Digital Suning, the first 3C boutique in China and a subsidiary brand of electrical appliance retailer Suning, has been formally unveiled in Beijing.

Located in the capital city's Xinjiekou area, Digital Suning specializes in mobile phone, computer, digital products and some home appliances. Different from other home appliance retailers, the store features more diversified goods.

A representative from Suning Digital says that they had worked out this pleasant shopping venue according to consumers' psychology by cooperating with the Japanese company Itoki.

Digital Suning is positioned as a new type of home appliance chain targeting young consumers who seek fashionable electronics. Suning will soon open similar stores in Beijing, Shanghai, Shenzhen and Guangzhou.