POCO's Evolution: From Xiaomi Sub-brand to Global Smartphone Contender
POCO, a smartphone brand launched by Xiaomi in 2018, has established itself as a significant global player by targeting tech-savvy young adults with high-performance, affordable devices. In an interview with TechNode, Angus Ng, Head of Product Marketing at POCO Global, outlined the brand’s strategy and upcoming plans, including the imminent launch of the X7 series. POCO differentiates itself through online-only sales channels and a focus on performance-driven features like its WildBoost Optimizations software. The brand currently offers four main smartphone lines: F (flagship), X (quasi-flagship), M (entry-level entertainment), and C (entry-level daily use), alongside AIoT products such as tablets and wearables. Since its inception, POCO has shipped over 74 million smartphones across 98 markets. By leveraging Xiaomi’s R&D and production infrastructure while maintaining independent marketing and operations, POCO competes effectively against major rivals like Samsung and Apple. The brand prioritizes digital engagement and e-commerce partnerships in key regions like India and Southeast Asia, using user feedback to refine future product iterations.
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POCO's Evolution: From Xiaomi Sub-brand to Global Smartphone Contender
POCO, a smartphone brand launched by Xiaomi in 2018, has established itself as a significant global player by targeting tech-savvy young adults with high-performance, affordable devices. In an interview with TechNode, Angus Ng, Head of Product Marketing at POCO Global, outlined the brand’s strategy and upcoming plans, including the imminent launch of the X7 series. POCO differentiates itself through online-only sales channels and a focus on performance-driven features like its WildBoost Optimizations software. The brand currently offers four main smartphone lines: F (flagship), X (quasi-flagship), M (entry-level entertainment), and C (entry-level daily use), alongside AIoT products such as tablets and wearables. Since its inception, POCO has shipped over 74 million smartphones across 98 markets. By leveraging Xiaomi’s R&D and production infrastructure while maintaining independent marketing and operations, POCO competes effectively against major rivals like Samsung and Apple. The brand prioritizes digital engagement and e-commerce partnerships in key regions like India and Southeast Asia, using user feedback to refine future product iterations.
TechNode