With Apple's success in boosting sales in China via retail channels, why doesn't a Chinese company follow suit?

Lenovo Group recently held a media communications conference in its newly opened flagship store at Beijing's Oriental Plaza and Yang Jun, Lenovo China's senior director for 3C store development, said that the company hopes to directly contact end-users via brick-and-mortar channels to collect feedback about their products and services to make improvement.

This flagship store is Lenovo's new attempt to expand sales channels and it is in line with the operating trend in the information technology industry. Many information technology manufacturers, including Microsoft and Apple, have physical flagship stores to display products and realize direct sales. Lenovo opened its first flagship store in Beijing in 2012 and the one at Oriental Plaza is the company's second outlet.

Yang said Lenovo's physical flagship stores will display the full line of products of the company, including PCs, smartphones, and tablets. More importantly, Lenovo will be able to directly contact end users to gain their feedback about the products and services.

Yang revealed that the company will open dozens of physical flagship stores in the future and adopt their own operating models. In addition, the company plans to open physical stores in the overseas markets, but no specific plan has been released.

Yang added that the opening of physical stores will not impact their existing sales model, which is sells goods via channel partners. Over recent years, Lenovo has been selling PCs and mobile phones via over 40,000 cooperating stores in China.


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