DJI executives start their own business, with monthly sales of a single product reaching 4 million US dollars!

The courtyard track has another big hit.

In the past two years, the capital winter has caused countless tracks to go from crazy to calm, but the garden track has gradually stepped out of the depression and ushered in a "new journey". In particular, garden robot brands represented by lawn mowing robots have frequently won the high ground of orders on Amazon, overtaking a number of old players.

It became popular on Amazon, with monthly sales of 4 million US dollars for a single product

In 2022, Mammotion's borderless lawn mower robot Luba was launched on the crowdfunding platform and raised $1 million on the first day. In January this year, the company's other lawn mower robot was launched on the crowdfunding platform and raised $17.2 million in more than four months.

Why is a lawn mowing robot attracting so much attention overseas?

It is understood that the lawn mowing robot launched on the crowdfunding platform of Mammotion in 2022 is the first product to test the overseas market. Compared with traditional inertial navigation and collision line, LUBA has added a virtual boundary autonomous navigation system, and has many leading technologies such as boundaryless line setting, high-precision navigation, and obstacle avoidance system.

After the crowdfunding platform was successfully preheated, Mammotion began to develop overseas sales channels, successively entered platforms such as Amazon and eBay, and created an independent website, with remarkable achievements.

Mammotion is not an exaggeration to say that it is small but good . Taking Amazon North America as an example, it has achieved sales of 15,000 units with only 33 ASINs, and sales revenue of more than 44.62 million US dollars. And these 33 ASINs are mainly concentrated on the newly launched LUBA 2 series lawn mower robots and related accessories.

On Amazon, Mammotion's most popular product is the new LUBA 2 AWD 10000H smart lawn mower robot, which was launched in mid-March this year. It currently ranks first in sales on Amazon, with sales of more than 900 orders in April and sales exceeding US$4 million.

In less than a month, this product has become the number one in the Amazon lawn mowing robot category. Currently, this product is priced at $4,099, has 614 ratings and a score of 3.8.

Not only the high-end series, but other series of Mammotion also performed very well. It is reported that in order to capture different types of customers, Mammotion has launched three types of products, namely high-end, mid-range and mid-low-end, for different scenarios such as business, small and medium-sized enterprises and families, with prices ranging from US$1,399 to US$4,099 . There are many products in each series on the BSR list .

At the same time, its independent website is also taking root overseas, and has now reached dozens of countries and regions in Europe and the United States. The total number of visits from February to April this year exceeded 1.61 million, ranking second among the independent websites of smart lawn mowers. However, its audience is mainly concentrated in Germany, accounting for as high as 32.18%, followed by France, the United States and other regions.

Moreover, the main source of traffic to its independent website is paid search, which accounts for as high as 41.64%. In sharp contrast, natural search traffic accounts for 6.11%, which means that in addition to competing with its predecessors in terms of products, Mammotion also has to spend money to compete for traffic.

DJI executives start their own business, and new talents in the robotics field emerge

So how did Mammotion, a brand that has achieved great success on Amazon, come about?

It is understood that Mammotion's parent company is Songling Robotics, which was founded by DJI executive Wei Jidong after he resigned in 2017. At that time, the company had 6 employees with technical backgrounds.

At first, the company focused on the parking AGV business, but later switched to mobile robot chassis products due to the long project cycle, and achieved a revenue of over 10 million yuan in two years. However, Wei Jidong did not stop his entrepreneurial pace. In 2022, the company began to move into smart lawn mowing robots and established a sub-brand, Mammotion.

After launching overseas, Mammotion has been focusing on Amazon channels. Although it is a new brand, its products are innovative and high-quality, and it has successfully captured the hearts of many overseas consumers as soon as it was launched, eventually generating sales, and Mammotion has successfully ranked 7th in the category in a short period of time. Naturally, this is why it has achieved such a great success on Amazon.

To be honest, it is no secret that the garden market is booming, especially the lawn mower robot category. Data shows that the compound growth rate of the global lawn mower robot market will exceed 12% from 2019 to 2025, and will continue to grow in the next few years. Looking at the specific market in the United States, the number of lawn mowers purchased each year is close to 8 million, with expenditures reaching billions of dollars.

It is precisely based on such business opportunities that sellers continue to rush into the market.

Looking back, the earliest players to enter the market were traditional big sellers represented by Suzhou Baoshida, which used the most traditional pre-buried wire plus collision technology to occupy a considerable market share. For example, Baoshida, the world's second largest lawn mowing robot company, owns two major robot brands, Worx and Kasheng, and has shipped more than 1 million units in total.

Following closely behind are the new generation of players, such as Ecovacs and Ninebot, which have a background in robotics and have achieved impressive results. Take Ninebot as an example. In 2021, it entered the home robot market and released its first smart lawn mower robot, Navimow, which is characterized by its ultra-quietness. Data shows that in the first quarter of 2024, Ninebot's lawn mower robot sales reached 33,100 units, a year-on-year increase of 317%, and it is known as one of the most powerful companies in the category.

In today's market, the largest influx is of emerging companies, represented by Hanyang, Changyao, and Mammotion. These companies have one thing in common: their founders mostly come from prestigious universities or well-known robotics companies, and have both impressive resumes and strong capabilities.

At the same time, these start-ups have also frequently received strong support from capital. According to incomplete statistics, between 2020 and 2022, more than 20 domestic lawn mowing robot brands emerged abroad, with dozens of capitals and hundreds of millions of yuan in financing behind them.

The golden track shows great potential and there is still room for stock

With so many brands entering the market, is there still room for the development of lawn mower robots? According to a survey, there are about 250 million private gardens in the world, 100 million in the United States alone. And compared with traditional tools, more and more consumers prefer lawn mower robots with constantly innovative technologies.

At the same time, the global lawn mower market is still growing. Data shows that in 2019, the global lawn mower market size was US$30.1 billion, and it is expected to reach US$44.07 billion by 2027, with a compound annual growth rate of 5.60%. Naturally, the demand will not be low.

Although the demand is high, the penetration rate of smart lawn mower robots is still low. In 2021, the penetration rate in some Nordic countries is 30%, Germany is more than 10%, and the United States is only about 1%-2%. This is enough to prove that there is still room for development in this field in the future. In addition, the ban on the use of fuel lawn mowers in California is also accelerating the popularization of smart lawn mower robots.

It is not difficult to see that the smart lawn mower market is undergoing changes while also attracting a variety of players to join the market, from companies with a robotics background to cutting-edge companies, who continue to occupy their own place in the market segment through precise market positioning and differentiated product strategies. In the future, more Chinese brands will occupy more market share in the global smart lawn mower market.

DJI

Mowing Robot