359Roborock, a technology company focused on smart home solutions, currently offers products mainly including robot vacuum cleaners, floor washers, handheld vacuum cleaners, and more.
But it is this seemingly ordinary tech company that,in 2023, achieved overseas operating revenue of as much as 4.229 billion yuan! Surpassing the American industry giant iRobot and becoming number one in global sales!
Source: Roborock Financial Report
Once this news broke, it sent shockwaves through the industry. No one expected that a "factory" once part of the Xiaomi ecosystem would, after becoming independent, quietly accomplish such a major feat.
It seems to prove the saying,“Those in tech are never easy to deal with.”.
So how exactly did Roborock embark on its journey overseas?
Let’s trace back to 2017, when Roborock was part of the Xiaomi ecosystem, one of the many OEMs for Xiaomi’s product lines, mainly relying on Xiaomi’s brand and channels for sales. However, as market competition intensified, Roborock realized the importance of brand independence and internationalization, so it decisively chose to break away from Xiaomi,embarking on the path of independent branding and globalization.
Through mainstream e-commerce platforms such as Amazon, Walmart, and Target, Roborock established an extensive global sales network. These channels not only helped Roborock gain a foothold in the North American market but also expanded into Europe and the Asia-Pacific region. For example, in the US, Roborock partnered with Target to cover more than 180 offline stores, greatly boosting brand awareness and market share.
01
Product Strength and Technological Innovation
The smart cleaning appliance industry is highly technology-driven, and Roborock deeply understands the importance oftechnology as the core driving force, never sparing effort in product R&D investment. In 2023, Roborock’s R&D expenses reached 619 million yuan, with a research team of over 600 people and 522 newly authorized domestic and international patents. Itsself-developed LDS laser radar + SLAM algorithm made itthe world’s first company to apply lidar technology on a large scale in the field of smart robot vacuums, laying a solid technical foundation for rapid overseas market expansion.
Source: Roborock Official Website
At the 2024 International Consumer Electronics Show, Roborock showcased several new products, which were iteratively upgraded to meet overseas user needs. For example, Roborock launched washer-dryer combos and floor washers, which not only greatly improved cleaning capability and intelligence, but also addedfeatures tailored to local market needs.
With strong technological innovation, Roborock successfully broke the stereotype that Chinese brands only win overseas markets with cost-effectiveness, quickly capturing high-end market share with products rich in features and excellent user experience.
02
Refined Social Media Marketing
Cultural differences are an unavoidable challenge in brand globalization. Moreover, as a DTC brand, Roborock needs to build deep emotional connections with users.
Therefore,refined social media marketing has become an indispensable part.
Roborock has established a marketing matrix on mainstream social platforms such as Facebook, TikTok, and Instagram, closely interacting with users through these channels, promoting product updates, and conveying brand value.
Roborock even sets up different official accounts in different countries and regions,delivering differentiated content. For example, on TikTok, Roborock releases localized content tailored to the needs of users in various places, and bycollaborating with local KOLs and influencers, promotes its products to a wider user base.
It is precisely these refined social media marketing strategies that have enabled Roborock to rapidly increase brand awareness, enhance user stickiness, and boost word-of-mouth communication in a short time.
03
Expanding New Fields: Floor Washers and Lawn Mowing Robots
In addition to robot vacuums, Roborock is actively expanding other smart appliance product lines. In 2023, revenue from Roborock’s other smart appliances grew by 109.4% year-on-year, reaching 554 million yuan. These new products include washer-dryer combos and floor washers, the latter combining “mopping” and “vacuuming” functions, becoming an innovative alternative to household vacuum cleaners.
And lawn mowing robots are another emerging market. With rising environmental awareness and the push for smart living, demand for lawn mowing robots is rapidly growing in Europe and America. According to Grand View Research,the electric lawn mower market is expected to grow at a compound annual rate of 5.4%, mainly driven by consumer demand for eco-friendly and efficient mowing solutions.
Especially in the North American market, for Americans who commonly live in houses with yards, keeping the lawn tidy and clean is a must for every household, andlawn mowers are a long-term “rigid demand”.
Just like Yarbo’s yard robots have achieved great success overseas, with the changing seasons, electric lawn mowing robots are bound to become the next “hot trend” in overseas expansion.
Overall, Roborock was able to break out of the fiercely competitive domestic market and secure the top spot in global robot vacuum sales through massive overseas business growth. This was not due to luck or simply catching the right trend.
Rather, it was thanks to its outstanding product innovation and precise market strategies, enabling rapid rise in the global smart cleaning industry. Byindependent branding, channel expansion, technological innovation, and refined social media marketing, Roborock has established a firm foothold in overseas markets.
All these elements are indispensable, and it’s not so easy for other overseas brands to replicate Roborock’s path.
More importantly, brands must formulate suitable development strategies based on their own circumstances and learn from other overseas brands.
