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Every spring and summer, the lawn grows wildly, becoming almost the most headache-inducing household chore for American middle-class families.
You should know that there are about 83 million detached houses in the US,of which40%–50% of families need to mow the lawn at least twice a month during the peak growing season, and the annual averagenumber of timesis as high as 25 to 30 times.
If you hireworkersto come to your homefor weeding, the labor cost for a single sessionis about$80, and maintenance costs remain high.
It is precisely this high-frequency and costly maintenance pressure that has led more and moreAmerican familiesto want to liberate their hands with smart devices. The demand for automation replacement continues to rise, and has consequently given birth toa rapidly growing smart lawn mower market.
Image source:Google
Let's look at some data:
According to Grand View Research, research shows thatthe global lawnmowingrobotmarketsize in 2025is valued atUSD 9.33 billion, and is expectedtobreak through USD 21.97 billion in2033,with a compound annual growth rateas high as11.4%over several years, showing very promising prospects.
Image source:Grand View Research
On this emerging track with huge potential, many new Chinese brands have successfully Tuke,and achieved hot sales in overseasmarkets.
Today, the one we want to talk aboutisMammotion (库犸动力),which stands out as a particularly impressive example.
Since entering the market, the brand has targeted the mid-to-high-end segment. Its product pricing is nearly half higher than industry competitors, yet sales have not been affected at all.
During July 2024 to June 2025, its new smart mowing robotwascertified by the global authority Frost & Sullivan as the world's No.1 in sales of boundary-free mowing robots.
Despite its high positioning, it still leads globally. Many people are curious: how did this emerging Chinese brand manage to break through so strongly in a niche track?
Image source:Google
A hardcore team from DJI, betting on the robotics track
According topublic information, Mammotion (库犸动力) is a brand focused on R&D and sales of smart garden robots, founded in Shenzhen.
Its starting point begins with the founder's background.
The brand founder Mr. Wei was the co-founder of DJI RoboMasterandalso served as R&D director.After leaving DJI, he led a team of 6 people,betting on the smart robotics track,starting from a 40square meteroffice in Dongguan,and inAugust 2016 founded Songling Robotics, the predecessor of today's Shenzhen Kumotion Technology.
In the early days of entrepreneurship, the team first targeted the industrial logistics field, focusing on automatic parking and handling AGV robots, aiming to improve warehouse automation efficiency.
But reality was not optimistic,the project required large capital investment and had a long payment cycle,andthe domestic market was already occupied by established companies. Songling Robotics, with limited funds, once fell into development difficulties.
Image source: Songling Robotics
The turning point came in 2019. The team keenly discovered that the outdoor mobile robot chassis was still a blue ocean, so they decisively transformed and entered the consumer-grade garden scenario.
The effect of the transformationwas also good, that yearsales broke10 million, and also precipitated the core technology for subsequent mowing robots.
After completing the technical accumulation, Songling officially launched its sub-brandMammotion (库犸动力)in 2022, fully entering the smart lawn mower market.
Image source:Google
In May 2022,the brandlaunched its first four-wheel-drive mowing robot LUBA 1 equipped with RTK boundary-free technology on Kickstarter, raising a total of$3.37 million, a strong start.
In February 2023, the product was officially mass-produced and shipped, quickly covering 33 countries, and topped the Amazon US categoryinJune of the same year.
Afterwards,Mammotioncontinued to iterate and upgrade, and inOctober 2023, launchedthe world's first mowing robot LUBA 2 AWDintegrating visual positioning and obstacle avoidance.
The brand'sbusiness revenue has also continued to rise, with lawn mower-related income growing from 154 million yuan in 2022 to522 million yuan in2024.
Image source:Google
In January 2025,MammotionlaunchedLUBA mini and other new productsand otherupgradedmain models,directly takingthe No.1 spot in the Amazon category in the US, Germany, and France in Q1.
In January 2026, the global authority Frost & Sullivanalsoreleaseda report,certifying that during July 2024 to June 2025,Mammotionranked No.1 globally in sales of boundary-free mowing robots.
With technical accumulation and precise Tuke, today's Mammotionbrandhas already becomea benchmark sellerin the smart lawn mowertrack.
Image source:Frost & Sullivan
Social media operation: Using healing content to touch users' hearts
The hardcore technology of the product is certainly important, but to reach more overseas families in need and achieve large-scale transactions, social media marketinghasbecome a key part for Mammotion to open up the market.
The brandsuccessfully leveragedprecise layout on mainstream overseas social platforms like TikTok, unlockinga huge number of potential users and quickly building brand awareness.
Mammotion's operation strategy on TikTok is very clear: focusing on relaxed and healing lifestyle content to attract potential consumers.
So far, its official brand account@mammotion_official has gained 65,500 followers and 222,100 likes.
Image source:TikTok
The videos posted by this account rarely pile up parameters, but instead present atmospheric scenes: on a sunlit lawn, the mower works quietly, accompanied by pets nearby.
These short films focusing on lifestyle aesthetics precisely hit the yearning of Western middle-class families for an ideal garden life.
Image source:TikTok
Among them, the most popular viral video has reached7.4 million views and 34,000 likes.
This video showsMammotion's mowing robot working diligently on the lawn. Thanks to its built-in obstacle avoidance function, even when the dog is lazily sunbathing nearby, the harmonious atmosphere is undisturbed.
The interactions in the comments are also diverse. Some old users share their real experiences, saying that after buying it, they save three-quarters of the workload and only need to manually handle the edges, making it highly cost-effective; many potential buyers are moved by the warm scenes of people and pets living together, greatly increasing their desire to buy.
It can be seen that this type of content, which integrates product functions into daily garden scenarios, naturally showcases the product's advantages and conveys a relaxed, worry-free lifestyle, effectively increasing overseas users' interest.
Image source:TikTok
Influencer collaboration: Efficient conversion with vertical KOLs
Of course, relying only on the brand's own account is far from enough. To further amplify exposure and broaden the audience,Mammotion also collaborates with vertical influencers on TikTok for promotion.
Home and lifestyle influencer @Davey Struggle, with 455,100 followers, is one of the brand's partners.
Image source:TikTok
This influencer regularly shares content about garden maintenance and outdoor cleaning, and the audience is highly aligned withMammotion's target customer group.
He specially filmed a short test video forLUBA 2, fully showing the unboxing, installation, and usage process, and also demonstrated practical functions such as remote control via mobile phone and real-time tracking of work trajectory.
So far, this video has received717,700 views and 28,800 likes.
In the comments, some users calculated the real economic cost. He said that each time he mows the lawn, he spends$80 in labor, and every month he pays $3,340 for this. If he buys this mowing robot, he can pay off the cost in 6 months, which is very cost-effective.
It is clear that using vertical influencers for real scene demonstrations not only dispels users' purchase concerns, but also directly highlights the core value of saving money and effort, achieving twice the result with half the effort in conversion.
Image source:TikTok
Independent website andSEO: Good search reception, so traffic has somewhere to go
After attracting users with content, how to receive this traffic and complete the final conversion is also a question the brand must consider.
Mammotion has put a lot of effort into building its independent website and optimizing SEO.
By optimizing keyword layout and website structure, they ensure that users with clear purchase intentions for smart lawn mowers can find the brand's official site first when searching proactively.
This combination of content attraction+search reception not only avoids traffic waste, but also lays the foundation for subsequent user retention and repurchase, making it worth learning from for other Tuke brands.
Image source:Mammotion independent website
Conclusion
For Chinese brands aspiring to the global market,Mammotion's journey reveals a clear insight:
True globalization is not just about selling products abroad, but about integrating a better solution into the daily lives of local consumers through localized storytelling.
Currently, the garden economy and home automation track represented by smart lawn mowers is at the intersection of exploding demand and technological maturity.
For domestic companies with technical accumulation and product capability, instead of competing in the red ocean, it's better to followMammotion's example, find a niche entry point, and carve out their own space in overseas markets.
