China is ramping up creation of a parallel system of net domains to tempt more Chinese people to go online.
By using Chinese language net domains it aims to reach those people who do not speak English - still the most widely used language online.
China also hopes to accelerate its own dotcom boom by encouraging Chinese people to register more net domains.
With 110 million people online, China is already the second largest net-using nation on Earth.
Root kit
When you type the name of a website you want to visit, such as news.bbc.co.uk, into your browser often your computer will ask one of several so-called root servers for information about where that site is.
These root servers direct your browser to the master list for the domains with that suffix.
In this example the .uk country code suffix is looked after by Nominet which tells your browser the correct net address for the BBC News site.
Usually all net domains are written using Roman characters - even if the people using the web are in nations that do not have English as their first language.
In a bid to make the net more palatable to its citizens, China has set up a system that makes it possible to use net domains written with Chinese characters.
Subramanian Subbiah, co-founder of I-DNS.net that has worked with China on the Chinese language domains, said the system has been brought in because the government got fed up waiting for net address overseer Icann to approve an official way of using non-Roman alphabets in domain names.
"The only countries that really care about this are those whose scripts are very different to English," said Mr Subbiah.
He said China had created three domains and when the Chinese characters in them were translated into English they were broadly equivalent to .com (gongsi), .net (wangluo) and China (zhongguo).
These new domains act as an extension to China's .cn country code, though this suffix will not appear when they are used online.
The Chinese government has used its official clout to ensure wide use of the software download for web browsers that is needed to direct people to the right website.
This software can spot the difference between standard web addresses and Chinese language domains.