【By Observer Net, Yuan Jiaqi】
Not long ago, robot vacuum cleaners were seen as a success story of the United States. Scientists from the Massachusetts Institute of Technology (MIT) developed this small household appliance and established a company called "iRobot" in 1990. However, after thirty years, the United States has completely lost control of the market it pioneered. Similar to many other industries globally, Chinese companies have now become the leaders in the robot vacuum cleaner field.
According to Hong Kong's South China Morning Post on the 20th, a tracking report released by the market research company "International Data Corporation" (IDC) recently showed that in the second quarter of 2025, the top five global robot vacuum cleaner manufacturers were all Chinese companies, namely Roborock, Ecovacs, Dreame, Xiaomi, and Nau Robotics, which together accounted for nearly 70% of the global market share.
HK media believes that the process of Chinese companies catching up and replacing American competitors largely reflects the current state of the global economy.
Global Smart Vacuum Cleaner Market Share (by Shipment Volume) IDC Report Screenshot
Specifically for each brand: Roborock's shipment volume ranked first in multiple overseas markets such as Nordic countries, Germany, South Korea, and Turkey. Particularly in the Turkish market, its market share has exceeded 50%. The company has now expanded direct sales operations in Europe and strengthened its presence on Amazon platforms in major European countries; in the North American market, Roborock's shipment volume increased by 65.3%, covering over 700 cities. Additionally, the company customizes product features to meet local carpet usage habits and regional needs.
Ecovacs' shipment volume increased by 35.9%, continuously expanding its global market footprint through a diversified product matrix and focusing on the premium market. While maintaining its leading position in the domestic market, it has steadily increased its international market share to 14.1% by leveraging its offline retail advantages.
Dreame took the first place in the European market with a 25.5% market share, and also achieved strong growth in the Middle East, Africa, and North America markets. Its latest high-end model is equipped with artificial intelligence (AI) and biomimetic robotic arm technology, further enhancing product competitiveness.
Xiaomi maintains a stable market share in the mid-range market, especially in emerging markets, where it continues to consolidate its market position by relying on brand awareness, cost-effectiveness advantage, and an extensive distribution network.
Nau Robotics entered the global top five for the first time with an 8.5% market share. By focusing on regions with lower penetration rates and adopting differentiated market strategies, it continues to expand its international business.
The US top brand iRobot was pushed to sixth place. For American companies, this loss of market share has been costly. According to IDC data, the robot vacuum cleaner market is growing rapidly, with global shipments increasing by 33% in the first half of this year, reaching 15.35 million units.
However, the rise of Chinese brands is not based on "price advantage." The report mentioned that in Amazon's US store, the prices of Chinese brands and American brands are almost the same. In mid-September this year, the price of iRobot's Roomba Vacuum 2 was only $165 (approximately RMB 1,200), entering the lowest-priced products in the market.
"Americans invented robot vacuums. But why is it China that dominates?" According to Claire Zhao, a senior analyst at IDC China, the success of Chinese brands lies in their heavy investment in marketing promotion and R&D innovation.
In her report, she wrote, "Chinese companies have made significant achievements in overseas markets, quickly boosting sales and brand awareness through e-commerce. Rapid technological iteration directly enhances product competitiveness and user loyalty."
Additionally, Claire Zhao mentioned that these leading manufacturers are continuously expanding their product portfolios, covering a broader range of robotic cleaning solutions and traditional home appliance categories, even integrating into a wider smart home ecosystem.
HK media reported that Chinese brands are aggressively entering the US and European markets, where the penetration rate of robot vacuums is much higher than in the Chinese market. With more market participants, fierce competition forces all companies to develop and launch new products at an unprecedented speed.
Especially with the expansion of overseas markets being a priority for top enterprises, major brands are focusing on developing high-tech, high-end products. Therefore, R&D investment has become a key variable for Chinese brands to break through: according to Ecovacs' financial reports, the company's R&D expenditure increased from 549 million yuan in 2021 to 1.34 billion yuan in the first three quarters of 2024; Roborock's R&D investment last year reached 971 million yuan, equivalent to 8.1% of its total revenue.
World's First Robotic Vacuum with Biomimetic Robotic Arm - Roborock G30 Space (International Name: SarosZ70)
Last week, at the first Guangdong Excellent Products Exhibition held in Guangzhou, Janet Su, a sales manager of a Guangdong home appliance manufacturer, told HK media that the new generation of robot vacuums developed by Chinese manufacturers are already equipped with advanced AI, robotic arms, and other functions.
She added, "Chinese companies are constantly launching new products, with cycles as short as once every quarter and no longer than six months."
According to data from Tiantong Securities, currently only about 5% of Chinese households own a robot vacuum, while this proportion is around 15% in the United States. Given the huge future growth potential of the market, new players continue to enter.
It was reported that drone manufacturer DJI, home appliance giant Midea, and commercial robot startup Pudu Technologies have recently also launched their own robot vacuum products.
"Although each company faces great pressure, this market is still a blue ocean," said Janet Su.
Claire Zhao also wrote in her report, "The entry of new players highlights the intensifying competition in this field. Despite this, the global penetration rate of robot vacuums remains relatively low, especially in emerging markets, which still offer huge growth opportunities. IDC expects that with the advancement of AI technology and the integration of robotic functions such as mechanical arms, the industry will continue to maintain growth momentum."
In a previous report, Claire Zhao also pointed out, "The US market remains the most profitable region globally, so Chinese brands continue to focus on it. In the current market environment, channel expansion and operation are the core elements for brands to achieve overseas success, and they may also be the key factors determining the success or failure of many intelligent robot vacuum brands."
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