Interview: The Present & Future of Roborock

Roborock has recently launched its latest robot vacuum in Malaysia – the Roborock S8. In conjunction with the launch, we had the opportunity to interview its South East Asia Director, Joan Hu, to learn more about the company’s current state and upcoming plans.

What are the market size and level of demand for robotic home cleaners and what advantages is Roborock bringing to the market?

The global cleaning robot market size is expected to reach $24 billion by 2026, indicating a high level of demand for robotic home cleaners. Roborock aims to meet this demand by providing convenient and efficient cleaning solutions with its advanced technology and innovative features. They strive to make the cleaning experience even more convenient and cleaner with every cleaning session, making Roborock a go-to brand for professionals, families, and individuals with busy lives and time commitments.

What is the technology behind the Roborock intelligent robot vacuums and how does it work?

Roborock uses advanced technology in their robot vacuums, for example, the S series uses a combination of LiDAR & optical mapping technology for precision navigation. This enables the robot cleaner to scan its environment to navigate space more accurately and avoid potential obstacles for a more efficient cleaning process.

Additionally, the company has developed ReactiveAI technology to enable their robot systems to automatically dodge obstacles and dual cameras for stereoscopic vision available in select models. In terms of standard designs, robotic vacuums feature two types of brushes, a roller and spinner, designed to agitate dirt and debris and pull it inward to the internal dust bin. All of their models start and end each session at a docking station and have Wi-Fi connectivity to enable remote control and schedule cleaning.

How will Roborock differentiate itself from other companies?

Roborock differentiates itself by leading the growth of the sector and increasing exposure and acceptance of robot vacuums among the general public. The company achieves this by providing innovative premium products that use cutting-edge technologies to create a cleaner household environment while delivering a hands-free cleaning experience, which requires very little manual interaction from customers.

Any success stories you would like to share with us?

Roborock has received numerous awards for its ingenuity, with the Roborock S7 earning recognition at CES in January 2021. Locally, they recently took the first spot during 3.3 Sales on Shopee in terms of vacuum cleaner sales. These achievements demonstrate the high level of satisfaction and positive reception from Roborock users.

Is Roborock currently focused primarily on online sales?

Currently, Roborock is primarily focused on online sales due to the impact of the pandemic, which has shifted consumer behaviour towards online shopping. Additionally, early adopters of robot vacuum cleaners tend to be tech-savvy individuals. However, Roborock also collaborates with AI Home for offline sales, and they have plans to open flagship stores in the future, although details are still being arranged.

What other models will Roborock release besides the upcoming S8 series?

In addition to the S8 series, Roborock will release the Q Revo, a liftable spinning mop, and another option for their product lineup. The Q Revo will be launched in the United States, and possibly in Southeast Asia by June or July.

There are a lot of impossibly low-priced robot vacuums in the market right now that lack basic features like mapping. How will Roborock tackle this?

Roborock is constantly looking to upgrade the cleaning experience for users by incorporating cutting-edge features into its products. In the first half of 2022, the company’s R&D expenses increased by 13.74% YoY to 226 million yuan (approx. US$31.6 million). Additionally, Roborock partners with industry leaders to incorporate better technology into their products to stay ahead of the industry.

Roborock makes several handheld vacuums, too. What was the motivation behind adding non-robotic vacuums to the lineup?

Roborock understands that handheld cordless vacuum cleaners are almost essential to many users, and they saw an opportunity to leverage their tech and know-how from building robot vacuums and apply it to handheld products. They are constantly working to offer different cleaning solutions tailored to the unique needs of each home, person, and lifestyle, which is why they added non-robotic vacuums to their lineup.

Will Roborock sell user-replaceable parts for all models, including the battery if the user wants to replace it themselves?

Currently, Roborock does not sell individual parts because consumer installation and replacement of parts can lead to issues. While the process may seem easy for some, most of the users are not savvy with technology components and may damage the vacuum in the progress. It is better to leave the task to the experts.

That being said, we do sell consumables such as dust bags, brushes, cleaning cloth and other accessories.

Can you explain in detail how Roborock ensures after-sales service and quality for Malaysian customers? How can we access Roborock’s after-sales service?

Roborock prioritizes after-sales customer service and support, providing product consultation services, recommending suitable products, and explaining the features of each model. If customers encounter technical issues while using Roborock products, they can directly contact the administrator and inform them of the problem. Roborock staff will then send the product to the Roborock service centre for inspection as part of after-sales management. If the repair and maintenance process takes a long time, Roborock provides a replacement device for customers to use at no extra cost during the waiting period, ensuring the highest customer satisfaction.

Could you tell us about your team and customer support?

Roborock has a talented global team that includes staff from some of the world’s most respected brands, such as Microsoft, Huawei, Baidu, Foxconn, and DJI. Customer support is a top priority for the company, with a team available to answer any questions and provide assistance. This allows Roborock to learn first-hand from their customers what their favourite features are or where they can add new features for more convenience.

Does Roborock plan on staying within the vacuum tech space, or do they have any plans to expand into other product segments?

Roborock has recently released a new product in China, a washing machine with drying capabilities using innovative low-temperature drying technology. This technology can dry clothes without causing fading or deformation and can even dry wool and silk.

The Roborock H1 washing is currently undergoing certification and is expected to be available in countries outside of China.

Wrapping up

Thank you to Joan Hu for taking the time to speak with us and provide insights into their brand and products. As we have learned from this interview, Roborock is constantly pushing the boundaries of technology and innovation to bring their customers the best possible cleaning experience. We look forward to seeing what the future holds for this exciting brand in the robot vacuum industry.