POCO

POCO is a smartphone sub-brand of Xiaomi Corporation, the Chinese consumer-electronics group. It began in 2018 as a single-model experiment — the original Pocophone F1 — positioned as a flagship-specification phone sold at a mid-range price, aimed at enthusiasts and value-conscious buyers. The F1's combination of a top-tier Qualcomm Snapdragon chipset, a large battery and a low price made it a cult hit in markets such as India and parts of Europe, and it established the brand's reputation for 'flagship killer' value. After the initial launch, POCO was spun out as a distinct brand within Xiaomi's portfolio, with its own product lines and naming conventions. Its range expanded from the flagship-adjacent F series to the X series (upper mid-range), the M series (mid-range), and the C series (entry-level), plus regional variants and rebadged Xiaomi models tailored to specific markets. POCO phones are typically sold online-first, through e-commerce channels and Xiaomi's own retail ecosystem, and the brand leans heavily on performance-per-yuan (or per-rupee) messaging, gaming-oriented specifications and large batteries. POCO operates across India, Europe, Southeast Asia, Latin America and the Middle East, and its product mix has broadened beyond phones to include earbuds, smartwatches, power banks and other accessories. It sits below Xiaomi's main Mi/Xiaomi flagship line in price but often shares components and software (MIUI/HyperOS) with Xiaomi devices. Ownership is entirely within Xiaomi Corporation, which is listed on the Hong Kong Stock Exchange; POCO itself is not separately listed and does not publish standalone financials. As a brand, POCO's identity is built on enthusiast communities, online-first launches and aggressive pricing rather than premium retail or heavy advertising. It is a key part of Xiaomi's multi-brand strategy, alongside the core Xiaomi line and the Redmi value brand, and it helps Xiaomi cover price segments and buyer personas — particularly young, tech-savvy, performance-focused users — that the main brand does not target directly.

POCO emerged in 2018 as an offshoot of Xiaomi's smartphone business. The brand's first product, the Pocophone F1, was announced as a deliberately stripped-down flagship: it paired a high-end Qualcomm Snapdragon 845 processor with a large battery and a plastic body, cutting costs on materials and retail to hit a price well below contemporary flagships. The strategy worked, particularly in India, where the F1 became known as a 'flagship killer' and built a dedicated enthusiast following. Following the F1, Xiaomi reorganised POCO as a separate brand rather than a one-off model line. The portfolio widened through the X, M and C series, covering upper mid-range, mid-range and entry-level segments, and POCO began launching devices in Europe, Southeast Asia, Latin America and the Middle East. Many POCO models share hardware and software platforms with Xiaomi and Redmi devices, with differences in branding, camera setups, charging and pricing. POCO's launches are typically online-first events, often timed around major e-commerce sales, and the brand has cultivated community channels and social-media marketing rather than traditional retail. Over time it added accessories — earbuds, watches, power banks — to build an ecosystem around the phone. The brand remains wholly owned by Xiaomi Corporation and operates as part of its multi-brand smartphone strategy, sitting alongside the core Xiaomi flagship line and the Redmi value line.

• 2021

  POCO broadens into accessories such as earbuds and smartwatches alongside smartphones.

• 2020

  POCO expands its range with X and M series devices and enters more international markets.

• 2019

  POCO is established as a separate brand within Xiaomi's portfolio.

• 2018

  POCO launches its first product, the Pocophone F1, as a low-priced flagship-specification phone.

Value-driven, performance-first smartphone sub-brand sold mainly online, positioned below Xiaomi's flagship line and alongside Redmi.

• Pocophone F1

• POCO F series

• POCO X series

• POCO M series

• POCO C series

• 2026-08-21

  Xiaomi launches Poco M8x 5G in India[1]小米在印度发布 Poco M8x 5G 手机163.com

  Reported: 2026-08-21

  Xiaomi's Poco brand launched the Poco M8x 5G in the Indian market, a mid-to-low-end phone with a 7900mAh battery, 120Hz display, Snapdragon 4 Gen 5 chip, and a starting price of 18,999 rupees.

1. 1小米在印度发布 Poco M8x 5G 手机163.com
2. 2小米 Poco M8x 5G 手机海外发布：骁龙 4 Gen 5 芯片，6.9 寸 720P LCD 屏finance.sina.com.cn
3. 3小米POCO M2发布：标配6G内存/5000mAh 1000元起tech.sina.com.cn
4. 4小米POCO X2发布！印度版K30？finance.sina.com.cn