MINNEAPOLIS — Best Buy, which at its recent shareholders' meeting said it would offer more technology services, has announced that it is expanding the Best Buy Mobile brand and store-within-a-store concept into 14 Five Star stores throughout Nanjing, China, this summer.
The expansion of Best Buy Mobile into the Chinese market is the first evolution of Global Connect, a partnership that was formed in November 2011 between Best Buy and Carphone Warehouse.
"The launch of Best Buy Mobile in China is a true global effort,” said Shari Ballard, president, international for Best Buy. The launch follows a similar model that led to the development of Best Buy Mobile in the United States in 2006. Just as Carphone Warehouse did with Best Buy five years ago, the Global Connect team is working closely with its Five Star partners to develop a mobile sales strategy that is designed for the Chinese market, said the company.
While Best Buy's goals highlighted at its shareholders' meeting seemed to apply more to its U.S. business, the expansion of Best Buy Mobile in China can only help the company achieve some of its objectives including increased relevance, better customer connections, improved officiencies and expanded service offerings.