Eliza Wong
A recent Xiaohongshu post ignited widespread discussion about robotic vacuum cleaners: A netizen纠结 over which model to buy commented, ‘Since I can’t decide which is better, I’ll choose the company that treats its employees better.’ This remark reflects the awkward predicament of the robotic vacuum cleaner industry. Once a symbol of home appliance消费升级, these devices have seen navigation upgrades, mopping additions, and self-emptying bases become standard. Yet today, with laser navigation, AI recognition, and self-cleaning stations ubiquitous, parameter gaps缩小, and user experience differences模糊. Despite rapid growth and low penetration rates compared to abroad, major players like Roborock and Ecovacs face增收不增利, trapped in marketing wars, price battles, and ineffective R&D. This moment mirrors consumer electronics history, where differentiation fades post-standardization, leaving price as the key differentiator. Robotic vacuum cleaners are now walking the same path.
The Paradox of Growth Without Profit
If we look solely at shipments, robotic vacuum cleaners maintain strong momentum. In 2024, global shipments reached 20.6 million units, up 11.2% year-on-year, with sales hitting $9.31 billion, a 19.7% increase. The market still has significant room for growth; Statista reports China’s penetration rate at around 6%, far below the 10% levels in Europe and the U.S. However, the market structure shows signs of maturity. Industry concentration is a key indicator: Globally, four of the top five brands are Chinese—Roborock, Ecovacs, Xiaomi, and Dreame—holding a combined 47.5% market share. Domestically, Ecovacs, Roborock, Narwal, and Dreame control 90% of the market. This rapid growth amid高度成熟的竞争格局 has led to bizarre growth patterns—revenue increases without profit growth. Roborock’s 2024 revenue surged 38%, but net profit fell 3.6%; in Q1 2025, revenue skyrocketed 86%, yet net profit dropped 32.9%. Ecovacs faces similar尴尬: revenue growth continues, but net profit is less than half of 2021 levels.
R&D Costs and Technical Limitations
The reasons are not hard to understand. As tech products, intelligent体验 is crucial for competition, driving high R&D costs. Roborock’s R&D expenses rose continuously from 2016 to 2024, reaching 971 million yuan in 2024 alone, a 56.9% increase. However, industry R&D is increasingly constrained by cost and form factors—for instance, Roborock’s laser tower design is limited by device height. Frequent technical staff turnover also fuels homogenized competition. For users, innovation带来体验革新 is barely felt, while price hikes are obvious. Consumers want simplicity: cleanliness and convenience. Yet reality falls short: self-cleaning bases still require frequent filter and tank maintenance, machines often malfunction, and struggles with grease persist. On Hei Mao Complaints, over 13,000 complaints about robotic vacuum cleaners exist, with the top 100几乎全是 product failures and after-sales issues.
Marketing Expenses and Price War Longevity
Marketing costs pose another major burden. As low-frequency durable goods, robotic vacuum cleaners have low repurchase rates, relying heavily on channels and ads for new customer acquisition. Ecovacs’ sales expenses consistently exceed 30% of revenue, far above R&D spending; Roborock’s sales costs jumped 73% year-on-year in 2024. Thus, more spending boosts revenue but further dilutes profits. More critically, price wars have become prolonged. Early high-end models cost over 5,000 yuan; now, 2,000–3,000 yuan online products offer full-featured bases and AI mapping. Top brands continuously cut prices to seize market share, creating a cycle of ‘revenue growth, per-unit profit decline.’ Despite the ‘smart hardware’ label, this business increasingly resembles traditional durable goods.
Escaping the Walled City: Globalization and Diversification
If product experience is hard to enhance short-term, companies aren’t out of options. Globalization is a primary strategy. As mentioned, Chinese firms dominate this industry, with North America and Europe being key markets仅次于国内. Avoiding domestic卷 through expansion abroad offers relief. Using Amazon and独立站, Roborock’s 2024 overseas revenue exceeded 6 billion yuan, surpassing domestic sales; Ecovacs has稳固欧洲, aiming to replicate white goods firms’ globalization. Higher consumer spending and brand溢价 overseas alleviate domestic profit pressures. Newcomer Narwal is rapidly expanding globally too, with 2024 overseas revenue growing nearly 7 times, exporting to over 30 regions. Its representatives project覆盖海外市场将超过50个 by 2025, with 3–4 times growth potential. Diversification is another route. While DJI’s entry into robotic vacuums shocked the industry, Dreame is the true跨界达人. In August, Dreame Tech announced drone business expansion into the trillion-yuan low-altitude economy, building a professional R&D team. That same month, it revealed car-making plans, targeting Bugatti Veyron with a luxury electric model set for 2027 debut. Starting with cordless vacuums, Dreame’s core strength lies in high-speed motors and aerodynamics. It has extended this tech主线 to action cameras ( challenging GoPro and DJI), drones (applying motor and sensor expertise), and even cars ( leveraging electric drive systems). Superficially, these leaps seem惊人, but the logic is consistent: finding new applications for motor technology. However, these fields are巨头占据—action cameras are highly saturated, DJI’s drone moat is deep, and cars involve heavy capital, supply chain, and brand battles. Whether Dreame can secure a real产业位置 requires long-term validation. But from an industry perspective, these explorations reflect a reality: with core profits squeezed, robotic vacuum makers must seek bigger stories. This is brave突围, but could become expensive试错.
The Future: From Apple Aspirations to Gree Reality
A decade ago, robotic vacuum cleaners promised ‘liberating hands’; today, they offer more psychological comfort than tangible benefits. The industry oscillates between feature stacking and price wars, neither transcending home appliance logic nor fulfilling ‘smart life’ promises. Their future likely isn’t ‘the next Apple’ but ‘the next Gree’: winning through scale, efficiency, and durability, not ‘one more radar’ for premium pricing. Yet, domestic average prices are rising—online exceeding 3,000 yuan, offline near 5,000 yuan. This means consumers aren’t unwilling to pay but haven’t seen real value differentiation. Ultimately, ‘smart’ must回归两个字:好用. For the industry to escape its walled city, genuine innovation that prioritizes user experience over marketing gimmicks is essential. Companies must focus on reliability, reduce maintenance burdens, and deliver on the promise of automation. As consumers grow discerning, only those addressing real pain points will thrive. Explore emerging brands or consider second-hand markets for value deals—sometimes, the best choice isn’t the newest model but the most reliable one.
