South Korean media: Chinese robot vacuum cleaners dominate the South Korean market, can Samsung and LG make a comeback?
On January 14, the South Korean media "Global Economy" published an article stating that Samsung Electronics and LG Electronics are fiercely competing for leadership in the global home appliance market, but there are areas where they are powerless in the South Korean market.
This is the robot vacuum cleaner market. In the South Korean robot vacuum cleaner market, China's Roborock has taken the leading position, and Chinese brands such as Xiaomi, Ecovacs, Dreame, Miele, and Nefit are gradually entering the South Korean market, expanding their market share.
Among South Korean brands, small and medium-sized home appliance manufacturers like Cuckoo are also expanding their robot vacuum cleaner product lines, engaging in fierce market competition regardless of brand awareness.
According to industry insiders, Roborock, a Chinese brand, leads the South Korean robot vacuum cleaner market with a market share of 45% to 50%, while Dreame, Nefit, and Moba each have a market share of around 10%. The combined market share of Samsung Electronics and LG Electronics is approximately 20%.
The reason why Roborock has quickly established itself in the South Korean market is because it rapidly developed a product line with technology and performance superior to existing robot vacuums.
The rapid launch of new products and a comprehensive product line from entry-level to high-end are also very popular with consumers. The active marketing strategies adopted in the South Korean market have also been highly effective.
A South Korean home appliance industry insider explained, "When Roborock first entered the South Korean market, its performance was far superior to the robot vacuums available at the time. Since then, South Korean companies have also improved their technical capabilities, and the differences between products have become almost negligible, but the market dominance effect cannot be ignored."
As Roborock has firmly established itself in the South Korean market, other Chinese brands are also actively entering this market.
Last August, Moba held a press conference in Seoul and launched its "Z60 Ultra Roller" product and announced its entry into the South Korean market. Moba is a startup company established in 2024.
Dreame entered the South Korean market earlier than Moba in early 2022 and is currently actively expanding its product line. Last August, Dreame launched several new products. According to the company, its market share in South Korea has grown from 4.1% in 2024 to 12.8% at the beginning of last year, nearly tripling.
In response, Samsung Electronics and LG Electronics are expected to launch new products emphasizing security starting next year, marking a full-scale counterattack by South Korean home appliance companies.
Original article: toutiao.com/article/1854253105193984/
Statement: This article represents the views of the author."