Pedestrians walk past an advertisement for the Internet search service of Qihoo 360 in Nanjing city, east China's Jiangsu province, 2 November 2014. [Photo: Imagine China]
Chinese Internet security company Qihoo 360 has paid a record price of 17 million US dollars for the rights to the '360.com' domain.
The ownership of this domain name was previously own by UK-based telecom giant Vodafone.
This purchase breaks the world record for domain sales, out pricing sex.com's historic 14-million US dollars.
Visitors to the domain are now automatically directed to a Chinese-language search site owned by Qihoo.
Analyst says the international top level domain name is likely to be the gateway for the company to open its business worldwide.
Qihoo is not the first Chinese tech company willing to spend a fortune on an easy-to-remember domain name.
In 2014, smartphone maker Xiaomi launched a new domain name, mi.com for 3.5 million US dollars.