Chinese cleaning appliance brands eye a clean sweep with innovation and localization

As Chinese cleaning appliance brands expand their presence overseas, innovation, localization and premium positioning are becoming increasingly important drivers of growth, according to Ni Bingbing, global president of MOVA wet-and-dry vacuum.

In an interview with China Daily, Ni said Chinese brands are moving beyond competing primarily on cost and are increasingly focused on building differentiated products and long-term consumer trust.

MOVA, a Chinese smart technology brand, has emerged as one example of this trend. The company reported revenue of nearly 500 million yuan ($69.7 million) from its wet-and-dry vacuum business in 2025, with overseas markets accounting for about 70 percent of total sales. In the first quarter of 2026, global sales of the company's wet-and-dry vacuums approached 100,000 units.

Particularly notable has been the company's wet-and-dry vacuum performance in Southwestern Europe, one of its key overseas markets. Sales in the region reached nearly 50,000 units in the first quarter, while revenue surged by more than 150 percent year-on-year.

Ni said the company's overseas growth reflects a broader shift among Chinese consumer technology brands as they move from competing on cost to competing on innovation and brand value.

"Chinese brands are increasingly focused on building premium products, developing differentiated technologies and establishing long-term trust with consumers," Ni said.

Analysts say this reflects a wider trend across China's smart appliance sector, where companies are increasingly seeking growth through technological innovation, premiumization and stronger global operations rather than aggressive pricing strategies.

According to Ni, localization has become a key factor in overseas expansion, as consumer expectations often vary significantly across markets.

"In Europe, for example, households tend to place greater emphasis on issues such as pet hair removal, cleaning under low-profile furniture and ensuring floors dry quickly after cleaning," he said.

To address such needs, the company has developed technologies aimed at improving cleaning efficiency and user convenience, including solutions that help users clean under furniture more easily and reduce water residue after mopping.

According to the latest report from International Data Corp, global shipments of household cleaning robots reached 8.94 million units in the first quarter of 2026, up 36.7 percent year-on-year. Europe remained one of the fastest-growing markets, with shipments surging 81.4 percent to 2.32 million units during the period.

Zhao Siquan, a senior analyst at IDC China, said global operational capabilities are becoming a key differentiator for cleaning robotics companies, while deep-cleaning technologies remain a major focus of innovation.

Looking ahead, Ni said the company will continue investing in technologies such as artificial intelligence and robotics while expanding its global presence.