US-based Microsoft Corp has 115 franchised stores in mainland China, and the company plans to have 400 stores come 2018. 

The company believes that stronger presence in the world's second largest consumer products market will surely drive more revenue. China is Microsoft's second largest market for its flagship Surface series, which brought in $926 million revenue in the third quarter of the year. This is a 38 percent increase from the previous year. 

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"The average price Chinese consumers pay is going up. We believe China will overtake the US as our largest market one day," said Isaiah Cheung, vice president at Microsoft Greater China.  

Microsoft has already partnered with major retail channels like Suning Commerce Group Co. It is planning to open the first China Microsoft store, but the date and place are not yet confirmed. 

"We are looking for the proper timing and location to open the store. After all, we don't have to worry about its revenue now, given the strong sales performance in China," Cheung added. 

Microsoft launched an all-in-one desktop personal computer called the Surface Studio last week for creative professionals. It reportedly has the thinnest LCD screen in the world and has a 28-inch display. The device costs $2,999 in the United States. 

TagsSurface studio, Apple vs Microsoft, Microsoft in China