After Robot Vacuums, Washer-Dryers Arrive: "They've Cracked Korea"?Chinese Appliances Scale Up to Target the Mainstream [China's Offensive]

Mass Launch of Robot Vacuum Cleaners at the End of October
Ecovacs to Unveil New Products in October
Roborock Preparing All-in-One Washer-Dryer
Chinese Appliance Brands Expanding Offensive from Small to Large Products

There are signs that the influx of Chinese home appliance companies targeting the Korean market will intensify starting next month. Having already established a solid foothold with robot vacuum cleaners and small appliances, Chinese companies are now preparing to compete head-to-head with Korean firms in the large appliance sector, which was previously considered an impregnable stronghold. This is causing a sense of tension within the domestic industry.

David Chen, CEO of Ecovacs, presenting the new product Deebot X11 at CES 2025. Photo by Ecovacs

According to the home appliance industry on September 25, Ecovacs, a robot appliance company regarded as one of the dominant Chinese players in the Korean market, will simultaneously launch new robot vacuum cleaner models in Korea next month. The Deebot X11, equipped with the world's first "power boost" technology, is said to offer extended battery life. In addition, products such as the Ultramarine, a dedicated pool-cleaning robot, as well as the Winbot W2S and W2S Omni, both window-cleaning robots, will be released in global markets.

Roborock is also preparing to ignite competition in the large appliance sector in Korea this second half of the year, particularly with washing machines. Its new all-in-one washer-dryer, the ZeoX, will be launched. This product features a generous capacity of 11 kg for washing and 6 kg for drying, and its slim 594 mm depth design allows for installation in tight spaces. Roborock plans to actively promote the fact that this model uses a low-temperature drying system, enabling delicate care for sensitive garments at low temperatures between 37 and 50 degrees Celsius. In addition, Chinese TV manufacturers such as TCL and Hisense are reportedly considering launching large-sized products, while Dreame is preparing to release various new products including food waste processors and hair dryers. As the year-end approaches, following the Chuseok holiday and with increased demand for home appliances as gifts for weddings, graduations, and school admissions, the offensive by Chinese home appliance companies is expected to become even more pronounced.

Industry experts widely agree that competition between Korean and Chinese home appliance companies has already entered a new phase. Until early this year, Chinese companies had focused on small appliances targeting Korea's single-person households. This was a strategic move, as Korean companies such as Samsung Electronics and LG Electronics held significant influence in the large appliance sector, leaving little room for new entrants.

Since then, Chinese firms have gradually demonstrated improved technological capabilities through small appliances and have gained insights into the characteristics of the Korean market. In the robot vacuum cleaner market, Chinese companies already occupy leading positions, and demand for small appliances among Korean consumers has reportedly risen noticeably.

By leveraging marketing campaigns featuring familiar Korean figures, Chinese companies have diluted their "low-cost" image and reduced consumer resistance. At the same time, their technological capabilities have received a certain level of recognition. An industry official stated, "After establishing a presence in the market with small products such as robot vacuum cleaners, Chinese companies are gradually expanding into the large appliance sector. There is a clear trend of strengthening marketing and after-sales service networks, and expanding product lineups to include premium models in order to move beyond the low-cost image."