A "dark horse" has emerged in the smart home appliance industry

Author | Zheng Qiao

Editor | Huang Yu

In the field of smart home appliances, a brand that has been established for only 8 months may still seem immature, but MOVA has rapidly risen in a short period and is making significant inroads into overseas markets.

Recently, the smart home appliance brand MOVA made its debut at the International Consumer Electronics Show (CES), known as the "Spring Festival Gala of Technology," showcasing over 20 flagship products and eleven pioneering technologies.

At CES, MOVA flexed its muscles, displaying more than 20 flagship products, including the Z50 series of robotic vacuums, the V50 Ultra and P50 series, the X4 Pro floor washer, and the Fresh Pro toothbrush.

Among them, the MOVA robotic vacuum V50 Ultra attracted attention with its industry-leading suction power of 24000Pa and its innovative dual-chamber cleaning system, as well as features like 6cm bionic wheels for obstacle crossing and LDS lift laser radar.

The Z5 series of robotic vacuums is equipped with 36°C constant temperature hot water washing and fluffy track mop technology to address the challenges of heavy-duty cleaning.

MOVA also showcased eleven pioneering technologies. For example, in the floor washer category, the MOVA X4 Pro features the industry's first 80-degree hot water cleaning, 100-degree boiling water self-cleaning, and silent AI intelligent drying technology; in the personal care category, MOVA's electric toothbrush Fresh Pro incorporates the world's first four-dimensional sweeping vibration technology, enabling multi-directional sweeping for a "true Bass brushing" method.

MOVA is a newcomer in the smart home appliance sector, established in May 2024, but its products already cover various categories including robotic vacuums, smart floor washers, cordless vacuum cleaners, mite removers, carpet cleaners, smart lawn mowers, high-speed hair dryers, oral care, kitchen appliances, and pet appliances.

In less than a year since its establishment, the globally positioned MOVA has already made large-scale layouts in domestic and overseas markets.

In the domestic market, MOVA has established a presence on mainstream e-commerce channels such as Douyin, Tmall, and JD.com. According to Wall Street Journal, during the 2024 Double Eleven shopping festival, MOVA's GMV on Douyin Mall exceeded 110 million yuan.

At the same time, MOVA is also rapidly expanding in the European market. Since September 2024, MOVA has entered countries such as Germany, France, Italy, Spain, Switzerland, and the Benelux region, accelerating sales through Amazon and other e-commerce platforms. Additionally, MOVA is further expanding its market coverage through offline retail channels like MediaMarkt and Unieuro.

In November of the same year, MOVA officially entered the U.S. market, with a product line that includes robotic vacuums, smart vacuum cleaners, and a full range of smart home appliances. The brand has been listed on Amazon and its independent website, and is expanding offline channels.

MOVA has now expanded to over 30 countries and regions, including North America, Europe, Southeast Asia, East Asia, and the Middle East.

A relevant person in charge of MOVA stated that the current global penetration rate of smart cleaning appliances still has significant room for imagination, especially in the high-end overseas market Data shows that from January to August 2024, the sales of the overseas clean appliance market exceeded USD 8.5 billion (approximately RMB 60 billion), an increase of 3.7% compared to the same period in 2023; at the same time, the high-end price segment above USD 800 (approximately RMB 6,000) saw a year-on-year growth rate of 27.8%.

In addition to the smart cleaning sector, MOVA is also targeting more tracks, including kitchen appliances such as coffee machines and air fryers, and has expanded its business from indoor to outdoor by launching a lawn mowing robot.

The MOVA lawn mowing robot is equipped with Hesai's mini 3D LiDAR JT series products, which are also newly released by Hesai for the robotics field at CES. Based on MOVA's intelligent algorithm technologies in map construction, path planning, positioning, and obstacle avoidance, the MOVA 600 lawn mowing robot can achieve precise mapping and obstacle avoidance.

Li Fei, head of MOVA's global robotics division, stated: "The integration of JT16 with MOVA 600 and MOVA 1000 gives the MOVA smart lawn mowing robot extraordinary perception accuracy and work efficiency."

From a market scale perspective, the smart lawn mowing robot industry is in a rapid development phase. According to Fortune Business Insights, the global market size is expected to grow from USD 1.48 billion in 2021 to USD 4.04 billion by 2028, with a compound annual growth rate of 15.5%. Particularly in the European market, Statista predicts a sustained annual growth rate of 10.3% from 2022 to 2032.

Since its inception, MOVA has positioned itself as a global technology enterprise focused on the high-end market.

A relevant person from MOVA introduced that MOVA's advantages lie in its emphasis on core technology, innovation, and design aesthetics. It is reported that over 70% of MOVA's more than 1,000 employees are engaged in technical research and development. Additionally, MOVA has established three major centers globally: the Global Aesthetics Center in France, the Global Innovation Center in Germany, and the Global User Experience Center in Shanghai.

Facing the rapid growth opportunities of high-end products in the overseas clean appliance market, Chinese smart home appliance brands are actively entering this field. However, to stand out in both domestic and international markets, brands need to continuously strengthen their efforts in technological innovation, product design, and brand building