Adhering to user-oriented innovation, the new brand MOVA has broken through the fierce competition in the high-end smart home appliance market.

On March 20th, the annual AWE (China Household Appliances and Consumer Electronics Expo) is about to kick off. There are many highlights at this AWE. Besides the wave of home appliance intelligence driven by AI, there are also many emerging brands participating for the first time. The smart home appliance brand MOVA, which was established just one year ago, is one of them.

This is MOVA's first full - category debut in the domestic market. At this expo, MOVA will focus on displaying smart cleaning home appliance categories such as floor sweepers, floor scrubbers, and vacuum cleaners, as well as new categories like personal care products, pet appliances, air purifiers, and kitchen appliances.

There are many new players in the smart home appliance track, but MOVA may be one of the few manufacturers that made a name for itself in its first battle. Established in February 2024, MOVA achieved excellent results in its first participation in the Double 11 shopping festival: it not only topped the sales lists of multiple categories on JD.com and Tmall, but also achieved a GMV of over 110 million yuan on the Douyin e - commerce platform.

MOVA has big ambitions. While making a mark in the domestic market, MOVA has also laid out its global market strategy. Currently, its business covers more than 30 countries and regions around the world, and its products are sold in markets such as North America, Europe, Asia, and the Middle East.

The home appliance industry is already highly competitive: established giants and new home appliance forces are vying for market share, and the smart cleaning track, in which MOVA has heavily invested, is already very crowded. However, the intense competition also means that there are still untapped opportunities in the market. Especially in the era of the intelligent revolution, the improvement of product and service experience may still trigger a new growth storm.

MOVA has broken through the competition at this moment.

Technological Innovation: Solve Pain Points Instead of Just Adding Features

The development history of home appliances is essentially the history of human beings gradually being liberated from heavy household chores. Whether it was the popularization of electricity at the end of the 19th century or the automation revolution of home appliance manufacturers in the middle of the last century, it has been proven that users are willing to pay for the freedom of their hands, and appliances have thus become essential items in family life.

In the era of smart home appliances, consumers' demand for liberating their hands is even stronger, which is why many manufacturers have entered the market. However, an undeniable fact is that the current competition in the smart home appliance market has gradually turned into a price war, and to some extent, the satisfaction of users' real needs has been ignored. Although the smart home appliance market seems bustling, it is far from reaching its final stage.

The establishment of MOVA is, to some extent, to break this awkward situation: how to adhere to effective innovation in a noisy market and create products that meet users' real needs.

Meeting the complex and ever - changing user needs is based on technological innovation. One of the biggest highlights of MOVA at this AWE is the 12 pioneering technologies it will launch, covering multiple categories such as floor scrubbers, floor sweepers, vacuum cleaners, pet appliances, and electric toothbrushes.

These pioneering technologies all focus on consumers' pain points. For example, the all - in - one floor sweeper and mopper has gradually become a standard household item, but it has an invisible flaw: it usually only comes with one mop, which is used to mop the entire house, easily causing secondary pollution, and users need to manually replace the mop regularly.

MOVA has proposed a brand - new solution: the Space Hub multi - functional partitioned mop replacement system. This system is equipped with special mops for different cleaning scenarios such as tiles, wooden floors, and carpets. It can use AI intelligent recognition technology to instantly determine the floor material and automatically return to the base to replace the corresponding mop during the cleaning process, which not only cleans the floor thoroughly but also relieves users' burden.

The floor scrubber is also a fast - growing category of cleaning appliances. However, although floor scrubbers can provide efficient and clean cleaning, they always face the problem of self - cleaning, which is why many consumers are hesitant to buy them. Traditional floor scrubbers often only focus on removing the hair wrapped around the roller brush and ignore the cleaning of other parts. To address this, MOVA's X40 Pro has launched the 100°C circulating soaking cleaning technology, which can deeply clean all parts of the cabin, including the scraper, suction port, and inner wall, while cleaning the roller brush.

Moreover, the built - in intelligent detection system of the floor scrubber can accurately detect the dirt level of the roller brush. When it detects that the roller brush is dirty, it will automatically start the re - cleaning program until the roller brush and the entire cabin are clean. Certified by TÜV SÜD, the sterilization rate of this self - cleaning technology is as high as 99.999%, and the decontamination rate reaches 100%, truly eliminating the hygiene concerns of incomplete self - cleaning of floor scrubbers.

MOVA's precise targeting of pain points not only comes from its market observation but also benefits from its solid R & D reserves. MOVA may be the most generous emerging smart home appliance manufacturer in terms of R & D investment: it has more than 1,400 authorized patents, and the proportion of product R & D and design personnel reaches 70%, far exceeding the industry average, and all of them come from top - notch and mature teams in the industry.

This has also become the source of MOVA's product competitiveness: in terms of core underlying technologies, MOVA has mastered the industry - leading motor manufacturing technology and advanced algorithm technology. Its smart cleaning products have reached the industry - leading level in route planning, obstacle avoidance, AI recognition, and human - machine interaction, which are also the keys to the future intelligent evolution of such products.

When the supply chain of an industry is already very mature, a clever approach is to follow the trend in product development and rely on market and marketing strategies to gain market share. However, MOVA has a more long - term perspective, and only by consolidating its technological foundation can it achieve continuous innovation. This young company has not chosen to blindly follow short - term trends but adheres to driving brand progress through underlying innovation.

User Insight: Break Free from the "Cage" and Put People First

There is an unchanging rule in the consumer electronics industry: truly valuable innovation must be based on in - depth insights from the user's perspective; otherwise, it will never be recognized by users.

All of MOVA's strategies are based on one principle: don't do what "I think", but do what "users need". To this end, MOVA has established a user research team, requiring the team not only to understand "data" but also to understand "people" - understanding the cultural background, living scenarios, and lifestyles of consumers is the prerequisite for achieving effective innovation.

The user research team has spent a lot of time researching users' real life scenarios: collecting feedback from consumers across the Internet on various social and e - commerce platforms, conducting face - to - face interviews and in - home surveys with a large number of consumers, and then exploring the optimal path to meet users' needs with the R & D team. All products must undergo strict testing, trial use, and feedback before being launched on the market, and are only officially launched after continuous improvement.

In - depth scenario research has indeed brought inspiration to MOVA. The user research team found that 80% of families have complained about the difficulty of cleaning kitchen oil stains with floor scrubbers. Kitchen oil stains are complex in composition and highly sticky, and high - temperature is needed to accelerate dissolution. However, cordless floor scrubbers are powered by electricity, and it is not easy to achieve high - temperature and long - lasting cleaning effects when the power reserve is limited, which is also the bottleneck faced by many similar products.

After repeated testing and experiments, MOVA has launched the turbo - charged rapid heating system, which can achieve 35 minutes of continuous 90°C hot water direct - injection floor cleaning, quickly dissolving stubborn oil stains and increasing the cleaning efficiency by three times compared to the past.

Another common problem for floor scrubber users is the heavy body of the appliance, which is especially inconvenient for female or elderly users to hold. MOVA's floor scrubber features a 90° folding handle and a 180° flexible lying - flat design, making it easy for users of small statures to hold. In addition, MOVA has also designed an innovative push - in charging dock, allowing users to complete charging and self - cleaning with just a push, without any lifting, raising, or jumping.

With the improvement of living standards and aesthetic levels, users' demand for home appliances is not only about the satisfaction of a single function but also about the aesthetic value of home appliances as part of the home space, which coincides with MOVA's brand concept - in MOVA's definition, home appliances are not cold tools but "partners" that can integrate into the living scenario. They should not only perform practical functions but also improve the quality of life.

To design products that meet the aesthetics of global consumers, MOVA has established design and aesthetics teams in multiple countries, attracting a large number of talents with a "passion" for industrial design and aesthetics. In MOVA's products today, harmonious color matching and smooth line design have become a unique identifier, and they can easily integrate into various home decoration styles, achieving a combination of practicality and beauty.

Aesthetics may be a term not often mentioned in the home appliance industry in the past, but MOVA has placed it on an equal footing with product functions. The core reason is that MOVA has noticed consumers' demand for home aesthetics. Similarly, MOVA also attaches great importance to the after - sales service, which is often overlooked.

Home appliance after - sales service has always been one of the pain points in the industry. The exposure of Zhuomuniao Home Appliance Repair at this year's CCTV 3.15 Gala reflects consumers' anxiety about after - sales repair. MOVA has chosen to improve the after - sales service standard from the source and announced that the warranty period of all its product categories has been extended to three years, breaking the industry's common practice of a two - year warranty.

The three - year warranty reflects MOVA's confidence in its product quality and also meets users' pain points. When the home appliance industry generally focuses its resources on the products themselves, MOVA is expected to create a demonstration effect, promoting the improvement and standardization of the industry's warranty standard, and ultimately benefiting consumers.

The industry has once again refreshed its impression of this new brand - "rebellious", innovative, and daring to fire the first shot of disruption.

This is also another answer sheet that MOVA has submitted to the industry: to break the deadlock, it is necessary to break free from the cage of data and experiments, take user needs as the core driving force, and achieve true user - oriented innovation. This may also be the reason why it can quickly enter the top camp.

Brand Strategy: Global Layout and Ecological Ambitions

Perhaps it is this "rebelliousness" that has enabled MOVA to take extremely rapid expansion steps.

Since its establishment in February 2024, MOVA has quickly laid out a full - scenario product ecosystem. In addition to cleaning products, it has also launched product lines in personal care (toothbrushes, hair dryers), small kitchen appliances (coffee makers, juicers, electric ovens), mite removers, air purifiers, and pet appliances (water dispensers, cat litter boxes). In the overseas market, MOVA has also launched smart lawn mowers.

Many new brands are cautious in product layout, worrying that rapid expansion of product lines will lead to resource dispersion and lack of focus. However, MOVA has already thought clearly about its expansion logic: the purpose of all actions is to reconstruct the relationship between people and home.

Cleaning appliances solve the most difficult household chore of floor cleaning, personal care products aim to provide more scientific family health management, and lawn mowers are designed to meet the need for more efficient yard management. Moreover, as home appliances are being upgraded to be more intelligent, only by building a complete and interconnected product ecosystem can the home life be made more intelligent, convenient, and personalized, allowing home appliances to better serve people.

In practice, MOVA has developed a mature and reusable methodology: relying on R & D reserves and accurate user insights, it can quickly form differentiated product advantages and achieve the interconnection and sharing of technology and experience. The good reputation and sales network established by its early products can also help new product lines quickly open up the market.

This methodology is also leading MOVA to the global market.

MOVA has been a global brand since its establishment. Currently, its products are sold in more than 30 countries and regions around the world, including markets in North America, Europe, Asia, and the Middle East.

In terms of R & D and innovation support, 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, which are responsible for aesthetics, industrial design, and user research respectively, supporting MOVA to achieve in - depth integration of technology, design, and user experience and cultivating the differentiated advantages of its products.

When enterprises are planning for globalization, they usually choose markets with similar national conditions as their starting point. For example, most Chinese enterprises expand overseas by first entering the Southeast Asian market and then spreading to markets in the Middle East, Europe, and the United States. However, as a born - global enterprise, MOVA launched an attack on the most challenging high - end markets globally from the start and achieved a great success in the beginning - during the Black Friday period in south - western Europe in 2024, MOVA's total GMV across all channels exceeded 24 million, with the sales of floor sweepers exceeding 22 million.

Judging from the sales results, MOVA has developed a set of efficient global operation experience and is good at customizing products and sales plans according to local needs. For example, as there are more carpets in European home environments, floor sweepers in Europe focus more on dust - removing and beating functions, while in China, where floors are the main type, more attention is paid to mop - wiping functions. In terms of channels, MOVA has achieved full - channel coverage both online and offline and is also vigorously developing its self - operated sales capabilities.

For MOVA, this is just the starting point of its global journey. According to the data released by MOVA, from January to August 2024, the sales volume of the overseas cleaning appliance market exceeded 8.5 billion US dollars (approximately 60 billion yuan), a year - on - year increase of 3.7%. At the same time, the year - on - year growth rate of the high - end price segment above 800 US dollars (approximately 6,000 yuan) reached as high as 27.8%.

This means that the overseas cleaning appliance market is far from saturated, especially the demand for high - end cleaning appliances remains strong, which is an opportunity for companies like MOVA.

When the wave of intelligence has triggered the third technological revolution in the home appliance industry, being conservative is undoubtedly boring. When MOVA was founded, the home appliance industry was in the midst of fierce competition, and the industry was calling for change. Whether it is continuously introducing disruptive new technologies, redefining the value of home appliances, or taking bold global initiatives, MOVA has become an innovative example in the industry - instead of being a boring follower, being a game - changer that can lead progress is more likely to stand out in the fierce market competition.