Retailing, Franchising, and Consumerism Business Intelligence in China

Dell China Reveals Retail Plan

Amit Midha, co-president of Dell China, has told local media that Dell will expand rapidly to the fourth and fifth tier cities in China and to carry out its retail plan before China's National Day holiday this year.

After being appointed co-president of Dell China in August 2006, Midha has been tasked with implementing Dell's 2.0 strategy in China, which means to expand the retail market to more Chinese cities without changing Dell's traditional direct-selling pattern. Midha says that Dell is currently considering seeking more partners, but he denies this is altering the company's traditional pattern of direct-selling.

Dell has already begun to carry out the 2.0 strategy in China. Earlier this month, it signed a strategic cooperation agreement with IT product distributor VST Holdings to allow VST to sell Dell's whole range of products in China.

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