The smartphone market in Indonesia is increasingly competitive. This is indicated by the increasing number of products and brands competing to target the market. Reporting from Newzoo (2020), there are more than half of Indonesian people (61.7%) already own a smartphone. Meanwhile, according to IDC (2021), 88% of the smartphone market in Indonesia is always dominated by 5 brands.

Smartphone users in Indonesia are also increasingly selective in choosing products. They want a smartphone that is not only reliable as a communication tool, but also fits their lifestyle. Users who like to play mobile games certainly need a smartphone that has different specifications compared to smartphone users who use it for streaming Korean dramas or for photography and vlogging.

POCO sees this condition as a challenge as well as an opportunity to be different and break the market by presenting smartphone products that have extreme performance and extreme prices to meet the needs of young Indonesians.

Brand Independence that Brings Achievement

Since POCO became an independent brand in early 2021 and separated from Xiaomi, POCO has become more flexible in its strategy to continue to realize POCO's commitments and values ​​of Brave, Different, and Breaking.

"The decision to become an independent brand is a bold step that POCO must take in order to break the boundaries of a smartphone manufacturer. In today's era, presenting innovative products alone is not enough. A brand needs to understand the character and lifestyle of customers in order to build a more personal connection ," said Andi Renreng as Head of Marketing for POCO Indonesia.

With the implementation of this strategy, throughout 2021 POCO will launch various smartphone variants which are the embodiment of POCO's main values. Starting from the POCO M3 'The New Entry Level Killer' which was launched in early 2021, then the POCO F3 5G 'Flagship Killer Reborn' which comes with the Snapdragon 870 flagship SOC and a super AMOLED screen which is still being hunted by technology fans, followed by the POCO X3 The Pro called 'The Beast' with the Snapdragon 860 flagship chipset in the 3.5 million price class, also the POCO M3 Pro 5G which is 'The Real 5G Killer', being a 5G-capable smartphone with an extreme price in its class, up to the POCO X3 GT “Go Turbo” for fans of super-fast performance.

Through these products, POCO has achieved various achievements in Indonesia. In August 2021, based on Canalys' research report for Q2 2021, the POCO X3 Pro made it into the list of the top 10 favorite smartphone products in Indonesia. The number of POCO smartphones sold in Indonesia during 2021 also significantly increased compared to 2020, which was 1.6 million units. This number is eleven times the sales of POCO smartphones in 2020.

Market Breaking Strategy

2022 is a moment for POCO to get closer to market share, both digitally and through a community approach. Various plans have been designed to reduce the distance between POCO Fans, for example by supporting subcultures favored by young people in the country, such as graffiti art, rap music, breakdancing, skate, e-sports, and other segments. More than that, the presence of POCO Icons also adds to the brand's value in inspiring young people to continue to work according to their passions by daring to break boundaries.

Access for POCO Fans to POCO smartphone products is also getting easier because in 2022, POCO plans to present more POCO Stores in Indonesia. Carrying a concept that is close to youth culture, POCO Store is present as a store as well as a gathering place for POCO Fans so that it becomes a means of establishing partnerships with local brands. The first POCO Store in Indonesia opened in South Jakarta in collaboration with fashion brand Crooz. This first POCO Store has a skatepark facility as part of the Indonesian sub-culture.

"The various approaches we have taken, accompanied by the launch of a new series of smartphone products from POCO series F, X, and M are proof that POCO's bold move as an independent brand has made POCO stronger and more agile in facing various challenges, both now and in the future. This courage is believed to be able to create tremendous market enthusiasm for POCO in the future," concluded Andi.

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