HTC Opens Flagship Vive Store in China

Taiwanese smartphone maker HTC has opened the doors of its first global flagship store for its Vive VR headset. The Shenzhen store will offer consumers the chance to experience VR technology in a relaxed in-store environment. The brand wants consumers to build a better understanding of how VR works, the content available, and how it can enhance their lives – through entertainment and practical applications.

HTC launched its first Vive headset three years ago and is now a predominant player in the Chinese VR market, claiming 82 per cent market share at one point last year.

It is now partnering with video game maker Ubisoft Entertainment, Warner Brothers and the McLaren Formula 1 team to participate in the China Digital Entertainment Expo and Conference, nicknamed ChinaJoy, where it will have a VR gaming carnival.

HTC has long been running at a loss as sales of its handsets fall in the highly competitive smartphone market and it sees VR technology as an opportunity to return to profitability.