The overseas robotic vacuum market has demonstrated robust growth, with Chinese brands leading the expansion, according to a research report by GLMS SEC. Following the recent Black Friday and Cyber Monday promotions, data indicates a simultaneous rise in both volume and average selling prices (ASP) in the global robotic vacuum sector. Chinese brands have achieved rapid growth across international markets, leveraging product competitiveness and aggressive pricing strategies. This momentum is expected to sustain the high-growth trajectory of the overseas robotic vacuum market.
Domestically, despite subsidies accelerating penetration in 2025 and a relatively high base, the low ownership rate and continuous product innovation suggest that the Chinese market will maintain strong growth in 2026.
**Key Insights from GLMS SEC:**
**Growth: Chinese Brands Lead Overseas Expansion** Chinese robotic vacuum brands are undeniably driving high growth across global markets. Post-Black Friday and Cyber Monday sales reports reveal significant year-over-year increases: - Roborock (688169.SH) saw European sales rise 59% YoY and North American sales surge at least 50% YoY. - Dreame’s European GMV grew over 90% YoY, while North American GMV soared 270% YoY. - Ecovacs (603486.SH) recorded growth rates between Roborock and Dreame in both Europe and North America.
As brands expand into each other’s markets, the industry may shift toward channel optimization and incremental market capture, with competition focusing on operational execution until the next wave of technological innovation.
**Pricing: Upgrade Trends and Competitive Dynamics Lift ASP** The combination of premium product affordability and consumer-driven upgrades has pushed industry ASP upward. In Q4 2025, the average prices of top-selling robotic vacuums on Amazon in the U.S., Germany, France, and Japan rose 17%, 22%, 9%, and 3% YoY, respectively. However, year-end promotions intensified price competition, leading to sequential changes of +6%, -9%, -7%, and -16% QoQ.
Brand-wise, Roborock and Dreame saw significant MoM price declines in the U.S. and German Amazon markets in November, while iRobot and Ecovacs likely maintained ASP growth through product upgrades. Despite aggressive pricing strategies, leading brands are expected to sustain stable profitability amid consumer preference for premium models.
**Competitive Landscape: Chinese Brands Gain as iRobot Struggles** Chinese brands stand to benefit from the challenges faced by iRobot, a legacy player grappling with liquidity issues and debt default risks as of December 1, 2025. While iRobot is restructuring its product lineup and technology, its overseas market share has notably declined compared to 2024. With operational and financial pressures mounting, iRobot may deprioritize Europe and cut non-essential expenditures, casting uncertainty over its ability to retain U.S. and Japanese market share. This scenario presents an opportunity for Chinese brands to capture additional overseas market share.
**Investment Recommendation** Domestic leaders are gaining share in China, while overseas incumbents face financial constraints, creating favorable competitive dynamics. Meanwhile, falling prices in the mopping robot segment may trigger industry reshuffling. Additionally, lawn and pool-cleaning robots could contribute incremental revenue. GLMS SEC reiterates its recommendation for sector leaders Roborock (688169.SH) and Ecovacs (603486.SH).
**Risks:** Potential surges in raw material costs, tariffs, and external demand volatility.
Comments