36Kr Global Expo | At CES 2026, MOVA Tells a Globalization Story of "Taking to the Sky and Riding the Waves"
Without listening to the introduction, it would be difficult for CES visitors to associate this place with a brand that has been established for less than two years.
On one side of the booth, a floor-cleaning robot hovers in mid-air; in a transparent water tank, a pool robot flexibly waves its mechanical arm. This is a highly metaphorical scene - extending from the ground to the sky and underwater, precisely interpreting MOVA's exhibition theme at CES 2026, "Move Up, Move Beyond".
The MOVA Pilot 70 flight module made its debut at CES. Source: Provided by the enterprise
MOVA was founded in early 2024. It is an AI smart living brand that targeted the global high - end market from its inception. In less than two years, it has completed the ecological construction across six scenarios, including cleaning robots, outdoor products, and personal care items. Despite its youth, MOVA's products have entered over 1.4 million households globally, covering more than 60 countries and regions.
What kind of underlying logic supports MOVA in building such a large global market layout in a very short time?
Targeting the High - end: Breaking through in the High - end Markets of Europe and America in the Cleaning Business
In the field of going global, speed is often regarded as an important indicator. However, what really deserves in - depth analysis about MOVA is that it chose a challenging path: avoiding the crowded mid - and low - end red ocean and directly entering the high - end markets of Europe and America.
During the "Black Friday" promotion in 2025, the GMV of MOVA's floor - cleaning robot category in the south - western European market exceeded 200 million yuan, and the sales volume of 39,000 units set an annual record. The growth mainly came from high - end models such as Z60URC and V50UC. During the North American Prime Day, its high - end flagship products also successfully entered the top of the Best Seller list in the United States. The mop - vacuum cleaner category of MOVA also performed outstandingly. With a sales volume of 14,000 units, it set a new annual high in the south - western European region and drove the single - day GMV to exceed 30 million yuan.
MOVA mop - vacuum cleaner Source: Provided by the enterprise
The cleaning robot market has been extremely crowded in the past few years. While most brands try to capture more market share with a pricing range of 300 - 400 euros, MOVA targeted its main products at the price level of over a thousand euros.
The starting point of this strategic decision was the judgment of the industry's involution. Zhao Xiaotian, the global head of MOVA's cleaning business, said, "Now, simply relying on price cuts to gain market share will be unsustainable. Low - price and low - quality products cannot truly improve market penetration. Instead, they will only damage profits and squeeze R & D space. Only by 'targeting the high - end', through cost optimization to support high - intensity R & D investment, can a real moat be established."
MOVA floor - cleaning robot Source: Provided by the enterprise
Zhao Xiaotian mentioned that in the early stage of R & D, the MOVA cleaning business team was determined on a goal: to create one of the best floor - cleaning robots in the world in terms of quality.
To fulfill this goal, MOVA established a strict "minimum standard for product release". For example, the team studied all the leading brands and best - selling products of various grades in the market, and combined their performance in aspects such as algorithms, quality, live - water mopping, cleaning power, and noise reduction as the minimum standard for MOVA's product release.
The S70 Ultra Roller floor - cleaning robot with live - water mopping, which made its public debut at this year's CES, is a concrete manifestation of this engineering spirit.
The commonly used embedded LDS (laser radar) solution in the industry often sacrifices 5% - 10% of the navigation and obstacle - avoidance performance to make the body thinner. However, MOVA repeatedly "squeezed space" with an accuracy of 0.5 millimeters by compressing the layout of components and using irregular - shaped water tanks. Finally, while compressing the body of the S70 to 90mm, it retained nearly 99% of the navigation and obstacle - avoidance ability. In the on - site demonstration, the S70 Ultra Roller also showed high - efficiency in dealing with complex scenarios such as heavily oil - stained kitchens, stubborn pet stains, and water - logged floors.
MOVA S70 Ultra Roller Source: Provided by the enterprise
The pursuit of the ultimate experience is also reflected in the MOBIUS 60, which just won the CES Innovation Award. MOVA's cleaning business acutely captured the concerns of high - end users about cross - contamination caused by "using one mop to clean the whole house" and quickly launched a "partition - customized cleaning" solution. The newly debuted Pilot 70 flight module is an attempt to use the power system of commercial drones to solve the problem of vertical - space cleaning.
For an unknown brand, how to make overseas users trust it? MOVA gave an answer that breaks the industry convention - providing a "three - year global warranty for all product categories" after - sales service.
Zhao Xiaotian explained that in the cleaning appliance industry where most companies only provide a one - year warranty, this confidence comes from the high - intensity investment in the R & D stage. Take the globally innovative "space capsule" solution on the Z60 series as an example. The complex single - cantilever flipping mechanism integrates more than 100 components. It is reported that to ensure that it can pass the three - year warranty test, MOVA's R & D team invested nearly 50 people and tested nearly 100 materials before finally finding a solution that meets the requirements of wear intensity and service life.
MOVA Z60 Source: Provided by the enterprise
Zhao Xiaotian said, "The pre - placed extreme tests enable MOVA to implement the three - year warranty and establish deep trust between users and the brand. Currently, MOVA has established national after - sales service points in Europe, America, the Asia - Pacific region, and emerging markets, equipped with professionally trained personnel."
MOVA has proved with solid performance that the European and American markets do need new brands. If a brand sets high standards for itself in terms of technical standards, user experience, and service commitment, it also has the opportunity to break into the high - end market dominated by giants.
Seeking the Blue Ocean: Exploring New Overseas "Partition - Customized" Demands in the Garden Business
In the water tank on one side of the MOVA booth, the bionic mechanical - arm pool robot Rover Master is conducting a demonstration. A mechanical arm with six degrees of freedom is flexibly picking up floating objects from the corners. Not far away, in the lawn simulation area, the off - road - grade lawn mower NAVAX AWD is also demonstrating its ability to climb an 80 - degree steep slope.
On - site demonstration of the lawn mower NAVAX AWD Source: Provided by the enterprise
Before MOVA entered the garden market, the lawn mower market was long dominated by two types of products: one was the traditional gasoline - powered lawn mowers, which caused serious pollution and made a lot of noise; the other was the boundary - less products relying on buried wires or RTK (Real - Time Kinematic) technology. Although RTK solved the problem of buried wires, in the common tree - shaded and house - shadowed areas in European and American gardens, the satellite signal was very easy to be lost.
Facing the fork in the technical route, MOVA also once faced a typical business dilemma: should it choose the more cost - effective and supply - chain - mature vision or RTK solution, or the high - cost but experience - guaranteed 3D laser radar technology?
Shen Hongjin, the global market head of MOVA's garden robots, was very determined when recalling this decision: "Our underlying logic is: either don't do it, or be the world's best." In his opinion, the core pain point of garden robots is to achieve true "out - of - the - box usability". Users should not have to act as surveyors to install signal base stations, nor should they cut down the trees in the garden for the machine's path planning.
The improvement in experience brought by the laser radar solution is revolutionary. According to third - party actual tests, MOVA's machines can complete the mapping of a 1000 - square - meter area in only 5 - 10 minutes, and are not affected by light or signal blockage. A set of data announced at the CES site confirmed the correctness of this decision: According to the research data of Frost & Sullivan, from November 2024 to October 2025, MOVA's global sales volume of laser radar lawn mowers ranked first in the world.
However, this does not mean that victory is simply due to technological stacking. On the new product NAVAX AWD exhibited at the CES, we can see MOVA's persistence in solving users' pain points. It is reported that NAVAX AWD integrates satellite - based RTK technology, AI binocular vision, and 360° high - precision laser radar, enabling centimeter - level positioning. To address the problem that the traditional RTK solution is limited by network and base - station deployment, NAVAX AWD can directly obtain correction data through satellites, and the device's operation is not restricted by Wi - Fi or 4G network signals. In most cases, users do not need to install an additional RTK base station at home. In large - area or poorly - networked garden environments, it not only reduces communication costs but also achieves stable and reliable positioning performance.
NAVAX AWD Source: Provided by the enterprise
Lawn edge trimming has always been a pain point in the industry. Due to safety regulations, the cutting discs of traditional lawn mowers cannot extend outward, usually leaving an untrimmed grass strip of more than 10 centimeters, forcing users to use a grass trimmer for secondary operation on hot days. To solve this problem, NAVAX AWD is equipped with UltraTrim™ 2.0 technology. On the premise of complying with safety regulations, through the cutting - disc outward - swinging technology and extreme structure compression, the cutting blind area is significantly reduced to 1.2 inches (about 3 centimeters).
This detailed dissection of scenarios also extends to the pool - cleaning field. The bionic mechanical arm of the Rover Master exhibited this year aims to solve the problems of dead corners in irregular - shaped pools and the difficulty of sucking in large - sized garbage. Shen Hongjin believes that the integration of embodied intelligence technology is an inevitable process in the development of garden robots. Although it increases costs and power consumption in the short term, in the long run, with the improvement of technologies such as automatic recharging, the experience and usability will be greatly improved.
Rover Master bionic mechanical arm Source: Provided by the enterprise
During the "Black Friday" in 2025, MOVA's star product in the garden robot series, the MOVA 1000, ranked second in the same - level intelligent lawn mower category in the south - western European market.
MOVA is also expanding its global market reach through products such as NAVAX AWD, for example, targeting the forest gardens with complex terrains in the United States. Shen Hongjin mentioned that American gardens may include small forests and steep slopes, which require extremely high shuttling and obstacle - crossing abilities from the machines. The all - terrain four - wheel - drive system of NAVAX AWD is actually mainly designed to conquer the American market.
The Ecological Panorama: How MOVA Tells the New Story of "Born Global"
At this year's exhibition, MOVA set up two booths. At the Venetian Campus booth, representative products such as floor - cleaning robots, mop - vacuum cleaners, and intelligent cat litter boxes are on display; while at the LVCC North Hall a few kilometers away, new consumer electronics products such as audio equipment and routers, as well as cutting - edge new products such as 3D printers and mobile air conditioners are shown.
