Li Fei, Global President of MOVA: From 3D printing, home energy storage to flying cars, MOVA will launch a brand-new ecosystem
A month ago, MOVA made its debut at the Spring Festival Gala as an official strategic partner in the consumer electronics sector.
The P70 Pro floor sweeper and the X60 Ultra Steam floor washer that appeared on the stage demonstrated MOVA's profound expertise in the field of intelligent cleaning. They also led to a significant surge in the number of online viewers in the official live - streaming room after the show started.
Looking back from the Spring Festival Gala as a milestone, 2025 was undoubtedly a year of leap - forward development for MOVA. The brand achieved a 418% annual revenue growth. Its products reached over 100 countries and regions around the world, serving more than 1.4 million households. Thanks to its core product categories such as floor sweepers and floor washers, MOVA repeatedly topped the sales list of household appliances on Douyin. The public has come to regard MOVA as a technology brand dedicated to high - end intelligent home appliances.
However, visiting the 2026 AWE (China Household Appliances and Consumer Electronics Expo), this established impression is being completely refreshed.
In Hall E1, MOVA's product portfolio has been comprehensively upgraded, extending from cleaning appliances to more than 40 categories, including intelligent coffee machines, cat litter boxes, and personal care tools.
What's truly astonishing is in Hall W2. A dark - gray aircraft emitting a soft metallic glow is parked in the center of the exhibition area. Its wings on both sides stretch out about ten meters. The top of the cabin is transparent, and two propellers are located on the left and right. Resembling an alien aircraft landing in a science - fiction movie, it looks beautiful and mysterious among the crowd of visitors.
This is MOVA's brand - new product, the MOVA eVTOL future flying car. Together with the newly launched 3D printer and balcony energy storage product, they form MOVA's most cutting - edge product lineup for this event.
It's not easy to gain a foothold in any new market. MOVA's simultaneous launch of three cross - border new products has indeed exceeded the industry's expectations for the conventional growth path of a hardware company. With such an unrestricted cross - border layout, one can't help but wonder about the ambitions of this two - year - old company.
First - launched and innovative products at AWE: 3D printing, home energy storage, and drones
A glowing Möbius ring sculpture stands at the core of MOVA's Hall W2 exhibition area. Made of mirror - finished stainless steel, the surface of the sculpture shimmers like a galaxy, echoing the giant floating logo at the top. Behind the sculpture, the highly anticipated new products, including the 3D printer, home energy storage product, and drone, are on display one by one.
The newly launched 3D printer, Palette 300, is the world's first 3D printer with 12 built - in intelligent nozzles. With the OmniElementTM fully automatic nozzle switching system and the dual - channel feeding system, it can print up to 36 colors and 12 materials in a single print job, reducing material waste by 90% and increasing the material switching speed by 50%.
In the field of home energy storage, MOVA has launched two balcony energy storage products, the MOVA LumeGret A2000 and the MOVA LumeGret A4000. Their advantage lies in the first - of - its - kind large 4000Wh base capacity, which can meet the whole - day energy demand. They also support real - time energy consumption monitoring and intelligent power management. Moreover, they can serve for up to 20 years with 10,000 battery cell cycles, which is 2 - 3 times that of ordinary products.
The MOVA eVTOL future flying car, which attracted much attention in the exhibition area, features a self - developed fully intelligent cockpit. It can achieve fully automatic driving, take off with a single button, navigate accurately in real - time, and reach the destination quickly. The MOVA future car has a luxurious 5 - seat interior, with an internal space 1.5 times that of an ordinary sedan. Users can operate the in - cabin devices through voice and gesture interaction. The MOVA eVOTL pioneered a surround - transparent panoramic screen, allowing passengers to enjoy the beautiful scenery at a glance.
It can be seen that MOVA has not only delivered results in three new fields, but each result is remarkable in the industry. This is both a silent proof of MOVA's strength and a demonstration of their determination to innovate and expand. "If we do it, we'll do it well," said Li Fei, the global president of MOVA.
When asked why they entered these three markets first, he explained that although 3D printing, home energy storage, and flying cars have different directions, they are all related to the core goal of "how intelligent devices can better serve life." "We've always been thinking about the future development direction of home technology. 3D printing represents the ability of personalized manufacturing, home energy storage is related to future home energy management, and flying cars are an important extension of spatial intelligence and mobile robot technology."
Li Fei said that MOVA is not simply expanding single - point products, but building a larger intelligent ecosystem around core technological capabilities, enabling different types of devices to collaborate in the future and jointly serve users' life scenarios.
On the other hand, these three directions are also what MOVA considers "new markets with great future growth potential." Take 3D printers as an example. A research report from data agency KBV Research shows that the global consumer - grade 3D printer market reached $2.503 billion in 2022 and is expected to reach $7.1 billion by 2028, with a compound annual growth rate of 19.2%. With the global energy structure transformation and industry model innovation, the overall global home energy storage market is expected to be worth $50 - 65 billion from 2026 to 2030. The low - altitude flight economy has been mentioned in government reports multiple times, and it was established as a "national emerging pillar industry" in the 2026 Two Sessions.
Although the development prospects are promising, the R & D in each market is not easy, and there are already some competitors in the industry. Li Fei believes that MOVA has its own unique advantages as a latecomer. "In terms of technology, we can re - develop some of the technologies from our existing products and transfer them to new products. For example, motor technology, noise reduction technology, and lidar technology."
As for the supply chain, which troubles many intelligent hardware companies, it is also MOVA's strength. "We originally have a diverse product line, so we can adopt strategies such as supply chain reuse and component sharing."
MOVA's new strategy: A systematic smart home ecosystem
Since its establishment, MOVA's strategy has been clear. Initially, MOVA focused on "intelligent cleaning" and broke into the highly competitive market with popular products like vacuum cleaners. During the Double 11 shopping festival in 2024, MOVA's GMV on the Douyin Mall reached 110 million yuan.
At the 2025 AWE exhibition, MOVA transformed into a "high - end smart home" brand. Its product line expanded from single - function floor sweepers and floor washers to more than 40 categories, including air purifiers, intelligent pet care products, and high - end kitchen appliances. In addition to the explosive growth of the core product line, MOVA's hair dryer achieved sales of over 300,000 yuan in the first three days of its launch, and its mite remover topped the "Popular Products List" and "Good - Price List" on Douyin.
After one year, in the high - end smart home field, there are few competitors in MOVA's sight.
Li Fei pointed out that in the past, many smart home appliances were more like "automated devices" that could perform certain fixed tasks but had limited ability to understand the environment. The integration of AI will be an important variable in changing the industry landscape. "So I think that future competition may not be just about a single product, but about the entire technological system and product ecosystem."
Based on this judgment, at the 2026 AWE exhibition, MOVA entered the third stage of building a "full - scale smart home product ecosystem." Different from the past, the brand has extended its technological reach to cutting - edge fields. The logic behind this transformation is that MOVA is no longer limited to solving indoor cleaning problems but is trying to build a complete hardware ecosystem by integrating home living, energy, and low - altitude travel.
We can understand this new strategy from two aspects. First, MOVA will deeply integrate technologies such as chips, robotics, and AI into the product ecosystem, and build a "systematic smart home ecosystem" with industry - leading motor technology, chips, intelligent algorithms, and large AI models as the core. Second, MOVA will use "mobile phones + cars + cleaning ecosystem" as the entry point to integrate scenarios such as whole - home intelligence and travel technology.
Li Fei shared his vision for the future - all products in the MOVA ecosystem can be connected and mutually empowered to form an intelligent ecosystem. For example, in the field of home energy storage, MOVA's balcony energy storage products will work with its outdoor garden tools, home appliances, cars, and embodied robots to build a zero - carbon green brand concept, realizing smart energy homes on a household basis and smart energy communities on a community basis. Another example is that the entire MOVA electrical appliance system can be made green.
As a company with a R & D team of nearly 3,000 people and a R & D investment ratio of 70%, MOVA indeed has the strength to build an entire ecosystem. In terms of technology, MOVA has deep accumulations in algorithms and intelligent perception, such as path planning, environment recognition, obstacle avoidance, and human - machine interaction. These are capabilities that AI can continuously enhance.
Driven by continuous innovation, MOVA follows an organizational model of "incubating new businesses from mature businesses." Experienced teams that have achieved success lead the new business teams, shortening the team's running - in period and avoiding the uncertainties of new business start - up. Once the business model is proven and can generate self - sustaining revenue, the new business will be spun off independently.
In the future, turn the home space into an intelligent system with a "brain"
In the era of intelligent hardware, the strength of the underlying computing power directly determines the accuracy and speed of hardware response. Behind the new strategic system, MOVA also has its own considerations regarding chips.
"Our approach is not to develop a general - purpose chip for all devices, but to develop corresponding chip capabilities according to different product scenarios," Li Fei analyzed.
For example, chips for robots, smart home appliances, or other devices will be refined over the long term by the corresponding chip business unit and product team, so that the chip design from the architecture level can better fit specific application scenarios. In the past two years, MOVA has accumulated a large amount of algorithms and data in complex scenarios such as path planning, environment perception, obstacle avoidance, and AI recognition. These capabilities will gradually be integrated into the chip and system capabilities.
In this way, the chip is not just an independent hardware but evolves and optimizes together with specific products. This can better support the product experience and also form long - term accumulations and barriers in core technologies.
This also aligns with MOVA's market positioning. Since its establishment, MOVA has directly targeted the high - end markets in Europe and the United States. Since the beginning of 2026, MOVA's market share in Southwestern Europe has reached a new high. Its market share of floor sweepers in Germany has reached 17%. In the Northeastern European market, MOVA focuses on mid - to high - end floor sweeper products, and its market share in Poland has exceeded 10%. The new lawn mower, the ViAX series, won the first place on the Best Seller list on Amazon in Germany, Italy, Belgium, the Netherlands, and Spain in the first week of its launch.
"High - end users have always had very high requirements for quality, design, and technological experience, and they are more willing to pay for truly innovative products. This requires us to continuously improve our product advantages."
In the future, Li Fei emphasized that "MOVA's ecosystem boundaries will definitely continue to expand." In addition to the smart home appliances and garden robots that users are familiar with, MOVA is also gradually entering new markets. These markets may seem different, but they actually share many common technological foundations, which are the unified foundation of the MOVA universe, such as perception, algorithms, motion control, and energy management.
In terms of market layout, MOVA will continue to focus on mature markets such as Europe and North America, and at the same time, it will accelerate its expansion in Southeast Asia, the Middle East, and some emerging markets. Moreover, MOVA will develop the localization capabilities of its products. "Users in different regions have different lifestyles and usage scenarios, so we will continuously optimize product design through the global user experience center to make technology truly meet the needs of different markets."
"In fact, from the very beginning, MOVA didn't just define itself as a company that produces single - product items. Instead, it hopes to build a real intelligent ecosystem," Li Fei said. Most smart home products in the past were at the 1.0 stage, which was single - device intelligence, where each device performed its own function. Then it entered the 2.0 stage, where devices could be connected and communicate with each other, enabling simple perception and control. In MOVA's view, the next stage will be the 3.0 stage, an intelligent ecosystem centered around home service robots, where devices are not only connected but also able to actively understand the environment and users' needs and collaborate to complete tasks.
MOVA hopes to become a technology company that promotes the home into the "AI - proactive era," enabling intelligent devices to actively perceive, make decisions, and provide services, and truly turning the entire home space into an intelligent system with a "brain."
Now, this "brain" has emerged in the MOVA matrix, full of infinite possibilities, just like the Möbius ring in the exhibition hall.