ONLINE, .SITE, .WEBSITE, .SPACE, .FUN, .PRESS, .HOST, .UNO, and one repurposed ccTLD, .PW.

In 2012, when ICANN (Internet Corporation for Assigned Names and Numbers) invited the initial applications for new top-level domains (nTLDs), Radix submitted applications for 31 strings with an investment of over $50 million. Of those, Radix secured 7 strings and since then has gained 3 more extensions.

Radix’s objective is to offer top-quality TLDs that allow businesses and individuals to have more meaningful names on the Internet. As of March 2020, Radix has over 6 million domains under management and two of its domain extensions .ONLINE and .SITE, both have surpassed 1 million domain registrations each. For all new registrations done across nTLDs in 2020, Radix has 29% of the nTLD market share with only 1% of total nTLDs.

吴洪声：域名是一个相对不那么被大众所了解的行业，那么最初你是怎么踏入域名行业的?能分享一下你的日常工作吗？

Neha Naik：我大学毕业后就加入了域名行业，然后一直在这个行业深耕。在加入Radix公司担任渠道合作总监之前，我负责LogicBoxes公司的客户管理团队。LogicBoxes是一家域名注册自动化平台和咨询公司，后来被耐力国际控股集团收购。

在过去15年的域名行业职业生涯中，我一直与全球各地的注册局、注册商和网站托管商合作，负责各种商业垂直领域的项目管理，如销售拓展、产品管理、政策研究，还对ICANN的流程有着深入的了解。域名的世界一直让我着迷，我享受其中的点点滴滴。

Hongsheng Wu： Please introduce yourself, how did you enter the Domain Industry?

Neha Naik：I joined the domain industry fresh out of college and never looked back. Before joining Radix as the Director for Channel Partnerships, I led the Account Management team at LogicBoxes, a domain registrar automation platform and consulting business, which was later acquired by Endurance International Group.

Over the last 15 years of being in this industry, I have had the experience of working with registrars, registries, and web hosts across the globe leading and managing various business verticals such as sales, product management, policy, and in-depth knowledge of ICANN processes. The world of domains has kept me intrigued throughout and I’ve enjoyed every bit of it.

吴洪声： 除了.com，您最喜欢的顶级域名是哪一个?

Neha Naik：对我来说，很难选择一个最喜欢的顶级域名，因为Radix的所有9个顶级域名都有自己独特的特点和潜力。但是，如果我必须要选择的话，我可能会选择.STORE和.ONLINE。

选择.STORE，是因为它为电子商务企业提供了巨大的潜力，让他们能够以独特和可品牌化的方式在互联网上开拓自己的事业。它与电子商务和零售业的发展息息相关，这一点从2020年5月份.STORE的注册量因电子商务行业的繁荣而大增35%可以看出。

选择.ONLINE，是因为它有两个主要的特点——通用性和全球性。“online”这个词真正概括了当今企业最需要做的事情——在线。它还让企业能够以一种创造性而又有效的方式告诉世界他们已在线。

Hongsheng Wu：Besides .com, what are your favorite TLDs?

Neha Naik：It’s a bit difficult for me to pick a favorite TLD because all of Radix’s 9 TLDs have their own unique characteristics and potential. However, if I still had to make a choice, then I’d probably go with .STORE and .ONLINE.

.STORE because it offers immense potential for eCommerce businesses to mark their space on the Internet in a unique and brandable way. It has a direct connection with the eCommerce and retail industry and that shows because in May 2020, .STORE has grown by 35% because of a boom in the eCommerce industry.

.ONLINE because of its two primary characteristics--versatile and global. The word online truly encapsulates what the businesses need to do today—be online. It also allows businesses to tell the world that they are online in a creative and effective manner.

吴洪声：您在域名行业从业多年，我相信一定也有很多有意思的故事？有什么难忘的可以分享吗?

Neha Naik：域名行业是一个有温度的行业，而且总是在面对一些新的改变。在我印象里，最美好的回忆是2013年在北京参加ICANN会议。那是我第一次被介绍给我们在中国市场的所有合作伙伴和客户。尽管有语言障碍，对我个人来说我们的讨论依然是非常投入和有趣。

就是这样一个行业，尽管规模很小，但雄心勃勃。我也有很多关于商业合作上的美好回忆。当一些顶级品牌和全球大型企业集团赞赏并采用我们的顶级域名时，我们感到非常激动。

例如，谷歌选择了business.site作为其中小型企业服务网站域名。如今，它有超过2000万个次级页面，这表明.SITE是小企业和个人的非常完美顶级域名选择。

另一位是大名鼎鼎的C罗，一位世界顶级足球运动员。C罗选择了.STORE用于他的牛仔裤和香水品牌：cr7denim.store和cr7fragrances.store。我们很高兴世界各地的企业都认识到新域名后缀的优势。

Hongsheng Wu： What is the most interesting domain name story you have experienced? Are there any unforgettable stories to share with?

Neha Naik：In terms of stories, I have so many to share.

The domain industry has always been warm and accepting to new ideas. I remember one of my fondest memories was when I attended ICANN, Beijing in 2013. That was the first time I was introduced to all our partners and buyers in the Chinese market. Despite the language barrier, the discussions we had were highly engaging and interesting to me personally.

That’s just the industry which albeit small, is really ambitious. I also have a lot of good memories with the business side of things. We were thrilled when some of the top marquees and global conglomerates appreciated and adopted our TLDs for their branding.

For example, Google chose business.site as its default subdomain for small businesses. Today, it has over 20M live pages and this goes to show that .SITE is the perfect TLD for small businesses and individuals.

Another was Christiano Ronaldo, one of the world’s top football players chose .STORE for his denim and perfume brand (cr7denim.store) and (cr7fragrances.store).

All of these have been significant wins and we’re happy that businesses across the world are recognizing the benefits of new domain extensions.

吴洪声：众所周知，中国域名行业经历了跌宕起伏，在全球范围内是一个非常特殊的市场。您个人认为中国域名市场在过去十年的发展如何?

Neha Naik：Radix进入中国市场已近10年，自那以来，见证了通用顶级域名(gTLD)市场的指数级增长。事实上，中国国内注册的域名总数已跃升至5100万，其中将

https://domainnamewire.com/2020/05/08/new-data-explains-the-chinese-domain-name-market/。https://domainnamewire.com/2020/05/08/new-data-explains-the-chinese-domain-name-market/

截至2020年5月，Radix在中国管理着100多万个域名，覆盖9个顶级域名。我们的通用和行业特定域名在中国市场很受欢迎，每个季度都会有大量新的注册和续费。

出现这种增长的一个重要原因是，不同行业的用户都在互联网上寻找有意义的名字。

另外，在2020年，大多数公司都已经意识到网络形象的重要性。无论是哪个行业，拥有一个积极的网络形象都非常重要，单是这个因素就会推动中国域名行业不断向前发展。

Hongsheng Wu：As we all know, China’s domain name industry has experienced ups and downs, and it is a very special market on a global scale. What do you think of the development of the Chinese domain name market in the past ten years, from your personal point of view?

Neha Naik：It’s almost been a decade since Radix entered the China market and since then it has seen the gTLD market grow exponentially. In fact, the total number of domains registered in China jumped to 51 million, of which almost 

https://domainnamewire.com/2020/05/08/new-data-explains-the-chinese-domain-name-market/.

As of May 2020, Radix is managing more than 1M names in China on its combined portfolio of 9 nTLDs. Our generic as well as industry-focused domain extensions have been accepted well in the Chinese market with new registrations and renewals coming in every quarter.

An important reason for this growth can be attributed to the different kinds of users from varied industries who were looking for meaningful names on the Internet.

Moreover, in 2020, the one aspect that most small and big businesses are realizing is the importance of a strong online presence. Irrespective of the industry you belong to, it is crucial to have a digital presence and this factor alone will play an important role in propelling the Chinese domain industry forward.

吴洪声：很多域名玩家都会面对一个问题，喜欢或计划使用的域名已经被注册了。你认为这种情况应该怎么解决呢?

Neha Naik：现在，大多数企业和个人面临的一个大问题是，他们无法注册到心仪的域名。通过新的域名后缀，我们努力让企业拥有更有意义和可品牌化的域名。

因为这些顶级域名相对较新，所以企业很容易使用有意义且相关的域名后缀注册到他们心仪的域名。但是，出于某些原因，如果行业特定的顶级域名(如.STORE)无法注册到，那么注册者可以选择更通用、更有品牌化潜力的域名后缀，比如.ONLINE或.SITE。它仍然能够以一种创造性方式的传达企业在线。除此之外，还有很多其他的选择，比如那些可以帮助你找到想要域名的各大平台。

Hongsheng Wu：The domain name that I like or plan to use has already been registered. How do registrants react to this issue?

Neha Naik：One of the biggest issues that most businesses and individuals face today is the unavailability of their preferred domain names. With new domain extensions, we’re trying to empower businesses to have more meaningful and brandable domain names.

The relative newness of these nTLDs makes it possible for businesses to find their first-choice domain names on a meaningful and relevant domain extension. However, for some reason, if the domain name is not available on say an industry-specific TLD such as .STORE, then the registrant has the choice to go with a more generic but brandable domain extension such as .ONLINE or .SITE. It still communicates that your business is online in a creative way.

Other than that, there are many other options such as companies and mediators who can help you get the exact domain name that you’re looking for.

吴洪声：Radix已在国内合规运营9个顶级域名，你认为对于中国用户而言,如何更好发挥他们的价值？

Neha Naik：企业的域名就是它的在线身份。所以，选择一个简洁并且可品牌化的域名非常重要。

我认为企业在搜索域名时可以记住以下几点:

1.优先选择短域名，长域名难以被记住。

2.保证它与业务和行业相关。例如，一家电子商务公司可以选择.STORE，一家科技初创公司可以选择.TECH，或者如果一家公司正在寻找一个更加多元化、全球化和品牌化的形象，那么他们可以选择.ONLINE。

你的域名越能够可品牌化、越简单，它就越能与您的用户产生共鸣，并帮助你打造一个伟大的在线品牌。

Hongsheng Wu：How can the 9 TLDs of Radix enable Chinese users to better apply?

Neha Naik：A business’s domain name is its online identity. Therefore, it is important that the domain name you choose is clean and brandable. New domain extensions are contextual and keyword-rich which allows businesses to get more meaningful domain names for their businesses.

Few factors that I feel businesses can keep in mind when searching for their domain names could be to:

●      Keep it short and simple. A long domain name is not very memorable.

●     Keep it relevant to the business and the industry. For example, an eCommerce business could go with .STORE, a tech startup could go with .TECH, or if one is looking for a more versatile, global, and brandable presence, then they could go with .ONLINE.

The more brandable and simple your domain name, the better it will resonate with your audience and will help you build a great brand online.

吴洪声：域名的投资价值的衡量标准是什么？有观点认为域名的投资价值正在逐渐被弱化，对此你怎么看？

Neha Naik：域名的投资价值取决于多种因素，如交易市场的资金流动性、域名的品牌价值、新兴企业的发展趋势等等。我相信域名市场不会因为这些长期存在的变量，而面临什么无法克服的困难。但是，我确实认为评估一个域名的价值会变得比以往更加复杂。

例如，技术行业的一些人理解.TECH域名后缀的价值。同样，电子商务和零售品牌也会重视.STORE域名对他们业务的价值。

域名是品牌控制的一种资产，与平台本身不同。对于一家企业来说，100%控制自己的在线形象非常重要。虽然微信、微博、大型电商平台以及二维码等工具可以提升一个品牌的在线形象，但是仍然无法取代拥有一个好网站的必要性。

Hongsheng Wu：What is the investment value of a domain name? What do you think of the view that the investment value of domain names is gradually declining？

Neha Naik：The investment value of domain names is dependent on multiple factors such as trade market capital liquidity, domain name’s brand equity, growth of new businesses, and more. I don’t believe that the domain name market will face any imminent difficulties with these new developments. However, I do think that assessing the value of a domain name will become a lot more flexible and dynamic than ever.

For example, someone in the tech industry would understand the value of a .TECH domain extension. Similarly, eCommerce and retail brands would appreciate the value a .STORE domain name can bring to their business.

Domain names have always been the key pillar of a business’s online presence. A domain name is an asset and destination that a brand controls, irrespective of the platform. It is extremely important for a business to be in 100% control of their online presence. While platforms such as WeChat, Weibo, QQ, and tools such as QR codes amplify a brand’s online presence, they cannot replace the need for having a good website.

吴洪声：Radix作为腾讯云的合作伙伴，合作这么久，对我们有什么建议吗？

Neha Naik：我们很欣赏也很重视与腾讯云，与DNSPod的合作关系，很高兴看到Radix的顶级域名为注册商和客户的业务带来了价值。

我们也很欣赏腾讯云的创新精神和以客户为中心的运营方式。我们相信，这只是更多创新想法的开始，我们期待与腾讯云建立长期、稳定的合作关系。

Hongsheng Wu：After working with Tencent Cloud for so long, what are your suggestions for us, so that we can cooperate better?

Neha Naik：We appreciate and value our partnership with Tencent Cloud/DNSpod and are happy to see that Radix’s TLDs are adding value to both the registrar operations and the customers with their business.

We also want to congratulate Tencent Cloud for being so creative and customer-centric in their approach. We believe that this is just the beginning of many more innovative ideas to come and we look forward to a long-term fruitful partnership with Tencent Cloud.

吴洪声：2020年受疫情冲击，全球经济下滑，在这样的大环境下域名行业现状如何？在这极为特殊的一年，你对广大域名投资爱好者有什么建议吗？

Neha Naik：在全球经济放缓的当下，域名的价值有所上升，因为它们独立于目前波动性更大的其他金融资产类别。短域名(也被称为“CHIPS”或“流动域名”)供应有限，2020年为买家投资这一资产类别提供了巨大的机会。

为了顺应这次机遇，Radix已经发布了超过5700个2字母的LL域名，大约13800个3字母的LLL域名，以及超过100个以前从未允许注册的NN域名。

作为一个品牌和一家企业，要关注名字的价值，以及它在互联网上对自身企业和品牌的意义。

Hongsheng Wu：Do you have any suggestions for domain name enthusiasts and enthusiasts on the road of domain name investment in 2020?

Neha Naik：The values of domain names have increased during this global slowdown as they are independent of the other financial asset classes that are more volatile right now. Short domains (also known as ‘CHIPS’ or ‘liquid domains’) are in limited supply and 2020 offers a great opportunity to the buyer’s market to invest in this asset class.

To aid this opportunity, Radix has released more than 5,700 2-letter LL domains, around 13,800 3-letter LLL domains, and over 100 NN domains which were never available for registration before.

As a brand and business out there, focus on the value of the name and what that means to your business and your brand on the Internet.

吴洪声：随着国际形势的矛盾加剧，域名行业遭遇到哪些挑战？我们如何应对矛盾激化下的种种问题？

Neha Naik：随着矛盾日益突出，不排除在某个时间点，美国停止对中国提供域名（注册局在美国的后缀，以威瑞信为主）服务，根服务器等等，这将导致域名无法访问、续费受阻等极端情况出现。

一直以来，很多国内注册商在充值境外注册局预付款的问题上无法顺利完成，随着中美双方摩擦升级，可能更加加剧这个问题的严重性。推进与国内注册商伙伴结算方式的升级一直是行业的发展趋势，希望在未来的某一个时间点我们能实现用人民币进行结算。

Hongsheng Wu：As the contradiction of international situation intensifies, what challenges does domain name industry encounter? How should we deal with the problems arising from the intensification of conflicts? 

Neha Naik：With the increasingly prominent contradiction, do not rule out at some point in time, the United States to stop in China to provide domain name (registry suffix, in the United States is given priority to with wei credit suisse) service, the root server, etc., this will lead to domain name can't access a renewal's obstruction occurs for a long time.

Many domestic registrar outside top-up registry advance payment issue cannot be successfully completed, as the two sides friction upgrades, intensifying may be more of the seriousness of this problem to promote and upgrading of domestic registrar partner settlement way has been the development trend of the industry, hope in the future a certain point in time we can realize the settlement in RMB.

吴洪声：未来域名行业的发展趋势是什么？怎样才能将域名价值最大化？

Neha Naik：随着二维码，app及其他类似产品的推出，关于域名价值的体现，我们可以通过一些更垂直，更新颖的方式去实现，比如跟多行业进行深度绑定，加深客户印象。就像我们Radix的各种新顶级后缀，我们希望能够把品牌和行业结合在一起，拓展它的应用范围，充分实现域名的行业价值。

Hongsheng Wu：What is the development trend of domain name industry in the future? How can we maximize the value of a domain name?

Neha Naik：With the development of QR code, the app and other similar products, to realize  the value about domain name, we can through some of the more vertical, more novel ways to realize, such as more in-depth binding industry, deepen customer impression as we Radix various new top suffix, we want to be able to put the brand and industry together, expand the scope of its application, fully realize the value of the domain name industry.

栏目介绍：

大家好，我是吴洪声。

不知不觉，《DNSPod十问》这个栏目，已经做了第二十一期。本来这个栏目叫洪声十问，一期十个问题。然而细心的读者可以发现，问题逐渐变为十一问，十二问。因为在实际采访过程中我发现，十个问题的答案不足以将嘉宾思考上的高度展示给大众。

此外，这个栏目受邀嘉宾的领域也在逐渐的扩大，从域名圈，站长圈到程序员圈，创业者圈。腾讯副总裁丁珂、CSDN董事长蒋涛、Discuz!创始人戴志康、知识星球吴鲁加、腾讯安全学院副院长杨卿等技术大咖、行业领军人物都在这个栏目留下了他们的真知灼见。比如易名中国金小刚说的：“别想着持有对社会有不良影响的域名，这是一个底线。”比如CSDN创始人蒋涛说的：“对于一个技术驱动的公司而言，不断更换新人并不是好事，技术要有一个积累的过程，应该鼓励这些技术人去提升，对技术人员的回报或薪酬、等级要相应地跟管理平行。”

《DNSPod十问》在腾讯云生态圈也极具影响力和活跃度。我们在腾讯内部平台——DNSPod公众号、Discuz! Q公众号、腾讯中小企业服务公众号、腾讯云公众号、腾讯云主机公众号、腾讯云服务器公众号、腾讯云助手、腾讯乐问、腾讯码客圈、腾讯KM平台、腾讯云+社区、腾讯云+大学等平台累计关注度高达数十万，同时我们积极开拓与外部媒体的合作，如腾讯科技、腾讯新闻、新浪微博机构号、CSDN社区技术专栏、知乎机构号、企鹅号、搜狐号、头条号、开源中国技术社区、IT之家、InforQ社区资讯站点、Twitter机构号、Facebook机构号等媒体阅读总量逾百万。

未来我们希望这个栏目的影响力会覆盖更加多元的受众。把更多正确的理念去对外传递。所以也欢迎各位在评论区留下你想看到我对话哪位嘉宾，还有你想问的问题，我们邀请你共同成为“吴洪声十问”栏目的提问者，发声者。（栏目统筹：赵九州 责任编辑：张洁 胡琼文 ）

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