Microsoft closes all its shops in China
Microsoft has closed its physical stores in mainland China, opting to sell its products through partners and online platforms, including its own website.
According to Chinese state-sponsored media, Microsoft announced it will focus on sales through these channels to better serve the market. Industry experts cite decreasing interest in Surface products and insufficient profits as reasons for the closures.
Although Microsoft-branded physical stores have closed, products will still be available through retail partners, Microsoft.com, and e-commerce platforms like Taobao and JD.com. According to the South China Morning Post, June 30th 2024 was the final day for the stores to remain open.
In June 2020, Microsoft initiated a “strategic shift in its retail operations,” discontinuing physical retail shops globally, except for those in London, New York City, Sydney, and its Redmond Campus. Mainland China, however, operated under a franchise model and was not affected by this strategy at the time.
Duncan is a technology professional with over 20 years experience of working in various IT roles. He has a interest in cyber security, and has a wide range of other skills in radio, electronics and telecommunications.