19:28:48Xiaomi’s sub brand POCO has garnered quite a bit of fan following since it was founded last year. POCO’s aggressive pricing has been well received by it’s target audience so far so much so that POCO F1 went on to become one of the most sold devices for Xiaomi last year.
Xiaomi launched the Redmi series of smartphones, the Redmi K20 and Redmi K20 Pro just a couple of days ago. Both the devices punch way above thier weight, at least in the sheets. Clearly, Xiaomi is targeting the ‘affordable flagship’ market here, which has a major demand at the moment. With OnePlus slowly transitioning from value-flagship to flagship phones, there is a lot of competition for that particular target audience.
Navkendar Singh, research director at IDC India, said to The Economic Times:
Poco was launched to give high-end chosen few specs at mid-range prices, with clear compromises on design language. It was launched as an upgrade option for large Xiaomi base without breaking bank required to buy a flagship phone. It saw a mixed response really. But now, with this aggressive pricing of K series by Xiaomi with its absolute flagship specs, hardware, and design, the reason for the existence of Poco as a brand is in doubt.
Adding fuel to the fire, Jai Mani, the head of POCO, recently quit the company. Does this mean that journey of Xiaomi POCO is coming to an unexpected end? We can only speculate at this point. But the fact that we are even talking about this definitely means something here. However, Xiaomi continues to deny any of these news and a reply from the Xiaomi spokesperson said: “nothing changes because of an executive leaving and work will go on as planned”.
What do you think about POCO’s role in the affordable flagship market? Can Redmi series truly replace POCO?