China’s robotic lawnmower makers race into Europe

Nine Chinese brands unveiled new robotic lawnmowers at this year's IFA, Europe's largest consumer electronics show, as the industry pushes forward with expansion plans in the EU. Despite an ongoing anti-dumping investigation by Brussels against their products, Chinese lawnmower makers transformed one hall at IFA in Berlin into a garden patchwork, showcasing their latest offerings.

Ryan Kong, general manager for Europe at Segway Navimow, noted that "everyone came in over the past two years" as demand for robotic lawnmowers, previously a niche market in China, expands globally. The market's growth potential has attracted other brands as well, with sales of robotic lawnmowers in Europe growing from about 800,000 units in 2021 to roughly two million, and potentially reaching three to four million units in the coming years.

Companies such as Dreame, Roborock, Aiper, and Mova have all entered the market since 2024, with Mova even hiring a DJ to attract visitors. Chinese makers have been drawn to Europe's growing market for robotic lawnmowers, which could potentially reach three to four million units in the near future. However, the industry faces scrutiny on both sides of the Atlantic, with the US Federal Communications Commission banning new models from sale in the country and the European Commission investigating potential anti-dumping duties, which could exceed 20% on Chinese robotic lawnmowers.

Despite these challenges, Chinese companies remain undeterred and continue to expand their operations in Europe, setting up dealerships, selling on Amazon, and securing supply chains.