Starting today, December 31, 2024, POCO’s global website (po.co) and its regional sites in the UK, France, and other countries will be officially shut down.
This move, which was announced in October, marks a significant step in Xiaomi’s efforts to streamline its digital ecosystem while still maintaining the identity of the POCO brand under its larger umbrella.
Transition to Xiaomi’s Platform
Since October 21, 2024, all POCO-related products and services, including after-sales support, have been integrated into Xiaomi’s official platform at mi.com/global. Xiaomi assures customers that this transition will not disrupt the current user experience for POCO users.
Key changes include the automatic transfer of customer data, such as purchase histories, to Xiaomi’s system. POCO users will also retain their POCO Points within Xiaomi’s loyalty program.
Additionally, coupons issued before December 12, 2024, have been reissued on Xiaomi’s platform, and all historical data, including logistics information and customer feedback, has been seamlessly integrated into Xiaomi’s database.
Continuity for POCO Customers
Despite the shutdown of POCO’s independent website and app, Xiaomi has assured its customers that product availability, after-sales support, and the distinctiveness of POCO products will remain unaffected.
The centralization onto Xiaomi’s platform aims to enhance consistency in the user experience while preserving POCO’s identity as a sub-brand known for innovation and affordability.
Strategic Implications
This move is part of Xiaomi’s broader strategy to harmonize its sub-brands under one unified digital platform. By consolidating services, Xiaomi hopes to create a smoother shopping and support experience for customers worldwide.
Interestingly, POCO India’s website (poco.in) remains unaffected by this change, suggesting that Xiaomi may adopt a region-specific strategy in some markets moving forward. While POCO’s standalone digital platforms are no longer operational, this transition signals a new phase for the brand.
With the strength of Xiaomi’s ecosystem, POCO is poised for continued growth without losing its unique identity. This shift positions POCO for a stronger role within Xiaomi’s global portfolio, offering improved services to its loyal community.
