Going overseas is a strategy that domestic smart clean home appliance brands are practicing.
According to the financial report and public data, in the third quarter of 2023, the overseas revenue of Ecovacs Robotics and Timco brands increased by 47% and 53% year-on-year, respectively; Roborock's overseas sales increased by more than 65% year-on-year.
Dreame's overseas revenue in the first seven months of 2023 increased by 110% year-on-year.
In overseas markets, how are the various smart cleaning appliance brands performing? Let's take a look at the "Smart Cleaning Appliance Brand Influence List (2023 12)".
The market potential is huge
Dyson, which focuses on vacuum cleaners, is far more popular than brands such as Roborock, iRobot, Ecovacs, Tineco and Tineco, which mainly focus on sweeping and mopping robots, and the value is an order of magnitude higher.
This is a reflection of the current state of the market.
According to public data, the penetration rate of vacuum cleaners in Western countries is generally more than 90%, while the penetration rate of sweepers is much lower, even in the more mature American market, the penetration rate of sweepers is only about 15%, and even lower in countries such as Japan and Germany.
Even though the numbers are already high, Dyson's search popularity is still on the rise, driven by a continuous focus on user needs and product innovation.
The penetration rate of sweeping and mopping robots is still low, and the fundamental reason is that the technology is not mature enough.
Technological progress leads to performance improvements, which in turn expands sales, and scale further reduces costs and selling prices, and sales continue to expand....
Innovative intelligent products are moving along such a path, such as the electric vehicle industry, and the small one is the 3D printer industry.
With the progress of smart cleaning appliances in interaction, obstacle avoidance, cleaning, etc., the penetration rate will gradually increase, and the market potential is still great.
Chinese brands are doing well
Among the leading brands of smart cleaning appliances, Chinese brands account for the majority.
The market position of the American brand irobot, the originator of sweeping robots, continues to decline, and its share is eaten by Chinese brands.
This can be seen in the search heat.
Five years ago, iRobot was far ahead in search popularity, but it has barely grown or even declined slightly in five years, while China's top brands are growing.
In 2021, Roborock's search popularity began to surpass iRobot. Recently, Dreame has also caught up with iRobot.
If you add up the values of Ecovacs' two brands, Ecovacs and Tinic, they also surpass iRobot.
The performance of the shark brand acquired by the Chinese company is also excellent, because it involves the problem of common words, and the search popularity value is adjusted, which will be inaccurate, but the organic traffic of the independent station and the search volume of brand keywords on Amazon are also very high.
The rise of China's smart cleaning home appliance brands is not blindly relying on low prices, but leading technology and rapid product iteration. With the deepening of localization, the competitiveness of Chinese brands will continue to improve.