641Every spring and summer, one of the biggest headaches for American middle-class families is the wildly growing lawn in their yards.
Among the 83 million independent homes across the United States, nearly half of the families need to mow their lawns at least twice a month, and hiring a worker for one session costs $30-80. This high-frequency, high-cost maintenance demand has directly spawned a rapidly growing smart lawn mower market.
Image source: Mammotion
In 2022 alone, the smart lawn mower track saw the emergence of 5 new brands, including Mammotion under Songling Robotics. From the start, this brand positioned itself in the mid-to-high-end market, with product prices ranging from $1,399 to $4,099, nearly double the price of competing products in the industry.
But the high price did not affect sales. Mammotion's new smart mowing robot reached the top of the bestseller list in its category on Amazon within just one month of launch.
How did this emerging Chinese brand manage to break through in a mature market?
Mammotion product tops Amazon bestseller list
Leaving DJI, Entering the Robotics Track
The story of Mammotion begins with its parent company, Songling Robotics.
Reportedly, in 2017, after leaving DJI, the founding team of Songling Robotics started their entrepreneurial journey in a 40-square-meter office in Dongguan.
This founding team is considered an "all-star technical lineup". The founder was a former DJI executive, and the other members all came from DJI and Li Qun Automation (a high-tech enterprise), each with over 10 years of robotics R&D experience. Such a technical background laid a solid foundation for the later birth of Mammotion.
Image source: Songling Robotics
In the early days of entrepreneurship, the team chose to enter the industrial logistics field, developing automatic parking robots. These products help warehouses achieve automatic cargo handling and improve storage efficiency. However, reality was harsh—the project required a large amount of upfront capital, and the domestic AGV (Automated Guided Vehicle) market was already dominated by established companies like Siasun and Geek+, making it difficult for the cash-strapped startup Songling to move forward.
A turning point came in 2019. The team discovered that the robot chassis technology for outdoor scenarios was still a blank field. They quickly shifted to developing mobile chassis robots for complex terrains. In the year of transformation, sales exceeded 10 million yuan, and maintained a 300% annual growth rate for the next three years. The navigation algorithms, sensor fusion, and other technologies accumulated during this period became the core technical foundation for the later lawn mowing robots.
Image source: Songling Robotics
In 2022, after completing its technical reserves, Songling established the sub-brand Mammotion and officially entered the smart lawn mower market.
At this time, data from Amazon North America showed that 95.3% of sales in this category were concentrated among top sellers, and the survival rate for new brands was extremely low.
But Mammotion broke this pattern with precise market positioning. They launched a product matrix priced at $1,399-$4,099 for different sizes of lawns. The entry-level YUKA series targets household users, while high-end products directly adopt industrial-grade navigation systems, achieving comprehensive coverage of niche markets.
This differentiated strategy quickly paid off. After Mammotion products went online, they rapidly entered the top seven in their Amazon category, becoming the only emerging brand in the Top 10.
Image source: Amazon
Opening Overseas Markets with Crowdfunding
The hardest part for new products entering mature markets is acquiring the first batch of users. Mammotion chose a clever path—crowdfunding.
In May 2022, Mammotion's boundary-free mowing robot LUBA launched on Kickstarter. Unlike conventional graphic introductions, the team specially shot dynamic scenario videos, showing the robot precisely avoiding flower beds on muddy lawns after heavy rain and automatically returning to the charging station.
This intuitive demonstration effectively addressed the pain points of European and American users, and the crowdfunding amount exceeded $1 million on the first day of launch.
Image source: Kickstarter
Even more critical were the operational details. On the Kickstarter page, the team offered early supporters a 52% discount and consistently replied to user comments. This "half-price trial + real-time interaction" strategy not only lowered the threshold for trying the product but also built brand trust.
Image source: Kickstarter
By analyzing user comments collected on the Kickstarter platform, the Mammotion team captured the core needs of European and American users: consumers not only value basic mowing functions but also pay special attention to the product's performance in complex terrain adaptability, extreme weather stability, and long-term usage costs.
Based on these market insights, the team implemented precise operational strategies on the Amazon platform, optimizing high-demand keywords such as "steep slope mowing" and "rainy day operation," while also designing marketing content to showcase product durability and cost-effectiveness.
This user-driven, refined operation quickly yielded results, ultimately pushing all three LUBA series products onto the BS list. At the same time, Mammotion demonstrated strong performance in independent site operations, directly entering the 52nd spot in the independent site lawn mower category traffic ranking.
Image source: Mammotion independent site
Social Media Marketing Becomes the Winning Formula
Overseas social media is another key for Mammotion to open up the market. They operate simultaneously on TikTok, YouTube, and Facebook, formulating differentiated strategies for different user habits.
-TikTok
Mammotion's TikTok operation strategy is very clear: attract potential consumers with relaxed and healing content. So far, its official account @mammotion_official has accumulated 23,400 followers and received 110,100 likes.
Image source: TikTok
Most of the videos posted on this account show smart lawn mowers quietly working on sunny lawns, often accompanied by pets relaxing nearby.
This type of video content, which does not emphasize technical parameters but focuses on the aesthetics of life, perfectly resonates with the European and American middle class's beautiful imagination of courtyard life.
Image source: TikTok
To expand its influence, Mammotion also actively collaborates with TikTok influencers.
A full unboxing and installation video released in collaboration with influencer @daveystruggle, who has 381,000 followers, received 683,000 views, with many purchase inquiries in the comments section; a review video released in collaboration with tech influencer @tomthetechchap, who has 278,700 followers, reached 1.9 million views.
These figures prove that through lifestyle scenarios and influencer endorsements, the Mammotion brand has indeed achieved good exposure on TikTok.
Image source: TikTok
-YouTube
On YouTube, Mammotion's performance is equally impressive.
So far, its official account @mammotiontech has 67,700 subscribers, and a demonstration video of the new LUBA 2 has reached 3.35 million views, showing users' strong interest in product technical details.
Image source: YouTube
In addition, Mammotion places special emphasis on collaborating with professional tech bloggers.
For example, a 9-minute in-depth review video released in collaboration with @AuthenTech, who has 1.53 million followers, uses professional tools such as laser rangefinders to compare the differences between manual and machine mowing effects.
This rigorous technical comparison not only showcases product performance but also builds brand credibility among professional user groups, successfully shaping Mammotion's "technology-leading" brand image.
Image source: YouTube
Finally, on Facebook, Mammotion's official account has accumulated 170,000 subscribers, with a direct link to the independent site in the account profile for easy traffic redirection from social media.
Image source: Facebook
This account also maintains frequent updates, mainly posting three types of content: product feature displays, marketing campaign promotions, and authentic user-generated content (UGC) videos. These real consumer feedback videos can effectively bring the brand closer to users and increase their favorability toward the brand.
Image source: Facebook
From the data performance, Mammotion's "TikTok for traffic, YouTube for professionalism, Facebook for trust" combination has proven highly effective. Notably, all content released on the three major platforms includes independent site traffic entry, forming a complete chain from exposure to conversion.
Image source: Mammotion
As domestic market competition becomes increasingly saturated, going global is no longer a choice, but a must.
Mammotion's case proves that as long as you identify market pain points and persist in technological innovation, Chinese manufacturing can absolutely occupy a place in the overseas high-end market.
Now is the perfect time for Chinese brands to set sail and go global!
