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“Rap with POCO！！！”

Recently, a challenge called #POCORapChallenge has completely ignited the passion of Generation Z on TikTok! It has attracted countless young people to watch and participate, and the number of views for challenge videos has quickly surpassed 2.1 million in a short period of time.

Image source: TikTok

This is not just a simple event, but a marketing campaign that has successfully “broken the circle.” What’s surprising is that the driving force behind it is a Chinese domestic brand—POCO!

Next, follow TuKe to uncover the overseas expansion path of this Chinese brand and see how POCO went from “niche” to “viral” step by step…

Image source: POCO official website

Getting Started: From Xiaomi Incubation to Independent Expansion, POCO Found the “Best Partner” for Going Global

POCO was originally a sub-brand under Xiaomi, but since 2020, it announced independent operation. This was not a “breakup,” but a strategic choice.

Thanks to Xiaomi’s technology and supply chain support, POCO started at a higher point than many brands, but to go further, independence was necessary.

For better brand development, POCO did not choose traditional offline channel expansion, but directly targeted cross-border e-commerce, with AliExpress becoming its “best partner.”

Image source: Internet

AliExpress has several key advantages: global traffic aggregation, diversified marketing tools, and efficient logistics services.

For example, during promotional events like Black Friday, POCO maximized the platform’s consumption peak, and at the same time formulated differentiated promotion strategies for different countries and regions, resulting in continuous sales growth.

During the launch of the POCO M3, POCO also leveraged AliExpress’s multilingual live streaming and regional recommendations, resulting in explosive sales in markets such as Algeria.

In addition, AliExpress’s fast payment settlement and flexible logistics system also helped POCO solve the problems of cross-border capital turnover and shipping efficiency.

Image source: POCO official website

Comprehensive Social Media Layout: Mastering the Traffic Code of TikTok and YouTube

If e-commerce platforms are POCO’s “infrastructure,” then social media is its “booster.”

On TikTok, POCO did not simply promote the hardware performance of its products, but focused on lifestyle and scenario-based content. For example, it launched the #POCORapChallenge, encouraging users to create short videos and showcase their life moments with POCO phones. This creative challenge not only allowed users to have fun, but also helped POCO gain countless fans worldwide.

Through secondary dissemination triggered by UGC (User Generated Content), POCO not only established brand awareness, but also deepened emotional connections with users.

#POCORapChallenge challenge, Image source: TikTok

On YouTube, POCO’s strategy is even more diverse. The account publishes a variety of videos, from product unboxing to practical tutorials, and collaborates with tech influencers. Through their promotion and explanations, more and more new users are getting to know POCO’s products.

Moreover, YouTube’s SEO layout is also a major highlight for POCO. Optimized video titles and descriptions make related content easier to find, further increasing brand exposure.

POCO’s YouTube account status

Building an Official Website: Accelerating Brand Development and Entering a New Era of Independent Operation

POCO has also built an overseas official website. With this, it can break through the traffic limitations of e-commerce platforms and connect directly with global consumers. This model not only increases the stickiness between the brand and customers, but also enhances the brand image through multi-dimensional improvements such as optimized after-sales service, providing stronger support for sustainable development in the future.

Image source: POCO official website

Logistics Experience: Dual Empowerment from E-commerce Platforms and Cainiao Logistics

A fast and efficient logistics experience is also one of the key factors for overseas users to choose a brand! POCO has deeply cooperated with Cainiao Logistics to ensure that new products can achieve “next-day delivery” during major promotions, greatly improving the user shopping experience. The warehousing services provided by the platform also help POCO stay “closest to consumers” in overseas markets, allowing users to receive products as soon as possible and feel the brand’s sincerity.

Image source: Internet

POCO’s Success: Insights for Other Brands Going Global:

1. Choose the Right Platform for Twice the Result with Half the Effort

E-commerce platforms are the first step to going global. Platforms like AliExpress, which have global traffic and a complete logistics system, are especially friendly to start-up brands. Choosing the right platform allows brands to quickly open up the market and achieve low-cost trial and error.

2. Content is King, Social Comes First

Whether it’s creative challenges on TikTok or influencer collaborations on YouTube, POCO’s success is inseparable from the help of social media. Other brands can also learn from this approach, find content formats loved by their target audience, and focus on emotional connections with users.

3. Build an Official Website and Focus on Independence

An official website not only brings greater flexibility to the brand, but also provides more competitive advantages in personalized marketing and after-sales service. For brands aiming for long-term development, an official website is undoubtedly an important step towards globalization and enhancing brand value.

4. Logistics and Service Must Not Fall Behind

Competition in overseas markets is fierce, and logistics experience is often the key to a brand’s success. POCO has done an excellent job in this regard through its cooperation with Cainiao Logistics, and other brands should also pay attention to investment in this area.

Image source: Internet

In summary, we can clearly see that the success of POCO’s overseas expansion is the result of joint efforts from multiple parties.

Next time you come across a creative POCO short video on TikTok, why not think about whether you can replicate this success story?

Maybe, the next “POCO” will be you!