Microsoft Announces Closure of Offline Stores in Mainland China, Shifts Focus to Online Channels

Earlier today, reports surfaced indicating that Microsoft will be closing all of its offline authorized stores across mainland China. This strategic move, as reported by bloggers, aims to streamline operations, leaving only the official website mall and JD flagship store operational.

Analysts attribute this decision to Microsoft’s ongoing global restructuring efforts, which include adjustments to its Surface device strategy. They note a decline in consumer recognition of Surface products in mainland China, prompting the company to focus on more effective distribution channels.

All offline stores will cease operations, but Microsoft plans to maintain its nationwide network of official after-sales repair centers to support existing customers. This adjustment also explains recent consumer inquiries revealing limited availability of products like the Pro 11 and Laptop 7 in offline stores.

In response to queries from Jiemian News this afternoon, a Microsoft spokesperson emphasized the company’s commitment to adapting its retail strategy to evolving customer preferences. The spokesperson clarified that while offline stores are closing, customers will still have robust access to Microsoft’s full suite of products and services through established retail partners and the company’s online platform, microsoft.com. This shift aims to enhance customer convenience and ensure continued support across mainland China’s diverse market landscape.