The landscape of South Korea’s robot vacuum cleaner market is evolving rapidly as domestic titans Samsung Electronics and LG Electronics step up to challenge the dominance of China’s Roborock.
Traditionally led by domestic brands in home appliances, the market has seen Roborock maintain its stronghold with a commanding 46.5% share during the first half of this year, marking its third consecutive year at the top. This success is primarily driven by the popularity of the S8 MaxV Ultra, renowned for its robust suction power, mopping capabilities, and user-friendly features such as edge cleaning and a direct drainage station. Roborock’s revenue for the first half of 2024 surged to 142 billion won, already surpassing half of its total sales for 2023.
Despite Roborock’s dominance, the market dynamic shifted with Samsung’s recent foray into the all-in-one robot vacuum sector. Samsung’s Bespoke AI Steam robot vacuum, introduced in early April, incorporates steam sanitization and advanced AI object recognition. The response was swift and strong, with over 10,000 units sold within 25 days of its launch, propelling Samsung’s market share to approximately 25%.
Meanwhile, LG Electronics, a pioneer in Korea’s robot vacuum market since launching the Roboking in 2003, is preparing to enter the all-in-one segment later this year with a premium model developed in collaboration with China’s Silver Star Group.
Key to differentiation in this competitive arena are security and after-sales services. Samsung’s Bespoke AI Steam has earned a prestigious Diamond security rating from UL Solutions, underscoring its commitment to consumer safety. The company boasts a robust network of 113 service centers nationwide, including remote islands, ensuring prompt and reliable customer support.
In response, Roborock has ramped up its service capabilities, expanding from 18 to 352 service points through a partnership with Lotte Himart. The company also offers extensive after-sales support, including two years of free service for select models.
As Samsung and LG intensify their efforts in the high-stakes robot vacuum market, consumers can expect continued innovation and enhanced service standards, setting the stage for a compelling showdown in the months ahead.