The Beijing municipal government said it received nearly 40,000 online applications for car license plates in the first 11 hours of the new year, as new traffic-control measures took effect as of Saturday.

As of 11 am, the website for application of license plates, www.bjhjyd.gov.cn, had successfully accepted 36,138 applications, an official with the city's transportation committee said.

Netizens believe the traffic-control measures are the "toughest congestion-tackling measures in history."

The measures will limit 2011 issuance of new car license plates to 240,000, or one third of the number of 2010.

From zero hour January 1, car buyers in Beijing have to apply first and then draw lots before they can obtain a car license plate.

Private car buyers will receive 88 percent, or 17,600 plates per month on average, of the city's new license plates. Those who are not drawn will be automatically included in the following month's draw.