POCO is a smartphone brand under Xiaomi. They try their best to move on their own with different marketing strategies. For example, Poco is a brand 100% focused on launching and selling products online.
This week Poco held a massive physical event in Bangkok for the POCO Partners Southeast Asia Forum 2023. In this forum they shared that Gen Z is their most loyal customer.
The forum was attended by representatives of Poco, MediaTek, PUBG, Shopee and even Lazada. Each of these representatives was quite surprised by the number of users who use Poco devices, the majority of which are Gen Z. They also shared a consensus that from now on Poco will continue to try to target users of this group only.
Poco also conducted a study to find out why Gen Z likes their products. First is simple online sales. According to them, Gen Z loves watching digital content. So when interested in Poco's advertisement, then being able to buy directly from the online store and wait less than a week for the order to arrive is one of the main factors.
In addition to also stating that by consistently providing 3 generations of Android updates, many customers can still be loyal to Poco. For that too, Poco will no longer be the Poco that everyone knows like the days of Poco F1 which went viral as a flagship device killer. Instead, it will focus on what Gen Z likes in Southeast Asia, namely digital content, social media, online stores and lastly the first.
The data obtained through their research made Poco change their marketing strategy to come up with a product that is balanced for all the above aspects but with a sales price that is still affordable.
So it seems likely that we will see Poco continue to present with more premium mid-range devices compared to Mercu and there is still no certainty when Poco will present with innovative devices such as foldable screen types and so on.