Needless to say, the smart robot vacuum cleaner brand Roborock hailing from China has seen numerous successes in the expansion of its market outside the mainland within a relatively short period of time. Thanks to its aggressive pricing, steady flow of stock within the distribution pipeline, and an easy-to-approach design, it is fair to say its exponential growth is well credited.
To find out some interesting stories, an interview session was conducted with the brand’s Overseas South East Asia Director, Joan Hu, who answered several questions regarding Roborock’s past achievements, ongoing mission, and future vision.
So here it goes.
Q: Roborock recorded strong growth in China since its introduction. What do you think contributed to this?
A: In the robot vacuum market back in 2014, most available products only focused on the basic needs that come with a vacuum – cleaning. We saw an opportunity to fulfill needs and wants that consumers don’t know they have yet. Hence, we grew our R&D department with a team of engineers, scientists, manufacturing experts, and designers – all vital to creating products that truly fit our users’ lifestyles.
Q: Any new vacuum launches this year?
We have just launched the Roborock S7 MaxV in early 2022. This is an upgrade of our popular Roborock S7, with ReactiveAI 2.0 Obstacle Avoidance System, the S7 MaxV recognizes objects in its path more accurately and adapts quickly to clean around them, regardless of lighting conditions. Also, features Roborock’s acclaimed VibraRise® technology, a combination of sonic mopping with an automatic mop lift designed to transition smoothly over contrasting surfaces, while delivering effective high-intensity scrubs to tackle surface dirt.
That’s not all, we also launched the Q7 Max – the latest lineup to our premium Q-series, a range of robot vacuums that combines proven features of our flagship S-Series, including LiDAR navigation, multi-level mapping, and customizable app controls, making automated cleaning now an affordable luxury.
We also took a step further this year with multiple dock launches – the Auto Empty Dock and Auto Cleaning Dock. With these, we aim to elevate the smart home cleaning experience for our consumers by minimizing the usual manual operations needed to use a robot vacuum.
Q: How does a company based in China keep up with that many varieties across so many markets at the same time?
Roborock is currently available in over 40 markets. Expansion requires a very large amount of localization. When we bring technology developed in another region to a different one, we have to make changes or localize the technology to suit the needs of the particular market. We need to listen to every market’s needs – in terms of customers and partners – in order to be able to add value to them.
Q: What are Roborock’s aspirations and goals for the local market and how do you plan to achieve this?
While we continue to grow our online presence, we hope to be able to provide a service center to better serve our existing customers. We also aim to bring in more of Roborock’s latest products as our APAC markets are key to us.
Q: Other than markets you have already entered, what is Roborock’s plan and next steps?
Our investment is not just in channels, brand building, or positioning of our Roborock products, but we are focused on our customers. Our rapid business growth in each market is contributed by quality products with major high innovation features at reasonable price points, continuous innovation, and user engagement. In the future, we aim to go further via collaborations with strategic partners ignited through marketing efforts.
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