In early April, Samsung launched its Bespoke AI Steam robot vacuum, featuring steam sanitization and advanced AI object recognition. (Image courtesy of Samsung Electronics)
SEOUL, Aug. 5 (Korea Bizwire) – The robot vacuum cleaner market in South Korea is witnessing intensified competition as Samsung Electronics and LG Electronics aggressively enter a field long dominated by China’s Roborock.
The battleground is centered around all-in-one robot vacuum cleaners that combine dust suction, mopping, and self-cleaning functions.
According to industry sources, Roborock, the global market leader in robot vacuums, captured a 46.5% market share in South Korea during the first half of this year, maintaining its top position for the third consecutive year. This is notable in a market where domestic brands typically lead in home appliances.
Roborock’s flagship model, the S8 MaxV Ultra, launched in April, has been driving sales growth. The company’s revenue in the first half of 2024 reached 142 billion won, already surpassing half of its 2023 annual sales of 200 billion won.
The S8 MaxV Ultra has gained popularity among Korean consumers with its powerful suction, mopping capabilities, and convenient features such as edge cleaning, an all-in-one dock, and a direct drainage station.
Roborock’s flagship model, the S8 MaxV Ultra, launched in April, has been driving sales growth. (Image courtesy of Roborock)
Contrary to the perception of Chinese appliances as budget options, Roborock has focused on technology and performance. In the premium segment (over 1.5 million won), Roborock’s market share rises to 65.7%.
However, the competitive landscape began to shift with Samsung’s entry into the all-in-one robot vacuum market. In early April, Samsung launched its Bespoke AI Steam robot vacuum, featuring steam sanitization and advanced AI object recognition.
Within 25 days of its release, it sold over 10,000 units, boosting Samsung’s robot vacuum sales by 60% compared to the same period last year.
Since April, the market share has shifted to approximately 35% for Roborock and 25% for Samsung, indicating rapid gains by the Korean electronics giant.
LG Electronics, which introduced Korea’s first robot vacuum, the Roboking, in 2003, is set to join the all-in-one robot vacuum competition in the latter half of this year with a premium model manufactured in collaboration with China’s Silver Star Group.
Samsung Electronics offers specialized repair services through 113 service centers nationwide and provides on-site services across the country, including remote islands. (Image courtesy of Samsung Electronics)
Korean companies are emphasizing security and after-sales service to differentiate themselves from Chinese competitors.
Samsung’s Bespoke AI Steam has received a Diamond security rating from UL Solutions, a first for robot vacuums.
The company offers specialized repair services through 113 service centers nationwide and provides on-site services across the country, including remote islands.
In response, Roborock has significantly expanded its customer service network, increasing from 18 service centers to 352 points of contact by partnering with Lotte Himart.
The company also offers two-year free after-sales service and installation services for certain models.
Kevin Lee (kevinlee@koreabizwire.com)
