Win! Many products of overseas giants dominate the Amazon BSR list

European and American countries are generally sparsely populated and land is vast, so private residences usually have very large courtyard spaces.

According to Frost & Sullivan's industry survey report data, there are currently approximately 250 million private gardens in the world, 100 million in the United States, and more than 80 million in Western Europe, Northern Europe, and the United Kingdom.

As an important leisure scene, daily cleaning and maintenance of the courtyard are essential, so the courtyard cleaning track has a very broad development prospect. Many companies have taken a fancy to this business opportunity and launched different types of courtyard cleaning robots.

In the field of garden cleaning, there are often different scene requirements. At present, the products with more development potential are lawn mower robots, pool cleaning robots and snow removal robots.

Taking lawn mowing robots as an example, according to surveys, the global lawn mowing robot market size is expected to reach US$3.5 billion in 2026.

There is an overseas brand that has quickly captured the overseas market with its smart lawn mowing robot products and ranks first in the global omni-channel market share. It is the overseas brand Worx.

Many Worx products are on Amazon BSR

According to public information, Worx's parent company Positec was founded in 1994 and is headquartered in Suzhou, Jiangsu Province. It is a multinational company integrating power tool R&D, manufacturing and marketing. The group has more than ten overseas branches in the United States, the United Kingdom, Italy, Germany, Australia, four major R&D centers in Suzhou, Italy, Australia and Shanghai, and three major manufacturing bases in Suzhou, Zhangjiagang and Vietnam. It is one of the largest power tool manufacturers and exporters in China.

Boshida's products cover categories such as household, garden, professional, service robots and peripheral home products, including cordless, gun drills, saws, angle grinders, woodworking, garden and other power tool products, involving professional, high-end, mid-to-high-end, mid-end and low-end categories of power tools.

In 2004, Bosch launched its own brand Worx, and its first product was the Worx GT electric lawn mower.

Another self-owned brand of Bosch is Noesis, and it also owns two major overseas acquired brands, Rockwell and Kress.

Worx's products include professional power tools, gardening tools, automotive supplies, and home DIY tools.

At first, the process of selling Worx products to major retailers was not very smooth, because these retailers wanted Worx products to be sold as their own internal brands. In order to fully expose its own brand and directly reach target customers, Worx first adopted television advertising marketing.

In early 2007, the Worx GT electric trimmer became the first product to be sold through television advertising in the United States. Within a year, the company sold a total of 313,000 Worx GT electric trimmers .

The Worx GT electric trimmer is quite popular in the US market and has taken first place in its category on Amazon.

Subsequently, Worx began to expand into other categories.

In 2014, Worx followed the market demand and released a fully robotic lawn mower, Worx Landroid. This product introduced AI technology, trajectory correction and other technologies to meet the diverse needs of consumers.

To date, Worx has been very popular in multiple categories on the Amazon platform. Its products rank first in the BSR of electric clippers and workbenches, and are consistently ranked in the top 50 in the categories of car vacuum cleaners, screwdrivers, and blowers.

How does Worx use social media marketing and technological advantages to become popular overseas?

In addition to the Amazon platform, Worx's main sales channels include independent websites and physical stores such as large retailers.

Worx's independent website , worx.com, has been running since 2012. The main traffic of Worx's independent website comes from direct traffic such as search and recommendation. But it should be noted that social media is the fourth largest traffic entrance of Worx .

Worx attaches great importance to social media marketing and has official homepages on six major social media platforms including Facebook, Twitter, and TikTok.

Worx's Facebook homepage has 130,000 fans. In order to maintain core fans , Worx often publishes giveaway activities to give fans benefits. Worx's average weekly post volume is 3.5 posts/week, while the average #giveaway benefit post volume is 2 posts/week. The #giveaway activity can help the brand build a good image and increase fan stickiness.

In addition to Facebook marketing, Worx also collaborates with vertical influencers on YouTube to release long videos . Currently, those who work with Worx are generally well-known "big influencers" in the vertical category . After daily video releases, they can reach the audience of the entire power tool category . In the video, the product's performance, assembly and storage advantages will be highlighted to attract the target group.

With its international brand image and leading product technology advantages, Worx has expanded its business to the United Kingdom, Denmark, Sweden, Norway, Thailand, Malaysia, Singapore, the Philippines, South Korea and other countries , with an annual compound growth rate of more than 35% in the past five years.

According to the 2023 BrandZ Top 50 Chinese Global Brands list released by Google and Kantar , Worx ranked 24th, up 21 places from 2022 , and currently tops the home gardening category .

Worx not only ranks first in its category in the global brand list, but also ranks first in global market share.

According to the latest GfK report in 2023, Worx smart lawn mowing robots ranked first in global omni-channel market share.

Among them, in Germany, the world's largest smart lawn mower robot market, Worx smart lawn mower robots have a market share of 54%, a market share of 53% in France, and a market share of 50% in Italy, all far exceeding their competitors Husqvarna and Gardena.

The success of Worx smart lawn mowing robot is inseparable from its technological advantages.

When doing market research, Worx found that most robot lawn mowers lose their sense of direction when passing through narrow passages and have very poor mowing results. Therefore, Worx improved the AIA (Artificial Intelligence Algorithm) technology to ensure that the mower can complete operations in narrow passages.

In addition to AIA technology, the Worx smart mower also has a number of innovative technologies, such as a vibration sensor that can sense obstacles and change the cutting route to avoid obstacles. It can also sense weather changes and automatically return to the charging station once it senses rain to prevent damage to the machine.

The success of the Worx smart lawn mower robot is closely related to Bosch's insistence on smart technology and product innovation. Bosch has four major R&D centers in Italy, Australia, Suzhou and Shanghai, and has applied for more than 1,300 patents in the field of smart lawn mower robots worldwide. The new generation of Worx visual smart lawn mower robots ushered in the era of "out-of-the-box use" and also won the special prize of the 2023 World Garden Award. Later in the same year, the Kress RTKn borderless lawn mower robot also won the recognition of global consumers with its networked RTK technology.

In short, the courtyard cleaning track where Worx is located has broad development prospects, with large overseas consumer demand and considerable market size. For domestic companies, they can actively move towards the international market, select the right segment, and participate in international competition.

Amazon

Worx