.抖音

抖音 (Douyin) is a music-focused creative short-video social platform launched by ByteDance in September 2016. Douyin enables everyone to see and connect with a broader world, encouraging expression, communication, and documentation. It inspires creativity, enriches people's spiritual lives, and makes real-life experiences more enjoyable. 1. Mission and Purpose of the Applied-for gTLD (1) Mission The mission of ".抖音 (xn--pruv10j)" is to create a secure, trusted, and exclusive digital space that unites and supports the entire Douyin ecosystem—including users, creators, brands, and partners. Its core purpose is to amplify and extend "Douyin" brand's online presence, transitioning its established community culture, creative ecosystem, and content services into a more controlled and vertical TLD framework, thereby reinforcing brand credibility and user trust. (2) Objectives 1) Provide an exclusive digital identity for intended registrants a. Intended registrants: Douyin and its affiliated entities. In accordance with ICANN's Brand TLD framework, registration will not be available to third parties without a direct brand or business connection to Douyin. b. Specific objective: To equip these registrants with reliable domain names that clearly distinguish official services, proprietary content channels, and brand entry points. This helps build a transparent and verifiable "Douyin-branded ecosystem" across the Internet, ensuring coordinated management of the brand's digital assets. 2) Deliver trusted, high-quality content platform for end users a. Target users: Douyin's global audience b. Specific objective: Users will be able to seamlessly access platform-verified official content and services through the ".抖音" domain. (3) Ongoing and Planned Activities 1) Brand protection and ecosystem security: Leverage the exclusive TLD's governance capabilities to establish effective brand safeguards and uphold the security and order of the community ecosystem. 2) Creator and community enablement: As Douyin's creator ecosystem continues to expand, this branded digital space will provide creators with enhanced support and brand endorsement, promoting sustained production and dissemination of high-quality content. 3) Enhancing brand credibility: Provide a unified, trusted digital entry point for all Douyin-branded services, deepening user confidence in content and services associated with the brand. 2. Explanation of Long-Term Sustainability The long-term sustainability of these objectives is anchored in Douyin's mature commercial operations, sound financial standing, and resilient corporate governance: (1) Operational continuity: The applicant is a legally established entity with a clear long-term business roadmap, offering the fundamental legal assurance for the enduring holding and operation of the TLD. (2) Financial strength: With a consistent record of profitability, the applicant has the financial capacity to cover the TLD's ongoing operational costs—including technical infrastructure, personnel, and marketing—over the long term. (3) Governance stability: The applicant maintains a clear and stable ownership structure and management team. This stability ensures that the TLD's strategic and operational direction can be executed consistently over time. Based on our long-term corporate vision, sustained profitability, sound governance framework, and thriving content and commercial ecosystem, the objective of securing and operating ".抖音" is both well-defined and enduringly sustainable.