United States-based consumer electronic products retailer Best Buy Co Inc announced its return to China by introducing its mobile devices retailing business Best Buy Mobile to Chinese consumers.

Wang Jian, senior vice-president of Best Buy Enterprise and chief executive officer of Nanjing-based Five Star Appliance Co Ltd, said the first new store will open on June 27 and a total of 14 Best Buy Mobile stores will be opened in 2012. Wang said all BBM stores would be located inside FSA-branded stores in Nanjing under current plans. FSA is a wholly owned subsidiary of Best Buy.

The company said standalone BBM stores will be opened if the model is well accepted in China.

Best Buy will adopt a dual-brand and multi-channel strategy in China, said Wang.

The company did not say when Best Buy-branded stores that sell a full range of consumer electronic products will return to China.

Stephen Mackarel, chief executive officer of Best Buy Mobile (Asia), said BBM China will pay more attention to enhancing customers’ experiences by providing transparent prices, quality products and good service.

"We are launching a new concept which has not been seen in the Chinese market," said Mackarel.

Best Buy closed its Shanghai headquarters in 2011 along with its nine BestBuy-branded stores.

tangzhihao@chinadaily.com.cn