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Roborock SEA Director Joan Hu Shares the Brand's Big Plans in APAC for 2022

Founded in 2014, Roborock is a Chinese company specialising in the development and production of robot vacuums and cordless stick vacuums. The company launched its first Mi Home Robotic Vacuum Cleaner in 2016 and it has become the best-selling robotic cleaner in China. Early this year, the Roborock S7 was launched, making it the first robot vacuum in the world to combine ultrasonic mopping with mop lifting. As the company is seeing continuous growth, we had the privilege to speak with the SEA Director of Roborock, Joan Hu, about the company's plans for 2022.

1. Roborock recorded strong growth in China since its introduction. What do you think contributed to this?

In the robot vacuum market back in 2014, most available products only focused on the basic needs that come with a vacuum – cleaning. We saw an opportunity to fulfill needs and wants that consumers don’t know they have yet. Hence, we grew our R&D department with a team of engineers, scientists, manufacturing experts, and designers – all vital to create products that truly fit our users’ lifestyles.

2. Any new vacuum launches this year?

We have just launched the Roborock S6 MaxV in early 2020. This is an upgrade of our popular Roborock S6, with an increased suction power of up to 2,500 Pa (compared to the previous 2000 Pa) to clean even the most stubborn of dust, especially those on carpets. It also comes with an electronic water tank instead of a mop attachment for increased convenience and weighs lighter at just 7 lbs.

3. 2021 wasn’t the most economically-stable year. What factors contributed to Roborock’s decision to expand its influence to Southeast Asia?

While we admit it has been a challenging year across all markets, we see this as a great opportunity to introduce our high-tech products to our Southeast Asian consumers. We started out in Malaysia, Singapore, and Thailand in 2020, and expanded our influence to Indonesia this year, and have received encouraging support from users.

Having to work from home is not easy for some, with parents having to watch over their kids while also hitting deadlines and KPIs. Our range of products – from robot vacuums to versatile handhelds, allows parents to take at least one concern off their minds – cleaning. This way, they can spend more time with their kids and family members too. Our motto is, after all, let us take care of the things you hate, while you take care of the things you love.

4. Roborock constantly sees positive sales results during sale events, such as the last 11.11. How do you plan to keep up the momentum in such a competitive industry?

We are very fortunate to have the support of our Southeast Asian consumers despite just breaking into the market. We would definitely be looking at future sale events to reward them with better deals.

This year, we had the pleasure of working with Datuk Wira Lee Chong Wei, Tan Boon Heong, among others. This is also an encouragement for us to create and release products with even higher-end capabilities.

5. What are Roborock’s aspirations and goals for the local market and how do you plan to achieve this?

Besides growing our online presence, we hope to be able to provide a service centre to better serve our existing customers. 2 years from now, we plan to have our own brick-and-mortar store to provide consumers with a more wholesome shopping experience.

6. Other than markets you have already entered, what is Roborock’s plan and next steps?

Our investment is not just in channels, brand building, or positioning of our Roborock products, but we are focused on our customers. Our rapid business growth in each market is contributed by quality products with major high innovation features at reasonable price points, continuous innovation, and user engagement. In the future, we aim to go further via collaborations with strategic partners ignited through marketing efforts.

Ever since the pandemic hit the world, everyone is aware of the importance of hygiene and cleanliness especially in their own homes where they spend most of their time at. We're pretty sure Roborock's products will come in handy in helping people protect their loved ones and we look forward to seeing Roborock's growth in the SEA region, especially in Malaysia.


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