496Recently, while browsing social media platforms, I discovered an interesting phenomenon:
Out of ten home decor bloggers, at least six are using robot vacuum cleaners.
This once niche product has now quietly entered households around the world. According to Global Market Insight data, the global robot vacuum cleaner market size reached$4.5 billion in 2023, an increase of nearly25% compared to 2021, and it is expected to maintain an annual growth rate of6.5% until 2032.
Image source: Global Market Insight
Behind this, in addition to technological progress, is the global expansion of a group of Chinese brands.
Among them, the overseas path ofRoborock from Beijing is particularly noteworthy.
In 14 countries including Germany and Spain, their products consistently rank among the top three in the market. On Amazon, a high-end model, the S8 Pro Ultra, priced at $1,399.98, still sells over 1,000 units per month a year and a half after its launch. This is quite unusual in the cross-border e-commerce field, which typically values "cost-effectiveness."
There are many valuable insights hidden behind this impressive report card.
Amazon monthly sales over 1,000. Image source: Amazon
The “breaking the circle” journey of a programmer and a robot vacuum
After graduating with a master's degree from the Computer Science Department of South China University of Technology in 2006, Chang Jing's career almost perfectly aligned with every wave of the Internet boom.
He leveled up through Microsoft, Tencent, and Baidu, until2014, when he finally decided to found Roborock.
At that time, the smart home concept was just emerging, and robot vacuums were still in their primitive stage—bumping into walls, getting stuck, and missing spots were the norm.
Chang Jing realized that if he could solve path planning and obstacle avoidance technology, this track would definitely have potential.
So, in the early days of the startup, the whole team worked around the clock in their office in Haidian, Beijing. They produced the first product prototype in 40 days, surprising even the investors:“Does this look like the work of a startup?”
Image source: Internet
Xiaomi's entry in 2015 became a turning point. Leveraging Xiaomi's supply chain and channel resources, Roborock launched its first Mi Home robot vacuum in 2016, bringing LDS laser navigation technology to the thousand-yuan price range and selling over one million units that year.
But Roborock knew that OEM production would always be limited by others. In 2020, Roborock was listed on the STAR Market, with itsmarket value once surpassing 100 billion yuan, truly ushering in the era of its own brand.
Roborock revenue. Image source: Internet
Three major platforms, one set of combination punches
Roborock’s team knows well that to open up overseas markets, product strength alone is not enough—they must also understand the temperament of each social platform.
So, they launched a set ofdifferentiated strategies on TikTok, YouTube, and Instagram.
TikTok
On TikTok, Roborock’s official account @roborockglobal has already accumulated149,100 followers, with total video likes exceeding655,000.
Image source: TikTok
The most popular video has nearly7.9 million views. The content is simple: it directly showcases the product performance of the robot vacuum, making it easy for users to understand and quickly pique their interest.
Image source: TikTok
In addition to the official account, Roborock has also accumulated7.956 million views through the brand hashtag#roborock, further expanding its brand influence.
Image source: ChaoDianYouShu
Additionally, they have collaborated with many TikTok influencers, such as pet blogger@tuckerbudzyn (11.7 million followers), who posted a video showing how the robot vacuum cleans up pet hair, receiving939,300 likes and attracting attention from many pet-owning families.
Image source: TikTok
There are also couple bloggers@nicocaponecomedy (28.4 million followers), who raced the robot vacuum against traditional cleaning tools, showcasing the product’s advantages in a fun and lighthearted way. The video quickly went viral, receiving over1.3 million likes and sparking lively discussion and sharing among netizens.
Image source: TikTok
YouTube
Switching to YouTube, Roborock’s strategy immediately becomes more “hardcore.”
As of now, Roborock’s official account @Roborock Global has31,500 subscribers, with the most popular video exceeding5.48 million views. The brand mainly collaborates with tech bloggers on YouTube, showcasing product performance through in-depth review videos.
Image source: YouTube
For example, in 2022, Roborock collaborated with well-known tech bloggerLinus Tech Tips to review the new S7 MaxV Ultra. In the video, the blogger starts with organizing the studio, demonstrating the robot vacuum’s cleaning ability in complex environments.
Image source: YouTube
This video ultimately garnered2.48 million views and5,685 comments, with a high engagement rate.
Image source: YouTube
On Instagram, Roborock presents a different style. As of now, its official account has169,000 followers.
Image source: Instagram
The content mainly featuresminimalist product displays, paired with exquisite home scenes, conveying the concept of "smart technology enhances quality of life." Through high-quality images and short videos, Roborock successfully attracts mid-to-high-end consumers who pursue a quality lifestyle.
Image source: Instagram
Building a “product museum”-style independent site
Compared to relying on third-party platforms, Roborock’s independent site is more like a brand experience center.
On the homepage, each product series is accompanied by high-definition images and detailed feature introductions, making it easy for users to browse and compare. On the product pages, robot vacuums, floor washers, and vacuum cleaners are categorized by usage scenarios, with technical specifications hidden in the details page. The product descriptions hit pain points in one sentence:“Daily cleaning time for cat-owning families reduced from 35 minutes to 5 minutes.”
Image source: Roborock independent site
The most ingenious part is theforum section. Here, there are areas for beginners seeking help, tech enthusiasts discussing algorithm upgrades, and even users sharing photos of old models used for five years. This UGC content may seem casual, but it actually transforms the official website from a sales channel into a user community. When consumers start to maintain the brand spontaneously, product loyalty naturally rises.
User discussions on the forum. Image source: Roborock independent site
The next stop for Made in China
Roborock’s story serves as a reminder for domestic companies looking to go global:
The overseas market demands not only cost-effectiveness, but also value recognition.
Globalization is not about copying and pasting domestic success, but about finding each market’s“unseen anxieties”.
Whoever captures these subtle pain points first can lay their anchor before the next robot vacuum giant emerges.
