Is Kingclean Mojie a Good Product?

As a leading contract manufacturer in the vacuum cleaner industry, Kingclean has maintained a stable position for many years. The company leverages its consistent product and design capabilities to serve as a reliable partner for major brands in the sector. Since 2008 when Kingclean began domestic sales, the company has been seeking breakthroughs in its product lineup, aiming to establish a presence in high-end vacuum cleaner brands.

Since the launch of the Mojie series, it appears that Kingclean has placed all its hopes on this line. The company has opened numerous offline stores and positioned the Mojie series as its flagship products, investing heavily in endorsements with Liu Tao. While Liu Tao did bring significant brand exposure to Kingclean, the strategy seems to have focused primarily on this single product line.

According to reports, Kingclean's positioning is to compete with Dyson, making its Mojie products price-competitive with the British brand. The top-of-the-line M85 model retails for 4,499 yuan, which is only slightly higher than Dyson V10 at a similar level.

Is the Kingclean Mojie M85 a Good Product?

First, let's take a look at the specific performance parameters of the Kingclean Mojie M85:

From the configuration details provided, it is clear that Kingclean's Mojie and Dyson series do not significantly differ in functionality. The upright design offers a lower center of gravity when used, making Mojie more comfortable over extended periods compared to the Dyson style.

During my experience at offline stores, salespeople primarily focused on these aspects when pitching the products. This suggests that Kingclean has likely provided specific training for their staff.

When discussing this with some industry friends who are technically inclined, many praised the Mojie series as "a well-designed product that is comfortable to use." However, despite significant resource investments, Mojie's sales have not seen corresponding growth.

A notable current situation is that outside of Kingclean’s own domestic sales, their foreign customers have only chosen a few secondary clients for Mojie, and even then, it was not the main model. Major first-tier clients such as TTI, Shark, and Bissell did not opt for the Mojie design.

The Mojie product's design sits between push-cordless vacuums and upright models, with its 2-in-1 detachable functionality reminiscent of Electrolux’s Ergoradipo, which was a best-seller with over 10 million units sold.

Analysis of the Market Positioning and Potential for Cordless Vacuum Cleaners

From a product perspective, cordless vacuum cleaners do not represent a revolutionary design like Dyson's handheld models. This makes them somewhat awkward in terms of market positioning. When compared to upright vacuums, they cannot be priced too high due to their premium nature. Conversely, when compared to stick vacuums, the added portability and convenience are significant, but changing consumer perceptions is challenging.

Market Dynamics

1. European Market: In Europe, floor-standing vacuum cleaners dominate the market. These products are typically sold at lower prices, whereas upright models do not have a strong presence. Major brands like Rowenta, Electrolux, and Philips do not produce this type of product, making it difficult for cordless vacuums to gain significant traction.

1. North American Market: The Mojie product line is well-suited for the North American market. Historically, upright vacuum cleaners have been bulky and heavy. Similar to how Americans prefer large muscle cars, they also favor larger, more robust upright models. Shark's Liftaway series focused on portability and captured a significant share of the market. Despite this, even Shark maintained the basic upright design rather than creating a smaller machine. Major players like TTI, Bissell, and Shark do not plan to introduce Mojie-style designs, limiting its potential for large-scale sales in North America.

1. Other Markets: In other regions, floor-standing vacuum cleaners remain dominant, making the cordless design too unconventional.

1. Chinese Market: In China, the use of vacuum cleaners is less common, and consumer awareness is limited. Kingclean's efforts have been successful in capturing a niche market. However, with the rise of Dyson and competition from other brands, Mojie product positioning and market share will face intense competition.

For a niche product like cordless vacuums, the Mojie series has performed reasonably well domestically. Nevertheless, as a niche product, it is not what Kingclean's CEO aims to achieve. Unfortunately, with local competitors not following suit, Kingclean may continue to operate in this market alone.