CJ OnStyle's Robot Vacuum Cleaner 'Roborock' Surpasses 25 Billion KRW in Cumulative Sales

540% Increase Compared to Last Year
April 4th YouTuber 'Itssub' Live
2024 Latest Model Launch Scheduled

CJ OnStyle announced on the 4th that the cumulative order amount for the robot vacuum cleaner 'Roborock' exceeded 25 billion KRW from January to November this year. This represents a 540% increase compared to the cumulative order amount last year.

Roborock's flagship product
Photo by CJ OnStyle.

They explained that the strategy of launching the new Roborock product for the first time in the industry in July and conducting a total of four One Platform campaigns was effective. CJ OnStyle stated, "Through synergy across various channels such as the application (app), mobile live, TV, T-commerce, and YouTube, we enhanced the competitiveness of the Roborock brand and succeeded in expanding customer touchpoints."

Roborock is a premium robot vacuum cleaner brand. Despite its high price in the 1 million KRW range, it targeted the preferences of young customers who value 'SiSeongBi (time cost-effectiveness),' gaining popularity as a convenient premium home appliance and causing shortages due to word-of-mouth. Among customers who purchased Roborock from CJ OnStyle, those in their 30s accounted for the largest share at 39.2%. Roborock collaborates with CJ OnStyle by conducting industry-first launch broadcasts in line with new product releases.

The launch broadcast of the 'Roborock S8 Pro Ultra' held on the show 'Kang Joo-eun's Good Life' in June sold 2,000 units within 4 minutes, achieving an order amount of 3 billion KRW. The sales broadcast for the 'Roborock S8' conducted in October recorded an order amount of approximately 6.1 billion KRW, with about 4,500 units sold of a product priced close to 1.5 million KRW.

In September, CJ OnStyle expanded communication channels by conducting a customer participation challenge targeting new customers. Through content commerce such as 'Btinaneun Saenghwal,' they are exclusively offering the Roborock premium line at special prices in the industry. At 8 PM on the same day, tech creator 'Itsseop,' who has 2.54 million subscribers on the 'Hot Deal Set Net Open Run' YouTube channel, will present a Roborock YouTube live sales broadcast.

In response to the explosive demand for premium new home appliances, CJ OnStyle plans to pre-launch the latest Roborock models in 2024 and strengthen related product lines to expand the One Platform campaign even more than this year.