Dell Launches Direct Sales in China

Dell Computer Corp. is launching its popular direct sales strategy in China, training its sights on an explosive market that will fuel the Texas company’s growth in Asia, Dell executives said. Chinese in nine major cities can now buy Dell’s made-to-order laptops, desktops and servers with a phone call or the click of a mouse, said John Legere, Asia-Pacific president of Dell Computer Asia Ltd. The machines will be assembled from locally sourced parts and then shipped from Dell’s new manufacturing center in Xiamen in the southeastern province of Fujian, Legere said. Officials conceded it will take time for Dell’s phone and Internet marketing philosophy to take root among Chinese buyers, who still prefer to visit factories and are wary of buying products sight unseen. Shares of Round Rock, Texas-based Dell rose $4.19 to close at $122.13 on Nasdaq.