Laifen ist in den Markt für Bodenreiniger eingestiegen, und die verantwortlichen Personen kommen von DJI | Exklusivbericht von Yingke

Authors: Ou Xue, Yuan Silai

Editors: Yuan Silai, Yang Xuan

Yingke has exclusively learned through multiple channels that Laifen has decided to enter the floor scrubber industry, and the person in charge comes from DJI. This business has been ongoing for at least half a year and is a project with extremely high internal confidentiality.

DJI officially entered the household cleaning market this year and launched the floor - sweeping robot ROMO, with a minimum domestic market price of 4,699 yuan.

Yingke has verified this with Laifen. As of the time of publication, there is no response yet.

The floor scrubber is not a new product category, but it still seems to have room for growth. According to the calculations of Aowei Cloud Network, the penetration rate of the floor scrubber category in China in 2024 was about 3.1%, while the penetration rate of the floor - sweeping robot was about twice that of the floor scrubber.

However, in this 3% penetration rate, there are thousands of product models. According to the monitoring data of Aowei Cloud Network, the number of floor scrubber models reached 1,042 in 2024, more than doubling compared with 2022.

In addition to the large number of participants, the floor scrubber market is already highly concentrated. According to Aowei Cloud Network data, Tineco, a brand under Ecovacs, has captured more than 30% of the market share, and Dreame and Roborock are vying for the second place.

Laifen's entry into the floor scrubber battlefield is somewhat difficult to understand in the eyes of industry insiders. "Although Laifen has faced quite a lot of pressure in recent years, the floor scrubber category is really too competitive. Even investing 100 million yuan may not make a splash," said an investor.

However, there is still logic behind Laifen's decision. Although the leading large - scale manufacturers have been in a fierce battle, the floor scrubber market is still expanding rapidly. In 2019, the retail sales of the floor scrubber industry were less than 100 million yuan. In 2024, the sales scale of this market reached 14.09 billion yuan.

From the data of leading companies, we can also see the potential of this category. According to Ecovacs' third - quarter report in 2025, Ecovacs' operating income in the third quarter increased by 29.3% year - on - year, achieving a non - recurring net profit attributable to the parent company of 424 million yuan and successfully turning losses into profits. The floor scrubber is an important growth engine for Ecovacs. According to Aowei Cloud Network data, the online retail sales of Tineco floor scrubbers in the third quarter increased by 35.36% year - on - year.

"After all, there is still a certain volume. Earning a few hundred million from it will help Laifen's revenue," said an industry insider.

Laifen has experienced explosive growth in the past few years. Laifen was founded in 2019. According to the founder Ye Hongxin in an interview, Laifen's GMV was 130 million yuan in 2021 and reached 3 billion yuan in 2023. In the hardware industry, this is a figure that can surprise the market.

However, the high - speed hair dryer industry has an extremely mature supply chain in China and is not an industry with high barriers. Established brands such as Feike and Philips have quickly launched high - speed hair dryers, and emerging hardware companies like Dreame have also entered the market. The price of high - speed motors has dropped from more than 100 yuan to more than ten yuan in just a few years.

Laifen cannot achieve continuous growth relying solely on this one category.

Expanding product categories is an inevitable path for personal care brands like Laifen. In 2021 when the hair dryer business started to grow, Ye Hongxin led the team to start researching and developing razors, and in 2023, Laifen officially announced its entry into the electric toothbrush industry. The latter has captured a certain market share by precisely targeting male users. According to official data, the sales volume of Laifen's sweeping and vibrating electric toothbrush exceeded 135,000 units in the first month of its launch, with sales exceeding 40 million yuan.

From Laifen's past strategies for its two products, we can see that it is difficult for it to replace a leading player, but it still has the ability to enter the game. Laifen's entry into the floor scrubber industry may also follow a similar approach. However, compared with electric toothbrushes and razors, the floor scrubber is a track with high technological barriers and an extremely long supply chain. Giants such as Roborock, Ecovacs, and Dreame have accumulated at least 8 years of experience in the household cleaning industry. It may not be easy for Laifen to successfully develop a product and mass - produce it for shipment.