Recently, Binance’s acquisition of the U.tech domain has attracted attention. Industry insiders speculate that this move may be for the launch of a new generation of stablecoins within the BNB blockchain ecosystem, filling the gap left by the withdrawal of BUSD. The domain is expected to serve as the brand entry point for its stablecoin project, UTech Stables ($U). However, it is worth noting that the annual renewal fee for this domain is as high as 220,000 RMB, thousands of times that of ordinary domains, posing a potential cost hazard for long-term operation.
As a crypto giant, Binance has always valued its domain strategy, having previously invested heavily in acquiring premium domains. However, the high renewal fee for U.tech disrupts the value balance of its “brand assets.” It’s worth noting that the annual renewal fee for ordinary .com and .net domains is only 50-300 RMB, and even for international domains, the total cost for three years is only a few hundred RMB for legitimate platforms. This difference exposes a common misconception in corporate domain strategy: prioritizing acquisition over long-term maintenance.
The Binance case serves as a warning to all companies. Domain names are not short-term buyouts, but rather strategic decisions that require a balance between brand value and long-term costs. Businesses should prioritize official certification platforms such as ICANN and verify renewal standards and transfer policies in advance; establish management ledgers to avoid traps such as fraudulent renewals. Small and medium-sized enterprises (SMEs), in particular, should not blindly pursue short domain names; choosing traditional domain names that align with their brand and have stable renewal rates ensures that the domain becomes a business asset rather than a cost burden.
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