Xiaomi’s Brand POCO To Integrate Website With Xiaomi, Global Website To Close On December 31

Xiaomi's POCO brand has made a declaration which states that the global website, po.co, would be shut down by 31 December, 2024. This closure affects all regions, including the United Kingdom, France and other international markets. However, this does not mark the end of the POCO brand, which will continue to operate under Xiaomi's umbrella.

Starting 21 October, 2024, all POCO products, services and after-sales support will transfer to Xiaomi's official website, mi.com/global. The integration aims to streamline Xiaomi's digital environment while retaining the POCO brand within its corporate structure.

Xiaomi has promised users that their service experience will be uninterrupted. All existing customer support channels, purchase data and loyalty programs, including the popular POCO Points, will be seamlessly moved to the Xiaomi platform. The move claims to be seamless, requiring no further activity from users. Notably, existing coupons will be automatically reissued before 12 December, 2024, ensuring that clients maintain their benefits.

Furthermore, prior orders, logistics data and customer feedback will be migrated to the new system. The POCO Store app will be discontinued after 31 December, 2024; however, product availability and after-sales service will continue uninterrupted.

Strategic Implications 

This strategy decision aligns with Xiaomi's overarching goal of consolidating its digital space by combining sub-brands into a single, unified platform. The move is expected to increase operational efficiency and the overall client experience.

Interestingly, POCO India, which goes by poco.in, appears to be untouched by these adjustments, implying a specialised approach to distinct regions. This might allow POCO to thrive within Xiaomi's vast ecosystem while retaining its unique identity and product offerings.