662In 2023, the global horticultural robot market was valued at approximately $1.2 billion. According to industry forecasts, this sector is expected to climb to $3.8 billion by 2032, with a compound annual growth rate of 13.4%.
In this rapidly growing blue ocean, the Chinese brand Yarbo has successfully leveraged the "modular yard robot" to break into the European and American markets. In 2024, its new product presale locked in over 100 million yuan in a single month, with orders exceeding $2 million on the first day of sales. At the beginning of 2025, it secured another 200 million yuan in strategic investment, with total financing exceeding 600 million yuan, firmly ranking first in global yard robot track financing.
This Shenzhen-based company has proven over ten years that Chinese intelligent manufacturing can not only solve "Western pain points" but also define market rules.
Image source: Internet
A Decade-long Breakthrough by a Chinese Team
According to available information, Shenzhen Hanyang Technology was founded in 2015, with a founding team composed of technical elites from top companies such as Huawei and the German Aerospace Center.
At that time, North American households faced a long-standing pain point: over 50 million traditional snow removal devices malfunctioned frequently due to low temperatures every year, while 70% of households in snow regions needed to clear snow within four hours after snowfall or face fines.
The founding team keenly identified this demand and entered the market with the Snowbot snow removal robot. After eight years of technological iteration, they officially launched the modular yard robot Yarbo in 2022.
Its original "1 main unit + N modules" architecture allows for more than 20 functions, such as snow removal, lawn mowing, and leaf blowing, by changing accessories.
Image source: Yarbo
To verify product-market fit, the Yarbo brand launched on Kickstarter, setting a record for consumer robot crowdfunding with over $1 million raised in one hour and a total of $3.46 million.
After that, the Yarbo brand entered a phase of rapid development. In May 2024, its new product's global presale locked in nearly 100 million yuan in the first month. In June, its debut at the Cologne Garden Expo in Germany triggered a buying frenzy among European distributors. In the 2025 Series B round, it secured another $27 million in financing, with annual sales expected to grow by 400%.
Now, its snow removal module patent growth rate ranks first in the world, making it the first consumer-grade brand in this vertical track to achieve commercialization.
Image source: Kickstarter
Omni-channel Marketing: Creating Blockbusters in the Traffic Pool
Yarbo's explosive success in overseas markets is inseparable from its multi-platform marketing strategy. They did not put all their eggs in one basket but instead told the same brand story according to the characteristics and user habits of each platform.
1. TikTok
On TikTok, a platform centered on fun and visual impact, Yarbo did not just list product features and parameters but deeply embedded the product into real-life scenarios of North American families.
Yarbo's official account showcases the product in use in various scenarios such as lawns and yards, as well as operation demonstrations and feature displays, allowing users to intuitively experience the product's advantages and establishing a professional and highly practical brand image.
As of now, the account has accumulated 65,200 followers, with total views exceeding 24.8 million, and 2,400 new followers in the past 30 days.
Image source: TikTok
Recently, the account has also started to further expand traffic through livestreaming.
According to incomplete statistics, they have held five livestreams in the past 30 days, with the number of viewers gradually increasing from around 2,000 initially to 12,000 on July 10, preliminarily verifying the user appeal of their livestreaming strategy.
As the effect of livestreaming continues to emerge, Yarbo is expected to continue attracting large amounts of traffic on TikTok in the future, bringing more positive impact to product sales and brand promotion.
Image source: TikTok
In addition to building its own account, Yarbo also collaborates with TikTok influencers with relevant expertise. Through the influencers' influence and professional interpretation, the brand further expands its reach on the platform.
For example, TikTok influencer @electric_rev conducted a detailed teardown and analysis of the robot, highlighting the product's features by explaining its working principles in a popular science manner. The video ultimately garnered 3.3 million views, bringing significant exposure to the brand.
Image source: TikTok
2. Instagram & Facebook
Instagram and Facebook are key battlegrounds for Yarbo to build user communities and stimulate engagement.
Given the low-frequency, high-decision threshold nature of yard equipment consumption, the brand designed light interactive activities such as the "Snow Season Challenge," inviting users to share before-and-after photos of their yards managed by Yarbo robots. Participants could win module accessories in a draw.
This not only significantly increased the repost rate of brand posts but also encouraged users to become co-creators of content rather than mere bystanders. After all, real yard scenarios and user experiences are far more effective than advertisements in dispelling potential users' doubts.
Image source: Instagram
3. Independent Website
As the brand's "private domain," the independent website serves far more than just transactions.
Through meticulous operations, Yarbo's independent website achieved an average monthly traffic of 460,000, with 36.85% of users visiting directly by entering the URL or through bookmarks. This proportion of direct visits is uncommon among consumer brands, reflecting the growing brand awareness and stickiness among users.
Image source: similarweb
The content strategy of the independent website is also highly targeted. For North American users, it emphasizes stable performance in extreme cold of -30℃, directly addressing the survival anxiety of residents in blizzard-prone areas. For European users, it highlights how AI obstacle avoidance technology protects small animals on lawns, precisely responding to Europe's strong animal protection awareness.
This region-based content customization has increased the proportion of organic search traffic to 29.92%. Especially with the optimization of high-value keywords like "robot lawn mower," the brand continues to attract precise target customers.
Image source: similarweb
Inspiration: The Multiplicative Effect of Multi-point Deployment
Looking back, Yarbo's omni-channel marketing has always revolved around one core: allowing users to see how the product integrates into and improves their lives across different platforms and touchpoints.
This multi-touchpoint, layered penetration strategy has not only enabled a startup brand to gain a foothold in a yard market dominated by giants, but also provides a reference for other high-ticket hardware brands on multi-platform deployment and user communication.
For Chinese companies aiming to go global, in the complex overseas market environment, building a unified and attractive user experience network that covers both online and offline is more reliable and sustainable than betting on a single channel. The breadth of deployment and the depth of synergy are both indispensable.
