Dell has struck a deal with Gome, China's leading electronics retailer, to sell its machines in over 700 Gome stores throughout China.
This is not the first time Dell opted to abandon its internet or phone order sales model, but it seems that this is the way to go in many emerging markets. Earlier this year Dell launched a low cost PC aimed specifically at the Chinese market.
Gome's market share on the lucrative Chinese PC market is around 18 percent by revenue, and 10 percent by the number of units sold. The retailer operates in 210 Chinese cities and has over 700 retail stores.
"Our market share in China is obviously well below our global average. So we hope to be successful here and get our rightful share of the business," said Michael Tatelman, vice president of marketing and sales for Dell's global consumer business, "We think this partnership gives us a platform to certainly expand our business here," he said, but made no sales projections.
Dell is trailing behind Lenovo and HP in the Chinese market, and having already gone retail in the US, Japan and UK, this move comes as no surprise.