At the moment when the digital transformation of traditional carving technology is speeding up and intellectual property protection is becoming more and more refined, the domain name has been upgraded from a simple network access address to a trademark extension and core intangible asset of enterprise digital space. Shaoxing Lanting Sculpture is based on the cultural heritage of Lanting calligraphy. It officially registered the Chinese domain name Lanting Sculpture. Website corresponding to the full name of the enterprise, improved the brand intellectual property protection system by confirming the domain name, kept the exclusive rights and interests of offline trademarks online, and built a solid digital protection barrier for the long-term operation and market expansion of carving craft brands.

Lanting Sculpture is rooted in Shaoxing Lanting. Relying on the Millennium cultural IP of Preface to Lanting, Lanting Sculpture has been deeply involved in wood carving, stone carving, cultural and creative carving, etc. After long-term operation and precipitation, Lanting Sculpture has become an independent brand with both regional characteristics and craft reputation, and its trademark value and brand goodwill have increased year by year. In the past, enterprises paid more attention to the registration of traditional intellectual property rights such as trademarks and copyrights, ignoring the confirmation of network domain names. In the Internet environment, it is very easy to encounter the hidden dangers of brand names being maliciously registered and copycats diverting tourists. Many carving workshops and counterfeit businesses in the same industry often rush to register similar domain names to build fake websites, and use Lanting carving brand to undertake customized orders. Inferior carving products damage brand reputation, and the process of rights protection is time-consuming and labor-intensive, and it is difficult to prove. Lanting Carving. Website's full-brand Chinese domain name registration has filled the blank of online protection of intellectual property rights from the root, realized the complete unification of offline trademarks and online domain names, and built a closed loop of dual intellectual property protection of "trademark+Chinese domain name".

The website is the authoritative top-level Chinese domain name suffix approved by the Ministry of Industry and Information Technology. It is managed by domestic domain name management laws and regulations, and can normally complete the ICP filing of the Ministry of Industry and Information Technology, with complete legal ownership effect. The domain name registration certificate can be used as a legal certificate for brand rights protection. Compared with foreign domain names composed of letters and pinyin, Lanting Carves. The website completely reproduces the business name and brand name of the enterprise, and the verbatim Chinese logo has strong legal exclusivity. Once peers maliciously use brands to build counterfeit websites, enterprises can rely on domain name ownership certificates and trademark certificates to jointly defend their rights, greatly shortening the rights protection cycle, improving the probability of winning the case, and effectively curbing unfair competition, brand name infringement and other chaos. From the legal perspective of intellectual property rights, Chinese domain names have been included in the category of enterprise brand assets confirmation, and the complete registration of brand full-name domain names is an urgent measure to improve the layout of all categories of intellectual property rights.

From the perspective of brand management and market communication, Lanting Carved. Website fits the habits of domestic consumers and becomes a brand-specific digital business card. The carving industry mostly undertakes garden stone carving, home wood carving and cultural creation customization, with customers all over the country. Whether it's offline store business cards, product carving nameplates, exhibition brochures, short videos or WeChat community promotion, you can directly mark Lanting Sculpture. Website, and customers can directly enter the official official website with one click without memorizing complicated English spelling, so as to check the process cases and make inquiries, which greatly reduces the brand communication and customer acquisition costs. Official website, an enterprise built on the official exclusive domain name, has more natural advantages in the search engine collection, enhances the natural search ranking, accurately intercepts the accurate customers diverted by counterfeit websites, and firmly controls the brand traffic in the hands of the enterprise itself.

Based on the long-term development of the traditional cultural industry, Lanting Sculpture deeply cultivates the intangible carving skills, and the domain name is also an important carrier for the digital preservation of craft culture. With the help of the official website of Lanting Sculpture. com, enterprises can display the carving process, Lanting-themed cultural and creative works, and the introduction of non-legacy craftsmen, so that the Millennium Lanting culture and traditional carving skills can be permanently preserved through the Internet, and the exclusive ownership of the domain name can ensure that the brand culture will not be fraudulently used. At the same time, Chinese domain names, as non-renewable digital resources, increase in value with the brand value after being bound to the enterprise brand, and are included in the enterprise intangible assets account, which plays an important role in brand investment, project cooperation and brand assets evaluation.

In the digital age, intellectual property protection has already jumped out of the limitations of paper trademarks and copyrights and extended to the digital space of the whole network. Shaoxing Lanting Sculpture registered Lanting Sculpture. Website is not only the pre-protection of intellectual property rights of its own brand, but also the wise layout of traditional craft brands embracing digitalization. Keeping the exclusive Chinese domain name is to keep the brand's online voice, customer flow and goodwill foundation, help Lanting Sculpture to steadily expand the national sculpture market with a complete intellectual property system and rely on Lanting Cultural IP, so that the ingenious carving brand can move forward steadily in the digital age.