Photo = Roborock The robot vacuum cleaner ‘Roborock S8 Max V Ultra’, sold simultaneously on CJ OnStyle home shopping TV broadcast and live broadcast (live trade) on the 18th of last month, sold about 4,600 units in hour, and the cumulative order amount is more than 7 billion that I won. This means that 120 million worth of earned products are sold every minute. It was calculated that the number of people connected to watch the live broadcast reached 1.42 million.
Robot vacuum cleaners that reduce housework time are becoming more popular. Robot vacuum cleaners, along with dishwashers and clothes dryers, are known as the ‘three great aunts’, meaning they are auxiliary household appliances like aunts who help with housework. In particular, robot vacuum cleaners are characterized by Chinese companies that dominate the domestic market. The latest product from China’s Roborock, the leader in the robot vacuum cleaner market, released last month, gained popularity despite its price reaching 1.8 million won. Photo = CJ OnStyle The domestic robot vacuum cleaner market continues an upward trend following the new coronavirus infection (COVID-19) event. Related industries estimate that the domestic robot vacuum cleaner market size last year amounted to 370 billion to 560 billion won.
According to market research company Euromonitor on the 4th, it is estimated that the domestic robot vacuum cleaner market size last year won 372.2 billion, an increase of 20.9% from the previous year. This is more than double the growth rate (9.1%) of the global robot vacuum cleaner market ($70.227 billion) during the same period.
In particular, the demand for all-in-one products (vacuum and wet mop) with relatively high prices seems to be constant. The demand seems to continue this year as well. At G Market, an e-commerce affiliated with Shinsegae Group, the sales growth rate of robot vacuum cleaners in the first quarter of this year (compared to the same period last year) reached 42%. Photo = Roborock This is the result of Chinese companies such as Roborock, which entered the domestic market in 2019, drawing positive responses by introducing an integrated vacuum cleaner and mop cleaner product at a price well over 1 million won.
Roborock came first in terms of market share in 2021 and maintained its position until last year. Domestic sales increased from 29.1 billion won in 2020 to 200 billion won last year. Based on market research agency GfK, the domestic market share is 35.5%. Robot vacuum cleaners with a dock or station with automated functions like automatic dust emptying were well received by housewives and sold like hotcakes even at a reasonable price. Kim Seo-young, the marketing head of Roborock Korea, gives a presentation at the ‘Roborock S8 Max V Ultra Launching Show’ held on the 16th of last month. Provided by Roborock Last month, Roborock launched the ‘S8 Max V Ultra’ at a price of 1.8 million won with improved cleaning functions and convenience, and held a new product launch event for the first time since entering the Korean market. The new product includes an all-in-one dock with a suction power of 10,000 Pascals (Pa) and features such as wet mop hot water washing up to 60 degrees Celsius and wet mop hot air drying.
Ecovacs, which is second in terms of market share, also launched new products such as the ‘Dibot X2 Combo’, a hybrid robot vacuum cleaner that combines an all-in-one robot vacuum cleaner and a handy vacuum cleaner. In particular, Ecovacs is launching an offensive by appointing Jeon Ji-hyun as its ‘face’ following actress Hyun Bin.
Domestic companies also took action. Samsung Electronics surpassed 10,000 cumulative sales of its ‘Bespoke Artificial Intelligence (AI) Steam’ all-in-one robot vacuum cleaner in March. LG Electronics also plans to release an all-in-one robot vacuum cleaner. Small and medium-sized domestic companies such as Shinil Electronics and Cuckoo Homesys are also planning to launch all-in-one robot vacuum cleaners.
Robot vacuum cleaners are consistently chosen by customers in their 30s and 40s, the millennial generation with high purchasing power. According to the analysis, the working population opens their wallets to home appliances that relieve the fatigue of housework.
CJ OnStyle said, “As a result of analyzing customers who bought the new Roborock product, the response was particularly high among those in their 30s and 40s who value ‘value for money’ and ‘convenience’. ” accounting for almost 80%, with 44% in their teens and 35% in their 40s,” he said.
From Jeong-min, reporter of Hankyung.com blooming@hankyung.com
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