Han Jong-hee "We missed the market and became latecomers"
Jo Joo-wan "We were late... We won't allow being pushed back"
New Chinese robot vacuum products flood IFA 2024
Han Jong-hee, Vice Chairman and CEO of Samsung Electronics, and Cho Joo-wan, CEO of LG Electronics, expressed regret over their late entry into the all-in-one robot vacuum cleaner market, which allowed Chinese companies to dominate the home market. Although they did not lead the market, they revealed their determination to continuously release products with enhanced technology and predicted fierce competition ahead.
On the 8th (local time), at IFA 2024 held in Berlin, Germany, the two leaders met with reporters and shared these views in response to questions about the robot vacuum cleaner market.
Vice Chairman Han Jong-hee said, "We missed the (robot vacuum cleaner) market and became latecomers," adding, "Since robot vacuum cleaners resolve consumer inconveniences, the market is expected to grow globally."
He continued, "The robot vacuum cleaner will evolve to the point where, if you run it while you are out and ask it to show a screen of a specific location, it will be able to do so," and said, "We also plan to further develop the steam cleaning function and continuously expand our lineup by unveiling new products next year."
'LG RoboKing AI All-in-One' product displayed inside the LG Electronics booth at IFA 2024. [Photo by Han Yeju]
CEO Cho Joo-wan also acknowledged, "We were late in entering the (robot vacuum cleaner) market," but explained, "Although late, we believe we have brought specifications equal to or better than those of the Chinese companies that had already secured the market." Cho expressed a unique determination, saying, "Losing is not acceptable to our pride," hinting at an aggressive response to the robot vacuum cleaner market.
Currently, in the domestic robot vacuum cleaner market, Chinese companies' fierce attacks have prevented domestic companies from standing out. According to a global market research firm, the top domestic robot vacuum cleaner brand in the first half of this year is the Chinese brand Roborock. Roborock holds a 46.5% market share. In the high-end product segment priced over 1.5 million KRW per unit, it dominates with a 65.7% market share, overwhelming domestic companies. Roborock has been the market leader in the domestic robot vacuum cleaner market for three consecutive years since 2022.
Domestic companies, having belatedly recognized the growth potential of robot vacuum cleaners, are responding to the market by consecutively launching products equipped with new features.
In April, Samsung Electronics launched the 'Bespoke AI Steam,' the first product with a water mop steam sterilization function. It attracted attention for its ability to sterilize and deodorize substances that cause mop odors using only water and steam, without the need for cleaning agents for robot vacuum cleaners.
LG Electronics also announced a showdown in the premium robot vacuum cleaner market by launching the 'LG RoboKing AI All-in-One' on the 15th of last month. LG's new product boasts the 'All-Free' function, which automatically completes dust suction, mop cleaning, washing, and drying all at once. The model equipped with an 'automatic water supply and drainage kit' targets consumers by automatically filling and emptying the water needed for mop cleaning through a direct drainage pipe connection.
Chinese companies are also intensifying their efforts to maintain market share. At IFA 2024, Chinese companies eagerly exhibited new robot vacuum cleaner products. These new products equipped with advanced technologies are scheduled to be gradually released in the domestic market starting in the second half of the year.
First, Roborock unveiled two integrated robot vacuum cleaner new products, Qrevo Curv and Edge. The Qrevo Curv features the AdaptiLift function, allowing it to overcome obstacles up to 40mm high. It also includes a tangle prevention function that prevents operation stoppage caused by hair entanglement.
Dreame introduced a new product similar to Roborock's Qrevo Curv, applying technology that fixes the wheels and lifts the vacuum cleaner to pass over thresholds when detected. To clean spaces under beds, it revealed a method of reducing product thickness by embedding the protruding LiDAR sensor.
Ecovacs is targeting the market with a new product that enhances the mop function. This product, equipped with a roller-type mop, is scheduled to be released in global markets including Korea in January to February next year.
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