Unitree's first direct store opened near the stores of Apple and Huawei.

Unitree opened its first direct - operated store in Beijing.

The location of the direct - operated store is of great significance. Unitree is directly facing two major consumer electronics giants and has opened its store next to the flagship stores of Huawei and Apple.

The timing of opening the store is also quite interesting. According to the official disclosure of Unitree, the commercial consumer group has replaced scientific research users as its largest customer group, and robots are moving towards the mass market.

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Both the time and location of the direct - operated store's opening imply the same trend:

Robots are becoming new consumer electronic products.

So it's time to let robots enter the stores and directly interact with users.

Just like when we went shopping in the mall 10 years ago, we would occasionally visit mobile phone stores. Five years ago, we would choose to sit in car showrooms. Now, when we go shopping or take our kids out, there is a new place to go, and there are new consumer electronic products to play with and buy.

A on - the - spot visit to Unitree's first direct - operated store

Unitree's first direct - operated store is located on the first floor of Yintai in88 Mall in Wangfujing, Beijing. It has a great location. Before Unitree moved in, the original site was a jewelry store.

Across the road from the store is Apple's largest flagship store in Asia at that time. And next to it is Huawei's first flagship store in Beijing.

There are many smart phones and smart cars placed inside and outside the Huawei store. Just a few steps away from the display cars is the entrance of Unitree's direct - operated store. This store - location ability is really good.

Sometimes there is a "robot panda" greeting customers at the store entrance:

In this situation, it's hard to pass by without going in for a look. Anyway, that's how I was attracted in. After going in, you'll find that the store area is not large, about the same size as a common small supermarket on the street.

On the left - hand wall, with products as the main line, a simple display of Unitree's development history is presented.

Below, the disassembled versions of early products are displayed.

There are also many products on sale in the store beside: the robot dog Go2, and the robots G1 and R1 (as shown in the picture below). Their prices in the store are even 300 yuan cheaper than those online.

You can place an order directly in the store and pick up the product on the spot, just like buying a mobile phone.

Delivery to home is also supported in Beijing. The prices and versions are as follows:

From Unitree's product pricing strategy, we can also see the characteristics of consumer electronic products. They are divided into standard and Pro versions.

Among them, the price of the robot dog is already cheaper than that of a large foldable - screen mobile phone. You can also buy some "skins" for it, just like topping up in a game, such as the panda - style one displayed in the store.

The humanoid robots are relatively more expensive, but they are still cheaper than many mid - to high - end cars.

Currently, all the above products need to be operated by remote control. There are two ways of remote control. You can download an app on your phone and use the phone as a remote control, which is very convenient. However, for some reason, the apps for operating the robots and robot dogs are independent of each other.

In addition, you can also choose to operate with a remote control, which can be purchased separately. It looks very similar to a game handheld console.

There are several staff members on - site, holding remote controls and taking turns to remotely control the robot dogs to perform various shows in the store, such as doing handstands.

Occasionally, when they see the robot dog running out of power and lying still, they will quickly step forward and drag it away.

The young guy may have been working here for a long time, and his facial expression is very calm. However, many of the on - lookers are full of freshness.

Especially the kids who come with their parents are super excited. When they are dragged out of the store, they will actively say "goodbye" to the robot dog. It seems that in the eyes of kids, this is no longer just an electronic product, but a living being. Well, the brand has successfully occupied the users' minds.

Parents taking their kids out are the main group of on - lookers. In addition, there are many foreign tourists. Their enthusiasm for taking photos and checking in is obviously higher than ours.

Actually, this store is not the first store opened by Unitree. As early as the end of last year, Unitree cooperated with JD.com and opened a store in Chaoyang District, Beijing. At that time, it was more like a dealer system. As can be seen from the picture, although the store sign has the Unitree logo, it also has the name of JD.com.

The Wangfujing store can be regarded as Unitree taking a further step and starting to set up a direct - operated network by itself.

Moreover, at the end of this month, Unitree will also open an experience hall in the Nanjing West Road business district in Shanghai. It is said that you can operate the robots on - site to complete tasks then, instead of just having a simple look.

Why is Unitree opening stores one after another at this moment?

Robots are becoming consumer electronic products

The answer lies in Unitree's prospectus and the reply to the inquiry letter.

Unitree disclosed in its prospectus that its sales volume has been growing rapidly in recent years. From January to September 2025, the sales volume of robot dogs has exceeded the total sales volume of the past three years, reaching a scale of ten thousand units.

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The growth rate of humanoid robots is even more rapid. It is mentioned in the prospectus that "the shipment volume of humanoid robots in 2025 has exceeded 5,500 units (pure humanoid, excluding wheeled double - armed robots)", and the sales volume has reached 10 times that of 2024.

From the total sales volume and growth rate, it can be seen that Unitree has stable manufacturing and delivery capabilities. With these capabilities as the foundation, offline direct - operated stores can become sales channels, rather than just simple display windows.

The expansion of sales volume has brought about economies of scale, further reducing the product cost.

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According to the prospectus, the unit prices of Unitree's robot dogs and robots have been decreasing year by year. From January to September last year, the unit prices dropped to 27,200 yuan and 167,600 yuan respectively, running through the commercial flywheel:

The decrease in unit price expands the potential customer group, which in turn drives the growth of sales volume. Then the product cost is diluted, and as a result, there is room for further reduction in the unit price.

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The commercial flywheel has driven Unitree's revenue to double continuously. In 2023, its revenue was only 159 million yuan. In 2024, it more than doubled, exceeding