Story by Jersey Manahan for MB Technews

The most accurate depiction of Generation Z is Disney's 2018 film, Incredibles 2. We've all got our inner Violet, with those crazy crushes that could make us shoot water out of our noses. Just like Dash, we're not exactly best friends with Math. But most of all, we all find ourselves victim to the siren call of the Screenslaver— the allure of screens and digital distractions. Our vocabulary differs from the older generation. What some might label as a "relaxed" approach, others might see as "too laid-back." The term "entitled" often masks our "strong sense of deserving."' When we're called "opinionated," it boils down to our passion for speaking our minds. POCO, much like a savvy surfer catching the Gen Z wave, recognizes that beneath these distinctions lies a generation that understands its own value.

Attending the POCO event as a Gen Z was nothing short of immersive and enlightening. POCO's steadfast commitment to the mid-range phone segment is underpinned by its dedication to staying in tune with market dynamics. As gaming continues to dominate our digital interactions, POCO's unwavering focus on this aspect is a testament to its dedication to meeting the evolving needs of users who demand a phone and a gaming powerhouse in their pocket. 

POCO spearheaded a forum in Bangkok, Thailand, inviting media and publications from Southeast Asia. This united celebration showcased POCO's brilliance and highlighted its impact on the region's tech landscape. With a presence in 98 global markets and a commitment to delivering affordable yet high-performing smartphones, POCO has carved a unique niche for itself in the tech world. 

"Our foundation relies on a lot of commitment," said Mr. Quanxin Wang, the General Manager of Xiaomi Southeast Asia. A commitment to reliability lies at the heart of POCO's transformation. Anne Wang, the Head of Marketing at POCO Global, pointed out that there is a fine line between quasi-flagship and premium smartphones. Wang explained that mid-range phones are "rapidly closing the gap" as consumers recognize how specs like battery life, storage, processor, RAM, display, and price points are almost indistinguishable. 

THE FUTURE OF GAMING

POCO stands out by recognizing the evolving landscape of digital engagement. While many emphasize aspects like cinematography and innovation (flip phones), POCO dares to address a critical facet often overlooked: gaming. 

POCO recognizes the growing mobile gaming trend, especially in Southeast Asia, with a 53% increase in gaming time since 2020. Their phones are meticulously designed with gaming at the forefront of their priorities, offering an unparalleled gaming experience. Mr. Chunyan See, the Country Sales Manager at MediaTek Thailand, proudly shared the innovations that have emerged in Mediatek. See explained that creating chips, software, and interfaces takes three years and millions of dollars, so they have to consider the trends and the future needs of consumers. They navigate these trends carefully to ensure they create a high-performing chip for consumers. After all, Mediatek stands by the mantra: Technologies Built with Humans in Mind. 

COLLABORATING WITH E-COMMERCE GIANTS

In their unwavering commitment to understanding and serving POCO fans, the brand collaborated closely with e-commerce giants, Shopee and Lazada. POCO partnered with these platforms to fine-tune their distribution and marketing strategies. This collaboration was about selling phones and comprehending the intricacies of their audience's preferences and behaviors. 

Shopee puts a lot of focus on collaborating with POCO to create strategic partnerships. Mr. Liang Shuang, Head of Shopee Regional Electronic Cluster shared that they continuously broaden their service offerings and provide an even greater array of options, all while delivering enhanced value and convenience to POCO fans. 

Another brand that plays a massive role in the e-commerce field in Southeast Asia is Lazada. Mr. Tony Yuan, Senior Vice President at Lazada shared how POCO achieved a high spot across their mega campaigns in 2022. They aim to get POCO at THE top spot of their future campaigns. 

By aligning with these e-commerce giants, POCO aims to create a seamless shopping experience, ensuring that their innovative products reach the right hands while providing customers convenient access to cutting-edge technology.

PANEL SESSION INSIGHTS

Key points from the high executives emerged in the panel session. POCO acknowledges that entertainment and e-commerce intersect for this generation, and they're investing in transforming this entire experience. 

Over recent years, the essence of the mobile experience has pivoted decisively towards entertainment, with video streaming and gaming emerging as its core components. This trend is predicted to amplify in the future, underscoring the profound impact of digital entertainment on our lives. GenZ and millennials prioritize fast performance, ample storage and affordability when buying smartphones.  They look for brands providing high-end features at budget-friendly prices. Mr. Chunyan See explained that it is "very interesting to transform the whole experience." 

POCO's strategic approach to targeting Gen Z goes beyond demographics; they admirably integrate psychographics into their marketing strategy. While demographics provide basic information like age and location, psychographics delve deeper into consumers' lifestyles, values, and interests. POCO's recognition of Gen Z's tech-savvy nature, desire for affordability without compromising quality, emphasis on individuality, and active online presence demonstrates their commitment to understanding the psyche of this generation. By incorporating these psychographic insights, POCO effectively resonates with Gen Z's unique needs and aspirations while delivering products aligned with their budget-conscious mindset and technological priorities. This holistic understanding of their target audience sets POCO apart in the ever-evolving market, ensuring they remain relevant and influential among the younger demographic.

Their unwavering focus on the gaming experience resonates deeply with this generation's preferences, aligning perfectly with the immersive digital world we navigate daily. POCO's philosophy of "everything you need, nothing you don't" encapsulates the essence of value-driven innovation. As we look ahead, there's an undeniable anticipation for what POCO has in store for the future. For all generations of tech enthusiasts, POCO stands out as a beacon, promising to continue delivering cutting-edge technology and compelling experiences.