Chinese appliance manufacturers are leveraging their brand recognition gained from robot vacuums to expand into the broader home appliance market in South Korea. Companies like Roborock and Dreame, which dominate the domestic robot vacuum market, are actively broadening their product lines this year to include mops, washer-dryers, and air purifiers, targeting the smart home sector.
According to the electronics industry on August 3, Dreame will hold the "Dreame in Seoul" event on August 20-21 at Banpo Hangang Park in Seocho-gu, Seoul, where it will unveil its brand vision and new product lineup for the second half of the year. This marks the company's first large-scale brand event since entering the Korean market, reflecting its commitment to strengthening its image as a comprehensive appliance company. Actor Ji Chang-wook, recently appointed as the official brand ambassador in Korea, will also attend the event. The company aims to enhance its premium image and expand its reach among local consumers through this partnership.
This year, Dreame has rapidly expanded its product portfolio in Korea, launching air purifiers, mops, hair dryers, and air fryers. The company is transitioning from its core focus on robot vacuums to a broader range of home appliances, positioning itself as a smart home brand. Plans for localized marketing, including TV ads and digital campaigns, are also in the works.
Dreame has already secured a leading position in the global robot vacuum market. According to market research firm Euromonitor International, Dreame ranked first in global robot vacuum sales last year. In 18 countries, including Germany and Nordic nations, its market share exceeds 40%, competing closely with Roborock for global leadership. The company plans to leverage its brand power gained abroad to intensify its efforts in the domestic home appliance market.
Roborock, the top player in the domestic robot vacuum market, is also accelerating its expansion in Korea. Recently, the company launched an all-in-one washer-dryer, the "ZeoX," following its vacuum mop. By introducing a one-person model priced around 1 million won, it aims to enhance its competitiveness in a market where premium products typically cost around 4 million won.
Roborock has established a strong foothold in the domestic robot vacuum market, maintaining the top sales share for four consecutive years since 2022, with estimates suggesting its market share exceeded 50% last year. Earlier this year, the company introduced on-site after-sales service for its major robot vacuum direct supply station models, further enhancing its service competitiveness in the domestic market. It offers specialized cleaning services for robot vacuum bodies and docks at 15 official service centers and supports repair requests at over 315 Lotte Hi-Mart stores nationwide.
This strategy reflects how Chinese companies are leveraging the brand trust gained from robot vacuums to expand into other home appliances. While past strategies focused on price competition with low-cost products, recent efforts emphasize premium brand image and service quality to attract Korean consumers.
However, analysts caution that the domestic appliance market is characterized by a strong consumer preference for durability, quality, and after-sales service, raising questions about the success of washer-dryers and air purifiers. One industry insider noted, "While Chinese companies have been recognized for their technology and price competitiveness in robot vacuums, brand trust and service are even more critical in the washing appliance market. The future success will depend not only on product competitiveness but also on after-sales service and distribution network establishment."
* This article has been translated by AI.
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