Samsung Electronics and LG Electronics are entering the robot vacuum market, which is currently dominated by Chinese brands. Companies like Roborock, Ecovacs, and Dreame have captured both premium and budget-conscious consumers. In response, Samsung and LG are emphasizing security, artificial intelligence (AI), and after-sales service as their key differentiators to shake up the market.
According to industry sources, Samsung recently launched a standard model of its 'Bespoke AI Steam' robot vacuum, expanding its product lineup. This new model is priced more accessibly than the Ultra and Plus models introduced earlier this year, while still featuring essential functions such as steam sterilization, automatic mop cleaning and drying, threshold navigation, and wall-adjacent cleaning.
Samsung is prominently promoting its security solution, Knox, as the robot vacuum evolves into a device that collects information about home layouts and living patterns, making security a key purchasing criterion. The Bespoke AI Steam model enhances AI-based object recognition and driving performance, and includes the 'Easy Pass Wheel' that can navigate thresholds up to 45mm high.
LG Electronics is also re-entering the market with its premium robot vacuum, the 'LG HomeBot AI Object Collection RONi.' A standout feature of RONi is its 100°C steam function applied to both the main unit and the station. It manages the mop at high temperatures and is designed to avoid obstacles like socks, cables, and pet waste using AI object recognition.
LG has also differentiated its product through design and installation convenience. The automatic drainage 'Hidden Station' can be installed in a built-in form under furniture, targeting interior design needs. LG's security system, 'LG Shield,' has been implemented to enhance personal data protection during the connection process between the product, server, and app.
The push by Samsung and LG into the robot vacuum market comes as Chinese companies dominate. According to IDC, the top five global robot vacuum brands last year were all Chinese: Roborock, Ecovacs, Dreame, Xiaomi, and Narwal. Roborock led with a 17.7% market share, followed by Ecovacs at 14.3%, Dreame at 10.5%, Xiaomi at 6.7%, and Narwal at 5.3%. Together, these five companies accounted for 54.5% of the market share.
The domestic market reflects similar trends. Chinese brands have rapidly advanced features such as strong suction, automatic dust emptying, mop cleaning and drying, and direct drainage stations, increasing their market share. Notably, Roborock has gained consumer recognition even in the high-end segment, establishing a foothold in the premium robot vacuum market.
Samsung and LG are focusing on building trust rather than merely competing on features. As robot vacuums use cameras and sensors to navigate indoor spaces, consumer sensitivity regarding data security has increased. They aim to differentiate from Chinese products by emphasizing nationwide after-sales service, threshold navigation tailored to domestic living conditions, mop hygiene management, and app connectivity.
Industry insiders believe that the competitive landscape of the robot vacuum market is shifting from suction power and price to AI recognition, hygiene management, security, and installation convenience. Samsung is lowering price barriers with its standard model, while LG is targeting premium demand with RONi. The key question remains whether these domestic companies can successfully counterattack in a market dominated by Chinese brands by leveraging security and AI.
An industry representative stated, "Robot vacuums are no longer just cleaning devices; they have become AI appliances that move around the home collecting data. Samsung and LG's focus on security, after-sales service, and optimization for domestic living environments is a point of differentiation from Chinese competitors."
* This article has been translated by AI.
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