Inside POCO: the journey from Xiaomi sub-brand to global contender

POCO, part of Xiaomi, offers affordable, performance-focused tech aiming at young adults, planning further global expansion and innovation.

: POCO, originally part of Xiaomi, focuses on affordable, high-performance technology for tech-savvy young adults. Their product lines range from flagship devices to entry-level options, with recent expansions into AIoT products. The brand emphasizes online sales through e-commerce platforms like Flipkart and Lazada, boasting over 74 million smartphone shipments globally. POCO plans future growth by enhancing e-commerce channels and engaging with users on social media.

POCO, a sub-brand of Xiaomi since 2018, targets the global market by offering affordable yet high-performance smartphones and devices. It appeals primarily to tech-savvy young men aged 18-30, focusing on innovation, gaming, and advanced specifications. With product lines like the F, X, M, and C Series, POCO positions itself uniquely to bring flagship experiences to more users. Since 2022, they have ventured into AIoT with products closely tied to their smartphones, such as tablets, earphones, and smartwatches.

POCO has sold over 74 million smartphones in 98 markets, leveraging e-commerce to optimize sales, partnering with platforms like Flipkart and Lazada for a broader reach. Their marketing strategy is heavily digital, using social media platforms to engage their 10 million followers. POCO plans to further its e-commerce initiatives, targeting collaborations with more platforms to expand their audience.

With an intention to strengthen its market presence, POCO is merging its online identity with Xiaomi, phasing out its website by the end of 2024. User accounts and data will integrate into Xiaomi's platform to enhance their global showcase. They aim to foster deeper engagement through collaborations with gaming brands and leveraging social media to communicate effectively with their 13 million followers.