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Apple to Open 10th Store in Mainland China This Week

Apple Inc., which counted on China for more than 15 percent of sales last year, will open its 10th store in the country’s mainland this week.

The retail space is set to open Jan. 10 at China Central Mall in Beijing’s Chaoyang district, the company said in a statement on its China website today.

Chief Executive Officer Tim Cook has pledged to double outlets to 22 in Greater China to meet demand in the world’s most populous country. The new store brings the nationwide total to 13, including three in semi-autonomous Hong Kong.

Apple opened its first Chinese store in Beijing’s Sanlitun district in 2008. The new store will be its fourth in the capital city. Apple also has four stores in Shanghai, one in Chengdu and one in Shenzhen, according to its website.

In addition to the expanding network of outlets, Apple yesterday also opened an official online store on Tmall, the business-to-consumer shopping website operated by Alibaba Group Holding Ltd., Kitty Potter, a Beijing-based Apple spokeswoman, said by phone today. Potter declined to provide additional comment on the company’s retail strategy in China. The Tmall store is in addition to Apple’s own Chinese-language website.

The company has trimmed its initial plan for adding stores. Former head of retail operations Ron Johnson, who left Apple in 2011, had set an earlier target of 25 stores in China by February 2012.

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