Business Intelligence on Retailing, Franchising, and Consumerism in China

Apple Unveils Its First Store-in-store In Mainland China

Apple's first store-in-store in mainland China has been unveiled at the Best Buy store in Shanghai's Xuhui area.

By opening this store-in-store for Apple, Best Buy is intending to consolidate its position in the middle and high-end market of China and adopt a different operation pattern from Chinese domestic electronic appliance retailers. Best Buy recently shuttered its procurement office in Beijing and is facing fierce market competition from stalwart rivals Gome, Suning, and Yongle.

Zeng Yaozu, marketing director of Best Buy, said that Best Buy Xuhui Store is the retail dealer that sold the most Apple products in China in 2007, and that's why Apple has decided to upgrade the cooperation with Best Buy and open this store-in-store.

The new store is known to be the only Apple Store-in-Store in mainland China. Occupying a total area of about 50 square meters, it displays more than 60 kinds of Apple computers and Apple brand accessories. Apple will send two technical consultants to the store to provide sales support for it.

Apple is also planning to soon open its own stores in China in Beijing. It has said that one store will be located in the city's Sanlitun area and the other will be in the Qianmen area.

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