On September 13, Roborock Technology (688169) officially released a new generation of floor scrubber products, the Roborock Intelligent Floor Scrubber A10 series, which has greatly improved its cleaning ability and intelligent attributes.
This product not only refreshes the technical level of the washing machine industry, but also satisfies the user's increasingly extreme pursuit of cleaning efficiency, but also demonstrates the determination of Stone Technology to continue to strengthen technological leadership and high-end breakthroughs, and promote the washing machine industry into a new era of quality consumption. .
The washing machine market is in full bloom, and the high-end stone camp has added a new army
Looking back at the trend of the market scale of clean electrical appliances in the past three years, in the context of the overall sluggish home appliance market, clean electrical appliances have achieved high growth for three consecutive years.
In terms of sub-categories, washing machines have become a new track for the growth of the entire cleaning category.
The total data from Aowei Cloud Push shows that from January to July this year, the cumulative sales volume/amount of washing machines in all channels was 1.52 million units/4.6 billion yuan, a year-on-year increase of over 80%; the market share in cleaning appliances reached 28.9% %, an increase of 26.5 percentage points compared to 2019, making it the second largest sub-category after sweepers.
The reason why the washing machine industry can quickly become the main selling category of cleaning appliances is that on the one hand, it is different from the carpet environment in Europe and the United States, and the domestic Chinese-style hard floor determines that the Chinese people have a stronger demand for "wet mopping" on the ground; on the other hand, the source Due to its efficient and convenient floor cleaning method, it can simultaneously clean dry and wet garbage, complete the sweeping and mopping function in a single operation without manual washing and drying, greatly improving the cleaning efficiency and user experience.
The tool attribute of "one machine with multiple functions" makes washing machines widely favored by consumers. Aowei Cloud data shows that from 2020 to 2022, washing machines will increase by more than 300% in all search scenarios, whether it is category, brand or There are obvious search improvements in application scenarios; it is estimated that the industry scale will reach 10.5 billion yuan in 2022, an increase of 81% year-on-year.
The high growth of the market is driving new brands to enter the market. Aoweiyun predicts that the number of brands in the whole industry of washing machines will exceed 150 by the end of the year.
In the eyes of all parties in the industry, unlike the high concentration of the sweeping robot market, the washing machine track is currently in a situation where brand competition is highly active, product forms and technical solutions are flourishing, and a stable market pattern has not yet been formed.
This shows that brands with strong R&D capabilities still have the opportunity to overtake in corners.
For Stone Technology, which has core technology and production and research capabilities, its ability to quickly create new products, iterate and win the market should not be underestimated, and it is easy to achieve dimensionality reduction for low-end products.
Take the Roborock G10S series of sweeping and dragging robots as an example. After its launch in March this year, it quickly completed the brand's layout in high-end all-round base station products, driving the domestic online share to exceed 23.57%.
Today, the launch of the Roborock A10 series of intelligent floor scrubbers marks the addition of a new army to the high-end product camp of Roborock. It also means that the comprehensive competitiveness of the Roborock brand has increased, and there is an opportunity to repeat the breakthrough of the Roborock G10S series.
Breaking the market homogeneity dilemma, Stone Technology refreshes the industry's technological height
At present, all leading brands are actively deploying high-end routes, emphasizing their own technological attributes, and building brand awareness.
Roborock Technology not only has accumulated 1,371 intellectual property rights, but also has advantages over other manufacturers in the core technology of washing machines, which has established the first echelon position of Roborock A10 in the mid-to-high-end washing machine market.
See the "craftsman spirit" in the subtleties. Stone Technology pays great attention to exploring user needs and controlling product details.
According to the analysis of user usage scenarios and product pain points, the Roborock A10 series has made a number of improved designs: the main dual-brush 'wipe and suction' function doubles the cleaning frequency of the scrubber, and the edges and corners are fully covered; the self-cleaning effect of the brush head is poor. , easy to hide dirt and other problems, added the internal and external two-way cleaning function, with the 70° golden angle scraper, peeling off the dirt on the suction port, to achieve a comprehensive self-cleaning effect; there is also a full-link antibacterial and drying function, and the antibacterial efficiency reaches 99.9 %, centrifugal drying and hot air drying to prevent mildew and odor, and further achieve a new breakthrough in deep cleaning experience.
On top of the cleaning hard power, the Roborock A10 series also adds intelligent attributes, which can automatically adjust the suction and water volume through "smart stain detection" to achieve the effect of heavy cleaning and cleaning, and light cleaning; and supports APP intelligent interconnection, you can choose Washing and drying mode/reservation timing/body status and cleaning record display, and support OTA optimization and upgrade, bringing users the experience of product functions that keep pace with the times and are frequently used.
The all-round upgrade of product strength fully proves that Roborock Technology takes users as the core concept, and promotes the advanced consumption experience by creating competitive products with high added value and high premium, and creates value for users.
The evolution of products from basic value to core value to added value allows the outside world to see the leading technical strength and commercial value of Stone Technology.
For example, the Stone U10 series, which was launched in August last year, has achieved sales of nearly 190 million on JD.com and Tmall platforms in less than a year, quickly becoming the second largest washing machine brand on JD.com.
The Roborock A10 series, as the high-end flagship of Roborock Technology in 2022, has once again refreshed the technical height of the industry, bringing surprises to consumers, and will undoubtedly release a new wave of consumption potential.
All-round consolidation of competition barriers, high sales expectations of Stone A10
Chang Jing, chairman and CEO of Stone Technology, said that good products generate value, good marketing delivers value, and a good "cooperation" between product innovation and brand building is the key to expanding the market.
In the first half of 2022, Roborock Technology will vigorously invest in marketing and promotion in the domestic and overseas markets, further deepening the brand image and continuously activating the purchasing power of consumers by promoting sales, increasing the volume of voice, and shaping IP; at the same time, it will expand offline stores in the domestic market and improve its online line The lower sales system showed strong operational resilience and profitability.
According to the Stone Science and Technology Interim Report, the company achieved a total operating income of 2.923 billion yuan in the first half of the year, a year-on-year increase of 24.49%, and a net profit of 617 million yuan; stone products sold more than 1.1 million units, with users in more than 100 countries and regions around the world.
In the second half of the year, Stone Technology continued to increase investment in brand marketing and channel construction, expand brand awareness, and stimulate more consumers' purchasing needs; at the same time, the product structure was upgraded, and the proportion of high-end products was further increased, forming a situation in which both volume and price rose. .
With the synergy of brand building and technology research and development, the barriers to enterprise competition have been further consolidated. It is expected that the A10 series of Roborock intelligent floor scrubbers will achieve considerable sales, helping Roborock Technology to create a new level of performance in the fierce market competition.