Starting today, 31st December 2024, POCO’s global website, po.co, will go dark, along with its UK, France, and other regional sites. The move was announced in October and represents one of the major steps by Xiaomi in streamlining its digital ecosystem while maintaining the identity of the POCO brand within its overarching structure.
Transition to Xiaomi’s Platform
Starting from October 21, 2024, all POCO-related products and services, including their after-sales support, were moved onto mi.com/global. It will not affect the current user experience of POCO.
Key details of the integration include:
- Customer service and purchase record: All the customer data, including their purchase histories, will be automatically transferred to the system for Xiaomi.
- POCO Points and Loyalty Programs: Users will also hold the POCO Points credited so far, which have indeed migrated to Xiaomi’s own loyalty program.
- Coupons: Xiaomi’s platform has reissued coupons previously issued by December 12, 2024.
- Historical Data: Logistics information and customer feedback on POCO’s official website have been kept intact and integrated into Xiaomi’s database.
Continuity for Customers
Although the separate POCO website and app have been junked, Xiaomi has told its customers that there would be no impact on the availability of products, after-sales support, or distinctiveness in identity of the products from POCO. Xiaomi’s centralized platform works toward providing a much-needed consistency in user experience while ensuring POCO is as original as possible within the company’s ecosystem.
Strategic Implications
This is a part of the broad strategy of Xiaomi to harmonize all sub-brands across one digital platform for ensuring smooth operations and seamless shopping and after-sales service experiences for customers worldwide.
Amazingly, POCO India running via poco.in still remains untouched in this change, at least for now, underlining regional differences in Xiaomi’s approach. This could, therefore, suggest that it may follow a more region-specific strategy going forward
Although the independent POCO digital platforms have ceased operations, this transition signals a whole new beginning for the brand. With the immense ecosystem of Xiaomi, POCO can grow more without losing its identity as a separate sub-brand-known by innovation and an affordability factor. We finally close the chapter on the POCO standalone entity and look forward to a larger role of services for their loyal community and an overall stronger position in Xiaomi’s global portfolio.
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