Why is Phoenix Net called ifeng?

Phoenix is called ifeng:

Ifeng.com is the internet name of Phoenix. I is the first letter of the internet, and I also mean it, which is the homonym of love; Phoenix is the pinyin of phoenix. This name is more pleasant to listen to, easier to remember and more in line with the thinking habits of China people than the complicated Phoenix Satellite TV.

Phoenix. com is a leading comprehensive portal in China, providing comprehensive news information, in-depth interviews, opinion comments, financial products, interactive applications, community sharing and other services. At the same time, it forms a three-screen linkage with Phoenix Wireless and Phoenix Broadband, providing mainstream Chinese around the world with a new media quality experience of seamless integration of Internet, wireless communication and TV networks.