- CrossWave became a breakout product because it combined vacuuming and mopping around a clear consumer pain point.
- Its success also exposed the operational difficulty of water-based cleaning products.
- Many later Chinese hard floor washer brands inherited both the opportunity and the after-sales challenges of this category.
If you were to ask Bissell's friends which product has been the most successful in recent years, 100% of them would tell you it is the Crosswave. Allegedly, this machine sold over hundreds of thousands of units and generated sales exceeding one hundred million dollars, successfully pushing Bissell's revenue past one billion dollars and into the "Billion Club."
This product is said to have been developed by a Chinese team for the Chinese market, and Bissell CEO Mark Bissell initially did not hold high expectations for this model. However, it unexpectedly became a big hit.
The following description comes from Bissell's Taobao flagship store:
Core Features: Suction Cleaning + Mopping Integrated
To ensure the floor is clean after cleaning, this requires a pump to precisely control the water output.
Suction for both dry and wet cleaning; even large particles can be sucked in. I remember that Bissell's promotional video demonstrated suctioning raw eggs and noodles.
Self-cleaning brushes. The biggest issue with robotic mops is cleaning the cloth or brush after use, so I believe self-cleaning will become a standard feature for mop-type products in the future.
The dirty water tank and the clean water tank are separate, with the dirty water entering the dirty water tank directly.
A simple product description.
There is no doubt that from a product perspective, the Crosswave is a successful product, hitting customer pain points right from early market research to final product features. However, this product, originally designed for the Chinese market, has sold best not in China but elsewhere.
This type of product (water extractors) has many patents held by Bissell, making it very difficult to avoid.
A quick look at Amazon shows very good sales.
Checked the negative reviews, they mainly focus on a few areas:
- The power cord is not convenient. It is said that the wireless version will be released soon.
- The suction power is too weak.
- Poor quality, leaks
- Find the cleaning results unsatisfactory.
- Find the noise disturbing.
- If it doesn't meet expectations, returns are made. This is something to particularly note when entering the overseas market. Many foreigners will test it for a few days and return it if they feel it does not meet their requirements.
Additionally, Bissell's marketing strategy focuses on its ability to suck up pet hair, which is why many buyers purchase this product for that reason. As a result, there are numerous comments about the inability to clean dog hair thoroughly and frequent blockages.
Overall, I believe this is a good product that has opened up a new category in the market, with very positive performance. If anyone has ideas or thoughts on this product, feel welcome to add me on WeChat for discussion and exchange.