Retail in Asia

In Trends

China’s LeEco to sell smartphones in offline retail market

Chinese internet and ecosystem conglomerate LeEco has forayed into the offline retail space, taking the traditional retail route to expand its consumer base in an increasingly competitive market.

The handset maker has started selling its Le 1s smartphone through retail stores located across prime locations in Delhi and Mumbai. The device was initially available exclusively on Flipkart. In the second phase, LeEco plans to cover close to 70% retail stores across India that contribute to mobile sales, by the end of September 2016.

LeEco’s bigger rival Yu Televentures, a subsidiary of Micromax Informatics, recently also entered the offline market in July, a growing trend of handset companies moving from online to offline in search of greater volumes.

“We have fast-tracked our growth trajectory in India and our entry into the physical retail space affirms it,” Atul Jain, COO, Smart Electronics Business of LeEco India said.

LeEco will launch its e-commerce platform, LeMall, in India, during an event slated to be held in the capital on June 8.

First launched in China in 2013, LeMall is now available in the US and Hong Kong . The product range includes smartphones, ‘Smart’ TVs, reverse in-ear headphones, all-metal earphones, Leme Bluetooth headphones and Bluetooth among others.