Earlier in October 2024, POCO announced that the website for the global region (po.co) and its regional websites in the UK, France, and other markets will end operation from December 31, 2024. The move was one of the major steps by Xiaomi to consolidate its ecosystem without compromising POCO’s reputation. Although this merging step was significant for Xiaomi, the company assured that POCO would operate smoothly and retain its unique identity within the group.
POCO’s transition to mi.com
Since October 21, 2024, all the products and services related to POCO, such as after-sales support, are now part of the global platform of Xiaomi through mi.com/global. Furthermore, it aims to improve the experience without disturbing the services which customers of POCO depend on.
Key details of the integration
- Customer data and purchase records: All the customer data, including the purchase history has smoothly shifted to the system of Xiaomi. Thus, this transition ensures that service and support remain uninterrupted without requiring any action from POCO’s loyal customers.
- POCO points and loyalty programs: The points earned through their loyalty program at POCO have been transferred over to Xiaomi, so users can redeem their points.
- Coupons and offers: Coupons originally provided by POCO had been reissued by Xiaomi, and by December 12, 2024, customers could continue to use their benefits.
- Historical data preservation: All logistics information and feedback from customers through POCO’s official website is now fully integrated into the database of Xiaomi while preserving brand history.
Although POCO no longer operates a separate website and app, it assures customers that product availability, after-sales support, and brand differentiation remain unaffected.
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Why Xiaomi took this step
It fits perfectly into the bigger initiative as Xiaomi looks to centralize its sub-brands through one platform and to try to have a consistent, seamless shopping and support experience. Moreover, consolidating its various operations will make the organization streamlined, redundancy-free, and customer-service-oriented and seamless across geographies.
Interestingly, POCO India, which functions through poco.in, is not in this transition—so far. This brings out a region-specific approach of Xiaomi and how the company might well continue its strategies to adjust to fit local markets.
What this means for POCO
While the independent online presence of POCO comes to an end, this is a new chance for the brand. So, under the large umbrella of Xiaomi, POCO would have greater resources, more efficient logistics, and better reach. More importantly, Xiaomi does not plan to change the identity of the POCO brand to one of innovation and affordability.