Chinese appliance manufacturers are leveraging their brand recognition gained from robot vacuums to expand into the broader home electronics market in South Korea. Companies like Roborock and Dreame, which dominate the domestic robot vacuum sector, are actively introducing new products this year, including mops, washer-dryers, and air purifiers, as they target the smart home market.
According to the electronics industry on August 3, Dreame plans to 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 South Korean market, reflecting its commitment to strengthening its image as a comprehensive appliance brand beyond just robot vacuums. Actor Ji Chang-wook, recently appointed as the official brand ambassador, will also attend the event. The company aims to enhance its premium image and broaden its consumer engagement through this partnership.
Dreame has rapidly expanded its product portfolio this year, launching air purifiers, mops, hair dryers, and air fryers in South Korea. By broadening its business scope beyond its core robot vacuum offerings, the company is transitioning into a smart home brand. Plans for localized marketing, including TV advertisements and digital campaigns, are also in the works.
The company 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. Building on its brand power established overseas, Dreame is now intensifying its efforts to penetrate the home appliance market in South Korea.
Roborock, the current leader in the domestic robot vacuum market, is also accelerating its expansion in South Korea. The company recently launched its all-in-one washer-dryer, the "ZeoX," following the introduction of its vacuum mop, thereby broadening its product range in home appliances. By offering a one-person model priced around 1 million won, it aims to enhance its price 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. The company is also enhancing its service competitiveness by revamping its premium after-sales service, "Nearby," to further expand its market presence in South Korea.
This strategy reflects how Chinese companies are leveraging the brand trust gained from robot vacuums to expand into other home appliance categories. While past strategies focused on price competition with low-cost products, recent efforts emphasize premium brand image and service quality to attract South 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 these brands in categories like washers and air purifiers. One industry insider noted, "While Chinese companies have been recognized for their technology and price competitiveness in robot vacuums, the washer and dryer market places greater importance on brand trust and service. 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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