What POCO does

POCO is an independent consumer technology sub-brand of Xiaomi Corporation, founded in 2018, that designs and sells smartphones and tablets under the philosophy 'Everything you need, nothing you don't.' The product portfolio is organized into four smartphone series — the F Series (flagship performance, including F8 Ultra with Snapdragon 8 Elite Gen 5), X Series (upper mid-range, including X8 Pro Max and X8 Pro), M Series (big-battery value, including M8 Pro 5G with 6500mAh), and C Series (entry-level, including C81 Pro) — plus the POCO Pad tablet line. Devices run Android with MIUI for POCO or HyperOS, integrate proprietary technologies such as LiquidCool thermal management, Dynamic RAM Expansion 3.0, 67W/100W turbo charging, MEMC motion compensation, and 120Hz Flow AMOLED DotDisplays, and carry certifications including Dolby Vision/Atmos, Hi-Res Audio, TÜV Rheinland eye-care, and IP53 splash-proofing.

POCO's business model is direct-to-consumer hardware sales: units are sold through its own e-commerce storefronts (po.co/global and regional country-specific domains) and co-branded Xiaomi regional stores (mi.com/de, mi.com/nl), supported by country-specific sales/support lines in 12+ markets. The brand maintains independent product, sales, and marketing operations while sharing Xiaomi's manufacturing, supply chain, and after-sales service infrastructure — a structure that enables flagship-tier component sourcing at mid-range price points. Revenue is generated primarily through smartphone unit sales with accessories as a secondary stream; pricing is not publicly disclosed but varies by market and configuration.

The customer base consists of two horizontal consumer personas: tech enthusiasts and power users seeking flagship-class performance (Snapdragon 8-series processors, 120Hz displays, high-wattage charging, advanced cooling) at non-flagship prices, and value-conscious consumers aged 18-35 prioritizing modern features (high-resolution cameras, large batteries, smooth displays) within budget constraints. The brand operates in over 35 global markets across Europe and Asia, marketed through region-specific social media (Facebook, Instagram, Twitter/X), YouTube product videos, email newsletters, and a dedicated POCO Community portal.

Name

POCO

Legal name

POCO (Xiaomi brand)

Website

https://po.co

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

POCO is an independent smartphone and tablet sub-brand of Xiaomi Corporation, founded in 2018, selling flagship-level specifications (Snapdragon processors, 120Hz AMOLED, 108MP cameras, 100W charging) at mid-range prices through direct-to-consumer e-commerce across 35+ global markets, targeting tech enthusiasts and value-conscious consumers.

Ownership category

akta.pro rank

Headquarters

HQ city

Plogastel-saint-germain

HQ country

France

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Technology or R&D, Marketing or Sales, Operations, Personnel

Revenue model

1. Hardware Sales (Smartphones): POCO generates revenue primarily through the sale of smartphones across four product series: F Series (flagship performance), X Series (premium), M Series (mid-range/big battery), and C Series (entry-level). Products are sold as one-time hardware purchases with various storage/RAM configurations. The brand operates through direct-to-consumer online sales via official websites and regional store partners.
2. Accessories and Peripheral Sales: Sale of companion products including protective cases, chargers, and other phone accessories through the same sales channels.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

POCO is a consumer technology brand and independent sub-brand of Xiaomi Corporation that designs, manufactures (via Xiaomi's infrastructure), and sells smartphones and tablets across multiple product series. The portfolio includes the F Series (flagship performance), X Series (upper mid-range), M Series (mid-range/big battery), C Series (entry-level), and Pad Series (tablets), all powered by Qualcomm Snapdragon or MediaTek processors with MIUI for POCO/HyperOS software.

Product overview

POCO is a consumer technology brand and independent sub-brand of Xiaomi Corporation, founded in 2018, operating on the philosophy of 'Everything you need, nothing you don't.' The company manufactures smartphones and tablets organized into distinct product series: the F Series (flagship performance devices like F8 Ultra, F8 Pro, F6 Pro, F5 Pro, F5, F3, F2 Pro) featuring top-tier Snapdragon processors and advanced cameras; the X Series (upper mid-range like X8 Pro Max, X8 Pro, X7 Pro, X5 Pro 5G, X5 5G, X3 Pro, X3 NFC) balancing performance and value; the M Series (budget-friendly like M8 Pro 5G, M8 5G, M8 Power, M3) emphasizing large batteries; and the C Series (entry-level like C81 Pro, C65) for cost-conscious buyers. All devices run Android with MIUI for POCO or HyperOS, and share Xiaomi's manufacturing and after-sales infrastructure while maintaining independent product, sales, and marketing operations.

Differentiator

Problem solved

Functional benefit

Products and services

• POCO F Series POCO's flagship performance smartphone series targeting tech enthusiasts and power users. Includes models like F8 Ultra, F8 Pro, F6 Pro, F5 Pro, F5, F3, and F2 Pro, featuring high-end Snapdragon processors, advanced camera systems with OIS, high refresh rate AMOLED displays, and fast charging capabilities.
• POCO X Series POCO's upper mid-range smartphone series for users seeking balance of performance and value. Includes models like X8 Pro Max, X8 Pro, X7 Pro, X5 Pro 5G, X5 5G, X3 Pro, and X3 NFC, featuring powerful processors, high refresh rate displays, capable camera systems, and large batteries with fast charging.
• POCO M Series POCO's budget to mid-range smartphone series for value-conscious consumers. Includes models like M8 Pro 5G, M8 5G, M8 Power, M3, and M2 Pro, featuring large batteries (up to 6000-6500mAh), capable processors, and affordable pricing.
• POCO C Series POCO's entry-level/budget smartphone series for first-time smartphone buyers and highly cost-sensitive consumers. Includes models like C81 Pro, C65, C40, and C3, featuring affordable pricing, basic to moderate camera capabilities, and essential smartphone features.
• POCO Pad Series POCO's tablet lineup for users seeking affordable tablet options for media consumption and productivity. Includes models like POCO Pad X1 and POCO Pad featuring large displays and capable specifications.

Quantifiable outcome

• Over 9 million phones shipped globally in 2020 alone
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability10 records

Feature7 records

Partnerships

One partnership is on record.

• Xiaomi CorporationcoreStrategic or Co-development Partner · 1 January 2018POCO is an independent brand born out of Xiaomi Corporation. While POCO maintains independent product, sales, and marketing teams, it shares manufacturing resources and after-sales support infrastructure with Xiaomi. The relationship allows POCO to leverage Xiaomi's supply chain scale, manufacturing capabilities, and global service network while maintaining brand independence.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Honor: Post-Huawei smartphone vendor that has rapidly rebuilt a global mid-range and flagship lineup, competing with POCO across Europe, Asia, and emerging markets on Snapdragon-based specs at competitive prices.
• Xiaomi: POCO's parent corporation and the incumbent that shares manufacturing, supply chain, and after-sales infrastructure with POCO. Directly comparable because POCO devices are Xiaomi-built and run Xiaomi's MIUI/HyperOS, but Xiaomi operates a far broader product portfolio and brand.
• Samsung (Galaxy A/M Series): Global incumbent that competes with POCO through its Galaxy A and Galaxy M mid-range lines, particularly strong in POCO's listed markets (India, Indonesia, Europe). Comparable as the dominant Western-brand alternative in POCO's price band.

Direct peers

• Redmi: Xiaomi's value sub-brand that overlaps materially with POCO on price, specs, and design. Both share Xiaomi manufacturing and frequently launch near-identical devices, making Redmi the most direct internal competitor POCO must differentiate against.
• OnePlus: BBK sub-brand that started in the flagship-killer segment and has progressively moved down-market into POCO's territory. Comparable on premium specs targeting enthusiast consumers, though currently positioned slightly above POCO's average ASP.
• Motorola Mobility: Lenovo-owned smartphone brand with strong presence in POCO's Latin American and EMEA markets, offering Snapdragon-powered devices at value price points. Directly comparable on channel overlap and target consumer.
• Realme: BBK Electronics sub-brand that, like POCO, sells Snapdragon/MediaTek-powered smartphones targeting tech-savvy, value-conscious young consumers globally. Closest direct competitor in the 'flagship specs at mid-range prices' positioning that defines POCO.
• iQOO: Vivo's performance-focused sub-brand targeting gaming and power users with Snapdragon 8-series devices at aggressive price points. Directly comparable to POCO's F Series flagship-performance positioning.

Emerging players

• Nothing: Carl Pei's London-based smartphone brand targeting tech enthusiasts with design-led, mid-flagship Snapdragon devices. Comparable on enthusiast positioning and direct-to-consumer go-to-market, though with a smaller product portfolio than POCO.
• Infinix / Tecno (Transsion Holdings): Transsion Holdings' value-focused smartphone brands dominant in Africa and Southeast Asia. Comparable on the value-conscious emerging-market consumer and large-battery, affordable-spec device strategy that overlaps with POCO's M and C series.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/IndiaPOCO
• Facebookfacebook.com/POCOGlobalOfficial
• Instagraminstagram.com/poco.global
• LinkedInlinkedin.com/company/poco-france

Compliance32 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about POCO