Microsoft Responds to Closing All Offline Authorized Stores: Integrating Channels

by dessiefulcher

On July 1st, several bloggers claimed that Microsoft will close all offline authorized stores in mainland China starting today. Bloggers stated that Microsoft will only retain its official online store and flagship store on JD.com.

Analysis believes that the reason for Microsoft’s related actions is that the company is undergoing a “strategic adjustment” of its Surface devices globally, while consumer recognition of Surface in mainland China has been “decreasing.” Specifically, all offline authorized stores of Microsoft China will be closed, while national official after-sales service centers will still be retained. This is also reportedly why many consumers found no demo units when inquiring about Pro 11 / Laptop 7 at offline stores.

SEE ALSO: Microsoft Will Close All Offline Authorized Stores Nationwide

A Microsoft spokesperson responded that Microsoft is constantly evaluating its retail strategy to meet the evolving needs of customers. It has decided to integrate channels in the mainland China market, and customers can still access a comprehensive range of consumer products and services from Microsoft through retail partners and microsoft.com.

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