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ZTE to open 23 stores to boost smartphone sales

RBR Staff Writer Published 30 May 2016

Chinese telecom company ZTE is planning to open 23 stores across China and Europe in 2016 to increase sales of its smartphones and consumer devices.

The company is planning to set up 20 outlets in major Chinese cities and another three in Germany, Russia and Mexico, according to ZTE's CEO Adam Zeng.

Adam Zeng was quoted by Bloomberg as saying: "The stores will help us lift brand awareness while spurring sales in the areas we value the most."

ZTE stores are likely to be standalone stores.

Although ZTE sold 56 million smartphones in 2015, which bolstered its position to fourth place in the US, the company intends to use the stores to boost visibility and sales.

The Shenzhen-based firm aims to increase its sales to 70 million smartphones this year.

The strategy is similar to that followed by Apple in the past 15 years. Apple runs its own stores in prime locations around the world to boost sales of iPhones, iPads and Macbook computers.

The approach is not just followed to boost brick-and-mortar sales but also to turn in-store experience into a tourist destination with the use of a boutique store design and custom architecture, The Verge reported.

The announcement regarding the introduction of stores comes at a time when the company has launched the Axon 7 and its accompaniment, a virtual reality headset.

The company's flagship phone, Axon 7, features a 5.5-inch, 2,560 x 1,440p resolution AMOLED display, quad-core 2.2GHz Qualcomm Snapdragon 820 processor, and 6GB RAM, if one opts for a 128GB of storage, reported Digital Trends.

The Axon 7 is slated to be available from summer onwards for under $500, with speculation of a $450 price tag.