Roborock is solidifying its position as the leading brand in South Korea's robot vacuum market. The company has seen its domestic sales increase more than sixfold in five years, thanks to enhanced product performance tailored to the local living environment and improved after-sales service.
On August 26, Roborock reported that its domestic sales rose from 48 billion won in 2021 to approximately 300 billion won last year, marking a 525% increase over five years. The company secured about 50% market share in the domestic robot vacuum market last year.
South Korean apartments often feature thresholds and varying floor heights, and many households use carpets in living rooms and bedrooms. To address these challenges, Roborock has implemented its 'AdaptLift Chassis' technology, which allows vacuums to cross thresholds.
The flagship model, the S10 MaxV Ultra, released this year, incorporates an upgraded 'AdaptLift Chassis 3.0' that can pass over thresholds up to 8.8 cm high. It also automatically adjusts suction power for carpets up to 3 cm thick.
The cleaning performance has also been enhanced, achieving a maximum suction power of 36,000 pascals (Pa) and improving brush structure to clean walls and corners effectively. The vacuum can fit under furniture with a height of up to 7.95 cm.
Roborock continues its strategy of launching new products in the South Korean market first. The S10 MaxV Ultra was released in South Korea before any other country outside of China, generating 28 billion won in sales within just 10 days. This figure represents a 30% increase compared to the initial sales of the S9 MaxV Ultra released last year.
The company's focus on South Korea as a key testing market is attributed to the high demand for premium appliances among local consumers and the challenging living conditions that serve as a proving ground for new product performance.
Roborock has also expanded its after-sales service. It has introduced on-site service for products using direct delivery stations and offers a collection service via courier for customers who cannot receive visits.
Fifteen official service centers across the country provide specialized cleaning services for the product body and dock. Additionally, repair requests can be made at over 315 Lotte Hi-Mart locations nationwide, broadening service access.
The domestic robot vacuum market is expected to exceed 1 trillion won this year. As the market grows, the competitive landscape is shifting to prioritize not only product performance but also the overall user experience, including installation, maintenance, and after-sales service.
A Roborock representative stated, "By understanding the living environment and lifestyle of South Korean consumers, we have introduced products and services that meet their needs. We aim to strengthen our position as a market-leading brand based on our technology and customer service."
* This article has been translated by AI.
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