Not only showing off its skills during the Spring Festival Gala, behind the cleaning, MOVA is playing a big game of full-scenario intelligent ecosystem.
"With the MOVA floor sweeper at home, how could I let you get tired?"
On the New Year's Eve in 2026, when the male lead in the sketch "You'll Definitely Like It" said this line, the audience might have just regarded it as a light - hearted gag. But from an industry perspective, this line precisely echoes a fundamental transformation that intelligent cleaning appliances are undergoing: the evolution from "replacing human labor" to "surpassing human labor."
On this night, MOVA made a high - profile domestic debut as the consumer electronics strategic partner of the CCTV Spring Festival Gala. However, for a super - high - end technology brand that has covered more than 60 countries and regions around the world, this is not just a simple exposure cooperation, but a brand confirmation within the mainstream credibility system.
What's more worthy of attention is: On the track where other brands in the industry have been deeply involved for many years, why can MOVA "overtake" in a short time and stand in this position as a representative of intelligent cleaning brands? What kind of logic lies behind the industry's changes reflected by its rise?
Under the reconstruction of demand, cleaning appliances need to better understand the home scenario
There has always been a blue ocean in the intelligent cleaning appliance market.
The "Report on the Consumption Trends of New Year Goods during the Spring Festival from 2025 - 2026" released by iResearch shows that in 2026, the consumption of technology - related New Year goods is expected to account for 32.7%. Among them, the recognition rate of smart home and health technology products is as high as 89.4%, and intelligent cleaning appliances have become the absolute main force.
According to the internal database and industry insights of 6Wresearch, the global cleaning appliance market is expected to reach $19.4 billion (about 134.029 billion yuan) by 2031, with a compound annual growth rate of 5.90% from 2025 to 2031.
However, it is worth noting that in the market opportunity worth hundreds of billions, the ever - changing demands of the intelligent cleaning market are hitting like turbulent waves without interruption.
A senior e - commerce shopping guide noticed an interesting change: The focus of young customers has shifted from traditional parameters such as suction power and battery life to a deeper - level demand for liberation. "Now, the first questions people ask are: Can it wash the mop and empty the trash by itself? Is it hassle - free to install and maintain?"
Meanwhile, a survey report released by the Jiangsu Provincial Consumer Protection Commission shows that the complaints about floor - sweeping robots and floor scrubbers account for up to 47.76%, and the core problems are concentrated in chaotic navigation, failure of obstacle avoidance, and the inability to accurately identify materials.
These problems point to the same crux: Some intelligent cleaning products on the market do not really understand the home environment they are in.
In other words, in the second half of the intelligent cleaning appliance era, household users are no longer satisfied with tools that can only "sweep and mop," but need intelligent assistants that truly "understand the home." The technological implementation of the MOVA P70 Pro floor sweeper and the M50 Ultra floor scrubber in the Spring Festival Gala scenario is a typical manifestation of this industry transformation trend.
Traditional cleaning appliances generally have the phenomenon that product technology is out of touch with the real home scenario: Disc - shaped floor sweepers "make the floor dirtier while mopping," and floor scrubbers have problems such as "gaps along the wall" and "water stains remaining."
The P70 Pro floor sweeper displayed by MOVA during the Spring Festival Gala is equipped with MOVA's first - created "new - generation roller live - water floor - scrubbing technology," which breaks the cleaning logic of traditional disc - shaped floor sweepers. By cleaning the mop in real - time during the mopping process, it fundamentally solves the problems of traditional disc - shaped floor sweepers, such as making the floor dirtier while mopping and easily spreading stains evenly. Even in scenarios with heavy oil and dirt like the kitchen, it can clean efficiently, and its cleaning effect and efficiency far exceed those of ordinary floor sweepers.
In addition, the "AI dynamic double - edge - fitting technology" and 30,000Pa hurricane suction power of the P70 Pro can not only fit closely to the corners of the wall and the edges of furniture, achieving zero - distance edge - fitting cleaning, "eliminating" the dead corners that are easily overlooked, such as those along the corners of the wall, the sides of the sofa, and the edges of the dining table, but also can instantly suck up hair, pet food, and debris without tangling.
Coincidentally, the "Spirit Fin lifting mechanical arm" of the other "Spring Festival Gala - same - style" floor scrubber, the M50 Ultra, adopts a bionic fish fin design, which can fit the edge extremely closely and respond instantly within 0.2 seconds, achieving zero - edge - fitting cleaning on three sides and perfectly solving the problem of gaps along the wall.
What's more worth mentioning is that this floor scrubber has also obtained the certification of "the world's first floor scrubber with a telescopic and folding mechanical arm" from Frost & Sullivan, allowing the floor scrubber to easily reach various low - lying areas, solving the blind spots in home cleaning. Moreover, when the product is in a flat state, the suction power does not decrease, and the sewage does not flow back, ensuring the cleaning effect and usage safety. Therefore, the M50 Ultra has also won many international and domestic awards, such as the German IFA 2025 INNOVATION HONOREE AWARD - BEST In Design, the Finalist of the US IDEA 2025 Design Award, and the nomination for the Red Top Award in the field of Chinese household appliances and consumer electronics, which shows that its technology and design strength have been recognized by the global industry.
Image source: MOVA
However, the two core products of floor sweepers and floor scrubbers that MOVA prominently displayed on the Spring Festival Gala stage are just the "tip of the iceberg" of MOVA's full - matrix strength in the cleaning business. MOVA's cleaning business also includes various categories such as vacuum cleaners equipped with high - speed digital motors, mite - killing and bactericidal mite removers, hair dryers that combine quick - drying and hair - care functions, and high - efficiency and safe window cleaners, forming a "full - scenario cleaning package" that achieves full - dimensional coverage from the ground to the vertical surface, from the plane to the three - dimensional, and from cleaning to maintenance.
Image source: MOVA
This full - matrix layout not only demonstrates MOVA's technical strength but also builds a strong product barrier, enabling MOVA's cleaning business to fully meet user needs in the fierce industry competition and occupy a leading position in the high - end cleaning market.
How does a "technology enthusiast" transform into a "life aesthetician"?
As of 2025, MOVA has entered more than 1.4 million households around the world, with services covering more than 60 countries and regions.
When a brand seizes the market at an astonishing speed, we are used to looking for its "killer weapon." MOVA has a special background. Its rise is not an arms race of technology but a well - planned campaign about "humanizing technology."
In recent years, AI has almost become the main theme of the entire industry. Focusing on the intelligent cleaning field, many brands talk about AI in terms of parameters and algorithms. MOVA talks about AI by anchoring specific implementation scenarios from the very beginning: making machines think and work like humans.
The forward - looking nature of this lies in directly introducing the AI standard of humanoid robots. This is not only an improvement in computing power but also a subversion of the cognitive logic. Traditional floor sweepers are generally composed of "eyes" + "hands and feet." They stop when they see an obstacle and sweep when they see dust, which is a mechanical execution of instructions.
However, MOVA's products are equivalent to having a "cerebellum." The core ability of this "cerebellum" is broken down into two perceptible actions: recognition and decision - making.
Moreover, the core of the "cerebellum" that MOVA endows its products with is to elevate the traditional "recognition" and "decision - making" to a new dimension. For example, the SIRIUS 60 floor sweeper exhibited at the IFA exhibition can not only accurately identify whether the object in front of it is a toy, a pair of slippers, or a carpet but also make a coherent decision of "moving the obstacle aside first, then conducting in - depth cleaning, and finally putting the object back in place."
Image source: MOVA
Whether it is the "Space Hub automatic mop - changing" technology carried by the V60 MOBIUS product or the "triple AI dirt recognition" function carried by most production lines, their essence is to simulate human cleaning thinking: cleaning in zones to avoid cross - contamination and dealing with key stains with priority. This brings technology from behind the scenes to the front, and users no longer face a cold machine but an "intelligent butler" that can understand the home zones and handle unexpected situations.
This is how MOVA's persona as a "life aesthetician" is established.
MOVA has always been striving to return to a very practical R & D concept: Consumers do not pay for technology but for the effects brought by technology. This has become the "master switch" for understanding MOVA's product logic and forces the R & D team to answer a question: Can users perceive this technology?
Following this question, MOVA translates technology into perceptible user value.
Taking the "AI + double mechanical arms" as an example, it not only solves the physical coverage of corner cleaning but also addresses the daily annoyance of users having to bend down to pick up and move things. This "no - hands - on" experience brings an emotional value of being carefully cared for. The Space Hub mop - changing system goes a step further. It precisely responds to the hidden anxiety of high - end families about health and delicate cleaning: The mop used in the kitchen should not be used in the bedroom. This kind of anxiety, which cannot be quantified by parameter tables but truly affects the sense of life quality, is addressed.
It is this R & D logic of "using the effect as the yardstick and perception as the measure" that makes MOVA's technology stack no longer a cold configuration table but a set of life solutions that can be experienced and trusted.
Thus, MOVA has successfully transformed the hardcore of a "technology enthusiast" into the delicacy of a "life aesthetician." It uses AI technology to achieve those "small but certain happiness" that users don't say but always want in their hearts.
MOVA's "abnormal" globalization: Go to the most difficult places first
Whether it is the insight into market demand or the entry point for technology implementation, MOVA takes a different path, a path rarely taken by others. The same is true for its globalization path.
The globalization layout of most companies usually follows a well - proven path: Use Southeast Asia as a springboard to complete model verification and then gradually penetrate into the European and American markets. This approach, with cost control and risk mitigation as the core, has been the mainstream paradigm in the past decade.
However, MOVA's globalization path shows obvious "counter - common - sense" characteristics. From its establishment, it chose to directly enter the high - end markets of developed countries in Europe and America, an area regarded as the core hinterland by international brands that have been entrenched there for many years.
Behind this choice are three basic judgments of MOVA on the current global competition pattern:
First, the market with the highest global standards is the real testing ground for the technological discourse power of global brands. MOVA has been global - oriented since its birth. MOVA knows well that technological discourse power cannot be replicated. It can only be forged through the rigorous tests of each mainstream market and then become the only source of brand power.
Second, the value distribution structure of the global market is being reconstructed. Emerging markets such as Southeast Asia and Latin America contribute to the sales volume scale, but the formation of brand power, technological standards, and user mentality is still highly concentrated in developed countries in Europe and America. Avoiding this market means actively giving up the "right to define" brand value.
Third, the moat effect of the cost - performance strategy is declining. When a brand's competitive advantage is only reflected in price, its market position is always at risk of being eroded by lower - cost substitutes. MOVA's strategic choice implies a judgment: Only through the verification of the high - end market can a sustainable brand moat be established.
In short, MOVA's market entry sequence is not simply about the order of time but a progressive arrangement of a pressure - testing mechanism.
In regions where the culture in Southeast Asian markets is relatively similar and the operating costs are controllable, run through the online - offline collaborative model, accumulate experience in local channel management, and thus complete the "rehearsal" for subsequent entry into the European market.
The European market undertakes the function of in - depth verification of technological adaptability. The strict requirements for household cleaning in countries such as Germany and France, such as the cleaning logic for different floor materials, the path planning for complex room layouts, and the high sensitivity to health and environmental protection indicators, happen to match the technical features of MOVA's main products, such as "zoned cleaning" and "AI recognition."
That is to say, MOVA's choice of Europe is not only a choice of consumer ability but also a choice of application scenarios that can magnify its technological advantages.
Finally, the North American market is the ultimate verification field. As the high - point of the global intelligent cleaning industry, consumers in this market have the highest maturity, the highest brand switching cost, and the most complex competition dimensions. Being able to achieve a breakthrough in the North American market means that the product power has completed the strictest pressure test.
Judging from the results, MOVA's strategy has been initially verified by the market.
Data shows that during the Black Friday in south - western Europe in 2025, its floor - sweeping robot category achieved a GMV of 200 million yuan in the high - end market. Three main models cover the price range from entry - level to high - end and entered the top 20 in the sales volume of the entire platform. In the North American market, it entered the top 10 of the Best Seller list in the floor - sweeper category during the Prime Day.
